Google on why brands should stop fixating on an ‘AI strategy’
Forget formulating strategies and focus on how AI can turbocharge each element of your plan, says EMEA marketing boss Yonca Dervisoglu.
Google EMEA vice-president of marketing Yonca Dervisoglu started working in digital marketing back in the early 2000s. Serving as European marketing manager at Yahoo in 2002, she joined the search giant in 2006 after the “dotcom bubble had burst”.
Passionate about the potential of digital marketing ever since, Dervisoglu recalls an interview she gave to the BBC 20 years ago predicting its rise.
“I was like ‘Digital marketing is going to be big and ads are going to be personalised, they’re going to be so helpful.’ I was a bit naïve. I thought it would happen 20 years ago,” she remembers.
