Google AI Tools for Creative & Strategy
Better insights and ideas, faster. I envisioned, led prototyping and launched four internal AI Tools to accelerate and enrich our creative process. They are unlocking more unexpected, resonant work, and combined, have driven a cost avoidance of approximately $5M in agency fees in two quarters alone.
Trends&Insights Assistant - TIA
A tool that helps marketers ideate at the speed of culture. It consolidates data from Google Trends, YouTube and News to generate a report of what’s trending in culture, and that could resonate with the brands’ audience.
I worked on this idea with Social Lab partners. We entered it in an internal competition (“Dragons Den”) and it won. The idea got funded and resourced. It’s live on Google Marketing’s AI Toolbox, and currently evolving into an agentic experience.
Helps marketers get to better creative ideas faster. Trained on best-in-class work from Google Marketing and the industry, it generates rich thought starters and Creator suggestions for campaigns and activations. It’s also live on the AI Toolbox.
Idea Generator
AI Personas
Synthetic personas that mimic the target audience, providing instant creative and strategic feedback. What I initially pitched as a prototype for the Ads Marketing team has now scaled across all of Google Marketing. The project transitioned to the Insights Lab, who is developing 12 custom personas based on this build - including a new one dedicated to World Cup insights.
Accelerates the creative review process for thousands of DR assets, ensuring they launch consistently with the Google Grade quality bar. The agent reviews assets against Brand Standards, and is now evolving to tackle subjective principles such as authentic imagery. In early testing, the tool significantly reduced review hours while simultaneously helping teams identify critical feedback that marketers and agencies were previously missing.