WHAT MARKETERS NEED TO KNOW ABOUT AI

What does a marketer who wants to use AI, not build it, actually need to understand? Cassie Kozyrkov spent ten years at Google, starting in the search ads metrics team and ending as Chief Decision Scientist. In this talk she explains AI without the maths: as a new way of writing software that teaches machines with examples instead of instructions.

You'll learn the difference between generative and discriminative AI, why the generative model is only a small brick in a much larger system, and why three different groups of people talk about AI past one another. Using demos of Google's SGE, Cassie shows how conversational search changes the customer journey and the intent signal, and imagines digital twins that filter ads on the user's behalf. In the Q&A she covers how to start learning AI, whether programming is still worth learning, and what to really be afraid of.