Businesses in India, elsewhere adopting new AI power tools for enhancing search: Google, ET BrandEquity

Representative imageBusinesses in India and some other parts of the world are adopting AI tools for enhancing search performance based on queries from users, a senior Google executive said on Tuesday. Google Vice-President for global ads Dan Taylor said YouTube has become the most-watched streaming platform in India and Japan.

He said according to a recent study by Google and BCG, companies that have deeply invested in AI tools are reporting 60 per cent higher revenue gains than those who don’t have it.

Talking about India, Taylor cited global search numbers on Google clocking 5 trillion searches every year with 15 per cent of them being new.

“It’s really difficult to maintain a search engine marketing strategy where you want to try and come up with every possible search that a consumer might make,” he said in response to a question on the manner in which media planners and advertisers in India are leveraging Google’s AI tools.

Businesses in India and elsewhere are adopting new AI power tools such as broad match or Performance Max in search, which try to give users specific responses to their queries, he said.

“What we’re finding from a skill perspective is that media planners and practitioners are spending more time on data analytics and informing which of these ads deliver the most effective results to then feed that into informing the campaign’s strategy moving forward,” Taylor said.

On malicious ads popping up on Google, Taylor said the company is using AI to enhance the scale and accuracy for safety and identifying bad actors.

“That has really helped us inform enforcement against malicious practices on both the organic and on the paid advertising side. In fact, we blocked or removed over 5 billion ads for violating our policy before they were ever seen,” Taylor said.

Google in its latest ad safety report suspended 2.9 million advertisers’ accounts in India and removed 247.4 million ads in 2024 for abusing its advertisement policy. The company has suspended over 39.2 million advertiser accounts, removed 5.1 billion ads and restricted over 9.1 billion ads globally.

• Published On Apr 23, 2025 at 04:00 PM IST

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