Adi Ashkenazy.

“At Google there is a constant drive to enhance AI”

Adi Ashkenazy, Industry Manager, Retail - Ecom and branding at Google, also noted that most of Google's products already incorporate AI

"In 2013, Google's search engine was primarily text-based with some images and colors. Today, it offers a completely different experience. In 2015, mobile searches surpassed computer searches for the first time. In 2018, shopping ads were introduced, displaying product prices, suppliers, and ratings at the top of the screen. In 2019, we saw an increase in searches using cameras and product scanning. In 2022, Google launched multisearch, a visual search using Google Lens, combining images and text," said Adi Ashkenazy, Industry Manager, Retail - Ecom and branding at Google, speaking at Calcalist's e-commerce conference.
"It is now 2023, and AI (Artificial Intelligence) is not just another word; it is a revolution," Ashkenazy stated. "The most significant revolution since the internet and mobile era, but AI has been integrated into Google's products for years. In 2016, Google's CEO defined the company as an 'AI first company,' and most of Google's products already incorporate AI, such as Google Photos and facial recognition. There is a constant drive to enhance AI."
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כנס מקומי קום עדי אשכנזי מנהל תעשיית איקומרס גוגל ישראל כנס כלכליסט וידאו
כנס מקומי קום עדי אשכנזי מנהל תעשיית איקומרס גוגל ישראל כנס כלכליסט וידאו
Adi Ashkenazy.
(Photo: Nimrod Glickman)
So, what's new this year?
"This year, we are hearing more about generative artificial intelligence (Generative AI), which creates something that did not exist before. For example, if I took a picture of my daughter painting in the yard, and there was a chair obstructing the view, there is Google's magic eraser that can remove the chair from the picture. This is Generative AI, which not only deletes objects but can also complete missing elements, change backgrounds, and remove details," explained Ashkenazy.
Ashkenazy further highlighted the significant change in AI chat. The BARD chatbot is Google's response to ChatGPT. "It can answer any question on any subject or help plan the next trip. It has been launched in 180 countries worldwide, including Israel, and will soon be available in Hebrew. Google Workspace: With the assistance of Google Docs, we can plan the next campaign, create a launch strategy, draft formal emails, or brainstorm ideas for rewriting emails. This will improve daily work."

So, where does AI intersect with advertisers?
"It maximizes performance. AI can surpass any imagination. In a highly competitive world, accuracy is crucial to achieve good results, reaching the right consumer with the right message at the right time. Google makes this possible. Real-time Google campaigns employ AI to assemble and deliver ads to the most relevant consumers. Recently, Google introduced a new feature that utilizes the distribution of assets and creative elements from your website to build ads. It recognizes whether text or images from your website are most suitable for the user," explained Ashkenazy.
"The second aspect involves our customers. We all want to reach the most profitable customers who generate the highest return on investment. With Google's AI capabilities, we can precisely define the desired ROI from our customers, and Google will do the work by bringing in customers who provide the highest returns for our business," Ashkenazy added.
Ashkenazy also emphasized the importance of generative AI and creativity. Advertisers often question why it is crucial. "According to Nielsen, creative elements contribute 47% to the ROI of your campaigns. If the creative content is not good, the campaign will not yield good results. Hence, it is essential to maximize this aspect."
How do we utilize generative AI?
"Google recently introduced the ability to access its studio for products. With a few clicks and text input, you can create any background you desire for your product, corresponding with seasons, promotions, and more, using an artificial intelligence chat. Additionally, with the help of generative AI, Google can enhance the resolution of your product to achieve optimal business results," explained Ashkenazy.
"Lastly, the latest innovation introduced by Google, which will soon be available in Israel, is the ability to enter your website's URL within Google's advertising system. From there, magic will happen: it will assist you in generating new photos, editing videos, suggesting alternative headlines, and maximizing performance, with your input, of course."