What AI can't do for marketers – and what it can
WHAT AI CAN’T DO – AND WHAT IT CAN
In the AI transformation, your role as a marketer is more critical than ever. Remember: You’re in the driver’s seat, and AI is the engine. Let's break down what AI can't do for you — and what it can.
AI CAN’T MAKE EVERY DECISION, BUT IT CAN HELP BRANDS SHOW UP IN SMARTER WAYS
How can brands continue to break through with consumers in today’s fragmented landscape? Only human marketers have the expertise to make these big decisions. However, leaning into AI-powered advertising can help brands scale and match the speed of today’s consumers.
YouTube’s ad ecosystem uses hundreds of signals to help brands reach people across all the ways they watch. That’s why AI-powered Video reach campaign mixes earned an average ROAS of 3.7x higher than manually optimized campaigns.1
AI CAN’T BE CREATIVE LIKE YOU, BUT IT CAN MULTIPLY YOUR CREATIVITY
Human-powered creativity is still at the heart of every great campaign, especially on YouTube. Unexpected ideas often start with human truths known best by, well, humans.
When Bayer launched Claritin's DiversiTree campaign to plant pollen-reducing female trees, the brand leveraged AI-powered Video reach campaigns to get the message to the right people. The campaign achieved 70% more unique reach and 50% lower average CPM. And it enabled a record-breaking search lift for the company.2
AI CAN’T FEEL EMPATHY FOR CONSUMERS, BUT IT CAN HELP OUR INDUSTRY BUILD CONSUMER TRUST
People want to feel safe online, but they’re increasingly concerned about how their online information gets used. Google’s AI-powered tools can deliver the insights and drive the measurement you need — with fewer signals and more privacy.
MONDELEZ EMBRACES GOOGLE AI TO CONNECT WITH CONSUMERS
Mondelez’s northstar was to be the top snack brand. Having a platform with strong reach, engagement, and cultural relevance was critical. So, Mondelez partnered with YouTube to accomplish its goal.
With a global portfolio of brands, Mondelez leveraged the power of Google AI to deliver the most relevant ads to the right people. For example, OreoiD, the popular cookie’s direct-to-consumer brand, used Video action campaigns and increased conversions by 32%.3
Similarly, the CLIF brand was immersed in the excitement of the World Cup with a YouTube sponsorship. Knowing that people would come to the platform to dive fully into this major cultural moment, CLIF ran AI-powered Video view campaigns to maximize views and drive consideration. It worked, driving the CPV 43% lower than the brand’s average.4
Given the success of Mondelez’s experimentation, the company is all in on Google AI. The team believes Google AI can help marketers reach any objective, and they look forward to being first adopters of new AI-powered solutions.
Sources
1 NCS Meta analysis across 13 studies incl. 18 VRC mix campaigns & 56 non mix campaigns; NCS Sales Lift Meta Analysis (2022 campaigns), n=280 Google Campaigns, n= 13 Overall YouTube Campaigns including AI-powered Video Reach Campaign mix component, n=267 YouTube Channel Baseline
2 YouTube Data, US, June 12- July 12, 2023.
3 YouTube Data, US, October 1-December 31, 2023.
4 YouTube Data, US, July 24- August 20, 2023.