{"id":163780,"date":"2026-09-21T12:07:48","date_gmt":"2026-09-21T17:07:48","guid":{"rendered":"https:\/\/www.dacgroup.com\/?post_type=podcasts&#038;p=163780"},"modified":"2026-09-21T12:29:54","modified_gmt":"2026-09-21T17:29:54","slug":"ai-search-google-marketing-shift-happens-podcast","status":"publish","type":"podcasts","link":"https:\/\/www.dacgroup.com\/en-ca\/insights\/podcasts\/ai-search-google-marketing-shift-happens-podcast\/","title":{"rendered":"Hey Google, How Is AI Changing Marketing?"},"content":{"rendered":"","protected":false},"featured_media":163774,"menu_order":0,"template":"","meta":{"content-type":""},"podcasts-service-type":[],"podcast-category":[],"class_list":["post-163780","podcasts","type-podcasts","status-publish","has-post-thumbnail","hentry"],"acf":{"publish_date":"20260921","expert_source":"contributing_experts","author":87609,"duration":"25 minutes","title":"Hey Google, How Is AI Changing Marketing?","hero":{"type":"video","hero_image":null,"hero_video":"https:\/\/youtu.be\/mCvlPxK2mRU?si=5Emuxd1YoVOuxVtf"},"podcast_iframe":"<iframe style=\"border:0; width:100%;\" height=\"200px\" width=\"100%\" frameborder=\"no\" scrolling=\"no\" seamless src=\"https:\/\/player.cohostpodcasting.com\/59061dcf-4314-4a90-b32a-e309495b606d\/1c5610a4-7d0d-4e45-9587-c260cc1265bf\"><\/iframe>  ","promotional_listen_text":"Listen now on your favorite platform","content":"Keywords had a good run. But people are searching in full sentences, AI is answering before the click, and marketers are realizing that yesterday\u2019s playbook is running out of pages.\r\n\r\n&nbsp;\r\n\r\nSearch is becoming faster, more conversational, and far less predictable, and Google is building AI into every stage of the journey.\r\n\r\n&nbsp;\r\n\r\nIn this episode of Shift Happens, host Nasser Sahlool is joined by Miles Savage, Head of Agency at Google Canada, to explore how AI is changing the way people search, shop, discover brands, and make decisions.\r\n\r\n&nbsp;\r\n\r\nThey unpack why marketers need to stop obsessing over keywords; how stronger data, smarter bidding, AI-powered campaigns, and flexible budgets can unlock growth; and why success in the age of AI will depend less on chasing clicks and more on influencing real business decisions.","tips":{"tips_title":"Key takeaways","tips":[{"tip_image":155037,"tip_title":"Marketers need to move beyond keywords ","tip_content":"Searches are becoming longer, more specific, and more conversational. Instead of managing endless keyword lists, brands should use AI, first-party data, and clear business goals to reach the right people at the right time. "},{"tip_image":155037,"tip_title":"AI is changing search, not replacing it ","tip_content":"People are not searching less. They are asking more questions and moving faster from discovery to decision. This creates new opportunities for brands to appear throughout the journey, even when AI provides an answer before the click. "},{"tip_image":155037,"tip_title":"Better data creates a competitive advantage ","tip_content":"AI cannot optimize effectively without reliable data and clear objectives. First-party data, smart bidding, and flexible budgets help platforms identify high-value customers and improve results in real time. "},{"tip_image":155037,"tip_title":"Helpful content still wins ","tip_content":"To appear in AI-powered search, brands need relevant, original, and in-depth content. Firsthand experience, expert insights, and customer reviews will carry more value than generic content written for search engines. "}]},"transcript":"<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Welcome to\u00a0Shift Happens,\u00a0I\u2019m\u00a0Nasser Sahlool.\u00a0Today\u00a0I'm\u00a0joined by\u00a0Miles\u00a0Savage,\u00a0head of agency from Google Canada.\u00a0Let's\u00a0be honest,\u00a0marketing has always been\u00a0about trying to figure out\u00a0what Google is going to do next.\u00a0Well, these days\u00a0Google is asking the questions too.\u00a0Search\u00a0is becoming more\u00a0conversational,\u00a0AI is helping people find answers\u00a0before they even click.\u00a0And marketers are wondering what\u00a0all of\u00a0that means to their strategies.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Today,\u00a0we're\u00a0going to talk about how\u00a0AI is changing the way that people search,\u00a0shop, discover brands, and make decisions.\u00a0And what marketers need to rethink\u00a0as\u00a0Google builds AI into\u00a0just about everything.\u00a0Miles,\u00a0welcome to Shift Happens.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you.\u00a0This is my first podcast\u00a0and\u00a0I'm\u00a0very excited\u00a0to be here.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well\u00a0you have the perfect voice\u00a0for a podcast.\u00a0And if I might be so bold,\u00a0the perfect name. And\u00a0actually\u00a0like\u00a0that is a James Bond tier name.\u00a0You know that right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I do unfortunately,\u00a0I\u00a0can't\u00a0take any credit for it.\u00a0I can give that to my parents,\u00a0but\u00a0I'll\u00a0take it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0I mean, your options were\u00a0either work in tech with that name\u00a0or be a supervillain.