How do you get people’s attention? It’s a question I get a lot from businesses, and for good reason: Consumer behavior is predictably unpredictable.
While scrolling through feeds on their phones, individuals watch sports or videos from their favorite creators on television. They are motivated to investigate, browse, and purchase as a result of new discoveries at any stage, or in fact at every step. They’ve moved quickly between apps, websites, and devices in search of content that really speaks to them. So, how do you attract attention from others? That last part is the answer — content that truly speaks to them. Because of this, we are reimagining advertisements and shopping options as means of individualized exploration. This requires tremendous speed and tech sophistication, that’s only now within striking distance thanks to AI.
Turn AI into action
We’ve made incredible advances in AI, and this same powerful technology can transform advertising and shopping. As the lead engineer for our Ads and Commerce products, I am inspired by the ways in which this technology is already making it easier for people and businesses to connect. In the last year, we’ve explored new applications of generative AI across our products — from improving image generation to better curating the products people see. We’ve also been seamlessly integrating AI into our campaign tools and simplifying data management to help you get the most from them. But there’s more we can do. I see vast opportunities to help businesses create relevant, interactive and beautiful content that feels tailor-made for each person’s interests.
Reach your audience right away. Content that is compelling on its own will not garner attention or influence. You need to show up everywhere people are, from discovery to decision. Google can be of assistance here. People come to Google with questions big and small, whether they’re planning a trip or picking a college. They also come to shop, as Google users shop more than a billion times per day. 1 Sometimes people have a specific idea of what they’re looking for, but they also discover new favorites on Google every day. In point of fact, consumers claim that they used Google or YouTube in approximately two thirds of the purchases they made when they discovered a new brand, product, or retailer.
Tap into YouTube’s engaged audiences
Creators are a big part of these discoveries because they get a lot of fans, especially younger viewers like Generation Z, and make YouTube watch time grow. Today’s tastemakers are creators, and leveraging their influence pays off: YouTube users trust the recommendations of creators 98% more than other social media platforms. 3 Increasingly, people are watching their favorite creators, sports and other content on their TVs — over 1 billion hours daily.
You can reach YouTube’s highly engaged audiences with the help of my team. A big part of this is improving ad relevance and creating better end-to-end shopping experiences as people watch. We are currently working on more interactive advertisements, for instance, that allow viewers to learn about products without having to leave the advertisement. We’re also helping brands discover and connect with creators to authentically reach audiences through partnership ads.
Connect with consumers on Search
On Search, rich and multimodal experiences like AI Overviews, Circle to Search, and Lens give people new ways to express exactly what they want, more naturally than ever before. We already see more than 5 trillion searches on Google annually, 4 and with AI, we’re continuing to expand the types of questions that people can ask. This means more opportunities for you to connect with consumers through entirely new kinds of questions. For example, with the launch of AI Overviews, the volume of commercial queries has increased.
Over the last year, we launched ads in Lens, the new AI-powered Google Shopping, and 3D spins for ad images. We also expanded virtual try-on to dresses, and integrated this experience into ads as well. These are already helping people shop what they see, get tailored recommendations and understand a product better before they buy or find it in-store — and there is much more to come.
Together, build this future. Capturing people’s attention today is a big challenge. Helping you solve it is our top priority. As we do, we want your feedback so we can be a collaborative and trusted partner for you.
