Marketing benefits

Anticipate customer actions: Understand what different customer groups are likely to do next, so you can proactively shape strategies (like targeted messaging and offers) for maximum impact 

Gain a precise understanding of your customers: Reveal the perceptions, unmet needs, and frustrations driving customers’ actions, so you can make truly customer-centered decisions about your brand and offerings

Optimize ad creative and messaging: Pinpoint the exact language, emotions, and pain points resonating (or not) with customers—so you can refine ad copy, visuals, and calls-to-action for maximum relevance, engagement, and conversion

Improve products and services: Use direct customer feedback to inform product development and service enhancements, leading to offerings that better meet market needs and foster greater customer satisfaction

Marketing benefits 

• Early trend detection: Get an early warning about shifting customer interests, new market demands, and potential industry changes, allowing you to proactively adapt your marketing and ad strategies and innovate before competitors
• Strategic advantage: Pinpoint new patterns and technological advances, giving you the foresight to stay ahead of the competition and position your brand as a market leader
• Evergreen ad campaigns: Align your ad messaging, creative, and targeting with upcoming consumer interests and industry changes, ensuring your campaigns are always relevant, resonate strongly, and can capitalize on new market demands for maximum impact

Marketing benefits

• Faster adaptation: Get immediate alerts on competitor product releases, pricing shifts, and marketing and ad tactics, allowing you to proactively adjust your own strategies to maintain a competitive edge
• Strategic advantage: Understand common feedback about competitor products and pinpoint their strengths and weaknesses, giving you the foresight to outmaneuver them in the market
• Sharpen ad differentiation: Analyze competitor ads, messaging, and targeting to identify gaps and opportunities—empowering you to craft highly differentiated ad campaigns that highlight your unique value proposition and resonate more strongly with your target audience
• Informed resource allocation: Make data-backed decisions on where to invest your marketing budget—whether it's in new product development, targeted advertising, or customer retention efforts—based on a comprehensive understanding of the competitive environment

The challenge

Anticipating future customer behavior and market trends can feel like guesswork to marketers. Manual data analysis requires marketers to sift through vast amounts of customer data—including historical purchase patterns, website interactions, and engagement metrics—to benchmark the probability of customer actions, such as likelihood of purchase, potential for churn, and long-term value. You need a way to bridge the gap between data and action and automatically generate insights that feeds to your existing marketing technology, like your CRM and marketing automation systems, in order to gain a forward-looking view of your customer base and market.

The solution

Predictive insights can accurately forecast market demand, as shifts in customer needs can be one of the most crucial determinants that make or break campaign performance. AI agents can monitor external data sources like industry news, emerging technologies, and shifts in general consumer behavior—helping you gain insights about the broader market landscape and identify new opportunities or disruptions that may affect your brand or industry.

Marketing benefits 

• Proactive strategy and resource allocation: Forecast future actions of customer segments, allowing you to proactively tailor marketing strategies for purchasing behavior or churn risk, optimizing your marketing spend before issues arise
• Early trend capture and innovation: Predict emerging trends before they go mainstream, giving your brand the advantage to innovate, adapt campaigns quickly, and capture new market opportunities ahead of competitors
• Personalized ad delivery and ROI: Predict which customers are most likely to convert, churn, or increase their value—enabling you to dynamically target and personalize ad content and offers for maximum effectiveness and significant ROI gains
• Enhanced customer lifetime value: Identify customers with high long-term value potential, allowing you to implement strategies and ad campaigns to nurture these relationships and maximize their contribution

Use cases for AI agents

• Brainstorm campaign concepts: Boost your marketing campaigns with data-backed content ideas and concepts, speeding up creation and improving ad performance.
• Content and ad creative generation: Rapidly produce high-quality, on-brand content across all formats, drastically cutting down production time and freeing up your creative teams for higher-value work.
• Content personalization: Instantly personalize customer experiences to deliver tailor-made content and hyper-local ads, boosting engagement and effectiveness.
• Content localization: Seamlessly adapt assets for diverse languages and markets, ensuring global relevance, optimized performance, and faster market entry.

