Google and YouTube's Angie Barrick  on providing AI tools for trends and marketing - video Dailymotion

Google and YouTube's Angie Barrick  on providing AI tools for trends and marketing

Transcript

00:00We've talked about this many times, but when I first met you years ago, you would talk about

00:04using technology specifically to improve business outcomes. That it wasn't just about having the

00:12tech or, you know, completing a task, but thinking from, you know, what are the desired results and

00:18how are we going to incorporate technology both to achieve those results, but also to measure

00:23whether or not we're getting where we're supposed to go. It seems now in this age of

00:28incorporating artificial intelligence, there's a lot more that we can measure, a lot more that we

00:33can do. From where you sit, what do you see in terms of how AI can help get us to better outcomes?

00:43Yeah, it's been a really fun journey. We've been playing in that space for a long time.

00:47We spent a couple years building predictive AI into our tools so that we could start to, to your point,

00:55work towards outcomes. And today, every single one of my entertainment partners is playing in that

01:02space. When they need awareness or reach, we have a video tool that they can use that drives

01:07specifically that. If they need views, longer view time and more consideration, we have a tool that

01:13will drive specifically towards that. And if a studio needs to sell a movie ticket, we have a video tool

01:20that will focus specifically on hitting a video sale or a movie ticket sale. And that's been really

01:27wonderful. But kind of in the last year, we had a few partners testing in this space where we started

01:34deconstructing all of the traditional targeting parameters that we put on campaigns and just let

01:41the AI find the people that we wanted and let it go to town. And we've seen a lot of success with that to

01:47the point where it's an area that we're really focusing on in 2025. So that's the predictive side.

01:52And then on the generative side, I'll give you, we built a toolkit called AI for marketing. And we're

02:00really trying to solve for some of the use cases we see most often in the marketing space. And I know

02:07Dom is going to talk about something really custom that they did. But I'll give you an example. I had a

02:17platform. They thought that it wasn't living up to its potential. It was a better show. It wasn't

02:22getting the audience it wanted. So they went into a large language model and they pulled out like,

02:28what are people saying about the show? And what should I know? That's really the chatter here. And

02:32what they found out was people that it was kind of a professional genre show that people that worked

02:37in that profession thought it was very realistic and very, very, one of the most realistic shows in

02:44that space they'd ever seen. So they put a whole campaign around that and landed that press in the

02:50New York Times. And all of a sudden, they really started to see the viewership tick up for that

02:54show. So one of the ways Google will take that insight that we hear from someone is we'll put

02:59together something called TopicsMine, which allows us to understand all the insights we have from Google's

03:05search volume and match it to every single piece of IP in their catalog. So that, you know,

03:12they're not going to go and look at everything that's going on within their catalog out in

03:17conversation today, but we can help identify trends and marketing moments that they can capitalize

03:22on across the entire portfolio. So that's where things get really exciting for us.