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yes,\u00a0there's\u00a0a few other options in there as well,\u00a0but\u00a0we'll\u00a0stick to the clean ones.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, welcome to the show, Miles.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">So why don't we get into this?<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">For years, digital marketing<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">has been about building around<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">keywords, around<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">traffic, around these kinds of things.<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">And with your AI innovations at Google,<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">we're\u00a0entering, like,<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">would you say that\u00a0we're\u00a0entering<\/span><b><span data-contrast=\"auto\">\u00a0<\/span><\/b><span data-contrast=\"auto\">a new operating system for marketing?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">100%, and not just\u00a0from a Google standpoint either.\u00a0Look, with AI,\u00a0we're\u00a0absolutely entering this new\u00a0operating system for marketing in general.\u00a0For years,\u00a0marketers\u00a0have been building\u00a0funnels and mapping\u00a0journeys,\u00a0all in this attempt to chase demand.\u00a0That's\u00a0what marketing\u00a0has always been about doing.\u00a0But that entire\u00a0paradigm shift\u00a0is really\u00a0going to become obsolete in the future.\u00a0Actually, it's\u00a0getting there now.\u00a0What\u00a0we're\u00a0seeing in AI is\u00a0we're\u00a0seeing enablement at incredible speed.\u00a0From a Google standpoint,\u00a0we've\u00a0had a decade's worth of innovation\u00a0in just the last year alone,\u00a0and that speed\u00a0is only going to continue across\u00a0all of\u00a0our products\u00a0in the way we\u00a0interface with\u00a0consumers.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">That velocity, or the speed\u00a0in which\u00a0we're\u00a0kind of going\u00a0to market,\u00a0is\u00a0really only\u00a0possible because of Gemini,\u00a0which is our intelligence model.\u00a0And I think\u00a0what's\u00a0really unique\u00a0about\u00a0Gemini\u00a0is we build\u00a0all of\u00a0our infrastructure,\u00a0we own our infrastructure,\u00a0we own our chips,\u00a0we own the models, we own the research.\u00a0And\u00a0that's\u00a0our unique differentiation.\u00a0We have\u00a0all of\u00a0those pieces,\u00a0and\u00a0that's\u00a0what's\u00a0ultimately\u00a0fueling\u00a0all of\u00a0our products\u00a0that we put into market every single day.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And of course, the data\u00a0that underpins it\u00a0right?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely.\u00a0Billions of users\u00a0across\u00a0seven to eight, nine different platforms.\u00a0That's\u00a0really the magic sauce.\u00a0And I think\u00a0we're\u00a0going to talk\u00a0a lot more about data today.\u00a0It's\u00a0probably the\u00a0most important thing\u00a0that every marketer should have.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So obviously\u00a0you've\u00a0got the infrastructure in place.\u00a0But what about\u00a0from a consumer perspective?\u00a0Because of course,\u00a0one of the advantages that Google brings\u00a0is you have this enormous user base.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely.\u00a0Well look,\u00a0I think what AI is really doing right now,\u00a0is\u00a0we\u2019re\u00a0creating this new super empowered\u00a0user. The path from discovery to decision\u00a0is happening faster than ever before.\u00a0We like to think of it as\u00a0consumers are doing four things right now.\u00a0They're\u00a0searching,\u00a0they're\u00a0streaming,\u00a0they're\u00a0scrolling and\u00a0they're\u00a0shopping.\u00a0And\u00a0what's\u00a0interesting is\u00a0they're\u00a0often\u00a0doing multiple of these things at once.\u00a0And\u00a0so\u00a0if we think about it\u00a0from a marketing standpoint,\u00a0trying to segment campaigns and segment\u00a0budgets against different sort of actions\u00a0that a consumer takes\u00a0is\u00a0almost impossible these days.\u00a0I mean, I can be streaming on my TV,\u00a0which then I can click on an\u00a0ad to buy something.\u00a0I can be taking a photo with my phone\u00a0and then searching with that.\u00a0All these things are evolving very,\u00a0very quickly and consumers are doing\u00a0multiple all the time.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And of course, this would\u00a0have been impossible\u00a0once upon a time because of the sheer\u00a0speed and volume of signals\u00a0that that marketers would have to decode.\u00a0So\u00a0they've\u00a0been thinking about things\u00a0in a very linear way.\u00a0So\u00a0from your perspective,\u00a0given that the superpower behind\u00a0all of this is AI, what, in your opinion,\u00a0is the biggest misconception\u00a0or series of misconceptions\u00a0the marketers have about that today?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah,\u00a0that's\u00a0a good question.\u00a0Look, I think\u00a0there's\u00a0actually\u00a0two\u00a0misconceptions.\u00a0I think the first one I would say\u00a0is that because of AI,\u00a0people are searching\u00a0less fundamentally not true.