The challenge

Even the best creative team can overlook a timely market opportunity if they can’t manually analyze changing trends and vast amounts of customer data fast enough. How can your company capitalize on trends and customer data to identify content gaps where your message will best land?

The solution

Gain the ability to pinpoint relevant and timely opportunities you might otherwise miss. Leveraging insights from market trends and customer intelligence, agents quickly brainstorm and develop initial ideas. This provides data-backed content ideas, from blogs to videos, and identifies “content gaps” to create highly relevant material that boosts engagement and traffic.

Marketing benefits

• Lead the conversation: Identify what topics truly resonate and where your brand can uniquely lead the conversation, ensuring your content and ads always cut through the noise
• Accelerate content and ad creation: Benefit from a constant flow of timely, pre-vetted ideas that speed up your content creation process and provide ready-to-test ad concepts, optimizing your marketing budget and increasing agility
• Empower creative and ad teams: Equip your creative and ad teams with data-backed inspiration and insights into content gaps, enabling them to develop highly relevant and engaging content and ad creatives more efficiently and with greater impact
• Drive ad performance and relevance: Directly translate fresh content ideas into compelling ad creatives and messaging, ensuring your advertising is always relevant, engaging, and highly effective in capturing audience attention and driving conversions

The challenge

Producing high-quality, on-brand content across various formats can be time intensive and cost-prohibitive. While an in-house content team may create a great blog post, repurposing that content into different formats for various social media channels can take even more time than the initial creation of the asset.

The solution

Transform rough ideas into polished drafts and dynamic multimedia assets. Acting as a powerful content production engine, gen AI quickly constructs initial drafts for a vast array of written content, including blog posts, social media updates, email copy, website content, and diverse ad headlines. Its capabilities extend to visual and audio content, generating preliminary video scripts, storyboard concepts, custom imagery, and outlines for podcasts. Importantly, it ensures brand consistency and voice across all generated outputs, providing a crucial content acceleration view for your entire marketing operation. 

Marketing benefits

• Unprecedented speed: Drastically compress timelines from content concept to launch. Rapidly generate numerous variations of display, social, and video ad assets, allowing for instant responsiveness to market shifts and competitor moves, leading to faster campaign launches and higher relevance.
• Broadened content and ad reach and experimentation: Effortlessly generate a diverse range of content assets for every platform—from long-form articles to micro-social updates, and from initial video storyboards to custom images and ad variations. This enables continuous A/B testing and experimentation with content formats, messages, and ad creative.
• Consistent brand voice across all channels: Maintain your brand voice across all generated content and ad creative, ensuring a cohesive brand experience for your audience regardless of the platform or content type.

The challenge

Traditional marketing and ad campaigns often feel generic—failing to take into account a customer's immediate environment, such as their location, local weather, or nearby events. But it’s exactly these details that, if harnessed, make an experience relevant. To further detail the problem, the critical customer information may lie across different, fragmented data systems.

The solution

“Scale” is no longer synonymous with “generic” thanks to AI agents like Idea Generation agent. Marketers can now deliver hyper-relevant and timely customer experiences across all touchpoints means, spark new creative concepts, and accelerate content production. By bringing together a deep understanding of customer data with enterprise knowledge, AI helps automatically create and deliver content tailor-made for each customer, seamlessly adjusting everything from website content and online shopping recommendations to email marketing and chatbot responses. For example, it can use real-time location, weather updates, local events, and store inventory to instantly adapt ad content. This ensures ads are highly relevant to the local context, allowing you to display products from nearby stores, feature weather-appropriate items, or promote deals tied to local events.

