– Oh in warning. Last Year, at the Cannes Lions Advertising Festival, Google Exec Vidhya Srinivasan Remembers a lot of talk about the possibilities of ai in advertising. “People Were Experimenting with it and Thinking About What’s Possible,” She Recalls. One Year Later, in the South of France Last Week, possibilities Had Fully Becoma Reality. “It’s currently transforming every aspect of advertising today,” She says.
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Srinivasan is the Person Responsible for Making Much of That Transformation Happen. AT Google, She is vp/gm for both advertising and commerce. She Overses Google Shopping and Advertising Products Across Google Search, Maps, YouTube, and More-the Vast Portfolio of Fast-Changing Products with more than $ 66.9 Billion in Revenues IN Q1 ALONE.
Srinivasan added Commerce to her portfolio at the beginning of this year, a remit she took on as consumers demand hyper-versionalization while shopping, and the advertisers Seek it as they target shoppers.
Ai in advertising and commerce can mean wildly different things. IT’S A VAST PORTFOLIO OF AD TECHD PRODUCTS AND RASCLY AI-GENERATED, TARGETED ADVERTISING. “We’ve Always Wanted to Fits the Right Ad to the Right Person at the Right Time… Now you come up with Perfect Creative at the moment for the Person, BECAUSE The AI Is Able to Generate Things on the Fly,” She says. “It’s Changing the Game on What is Possible in Any Given Moment.”
It’s also an entirely New Shopping Experience-the consumer can describe Garment They Might Want, See an ai-Gegeted Version, and then Shop for similar products that already exist. “Customer Journeys Are Completely Unpredictable,” Srinivasan says. “Users Now Want a Far More Relevant, Immersive Experience In Everything They do.”
Adweek Last Year described Srinivasan as Having the “Toughest Job in Advertising.” She’s at the center of a lot of trends: Fast-changing activity on google searchmore consumers go straight to chatgpt or other chatbots rather than google Something; warning anxieties About the Future of Creative and the Industry; and the vast workforce changes that are happy in both sectors.
SRNIVASAN SAYS THAT HER PAST EXPERIENCE AT AMAZON WEB Services Helped Prepare Her For the Challenge. Starting at AWS in 2012, She was Tasked with Bringing the First Cloud Data Warehouse to Market. “The Charter Was, I Should Be Able To Start The Data Warehouse in the Time It Takes To Get A Coffee Or Buy A Book,” She Refess. It Seemed impossible at the time. “People Were Very Skeptical That Cloud Was A Real Thing When I Started There and Now, of Course, You Look Back and You’re Like, ‘Of Course That Had To Happen.’