\u00a0I would argue that\u00a0AI is\u00a0actually the\u00a0greatest thing\u00a0that's\u00a0ever happened to search.\u00a0We're\u00a0seeing search absolutely explode.\u00a0Back in 2000, Larry Page,\u00a0one of our founders, said\u00a0\u201cthe ultimate search engine\u00a0would understand exactly what you mean\u00a0and give you exactly what you want.\u201d\u00a0And I think thanks to AI,\u00a0we're\u00a0actually closer\u00a0to or\u00a0even in that moment now,\u00a0which is incredible.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think AI\u00a0is transforming search\u00a0from just this simple information tool\u00a0that consumers used to have like\u00a0a very linear back and forth conversation\u00a0with,\u00a0into\u00a0a\u00a0more an intelligent,\u00a0agentic\u00a0platform.\u00a0And\u00a0it's\u00a0unlocking billions\u00a0of new commercial opportunities\u00a0for marketers everywhere.\u00a0And look,\u00a0AI is just growing their search pie.\u00a0We're\u00a0finding that\u00a0AI is becoming that connective tissue\u00a0that's\u00a0helping consumers navigate.\u00a0Users are asking much longer questions\u00a0than they ever have before.\u00a0They're\u00a0searching more.\u00a0And the reality is, when users realize\u00a0they can search for anything,\u00a0they search more.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">All right.\u00a0That's\u00a0a really striking misconception.\u00a0Anything else?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well,\u00a0I mean,\u00a0I think the other one\u00a0relates to\u00a0how AI is being used in marketing,\u00a0which is\u00a0probably what\u00a0we're\u00a0here\u00a0to talk about today.\u00a0There's\u00a0a great piece of research\u00a0that McKinsey just released\u00a0that talked about 96% of CMOs\u00a0are excited about the potential of AI.\u00a0It makes a lot of sense, right?\u00a0It's\u00a0efficiency,\u00a0its relevance, its cost savings.\u00a0It's\u00a0the number one thing on\u00a0everyone's mind right now.\u00a0And thankfully what\u00a0we're\u00a0seeing is\u00a0there's\u00a0about 58%\u00a0of marketers\u00a0are\u00a0actually using\u00a0AI on a weekly basis.\u00a0On the surface, that seems\u00a0pretty good,\u00a0but\u00a0unfortunately\u00a0it's\u00a0pretty siloed.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It's\u00a0very individualistic,\u00a0and a lot of\u00a0it's\u00a0like efficiency based.\u00a0It's\u00a0basic tasks,\u00a0it's\u00a0copy.\u00a0It's\u00a0very rudimentary\u00a0kind of use of AI at this point.\u00a0The scariest statistic right now\u00a0is that a third of marketing\u00a0organizations, are\u00a0actually retooling\u00a0how they build their marketing programs\u00a0and how they build their marketing teams.\u00a0And\u00a0so\u00a0I think\u00a0there's\u00a0a huge opportunity for those marketers\u00a0who use AI if\u00a0they've\u00a0retooled\u00a0and restructured the right way.\u00a0And I think\u00a0there's\u00a0six of those things\u00a0that I like to think of\u00a0as this is the opportunity for marketers.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The first one is if you have AI\u00a0at the core of the way\u00a0you're\u00a0running marketing,\u00a0you're\u00a0going to have\u00a0a more integrated view of the customer.\u00a0I think\u00a0that's\u00a0something\u00a0every marketer has always been chasing.\u00a0Marketers need to think about\u00a0how\u00a0do they shift\u00a0budgets dynamically\u00a0to maximize outcomes.\u00a0So\u00a0versus\u00a0setting them at the beginning of the year,\u00a0and\u00a0kind of saying\u00a0this is where\u00a0we're\u00a0going to go.\u00a0How\u00a0are\u00a0we able to dynamically\u00a0move them around?\u00a0I think marketers are going to be able\u00a0to reach real time audiences\u00a0and hit them with the right message\u00a0at the right time, on the right platforms\u00a0all of the time, and they should be using\u00a0general generative\u00a0AI to create creative and scale creative\u00a0and put it across every platform\u00a0that they potentially need to do.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">There's\u00a0an opportunity for\u00a0AI to do more testing, creative testing,\u00a0campaign performance testing,\u00a0ensuring that you know\u00a0things are working for them and\u00a0they can make those pivots\u00a0in real time.\u00a0And most importantly, I think this is\u00a0the one that everyone is struggling\u00a0with the most, is you need to embed\u00a0like an AI culture within your\u00a0organization, and that is finding\u00a0AI native people, having them evangelize\u00a0the use of tools, and have them evangelize\u00a0and look at workflows\u00a0across the organization and say, here's\u00a0how we can do things better.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The idea of an AI native person\u00a0brings to mind\u00a0to\u00a0three year olds, though,\u00a0which could be difficult to integrate\u00a0into your organization, potentially.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">But the reality is that for marketers\u00a0in this age of AI tactics like,\u00a0you know, manual campaigns\u00a0or traditional media\u00a0planning,\u00a0they're\u00a0just not going to keep up\u00a0with that super empowered consumer\u00a0that I talked about before.