"Generative AI is a superpower for small businesses"
Adi Ashkenazy, Industry Manager for E-commerce and Retail at Google Israel, spoke about how to propel businesses forward with AI during a conversation at the Mekomi conference, hosted by Calcalist and Google Israel. He said: “This is especially true in e-commerce, where we’re seeing significant change. In this sector, AI agents can be deployed to support businesses throughout the entire business process.”
The importance of artificial intelligence is impossible to ignore. But AI is no longer just part of everyday life, it’s now a powerful tool shaping the entire world of commerce, benefiting both customers and sellers. How exactly is AI changing how businesses operate? What can companies gain from using AI, and how does the consumer benefit? These questions were addressed by Adi Ashkenazy, Industry Manager for E-commerce & Retail at Google Israel, who spoke at the Mekomi Conference, hosted by Calcalist and Google Israel.
How does AI help small businesses grow?
“AI itself isn’t new, but generative artificial intelligence is, and that’s a real opportunity for small businesses,” Ashkenazy said. “In fact, generative AI is a superpower for small businesses, especially in e-commerce. This is the sector where we see dramatic change: AI agents can now support businesses across the entire process. They let owners create assets at the click of a button and run more advanced, targeted ads with greater accuracy.”
How can small business owners actually use these tools?
“Google Gemini is a well-known product, but it includes two special tools that can really help small businesses,” Ashkenazy explained. “First, there’s the in-depth research tool, which acts as a research assistant for any business question. You can ask deep questions and get insights about the market and competitive environment your business operates in.
“Second, there’s Google Gems, which is a flexible chat-based assistant you can tailor for any purpose, for example, as a personal marketing advisor. You can feed it information about your business, ask specific questions, and get detailed answers that help you make better decisions.”
What other capabilities can businesses use?
“Within Google Gemini there’s also an image-generation feature, which is really important,” Ashkenazy said. “Let’s say a business wants to sell a product online, they can upload photos of the product and use AI to change backgrounds, make the images more attractive, or even add a virtual model showcasing the product.
“On the video side, AI can help produce promotional videos with voiceovers and digital actors or models, making it much easier for small businesses to promote themselves in a competitive digital world.”
And how does AI benefit the consumer?
“We’re seeing big shifts in how consumers discover and buy products. Visual search is growing, people take a photo of an item and search for it online. In Israel, we’ve also launched AI-powered reviews that summarize information for shoppers, so users can ask longer, more detailed questions and get relevant answers more quickly,” Ashkenazy said.
