(L-R: Google Ph Creative Development Lead Peach Natividad, adobo Magazine Founder, EIC and President Angel Guerrero; Propel Manila Chief Creative Director and IMMAP Chairperson for Digital Young Creators Raymund Sison; Metrobank Head of Content and Boomerang Awards Chairperson Cynthia Dayco; IMMAP President Denise Haak; Google Ph Data and Insights Lead Nikki Del Gallego; Google Ph Comms and Public Affairs Head Mervin Wenke)
AI has been sparking a lot of conversations lately due to apprehensions of making humans obsolete. However, experts say the truth is, AI is actually more a tool that can bring out the best in people in various fields. AI can boost humans’ innate creativity, resourcefulness, and ingenuity.
“I’m a data analyst and I work with data a lot. So, it’s a tough question to ask myself, but then I think about how I can use AI to benefit me. I cannot process large amounts of data in a matter of seconds. AI can do that better. So, it’s that partnership of human and machine that brings out the best of what we can achieve,” said Nikki Del Gallego, Data and Insights Lead at Google Philippines. “Instead of fearing what would replace us, we can look at what AI can do to enrich us.”
“AI is going to give us more time, more space, and more sleep,” said Raymund Sison, Partner and Chief Creative Officer at Agency Propel Manila and IMMAP Chairperson for Digital Young Creators. Sison believes that AI can help crunch the more daunting sets of data and figures to leave people more energy and brainpower for the more important tasks such as creative thinking and strategy development.
AI can give its best shot at coming up with its own ideas for something that may not quite exist yet or something that is a little difficult to articulate at present, which people can then finetune. Sison swears by Google’s new TextFX AI experiment which helps writers come up with creative copy in a few prompts. “You can use AI as your brainstorm buddy, your imagination enhancer, and more. This will open up a thousand creative portals for you,” added Sison.
(L-R: adobo Magazine Founder, EIC and President Angel Guerrero; Google Ph Data and Insights Lead Nikki Del Gallego;
AI as a growth and results multiplier
“With AI, your analytics now becomes like 10x because it helps you find patterns that you might have missed, hidden things that you might not particularly see. This helps us get stronger insights that help us make better decisions overall,” said Denise Haak, IMMAP President.
Examples of marketing campaigns powered by Google AI were presented at the panel. As cited on IAB SEA and India, “McDonald’s used their app ecommerce data and AI to predict behaviors of their in-app audience — identifying those most likely to purchase. Armed with these valuable signals they were then able to find new customers far more effectively — increasing conversions by 550% while reducing cost per action.”
“Some people think that AI is still in the future. No, we’re actually seeing it now in some of the award entries,” said Cynthia Dayco, Chairperson of the Boomerang Awards and Head of Content at Metrobank. “We actually have a category called Crystal Boomerang for which a lot of performance campaigns that use Google AI have been submitted. Using Google AI, you have greater reach, greater conversions and more incremental revenue.”
Using AI responsibly
Because AI is a still-emerging form of technology, evolving in front of us daily, companies have a critical role to play in paving the way for the proper, fair, and judicious use of AI.
As part of its commitment to responsible AI, Google, together with Anthropic, Microsoft and OpenAI announced the formation of the Frontier Model Forum, a new industry body focused on ensuring safe and responsible development of frontier AI models. The Frontier Model Forum will draw on the technical and operational expertise of its member companies to benefit the entire AI ecosystem, such as through advancing technical evaluations and benchmarks, and developing a public library of solutions to support industry best practices and standards.
Google believes that building AI responsibly must be a collective effort across society including government, companies, universities, and more to promote innovation that benefits everyone, while minimizing risks.
With AI, the possibilities of human creativity never seem to end—and this is just the beginning of the journey. You can see what you’re capable of with the help of generative AI by trying out Google Bard.
Capture the whole discussion and how AI can help today by watching the event on YouTube.
