The advancements in artificial intelligence (AI) are revolutionising the way people interact with technology, and providing marketers with an opportunity to connect with their customers in more seamless and personalised ways. AI has become a powerful tool for businesses, enabling marketers to stay on top of consumer needs and trends, and react quickly to new insights to build campaigns that deliver strong returns on investment and performance.

One of the pioneers of AI development is Google, which has been using AI in its Ads business for over a decade. Google's AI-powered creatives, such as responsive search ads, and its bid optimisation capabilities have been instrumental in driving the success of Google Ads. Google has also been at the forefront of developing AI responsibly, and has been publishing and updating its AI principles since 2018.

Google's large language models have seen a significant improvement in recent years, thanks to the feedback from marketers and breakthroughs in AI technology. These models are now 50% better at understanding human language, which translates into real business results for customers. For example, advertisers who use Google's AI-powered targeting option for Search Ads, broad match, in campaigns that use a target cost per acquisition, see 35% more conversions on average.

Google's newest goal-based campaign type, Performance Max, is powered by AI and helps businesses find valuable new customers and demand opportunities across all of Google's inventory, including YouTube, Search, and Gmail. Advertisers who adopt Performance Max are seeing an 18% increase in conversions at a similar cost per action. 

Despite the increasing reliance on AI, the role of the marketer remains critical. The marketer's expertise is essential in guiding AI to deliver the best ROI and new avenues of growth for businesses. By coupling the marketer's knowledge with the power of AI, businesses can achieve their full potential and multiply their results. The key is to create a flywheel that continuously drives down marketing costs, improves performance, and helps businesses discover new customers, regardless of how unpredictable their behaviours may be.

In conclusion, the advancements in AI are providing marketers with an exciting opportunity to create more personalised and seamless experiences for their customers. Google's commitment to developing AI responsibly and empowering marketers with new tools like Performance Max is just the beginning of a new era in advertising. By leveraging the marketer's expertise and the power of AI, businesses can achieve unprecedented growth and success.