Want to know how to innovate effectively? Ask Google
David Black, Senior Director at Google UK and Managing Director of Client Partnerships and Industry Verticals, shares his thoughts on embracing AI and delivering innovation through test, learn and scale models.
At Google, we believe that AI is the most profound technology humanity is working on. Here in the UK, research from Public First in Google’s 2023 Economic Impact report shows a £400 billion economic opportunity from AI by 2030 and suggests that AI could save doctors and teachers 700,000 hours a year in administrative tasks. But in the public sector, our research shows only 12% of those surveyed have already deployed AI tools.
I have personally seen the potential of AI to transform lives. A member of my family has been losing their sight as a result of a condition that is easily treated but sometimes hard to diagnose. Google has worked with hospitals to help doctors to diagnose eye conditions like this faster and more accurately. Whether helping doctors to detect medical conditions, to weather forecasting, to optimising traffic lights, AI is being used as a tool for human ingenuity.
Professionally, as a Managing Director at Google working with some of the largest businesses and organisations in the UK, I have seen the transformative impact of embracing AI within marketing and communications. A recent study by Boston Consulting Group shows that in the past 12 months, companies who have deeply integrated AI into their marketing report 60% greater revenue growth than their peers. These companies are also twice as fast at adapting to consumer trends.
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This study shows the significant impact on using AI to deliver objectives more effectively and efficiently, whether those are business goals or policy-focused goals. For the many marketers and communicators currently being asked to deliver on higher targets with tighter budgets, this could not be more timely.
So, embracing AI is an essential consideration in how to innovate with impact in marketing and communications campaigns. It’s a huge opportunity to test new approaches, learn how to make the most of AI, and scale the biggest opportunities.
What can this look like? Below are some ideas based on how I do this with my teams at Google and what I have seen work well from other leaders.
- Test out new AI products and use cases yourself. This can help make you more productive, and also helps to role model that it is everyone’s responsibility to make the most of it. For example, you could test Google Gemini and ask it to create an image. Or look to test a new advertising tool that uses AI, to drive your marketing goals. For example, Google’s Demand Gen drives on-site traffic and actions by connecting with consumers as they stream, scroll, search and shop across multiple Google platforms and products.
In Government Communications, our Framework for Ethical Innovation supports government communicators to navigate, understand, and apply our values, to guide their use of promising innovations.
- Learn by taking time to upskill on AI – and empower your team to do so. At Google alone, we have launched multiple new tools using AI to make our products more helpful. Reach out to your partners to ask for regular updates and opportunities for your campaigns. And use publicly available training, such as our AI Essentials certification.
The Assist onboarding course for government communicators provides AI essential tips and the principles of applying generative AI in a communications context. For the next level of up-skilling, the Advance Expert SkillsCamp will introduce participants to innovative ways of working, with a specific focus on AI and how it can support communications professionals in their work.
- Scale to find the biggest opportunity. It is not just about coming up with an “AI strategy”, but about making AI an enabler of your strategy. By being focused on what measurable improvements AI can deliver, you can prioritise the opportunities that have the biggest positive impact. Conversations with organisations looking into AI have evolved from teams looking to understand what AI does, to also looking to use it to deliver their goals.
So my advice – continue to test, learn and scale to benefit from the opportunities from AI. As government communicators, you have a unique opportunity to pioneer AI integration across your work. Consider where you spend most of your time – is it crafting briefs or refining messages? Identify these high-value activities and experiment with how AI can enhance your efficiency and effectiveness.
More about David
David is Senior Director at Google UK, and Managing Director of Client Partnerships and Industry Verticals, leading Google’s business, growth, and partnerships in some of Britain’s biggest industries. He joined Google in 2011 and has held a number of senior business leadership roles both in the UK and in Google’s EMEA headquarters in Ireland. Previously, he was Chief Digital Officer at Trinity Mirror plc (now Reach plc), the newspaper publisher. At Virgin, he worked on digital business development and product development.