Marketing benefits

• Elevated customer engagement and loyalty: Deliver truly individualized experiences that directly address unique needs, leading to significantly increased customer satisfaction, loyalty, and conversion rates across all channels
• Dynamic ad customization: Leverage real-time data to dynamically adapt ad content, ensuring hyper-local relevance—displaying products from nearby stores, featuring weather-appropriate items
• Optimized marketing channels: Personalize every element, from email subject lines and product recommendations to website banners and content feeds, driving higher engagement and more effective communication across your entire marketing ecosystem

The challenge

When launching an international ad campaign, literal translation is insufficient—often failing to capture local idioms and resulting in awkward or meaningless ad copy. How can you capture true cultural resonance at scale? Campaigns that don’t risk failure if their core messaging, imagery, or themes clash with local customs, values, and preferences. 

The solution

Empower your team with a global cultural and language specialist, enabling them to carefully adapt advertising content to fit local ways of speaking, cultural differences, and what people in that area prefer. Going beyond just translating words, AI agents can deeply study target markets to understand their people, customs, local rules, and language details. This research ensures initial versions of ad copy, slogans, images, and even video content fits the local culture and language—providing global relevance for your international campaigns.

Marketing benefits

1. Expanded global reach and authentic resonance: Effortlessly adapt campaigns to resonate authentically, tune into cultural nuances, and building stronger local connections
2. Enhanced brand perception and trust: Cultivate a positive brand image by demonstrating genuine cultural understanding in diverse markets
3. Optimized campaign performance: Drive higher engagement, click-throughs, and conversions by delivering highly relevant messages—boosting international ROI
4. Assured regulatory compliance and reduced risk: Ensure all ad content adheres to local laws, minimizing legal risks for smooth market entry
5. Tailored ad creative at scale: Automatically generate ad copy, visuals, and audio that reflect local aesthetics and norms, without extensive manual effort



Use cases for AI agents

Smarter, faster ideation and trendspotting to inform your ad campaigns: Unleash AI to instantly decode trends, uncover invaluable insights, interrogate target audience personas, and spark creative concepts that can inform your ads.

Generate and optimize images and videos in minutes. Revolutionize asset creation by rapidly producing high-quality visuals and videos and intelligently remixing existing assets for optimal performance across all ad formats and platforms. 

Deliver hyper-targeted, personalized ads using AI. Effectively engage audience segments and personalize messaging across channels, ensuring ads are highly relevant and drive increased engagement and ROI. 

Adopt AI-powered campaigns. Lean into the power of AI-campaigns to optimize your return on ad spend. Use agents to set up and optimize your campaign performance. 

The challenge

In today's lightning-fast market, waiting for insights means missing the moment. 

The solution

Unleash AI to instantly decode trends, uncover invaluable insights, interrogate target audience personas, and spark creative concepts that can inform your ads.

The benefits 

• Speed and agility: Compress creative-to-launch timelines, enabling instant responsiveness to market shifts
• Efficiency: Free up creative teams from repetitive tasks, optimizing budget and creative output while allowing creatives to focus on more strategic ideation and execution
• Personalization and relevance: Gen AI enables rapid ad testing, refinement, personalization, and localization for fresh, targeted ads, boosting engagement and conversions 
• Broadened reach and experimentation: Effortlessly generate diverse ad assets for continuous A/B testing across platforms

Key considerations 

• Brand consistency: Ensure that AI-generated visuals align with your established brand guidelines, including colors, fonts, and overall style
• Quality control: Always review AI-generated images and videos for accuracy, quality, and relevance before publishing.
• AI principles: Establish guidelines for your team on when and how to use AI- generated content, especially with regards to sensitive or potentially misleading contexts.

The challenge

In today's media-saturated world, generic, one-size-fits-all messages fail to capture attention and are often perceived as irrelevant noise.

The solution

AI helps to effectively engage audience segments, and personalize messaging across channels—enabling real-time content adaptation and optimizing ad spend by leveraging comprehensive customer data and contextual signals. This capability ensures hyper-relevant messaging, maximizing engagement and ROI. 