\u00a0\u00a0You\u00a0can't\u00a0possibly\u00a0do\u00a0it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0let's talk\u00a0a little bit more about the consumer,\u00a0because I think that brings us\u00a0to this idea\u00a0of,\u00a0as AI gets more embedded\u00a0into search and shows\u00a0up as AI overviews and AI assisted answers\u00a0and all of this kind of thing,\u00a0how's that changing how the consumer\u00a0is discovering brands?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Consumers\u00a0are just as curious as ever before.\u00a0We know that search is growing.\u00a0We see 5 trillion searches\u00a0globally at Google every year,\u00a0which is an incredible, incredible number.\u00a0And in fact, last quarter\u00a0search saw the largest number of queries\u00a0ever.\u00a0Actually, here\u2019s\u00a0something\u00a0super\u00a0interesting and\u00a0timely, the Argentina game, that was the number\u00a0one search day in Google's history.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Oh, wow.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah. Number one day.\u00a0So what people were searching for was\u00a0\u201cwhat were the results from the Argentina\u00a0Egypt game?\u201d\u00a0\u00a0\u00a0So\u00a0that's\u00a0the first search\u00a0they make.\u00a0The second search is going to be, \u201cwho scored the winning goal?\u201d\u00a0The next search is going to be, \u201ccan\u00a0you show me a replay of the winning goal?\u201d\u00a0And then maybe they went ahead\u00a0and screenshotted the photo of the player.\u00a0Or screenshotted the video of the player\u00a0who scored that winning goal.\u00a0And now\u00a0they're\u00a0taking that screenshot\u00a0and\u00a0they're\u00a0uploading it to Google\u00a0and\u00a0they're\u00a0saying,\u00a0\u201cwhere do I buy this jersey?\u201d\u00a0Or\u00a0\u201cwhere do I buy these boots?\u201d<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And\u00a0so\u00a0you start to think of\u00a0these micro moments.\u00a0This is what the consumers are doing\u00a0with search today.\u00a0This is how\u00a0they're\u00a0interacting.\u00a0And this is how\u00a0they're\u00a0taking what used\u00a0to be\u00a0probably a\u00a0week worth of searches\u00a0or multiple\u00a0days\u00a0worth\u00a0of searches into like 10\u00a0seconds.\u00a0And\u00a0so\u00a0you think of the implications\u00a0for marketers,\u00a0it's\u00a0pretty incredible.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I'm\u00a0sure there were also a few searches\u00a0that were a little bit less palatable, should we just say around that game?\u00a0But\u00a0yeah.\u00a0I enjoyed it for sure.\u00a0So\u00a0getting back to this idea of how\u00a0consumers are\u00a0discovering these brands using AI\u00a0and how\u00a0it's\u00a0changing.\u00a0Could you could you dive a little bit\u00a0more, more deeply into that?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, absolutely.\u00a0So\u00a0looking at\u00a0AI\u00a0overviews,\u00a0we now have over 2.5 billion users.\u00a0And what\u00a0we're\u00a0finding with AI overviews\u00a0is people are searching more\u00a0and\u00a0they're\u00a0kind of more\u00a0satisfied.\u00a0I think\u00a0what's\u00a0interesting\u00a0with AI overviews is they tend to be\u00a0for no one single right answer searches, okay?\u00a0And\u00a0so\u00a0wherever there is a commercial\u00a0opportunity, Google will go and put in\u00a0an ad above,\u00a0below\u00a0or naturally embedded\u00a0within that AI overview as well.\u00a0And\u00a0so\u00a0consumers are getting a much\u00a0richer answer\u00a0that's\u00a0very relevant\u00a0to them\u00a0as an individual user as well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0looking at it from the\u00a0marketers\u00a0perspective, historically, marketers\u00a0have\u00a0optimized\u00a0and\u00a0and\u00a0bought\u00a0into search with the goal of securing\u00a0traffic and visibility for their website\u00a0and for their brand.\u00a0With these changes, and with the answer\u00a0often being provided to the\u00a0consumer\u00a0before they even visit the website, how does that change what marketers\u2019\u00a0success or view of success looks like?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well, look, marketing has always been\u00a0about maximizing ROI.\u00a0I like to go back to John Wanamaker's\u00a0quote of\u00a0\u201c50% of the advertising works.\u00a0I just\u00a0don't\u00a0know which half.\u201d\u00a0I think\u00a0we're\u00a0closer to that moment now\u00a0that we can\u00a0actually start\u00a0to find out.\u00a0So\u00a0while\u00a0we're\u00a0seeing AI\u00a0overview is increasingly answer questions.\u00a0This\u00a0actually improves\u00a0the quality of the traffic going through,\u00a0because we've\u00a0high level\u00a0already answered the question.\u00a0And now that user is deeply interested\u00a0in taking that next step and going\u00a0a few layers deeper\u00a0in this new era of search.\u00a0Maximizing ROI requires executing really\u00a0four elements\u00a0that we see as the foundation for success.\u00a0For every marketer today,\u00a0we call those the search\u00a0four.\u00a0And\u00a0that's\u00a0what's\u00a0really going to help marketers\u00a0appear and succeed in this,\u00a0in this new AI overview world.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0let's\u00a0not hold\u00a0people hostage to their\u00a0emotions,\u00a0 what\u00a0are those search\u00a0four?