Google's VP Srinivasan Highlights AI's 100% Revenue Boost in Advertising and Shopping

Google's executive Vidhya Srinivasan, who oversees a vast portfolio of advertising and commerce products, has highlighted the transformative impact of artificial intelligence (AI) in the advertising and shopping sectors. Srinivasan, who is the VP/GM for both advertising and commerce at Google, noted that AI is revolutionizing the way ads are created and delivered, making it possible to serve the right ad to the right person at the right time with unprecedented precision.

Srinivasan's portfolio includes Google Shopping and advertising products across Google Search, Maps, YouTube, and more, generating over $126 billion in revenues in the first quarter of this year alone. She added commerce to her responsibilities at the beginning of this year, reflecting the growing demand for hyper-personalization in shopping experiences and the need for advertisers to target shoppers more effectively.

AI in advertising and commerce encompasses a wide range of ad tech products and AI-generated, targeted advertising. Srinivasan explained that AI can now generate perfect creatives on the fly, tailoring ads to individual users in real-time. This capability is changing the game by making it possible to deliver highly relevant and immersive experiences to consumers.

The shopping experience is also being transformed by AI, allowing consumers to describe a garment they might want, see an AI-generated version, and then shop for similar products that already exist. This shift reflects the unpredictable nature of customer journeys and the growing demand for more relevant and immersive shopping experiences.

Srinivasan's role at Google is at the center of several key trends, including the fast-changing activity on Google Search as more consumers turn to chatbots like ChatGPT, anxieties about the future of creative in the advertising industry, and the significant workforce changes happening in both sectors. Her past experience at Amazon Web Services, where she brought the first cloud data warehouse to market, has prepared her for these challenges.

Srinivasan acknowledges the anxieties in the advertising world but emphasizes the responsibility of bringing both internal teams and customers along in this transformation. She takes this responsibility seriously, recognizing the need to navigate the complexities of AI integration and workforce changes.