This article from Think with Google APAC details how Air New Zealand significantly boosted its bookings by integrating AI and behavioural science into its marketing strategy, moving beyond price-based competition. It outlines how Google's research revealed the power of behavioural science principles, which, when applied, were as effective as a 10% discount for a third of consumers. Through analysis with Google's Gemini AI, Air New Zealand identified underutilised principles, leading to a trial that tripled click-through rates and doubled bookings in Australia. The piece also provides an overview of various Google advertising tools and business products, highlighting their role in helping businesses establish an online presence, advertise, and understand their website traffic.

This article from Think with Google APAC explores how Google leverages Artificial Intelligence (AI) to significantly enhance its own marketing efficiency and effectiveness. It highlights the use of AI-powered solutions for automating campaign setup, rapidly generating diverse creatives, and optimising campaign performance through advanced measurement capabilities. The text provides concrete examples, such as using Gemini Pro for localised content creation and Vision AI for predictive creative testing, showcasing Google's internal application of AI to achieve greater reach and more personalised customer experiences while reducing costs and production times. Overall, the source aims to inspire other marketers by demonstrating the tangible benefits of integrating AI into their strategies.

This text, published on Google's Think with Google platform, discusses how the traditional consumer purchasing funnel is now outdated. It introduces four modern consumer behaviours – streaming, scrolling, searching, and shopping – as a framework for understanding today's non-linear decision-making process. Marketers are advised to adapt their strategies to engage consumers across these diverse touchpoints, highlighting the need for a flexible approach and the importance of utilising AI-powered marketing solutions.

This Forbes article, contributed by members of the Forbes Communications Council, highlights eleven potential risks associated with using artificial intelligence in marketing. These risks range from content homogenization and the loss of a unique brand voice to possible copyright infringements and the introduction of bias. The experts also provide strategies for mitigating these dangers, emphasizing the crucial need for human oversight, clear guidelines, and a focus on authenticity and accuracy when implementing AI in marketing practices.

This article from Boston Consulting Group argues that the traditional linear marketing funnel is outdated due to fragmented digital consumer journeys and the rise of AI. It proposes a shift to "influence maps" that recognise streaming, scrolling, searching, and shopping as overlapping behaviours across the entire customer experience. The authors contend that marketers must prioritise both reach and, crucially, influence, which is determined by attention, relevance, and trust. They advocate for leveraging AI and GenAI to create bespoke marketing plans tailored to individual customer journeys, optimising touchpoints and content for maximum impact. The piece advises marketers to plan for influence by understanding consumer journeys and then execute using AI to enhance targeting and content creation. Ultimately, mastering the interplay of reach and influence through this new framework is presented as essential for future marketing success.

Think with Google APAC provides insights into the multicultural consumer landscape of Australia and New Zealand, highlighting the growing significance of overseas-born individuals. The article, based on Google and Kantar research, reveals that brand reputation is crucial for newcomers, who also favour familiar digital platforms like YouTube. Furthermore, these audiences actively seek out culturally and linguistically relevant video content to stay connected. The piece suggests marketers can effectively reach this valuable segment by focusing on these preferences and leveraging tools like YouTube Select and AI-powered ad translation. An example from HSBC demonstrates the positive impact of tailoring strategies to engage multicultural communities.

This Think with Google article, based on a survey of over 2,000 marketers, explores how integrating artificial intelligence can lead to greater marketing success. It outlines four key pathways to AI excellence: measurement and insights, media and personalisation, creative and content, and people and process