AI is Changing the Consumer Journey, According to Google and BCG Research

In this episode of Decoding AI for Marketing, hosts Greg Stewart and Rex Briggs speak with Sadie Thoma from Google and Derek Rodenhausen from BCG about their research on the impact of AI on the customer journey. The discussion revolves around how AI is changing marketing, moving beyond efficiency to drive growth, and the need for marketers to adapt to the modern consumer journey, which they define as the four S's: streaming, scrolling, searching, and shopping. They emphasize the importance of change management within marketing organizations, the potential for AI to personalize customer experiences, and the need for a new operating model that integrates brand and performance marketing. The guests share examples of how AI is being used to create more effective and efficient marketing campaigns, including the use of AI-generated content and real-time data to personalize messaging. The conversation highlights the potential for marketers to achieve significant revenue growth by embracing AI and the importance of experimentation and testing to prove its value.