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, thank you for asking.\u00a0Look, the first one is data strength.\u00a0Your growth fundamentally depends\u00a0on the quality of your data.\u00a0That is the secret sauce for marketers\u00a0today.\u00a0Every marketer has data.\u00a0They need to be using it\u00a0in their campaigns.\u00a0You need to allow search\u00a0to deliver the\u00a0very best\u00a0results.\u00a0You need to connect\u00a0Data\u00a0Manager,\u00a0which is going to import\u00a0all of\u00a0your data\u00a0signals, the signals that matter\u00a0most to your specific business.\u00a0I think\u00a0that's\u00a0really important\u00a0because your business is different from\u00a0my business is different\u00a0to somebody else's business.\u00a0So\u00a0therefore\u00a0your data is going to be most\u00a0relevant there.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The second most important thing\u00a0is aligning your bidding.\u00a0So\u00a0the smartest AI in the world, it\u00a0can't\u00a0help you if it\u00a0doesn't\u00a0understand\u00a0what\u00a0you're\u00a0trying to do, right.\u00a0Integrating the specific business goals\u00a0into smart\u00a0bidding strategies is\u00a0what's\u00a0going\u00a0to ensure that the AI can connect\u00a0the right consumer with your products.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And three,\u00a0I think we\u00a0need to be adopting\u00a0AI powered campaigns.\u00a0So\u00a0we have AI Max for search,\u00a0and\u00a0Performance Max campaigns.\u00a0And these are\u00a0what\u00a0leverage\u00a0the data that you uploaded\u00a0and the bidding strategies that you set.\u00a0But we can do it at the scale and speed\u00a0that you as an individual marketer,\u00a0sitting there trying to guess your way\u00a0through, is never going to be able to do.\u00a0A good example is in the past\u00a0we might have used to say,\u00a0\u201cshow my product to\u00a018 to 25 year old\u00a0women\u00a0who are interested in pickleball shoes.\u201d\u00a0That's\u00a0great, right?\u00a0That's\u00a0the kind of old way of thinking\u00a0about structuring campaigns.\u00a0The way we might do it\u00a0today is, \u201cshow my shoes to anybody\u00a0who's interested in buying them\u00a0at a certain ROI for my business.\u201d\u00a0\u00a0Very, very different.\u00a0And\u00a0so\u00a0all of a sudden,\u00a0you\u00a0open up\u00a0the aperture of your entire\u00a0potential universe of customers.\u00a0Who knows,\u00a0who wants a pickleball shoe?\u00a0Maybe they\u00a0want it\u00a0because\u00a0it's\u00a0a\u00a0fantastic designed\u00a0shoe,\u00a0and they want to wear it as a street shoe.\u00a0Maybe painters\u00a0have discovered\u00a0that pickleball shoes have great traction\u00a0for walking around a house\u00a0while\u00a0they're\u00a0painting.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And the fourth one, the most contentious\u00a0one, is to set flexible budgets.\u00a0You know,\u00a0while search finds high value customers,\u00a0it needs the capacity to convert.\u00a0And\u00a0so\u00a0if\u00a0you're\u00a0capping your budgets\u00a0today,\u00a0that's\u00a0the equivalent to\u00a0kind of\u00a0closing\u00a0your store at lunchtime,\u00a0despite the fact you might have a lineup\u00a0sitting outside.\u00a0Those are all potential customers.\u00a0And with AI,\u00a0they're\u00a0not just potential customers\u00a0who want to come into your store and kick\u00a0the tires.\u00a0We've\u00a0already\u00a0validated\u00a0them as being high\u00a0potential customers to a certain\u00a0set of parameters\u00a0that\u00a0you've\u00a0said\u00a0you're\u00a0interested\u00a0in, so you would never close your store\u00a0to that case.\u00a0And\u00a0so\u00a0setting that flexible budget is\u00a0going to allow you to capture that demand.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Understood.\u00a0So\u00a0these are\u00a0the things that you should be doing.\u00a0And thank you for that insight.\u00a0What's\u00a0something that marketers\u00a0have historically done\u00a0and\u00a0kind of obsessed\u00a0about\u00a0as it relates to search\u00a0that you think they should just stop doing\u00a0with\u00a0all of\u00a0this innovation?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0Look, I think the single biggest one\u00a0for me is stop obsessing about keywords.\u00a0Yes, keywords are still important.\u00a0Yes, keywords for brand\u00a0are going to always be important.\u00a0But the reality is, as we see search\u00a0queries grow in the length and complexity,\u00a0and we're seeing that every single day,\u00a0it's actually impossible\u00a0to have an appropriate number of keywords\u00a0to cover every possible\u00a0permutation that a customer\u00a0is potentially searching for.\u00a0You\u00a0can't\u00a0predict what\u00a0they're\u00a0going\u00a0to search for next.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Interestingly,\u00a0I recently looked at a count complexity\u00a0dashboard internally\u00a0and saw that 91% of the keywords\u00a0in this campaign set up structure\u00a0had never received an impression.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Wow,\u00a0still.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">91%.\u00a0So said another way, only 1 in 10 of those keywords\u00a0that they had on that list of\u00a0however many thousands were there,\u00a0was\u00a0actually getting\u00a0impressions\u00a0and had the opportunity to convert.