Marketing benefits

• Higher return on ad spend: Achieve greater efficiency and effectiveness from advertising investments
• Maximized relevancy: Deliver ads that feel directly tailored to each individual, significantly increasing engagement rates and click-throughs
• Deeper customer relationships: Build stronger connections with your audience by demonstrating an understanding of their unique needs and preferences
• Seamless cross-channel experiences: Ensure consistent and personalized messaging across all touchpoints, from search ads to social media and email

Key considerations

• Transparency and control: Provide users with transparency about how their data is used for personalization and give them control over their preferences. This builds trust and improves the overall customer experience.
• Human oversight: While AI can automate personalization, human oversight is still necessary. Marketers need to review AI-generated ads, ensure accuracy, and make strategic decisions.

Defying the previously impossible, a moving billboard in NYC reacts to its surroundings in real time, thanks to an innovative collaboration.

For creative agency Tombras and moving and storage giant PODS, the idea was simple yet revolutionary—transform PODS’ existing truck fleet into dynamic, contextually aware billboards. The goal? To create “the world’s smartest billboard.” The key to unlocking this ambition was Gemini, which powered a rapid-fire copywriting process. The result was a staggering 6,000 clever taglines, ready to be displayed on the side of a single truck as it navigated the bustling streets of New York City.

“I would personally never agree to writing 6,000 lines,” confessed Tombras executive creative director Avinash Baliga. However, with Gemini’s assistance, the team achieved the incredible volume and nuanced variety needed to respond instantly to a constant stream of information — news, weather updates, traffic conditions, and even local events across 299 distinct neighborhoods.

The campaign’s launch week delivered undeniable proof of its power. PODS experienced a 60% surge in website sessions and a 33% increase in local quote requests, underscoring the impact of hyperlocal relevance and the effectiveness of tapping into New Yorkers’ sense of humor. The “world’s smartest billboard” wasn’t just seen; it resonated. As a brand campaign, it demonstrated AI’s ability to unleash teams’ creative potential, breaking away from conventions around voice and tone.

The challenge

Traditional digital advertising isn’t keeping up with an increasingly complex consumer landscape. Simple keyword matches fail to grasp the user’s intent or predict their future interests. And manual optimization is too slow and reactive to keep pace with dynamic market shifts and changing customer behavior. The result? Missed opportunities and inefficient spending. 

The solution

AI-powered ad campaigns unlock the ability to proactively steer marketing investments, ensuring the right ads are directed towards segments most likely to deliver significant long-term value. With AI embedded in ad products, you can automatically stay ahead on the latest technological updates and your media strategy can transform from reactive to predictive, giving your brand and business a competitive edge.

Marketing benefits

• Accelerate ad production: Rapidly create all necessary ad components using generative AI. Gen AI creative tools are embedded in Google Ads and Merchant Center allowing you to create images, video, and automatically optimize your creative assets for all the various ad formats. 
• Expanded reach: It helps you find untapped, performant queries by expanding keyword coverage with broad match and keywordless technology. Your ads can also appear in new AI surfaces, like AI Overviews and AI Mode in Search, as well as highly visual platforms like YouTube, Shorts, Discover, and Gmail.
• Activate AI-powered campaigns: AI-powered campaigns automate campaign optimization in real-time. This means less guesswork and manual input for you, as the system works to find the best performing strategies. Deploy Google's next-generation campaign solutions like Performance Max to reach consumers across all channels, and AI Max for Search to adapt your campaigns to new search behaviors and capture relevant queries and Demand Gen to take advantage of Google’s most visual surfaces.

Key considerations

• Always be where your customers are: Get in front of your consumers in real time as they search, stream, scroll, and shop across various platforms. AI-powered campaigns also allow you to keep up with AI-powered, multi-modal Search like AI Overviews, AI Mode and Lens.
• Optimize for business objectives: Drive next-level ROI for business outcomes—removing the guesswork from your advertising, driving measurable impact.
• Build on strong first-party data: Robust first-party data acts as the fuel for these advanced ad systems.
• Focus on continuous optimization: AI provides signals and insights to constantly refine campaigns for optimal performance, ensuring you're always adapting to consumer behavior and market shifts.

