The race for dominance in the Artificial Intelligence sector has been brewing for some time and is still ongoing at the highest level. Not only are companies fighting to be the best at developing this type of technology, but countries are also investing in it to lead the market.
As we write these lines, the United States leads private investment in Artificial Intelligence. In 2023, the U.S. saw a total private AI investment of $67.2 billion, followed by China at $13.4 billion, and the United Kingdom at $4.4 billion. We could say that, currently, these two states are the biggest players in this competition. As for companies, Google is one of the largest investors in this field, dedicating billions of dollars to its development. Thanks to this, it is one of the companies that offers the most AI tools, most of which are very interesting.
In this article, we’ve compiled the most useful AI tools developed by Google for marketing. If you’re used to working in Google’s environment, they’ll surely be extremely useful in your daily work and in that of your company. And if you’re not very familiar with it, that’s okay. It’s never too late to start using any of these Google AI tools independently for work.
The best AI tools Google currently offers
Gemini: Google’s AI chatbot
OpenAI has ChatGPT, and Google has Gemini, its AI-powered conversational chat. Their features are very similar, as you can upload files, ask it to search the internet to provide updated answers, and create images. You can even create specialized versions of Gemini for a specific action, called Gems.
However, unlike ChatGPT, you don’t have access to the versions that users create, only to those developed by Google and your own, so the options are much smaller.
You can use this Google AI chat to support your content writing, inspire your strategies, or streamline your internet searches.
NotebookLM: Google’s AI for deep text understanding
If you need to understand a new topic or a complex, long document, NotebookLM eliminates the need to spend hours reading or researching. This Google AI tool can become an expert on the topic you need to help you understand it in depth with less effort and in a more dynamic way.
Simply upload the content you’re interested in to the platform, and NotebookLM will automatically answer any questions about it, summarize the text, generate content about it, and even create a podcast to help you understand the content more easily.
If, for example, you need to read a marketing report or study, or write about a topic you’re not very familiar with, you can use NotebookLM. Its great utility, ease of use, and incredible capabilities have made it one of Google’s favorite AI examples.
AI Overview: Google’s AI-Enhanced Search
AI Overview is the AI that Google has integrated into its search engine to offer a much more streamlined user experience. With this change, answers to Internet users’ questions appear directly in the SERP. These answers are generated using Artificial Intelligence and based on a combination of information from different sources.
This section appears at the top of the search results, scrolling down the web pages. It also contains not only text, but also images, suggested new questions, and information sources.
Previously, this feature was called SGE (Search Generative Experience), but the name has changed. As a company, you should be aware of these industry updates, as they will affect the way content is positioned in the SERP and, therefore, your visibility and reach. Staying up to date with AI news helps you adapt to new environments and know how to create content that can continue to reach the public.
That aside, you can also use this Google Search feature to speed up your search for information on the web.
Performance Max: AI-powered advertising optimization on Google
Performance Max is a type of campaign in Google’s advertising ecosystem that uses Artificial Intelligence to automatically optimize ads in different formats for better performance.
In this case, Artificial Intelligence helps you achieve your goals, in addition to offering valuable information and useful recommendations for your strategy. We could say that Performance Max helps you improve the application of AI in digital marketing, more specifically in your Google Ads.
AutoML: Creating Custom AI Models
Although this tool isn’t specifically geared toward marketing, we believe it could be of interest to your company. It allows developers without much experience in machine learning to more easily train models to adapt them to the company’s needs. In this sense, although it isn’t a marketing AI, it can be used to create tools with this technology in just a few minutes that are useful in this field.
Vertex AI : Machine Learning Platform for Developers
We could say that Vertex AI is the advanced version of AutoML. It’s designed for developers with more skill and experience in the world of Artificial Intelligence. Plus, with Vertex AI, you can develop more complex projects that require greater flexibility and scalability.
Dialogflow: Creating Conversational Interfaces with Google AI
This is one of Google’s Artificial Intelligence platforms that will allow you to create your own chatbots and voice assistants. It’s designed to enable developers to create these conversational interfaces more efficiently using advanced machine learning algorithms.
If you’re an e-commerce company or an organization in the tourism sector, among others, this tool can be very useful for developing AI assistants tailored to your business needs and providing more personalized customer service.
Google Lens, Google’s AI for visual searches
With this feature, found within Google Search, you no longer need to use the keyboard to perform searches or ask questions; you can do it with a simple image. This is especially useful when you don’t know how to express what you want to search for in words, but you do have a photo. It’s also a very useful tool for searching for products and stores, translating text from a photo, and identifying animals or plants.
As a business, it’s important to know about this tool, as you can position your business through images and reach customers through this platform. Like the other tools on this list, Google Lens is powered by artificial intelligence and machine learning.
Google Translate: AI-powered machine translation
Google Translate’s popular translation system also uses artificial intelligence. In fact, this technology has been key to adding more languages to its translation capabilities.
Although it’s not recommended for business purposes to create content in another language, as it can lead to errors or sound unnatural, it can be useful for translating reports or studies to better understand the industry you work in.