\u00a0That's\u00a0incredible.\u00a0And I think for marketers,\u00a0if\u00a0you've\u00a0got teams that\u00a0are obsessing\u00a0about keyword lists\u00a0and managing them\u00a0and building campaigns\u00a0around them,\u00a0frankly\u00a0it's\u00a0a waste of overhead.\u00a0In a time of efficiency, you can be using AI powered campaign\u00a0products like AI\u00a0Max and\u00a0PMax\u00a0to do that.\u00a0All that heavy lifting for you\u00a0as long as\u00a0you've\u00a0loaded in data,\u00a0smart bidding,\u00a0the flexible budgets,\u00a0that's\u00a0what's\u00a0going to enable\u00a0you\u00a0\u00a0to\u00a0reach those people at the right time.\u00a0And\u00a0you've\u00a0saved all this efficiency\u00a0internally.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Understood.\u00a0So\u00a0on the on the\u00a0flip\u00a0side\u00a0of search,\u00a0you know, talked about the paid side.\u00a0How can marketers make decisions\u00a0that are going to help\u00a0increase their visibility, their trust,\u00a0their authority in AI search?\u00a0How is it different from\u00a0what went before?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0Look,\u00a0I think everyone\u00a0is trying to figure\u00a0out how to\u00a0optimize\u00a0for this new world\u00a0and ensure that they, as a marketer\u00a0or as a website, are relevant and visible\u00a0in AI searches.\u00a0I totally hear that.\u00a0\u00a0The biggest piece of advice\u00a0that we at Google give\u00a0right now is the way to\u00a0optimize\u00a0for AI\u00a0Search is the same way to\u00a0optimize\u00a0for regular search.\u00a0Create great and relevant content.\u00a0Simple as that.\u00a0Create content that you would want\u00a0as a user and expect your users to want.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The\u00a0additional\u00a0piece of advice\u00a0we give is go beyond the surface level.\u00a0I think a lot of marketers\u00a0think about spreading\u00a0a\u00a0very broad\u00a0net.\u00a0The content that will do the best within\u00a0AI is the content that goes\u00a0one\u00a0or\u00a0two\u00a0or even\u00a0three\u00a0layers deep and is really,\u00a0really helpful\u00a0to the customer.\u00a0So\u00a0for marketers, SEO best practices are\u00a0just as important as\u00a0they've\u00a0ever been.\u00a0You know, first lead with what\u00a0your brand can uniquely say.\u00a0You know,\u00a0you're\u00a0not a commodity.\u00a0There's\u00a0something unique in your brand.\u00a0Tell the user about that\u00a0particular\u00a0thing.\u00a0So instead of generic commodity\u00a0information that could originate\u00a0from anyone, focus on the specific\u00a0one-of-a-kind\u00a0content and\u00a0expertise\u00a0that only you have.\u00a0I like to say like share reviews,\u00a0firsthand\u00a0experiences,\u00a0or even expert takes\u00a0that only you can provide.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">The next thing is really to focus on the\u00a0most helpful content for your customers.\u00a0Don't\u00a0try to write for bots.\u00a0I think a lot of people\u00a0out there\u00a0right now are\u00a0LLM.txt\u00a0and all the rest of it.\u00a0Don't\u00a0try to write for bots.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Bots\u00a0writing for bots.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah, look, listen.\u00a0Our models will\u00a0go and find\u00a0what's\u00a0relevant.\u00a0And the reality is Gemini\u00a0is\u00a0multimodal,\u00a0we\u2019re\u00a0search,\u00a0we\u2019re\u00a0text,\u00a0we\u2019re\u00a0video, we can\u00a0look at\u00a0all of\u00a0those\u00a0particular things.\u00a0And so,\u00a0you know, people\u00a0ultimately appreciate\u00a0finding relevant images and videos.\u00a0And generative AI is going to pull\u00a0all of\u00a0those things into the result.\u00a0And\u00a0we're\u00a0going to tag them\u00a0and\u00a0we're\u00a0going to reference them.\u00a0That's\u00a0going to drive better traffic back\u00a0to your website\u00a0in due course\u00a0as well.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And finally,\u00a0you've\u00a0got to get your website ready\u00a0for users,\u00a0systems\u00a0and agents.\u00a0We're\u00a0in this agent moment.\u00a0They're\u00a0coming\u00a0if\u00a0they're\u00a0not already here,\u00a0and\u00a0you're\u00a0going to have to build\u00a0websites,\u00a0that's\u00a0going to enable them\u00a0to navigate your sites easily.\u00a0So\u00a0making sure that\u00a0they're\u00a0well structured,\u00a0accessible\u00a0and easy to navigate,\u00a0and make sure that your product\u00a0and business listings are up to date.\u00a0So\u00a0whether that's Merchant Center\u00a0or Google Business Profile,\u00a0these are tools that Google has built out\u00a0that we look at first for so much,\u00a0so much content\u00a0that's\u00a0out there.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">It's fascinating that you should talk\u00a0about the importance of the website\u00a0because, you know,\u00a0I don't know about you, but I sometimes\u00a0hear people say that, you know,\u00a0the website becomes meaningless over time,\u00a0and I just don't think that's correct.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">No. People are still going\u00a0to go to websites.\u00a0They're\u00a0still going to convert\u00a0on websites.