L'Oréal, a global leader in beauty, saw incremental performance by using AI Max to find new search opportunities and boost ad relevance in their Search campaigns—with a 2X higher conversion rate at a 31% lower cost-per-conversion. They were able to unlock more conversions from net-new search queries like “what is the best cream for facial dark spots?” by turning on search term matching in AI Max.

Free People saw a 23% lift in year-over-year revenue with Performance Max.

Use cases for AI agents

• Quantify incremental impact and ROI: Prove the true business value of your marketing investments and confidently inform future strategy.
• Predict future performance to optimize media mix: Move beyond only understanding past performance, to predicting future effectiveness.
• Enhance data strength for measurement accuracy: Strengthen your first-party data to fuel AI-driven insights, personalization, and accurate measurement for better ROI.

Accurately understand the true incremental impact of marketing investments, moving beyond correlation to prove genuine ROI and inform future strategy. 

The challenge

The ability to prove the true impact of marketing projects can be tricky. Often, the reliance is on surface-level metrics that only show correlation, not genuine cause and effect. This leaves the actual return on marketing investments unclear, making confident future planning a struggle. Without clear insights into what's actually driving growth, making smart decisions about budget allocation becomes difficult, and proving marketing's true business value remains an ongoing challenge.

The solution

Proving incremental impact is essential for success. Move beyond simple correlations by implementing incrementality testing to understand true causal impact and adopting data-driven attribution models for granular insights beyond last-touch analysis. This allows you to clearly see what's working, confidently optimize spend, and leverage modern marketing mix models (MMMs) to maximize performance across all channels, including the unique impact of Search and video.

Marketing benefits 

• Prove ROI with confidence: Move beyond surface-level metrics to demonstrate the tangible, incremental business value generated by your marketing investments
• Make data-backed growth decisions: Use causal insights to understand what’s truly working and allocate resources effectively to drive sustainable growth
• Connect brand building to business outcomes: Clearly link investments in brand-focused channels to measurable increases in brand interest and subsequent consumer actions
• Calibrate other measurement models: Use incrementality findings as "ground truth" to refine and improve the accuracy of broader measurement frameworks like MMM and multi-touch attribution

Key considerations 

• Attribution model: Choose an appropriate attribution model that accurately reflects the customer journey and how different touchpoints contribute to conversions. Consider both first-touch, last-touch, and multi-touch attribution models.
• Clear definitions of metrics: Clearly define what constitutes a conversion, a sale, or another key performance indicator (KPI). This ensures consistency and accuracy in ROI calculations.
• Business goals alignment: Ensure that the ROI metrics align with broader business goals and objectives. What constitutes a "good" ROI might vary depending on the specific goal of a campaign.
• Security, governance, and transparency: Agents must operate within their frameworks, adhering to permissions, encrypting data, maintaining audit logs, and ensuring all actions are explainable and traceable.

Move beyond only understanding past performance, to predicting future effectiveness.

The challenge

In today’s dynamic digital media landscape, marketers can struggle to accurately track campaign impact and strategically budget, as traditional tools to track campaign impact typically lack the speed, granularity, and adaptability needed for dynamic channels like Search, making it tough to keep pace and predict future effectiveness.

The solution

Modern marketing mix models (MMMs) offer unparalleled transparency, seamlessly integrating diverse measurement signals like incrementality priors. They deliver actionable insights and a holistic view of your marketing program, allowing for agile adjustments and maximizing every dollar spent. You can get started by adopting open, transparent models that incorporate experiment-based calibration and demand richer data inputs for better accuracy. Plus, exploring partner networks can streamline deployment and insight generation.

