Google’s IA Connect in Peru: Embracing and Leveraging AI to Compete in Today’s Market

The American firm recently conducted the IA Connect event in our country, showcasing the latest advancements in artificial intelligence for advertising solutions. This technology is becoming increasingly essential for marketing departments, offering support in various areas such as creative asset production, data-based measurement, media strategy optimization, and maximizing the impact of campaigns. Peru is no stranger to this trend, as shown by the Google-commissioned study that reveals high expectations regarding the impact of AI on communication and advertising in the near future.

As per the study, a majority of Peruvians believe that AI will enhance communication, advertising, and browsing experiences. The event featured presentations by national and international Google executives, shedding light on the potential of artificial intelligence in transforming consumer behavior and enhancing online experiences. Edgardo Frías, general director of Google Peru and Chile, emphasized the positive role of AI as an ally of human talent rather than a replacement.

When asked about the adoption of AI tools in marketing and advertising departments of Peruvian companies, Frías highlighted the importance of having a clear strategy and business objectives before integrating artificial intelligence. He also mentioned the growing interest among companies to engage advertising strategy services that utilize AI technology. Furthermore, he discussed the increasing integration of AI tools in educational institutions to train students and encourage critical thinking and interpretation skills.

Regarding the new profile of Peruvian marketing and advertising students, Frías emphasized the need for individuals with a thirst for learning and curiosity about new technologies. He encouraged continuous learning and exploration of AI solutions to adapt and excel in various roles across different industries. Frías also shared insights on Google’s initiatives to offer career certificates and scholarships to individuals seeking to acquire new skills in the evolving landscape shaped by artificial intelligence.