\u00a0AI search, and\u00a0all of\u00a0your AI-powered campaigns are just going\u00a0to deliver a much more qualified,\u00a0much more interested,\u00a0much more ready to convert customer.\u00a0And\u00a0they're\u00a0going to come to your website\u00a0to dive into that rich content.\u00a0They want to see a deep review\u00a0from a consumer\u00a0about your\u00a0particular product,\u00a0and\u00a0they're\u00a0going to hold you to it.\u00a0I think\u00a0that's\u00a0one of the wonderful things\u00a0about AI as well.\u00a0When you\u00a0have to\u00a0put consumer content\u00a0first,\u00a0you\u00a0have to\u00a0put\u00a0a good product\u00a0in market, right?\u00a0So\u00a0the best brands are going to win\u00a0in the long run.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Yeah.\u00a0So not just tell people who you are\u00a0but get others to verify it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">So\u00a0I have two last questions for you.\u00a0We're\u00a0in the homestretch here, Miles.\u00a0So\u00a0as we think about the fragmentation\u00a0of customer journeys and the data\u00a0that underpins it,\u00a0because you mentioned data,\u00a0you have GA4, you have Meridian.\u00a0We have marketing mix modeling\u00a0incrementally, first party data\u00a0like how do we combine these,\u00a0and do we need to combine these\u00a0in order\u00a0to\u00a0get a true view of what success\u00a0looks like in this AI-powered environment?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Well,\u00a0yeah.\u00a0Look, I mean,\u00a0I think you\u00a0nailed it there with the\u00a0marketing mix models and incrementality\u00a0and first party data.\u00a0You're\u00a0absolutely right.\u00a0We call those the modern measurement\u00a0playbook.\u00a0There's\u00a0three things that marketers\u00a0really need to be doing to action.\u00a0So\u00a0the first one we talked about it\u00a0build your data strength.\u00a0So that starts\u00a0with importing your first party data. Using something like Google Data Manager, the more signals, the smarter the AI is\u00a0going to lead to better results for you.\u00a0You know, advertisers who import\u00a0first party data like signals\u00a0and from online sales or lead forms,\u00a0in-store data critically important.\u00a0Not everybody imports that side of things.\u00a0And we know a lot of those sales happen\u00a0offline.\u00a0Marketers that do that\u00a0generally see\u00a0a 26%\u00a0increase in incremental\u00a0rollouts.\u00a0\u00a0So\u00a0if\u00a0you're\u00a0sitting on a treasure\u00a0trove of data,\u00a0upload it into Google Ads data Manager,\u00a0connect that to your campaigns.\u00a0That's\u00a0what's\u00a0ultimately going\u00a0to drive increased ROI for you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I think the second one\u00a0is\u00a0get\u00a0a unified view.\u00a0We talk a lot about Google Analytics\u00a0and for Google Analytics, it now\u00a0allows a native integration\u00a0to other popular advertising platforms.\u00a0I\u00a0won't\u00a0mention who they are, you can\u00a0probably guess\u00a0who a few of them are.\u00a0But the problem today is so many\u00a0marketers are looking\u00a0at individual platform\u00a0reporting\u00a0and everyone measures things differently.\u00a0So\u00a0it's\u00a0really difficult\u00a0to get a\u00a0true apples\u00a0to apples comparison.\u00a0So\u00a0by unifying everything into Google\u00a0Analytics, you can then create your own\u00a0apples to apples comparison\u00a0across\u00a0all of\u00a0these\u00a0particular platforms.\u00a0And\u00a0you're\u00a0going to have\u00a0a much better sense\u00a0for which platforms\u00a0are\u00a0actually working\u00a0for you\u00a0and which ones are potentially hurting\u00a0you, allowing you to make better, smarter\u00a0decisions as a\u00a0marketer.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And I think one of the latest things\u00a0that we launched\u00a0just earlier this year is Ask Advisor,\u00a0which is embedded\u00a0naturally into Google Analytics.\u00a0And\u00a0so\u00a0you have an AI chatbot\u00a0built into Google Analytics,\u00a0where you can ask it anything.\u00a0So no longer do you have to download\u00a0reports, run pivot tables, try\u00a0to work out what happened with my mobile\u00a0sales on a Tuesday afternoon.\u00a0You can just go to Ask Advisor and say,\u00a0\u201cwhat happened to my mobile\u00a0sales on Tuesday afternoon?\u201d\u00a0It will do all the backend work for\u00a0you and present you an answer allowing you\u00a0to make better decisions.\u00a0And so\u00a0that's\u00a0something\u00a0that's\u00a0available\u00a0to everybody\u00a0who has access to Google Analytics.\u00a0So\u00a0all of a sudden, your CFO, your CEO,\u00a0your CMO, your director of marketing,\u00a0all of those folks have access\u00a0to that same, you know, analytical agent\u00a0that can help you navigate\u00a0what's actually going on in your business.\u00a0But that only comes once\u00a0you've\u00a0unified everything\u00a0under a Google Analytics banner.\u00a0<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And then\u00a0I think the last one\u00a0is really evaluating causality.\u00a0You know, you need to be brave.\u00a0You need to run causality tests.\u00a0We see marketers that run five plus tests\u00a0a year, see about 10% incremental sales\u00a0from Google,\u00a0because\u00a0they're\u00a0testing things in a way\u00a0that makes them understand\u00a0what's\u00a0working\u00a0and\u00a0what's\u00a0not working, and then can make\u00a0those adjustments accordingly.