Google’s Aprajita Jain: AI boosts marketing efficiency, cuts costs

As part of Advertising Week LatAm 2024, Google brought one of the most anticipated interventions with Aprajita Jain, Chief Brand Marketing Evangelist of the company, who spoke at the session: Driving innovation: the role of AI in creativity and beyond where she addressed the responsibility and potential of artificial intelligence to improve critical aspects of life, from saving lives in natural disasters to transforming the way companies use technology to optimize their marketing.

During his keynote, Jain shared alarming data that drives the need for innovation: according to the UN, half of the world’s population lacks reliable early warning systems, something especially critical in times of increasing incidence of natural disasters. To that end, Google has implemented an AI-based warning system that not only displays warnings through its search engine and maps, but even sends text messages to people in at-risk areas, allowing them to evacuate and take shelter in time.

Jain expressed his vision to expand the system to more than 80 countries, highlighting the importance of technology not only focusing on first-world solutions, but on global challenges.