PROGRAM

Keynote #3 Beyond Efficiency: How Google is Driving AI-Powered Marketing Transformation

With the rapid evolution of AI, its application in marketing is shifting dramatically from improving individual task efficiency to redefining entire end-to-end workflows. Yet, many organizations still struggle with fundamental questions: How do we move beyond simple productivity gains to drive real business growth? and How do we scale from individual adoption to organizational transformation?
As an advertiser, Google is on this exact journey—actively navigating the answers within its own marketing organization. In this session, we share real-world learnings and ongoing trials from Google acting as “Customer Zero”—the very first customer of its own AI solutions.
We will explore our global strategic frameworks, the AI-driven campaign development process behind Google Pixel in Japan, collaborative multi-agent content creation, and the organizational design required to support this transformation. From a marketer’s frontline perspective, this session unpacks practical insights, where Google stands today, and where we are heading next.

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  Kevin Murakami

  Google

  Global Marketing Director, AI Center of Acceleration

  

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  Tomoe Morishima

  Google

  Senior Director, Platform & Devices Marketing