Marketing benefits

• Holistic and accurate ROI insights: Gain a comprehensive understanding of how all your channels, both online and offline, contribute to business outcomes, enabling smarter strategic budget decisions
• Increased confidence in future marketing spend: Justify marketing investments with transparent, data-driven models that clearly link spend to results like sales and customer acquisition, fostering better alignment with finance teams
• Answer critical business questions: Use integrated analytics and modeling to directly address questions like, “How should I reallocate my budget for the next quarter to maximize sales?” and “What is the optimal level of investment for each channel?”

Key considerations

• Data requirements: Ensure you have historical data on marketing spend and business outcomes, focusing on quality and granularity. Aim for daily or weekly granularity and consider supplemental data like Google Query Volume and reach and frequency for more accurate insights.
• Team capabilities: Success with MMMs requires statistical and data science skills, so assess if you need to train your team or partner with measurement providers and agencies to build models, interpret the results and implement changes.

Your consented first-party data is a unique strategic asset, providing the essential fuel for AI-driven insights, personalization, and accurate measurement. 

The challenge

The full potential of first-party data often remains untapped due to data fragmentation. Valuable first-party customer information is scattered across various sources—websites, apps, CRM systems, physical transactions, and customer service interactions. This siloed data makes it difficult to gain a holistic understanding of the customer journey and accurately attribute conversions, hindering effective ad engagement analysis and limiting overall marketing effectiveness.

The solution

Build a unified and resilient data foundation by connecting all first-party data streams—from websites, apps, CRM, and physical interactions. This cohesive data foundation then enables them to connect the right customer signals for their business, such as detailed customer and transaction signals. By leveraging these rich first-party insights, marketers gain a superior understanding of how individuals convert after engaging with their ads, leading to more informed decisions and improved campaign performance.

Marketing benefits

• Data-driven ROI: Build data strength by connecting your data sources and maximizing signals so you can steer AI to boost your ROI 
• Improved signal accuracy and resilience: Capture more comprehensive data for more reliable measurement across the entire customer journey
• Enhanced data privacy and security: Build trust with your customers by leveraging cutting-edge PETs, ensuring that customer data is handled securely and privately by design

How to get started

• Connect the right customer signals for your business: Your first-party data, like customer signals or transaction signals, gives you a better understanding of how people convert after engaging with your ads
• Build a unified and data foundation: Start by connecting all your first-party data streams in Google BigQuery and use Google Cloud's privacy-enhancing technologies to ensure insights can be generated securely.
• Implement granular measurement: Use data-driven attribution models in Google Ads and Google Analytics to understand each marketing touchpoint, and run incrementality tests to measure the true causal impact of your campaigns.
• Adopt modern marketing mix models (MMMs): Use an open-source framework like Google's Meridian to get a clear, high-level performance view across all channels and uniquely measure the full impact of Google Search and YouTube.
• Enhance your MMMs with richer data: Improve the accuracy of your Meridian model by feeding it granular data—like search query insights and video reach from Google Ads shared via Google Cloud Analytics Hub—and calibrating it with real-world experiment results.
• Utilize models for actionable scenario planning: Use the interactive planning tools within your MMM, such as those offered in Meridian, to simulate how different budget allocations in Google Ads might impact business outcomes before you commit your spend.

Use case for AI agents

Revolutionize your customer journey: create a seamless, end-to-end journey that provides accurate and personalized interactions. Learn more.

Marketing benefits

• _{Respond to customer needs faster:} AI agents can operate across multiple data sources within a business and synthesise this information into replies to consumer questions. Checking inventory levels and offering alternatives for example, or comparing delivery options and discussing the best solution.
• Relevant segments: AI agents also deliver highly relevant experiences by tailoring content to individual customer segments or user profiles, improving engagement and enabling adaptable ad customization, optimized marketing channels, and improved customer service efficiency.
• Local knowledge: AI agents can adapt experiences for local language, culture, and market specifics, expanding your reach and improving brand perception.
• Stay ahead of the competition: Companies risk losing customers to competitors that offer more integrated experiences if they cannot provide timely and relevant content.

