00:00When brands engage customers about how they're interacting with them in Gen.AI and with their AI tools, transparency is critical.
00:10Brands really need to craft that ahead of time and think through how do they want to give customers control over their own data.
00:18Personalization is taking what you learn about a customer and making their very next interaction faster, better, cheaper, more convenient.
00:33What's magical is that you can do this with Gen.AI on the fly right away.
00:39We're taking marketers and arming them with the data and insights they need right there.
00:45With Gen.AI, we can build platforms that pull all of the data, whether it's social listening, call center data, transaction data, enabling them to surface insights.
00:55For example, in the media and entertainment space where we won the Google Partner of the Year Award this year,
01:02we are bringing all that data together for entertainers to understand which shows are being watched by 18 to 24-year-olds in this market,
01:12only surfacing those messages, whether it's email, paid ads, and the like, to that audience, basically taking a less is more approach.
01:22They don't need to send millions of emails blasting their entire audience.
01:26They can pinpoint exactly who the relevant message is for.
01:31So in the age of Gen.AI, consent and security are paramount.
01:36The truth is, customers want and expect personalization.
01:41We surveyed 23,000 of them, and they were very clear.
01:45They would willingly provide their personal data in exchange for better personalized experiences.
01:5280% of them said that actually globally.
01:55Two-thirds of them also said they recently had an inappropriate or inaccurate experience.
02:01They disengaged with the brand as a result.
02:03So we have to be really careful with that as brands and as marketers.
02:08One of the key uses that's emerging in ChatGPT is mental health.
02:13People are asking all sorts of questions about marital problems, about their mental health issues,
02:20and they're more comfortable doing that with a virtual assistant than they are with a mental health professional.
02:26But have we really thought through all of the data that these LMs are ingesting about our personal lives?
02:32We as marketers, when we design experiences, whether it's helping you go on your next travel journey or figure out what to buy in the grocery store,
02:42need to think through guardrails and safety and security around this information that we're gathering about our deepest personal wants and desires and our daily lives.
02:54Recently, when we built a Gen.ai platform for a media and entertainment company,
03:00we had to bring together the marketers, the analytic folks, the technologists, and some of our partners.
03:07And frankly, we had a lot of different personalities in the room.
03:10In fact, we did a bit of a personality test.
03:14And when we looked at each other and understood where everyone was coming from, there was a bit of an aha.
03:21We came together as a team and within just two months launched a Gen.ai platform.
03:27They were able to instantly query the entire data the company had, connect with the customer in a way that would have taken them months to do before.
03:36That is the power of Gen.ai, and I think brands need to think about how they bring together their teams in new ways to unlock it.