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Be brave,\u00a0I like that.\u00a0So\u00a0we've\u00a0covered a lot of ground today.\u00a0What's\u00a0the one thing you want people to\u00a0take away if they forget everything else?<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">I'm\u00a0going to give you two. Look, the first one is you got to lean in\u00a0now,\u00a0you\u00a0have to\u00a0know your business goals.\u00a0You'd\u00a0be surprised how many marketers\u00a0don't\u00a0understand the true profitability\u00a0that\u00a0they're\u00a0trying to hit.\u00a0They're\u00a0still focused on those,\u00a0you know, media\u00a0metrics, so to speak.\u00a0So\u00a0I think\u00a0really understanding your business goals\u00a0and implementing the AI best practices.\u00a0And then look at your organizational\u00a0structure from a marketing standpoint.\u00a0Look at your marketing\u00a0organizational structure.\u00a0We should stop panic piloting things.\u00a0I think\u00a0that's\u00a0a bit of a knee\u00a0jerk reaction right now.\u00a0This era of disconnected tests\u00a0and brand versus performance,\u00a0it's\u00a0kind of over.\u00a0You\u00a0can't\u00a0really just\u00a0go and bolt\u00a0AI onto legacy processes.\u00a0You really need to retool and rethink\u00a0about how\u00a0we're\u00a0running marketing\u00a0as an\u00a0operating system\u00a0as you said before. And then build integrated systems,\u00a0replace the functional silos of brand work\u00a0and performance work and measurement\u00a0work, and kind of stitch them all together\u00a0with the customer at the center of it.\u00a0So\u00a0I think that's\u00a0kind of really\u00a0the first one.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And then the second thing is like,\u00a0know that\u00a0you're\u00a0not alone.\u00a0I think everybody\u00a0is navigating this\u00a0AI world right now.\u00a0It's\u00a0complex.\u00a0It's\u00a0challenging.\u00a0It's\u00a0moving\u00a0very, very fast.\u00a0From a Google standpoint,\u00a0we feel it as well.\u00a0So\u00a0you're\u00a0not alone.\u00a0And then I would say like subscribe\u00a0to\u00a0<\/span><i><span data-contrast=\"auto\">Think with Google<\/span><\/i><span data-contrast=\"auto\">.\u00a0\u00a0We publish so much great content\u00a0on\u00a0all of\u00a0these topics,\u00a0whether\u00a0it's\u00a0search, YouTube measurement,\u00a0we have CMO commentaries.\u00a0There's\u00a0a lot of great content there\u00a0that is going to help you as a marketer,\u00a0kind of navigate\u00a0what's\u00a0next. And\u00a0it's\u00a0always up to date.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">And fundamentally, this is not a technology problem, this is a people problem.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Absolutely a people problem.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Right.\u00a0So\u00a0there's\u00a0the\u00a0shift.\u00a0Marketing is moving from\u00a0optimizing\u00a0for clicks to\u00a0optimizing\u00a0for decisions.\u00a0As AI becomes part\u00a0of how people search,\u00a0compare\u00a0and discover\u00a0brands, marketers need to think beyond\u00a0rankings and campaigns.\u00a0Success will come\u00a0from creating content that earns trust,\u00a0building brands that people recognize,\u00a0and measuring what drives\u00a0real business\u00a0outcomes, not just traffic.\u00a0The technology will keep evolving.\u00a0The real\u00a0advantage will belong\u00a0to marketers who know how to combine\u00a0AI with smart strategy, strong creativity,\u00a0and\u00a0deep\u00a0understanding of their customers.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Now make it happen.\u00a0Follow\u00a0Shift\u00a0Happens.\u00a0Leave us a review\u00a0and share this episode with your teams.\u00a0If you have any questions for the podcast, email us at\u00a0<\/span><a href=\"mailto:shifthappens@dacgroup.com\"><span data-contrast=\"none\">shifthappens@dacgroup.com<\/span><\/a><span data-contrast=\"auto\">.\u00a0\u00a0We'd\u00a0love to hear from you.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Miles, thank you for giving us\u00a0the privilege of being your first podcast.\u00a0You did great today.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Miles:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you. I really appreciate it.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<b><span data-contrast=\"auto\">Nasser:<\/span><\/b><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-contrast=\"auto\">Thank you.\u00a0And thank you very much for listening.\u00a0I'm\u00a0Nasser\u00a0Sahlool.<\/span><span data-ccp-props=\"{}\">\u00a0<\/span>\r\n\r\n<span data-ccp-props=\"{}\">\u00a0<\/span>","contributing_experts":null,"external_links":{"youtube_link":"https:\/\/youtu.be\/mCvlPxK2mRU?si=5Emuxd1YoVOuxVtf ","amazon_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","apple_link":"https:\/\/podcasts.apple.com\/ca\/podcast\/inside-the-funnel\/id1533975355","spotify_link":"https:\/\/open.spotify.com\/episode\/6La3q0naI7SE3l2XyUxiri?si=YsIbc4ARSseepyB24VvLpA"}},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Hey Google, How Is AI Changing Marketing? 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