AI, Personalization & Shopping's Future

Consumer behavior is predictably unpredictable, but AI advances are creating new ways for businesses to connect with people through engaging experiences on Google and YouTube, where discoveries and decisions happen daily. Businesses often ask how to capture people's attention, because consumer behavior is indeed predictably unpredictable. People watch sports or videos from creators on TVs, and scroll on their phones. Discoveries can inspire them to research, browse, and buy. They quickly switch between apps, websites, and devices, seeking content that resonates. The key is content that truly speaks to them. That’s why ads and shopping options are being reimagined as avenues for tailored exploration.

This requires speed and tech, now within reach thanks to AI. Advances in AI can transform advertising and shopping. As an engineer leading Ads and Commerce products, I’m inspired by how this tech is better connecting people and businesses. In the last year, new applications of generative AI have been explored across our products — from improving image generation to better curating the products people see. AI has also been integrated into campaign tools and data management has been simplified. There are opportunities to help businesses create relevant, interactive content tailored to individual interests.

Compelling content alone isn’t enough; you need to be present from discovery to decision. Google can assist with this. People use Google for various questions and to shop — over a billion times daily. Sometimes they know what they want, but they also discover new favorites. Consumers say they used Google or YouTube in about two-thirds of their purchases where they discovered a new brand, product, or retailer. Creators are key to these discoveries, building communities and driving watch time on YouTube. Creators are tastemakers, and their influence matters: Online users are more likely to trust creator recommendations on YouTube compared to other platforms.

People are watching content on TVs. My team can help you reach YouTube’s audiences by improving ad relevance and creating better shopping experiences as they watch. Interactive ads are being developed to help viewers learn about products within the ad, without leaving their viewing experience. Brands can also connect with creators through partnership ads. On Search, AI Overviews, Circle to Search, and Lens provide new ways to express what people want. There are already trillions of searches on Google annually, and AI is expanding the types of questions people can ask, creating opportunities to connect with consumers through new queries. With AI Overviews, commercial query volume has increased.

Over the last year, ads in Lens, the new AI-powered Google Shopping, and 3D spins for ad images were launched. Virtual try-on was expanded to dresses and integrated into ads. These help people shop what they see, get recommendations, and understand products before buying or finding them in-store. There is more to come. Capturing attention is a challenge, and helping you solve it is a priority. Your feedback is welcome. More information will be shared at Google Marketing Live, broadcast live from Mountain View, California, on Wednesday, May 21. Register for the virtual livestream.