Use AI to enable seamless, end-to-end customer journeys that provide accurate and personalized interactions.

The challenge

Managing a high volume of customer inquiries across diverse channels often creates inconsistent self-service and fragmented customer journeys, resulting in lower customer satisfaction and loyalty and increased operational costs, ultimately impacting customer lifetime value.

The solution

Leveraging advanced conversational AI transforms customer experience. Helping marketers and CX leaders deliver exceptional, consistent self-service across all channels, from web and mobile to voice and email, ensuring seamless, personalized customer journeys. Gen AI-powered agents can handle a high volume of inquiries, freeing human agents to focus on more complex and specialized issues, ultimately improving customer lifetime value and reducing operational costs.

Marketing benefits

• Uncover key drivers of customer behavior: Identify patterns in conversations to better understand what motivates, frustrates, or engages your audience
• Refine engagement strategies in real time: Use live coaching and automated analysis to support faster, more effective responses that improve overall experience
• Fuel continuous optimization: Use AI insights to inform improvements across marketing, service, and customer experience for long-term impact.

1. Cultivate a culture of experimentation (with safety and governance built-in): Encourage marketing teams to actively experiment with AI tools in a controlled “sandbox” environment to build confidence without real-world risks. This hands-on approach fosters innovation. At the same time, establish clear AI governance policies and processes to ensure responsible development and deployment. For an example, check out Google Cloud's approach to Responsible AI. CEO or board-level oversight of AI governance strongly correlates with higher bottom-line impact from gen AI use, implying that strategic alignment and proactive risk management are intertwined with value realization. This ensures experimentation adheres to ethical guidelines, data privacy, and intellectual property considerations.

2. Source and celebrate local use cases from your teams: Actively highlight how your marketing teams are already using AI in their daily workflows. Establish communities of practice or internal forums for sharing insights, discussing challenges, and showcasing successful AI applications. Celebrate innovations, like when a team member develops a Gem—a proven prompt or technique that improves workflows—and makes it easily accessible to others. This recognition not only motivates individuals but also offers proven, tangible, practical examples that encourage wider adoption and demonstrate the practical value of AI.

3. Implement dedicated training and enablement programs and resources: Move beyond generic AI training to programs specifically-designed for marketers, focused on driving AI adoption and fluency within your business unit.

Foundational learning: Provide structured education on core AI concepts, responsible usage, and organizational governance to build AI literacy and ensure safe and responsible interaction with AI tools.

Continuous skill development: Offer marketers ongoing, bite-sized, engaging AI training modules, delivered regularly. Integrate these into new hire onboarding to ensure continuous skill development without overwhelming schedules. Consider adding gamification elements, like badges and prizes, to make learning engaging. Get your teams started today with AI Boost Bites.

Practical application: Provide access to curated libraries of proven prompts and techniques, enabling marketers to quickly apply successful AI approaches in their daily work. This builds immediate confidence and focuses on developing AI fluency—the strategic use of gen AI for innovation, problem-solving, and enhancing workflows.

4. Integrate AI fluency into leadership, manager, and individual KPIs: To embed AI adoption, include AI fluency in the KPIs for leaders, managers, and individual contributors. For managers, KPIs could include the percentage of their team actively utilizing AI tools or the development of AI-driven workflow optimizations. For individual marketers, it could involve demonstrating proficiency in prompt engineering, critically evaluating AI outputs, or successfully integrating AI into campaign strategies. This signals that AI proficiency is a core leadership and marketing skill, crucial for strategic planning and scaling impact.

5. Create a community to share and learn together: Foster a vibrant internal community where marketers can share their AI experiences, ask questions, and learn from one another. This could be a dedicated chat space, an internal hub, or regular AI connect sessions. This collaborative learning environment encourages sharing insights, discussing challenges, and showcasing successful AI uses. It helps marketers navigate the jagged technological frontier by spreading best practices, accelerating AI fluency across the team, breaking down silos, and building collective capability.