Google and Microsoft Push for AI Literacy and Trust in Marketing

At the ANA Masters of Marketing conference, tech leaders from Google and Microsoft highlighted the importance of AI literacy and responsible implementation for businesses. Sarah Kennedy, VP of global demand and growth marketing at Google Cloud, described the current AI advancements as a “revolution” in marketing, while Buddy Phillips, Microsoft’s senior director of responsible AI, emphasized that building customer trust is crucial in adopting AI.

Kennedy shared that Google’s internal survey found that nearly half of their employees save up to five hours per week by using AI, allowing teams to reallocate time toward customer engagement. She encouraged companies to foster a learning environment for AI through “trial-and-error” and to upskill employees, ensuring long-term adaptability. Google has created an AI steering committee of senior executives to quickly and responsibly address AI policy decisions.

Phillips underscored the importance of trust in AI, citing research showing that while 73% of people are concerned about AI risks, 75% would trust the technology if companies could demonstrate responsible use. He advised businesses to implement AI frameworks focused on transparency, accountability, and a human-centered approach to AI deployment. Only 11% of executives currently have responsible AI frameworks in place, according to a PwC study, highlighting a significant gap.

Microsoft’s “Copilot Copyright Commitment” illustrates this approach: if a customer faces copyright issues from using Copilot, Microsoft will defend them. Both leaders urged marketers to share knowledge across industries, fostering a collective approach to responsible AI adoption.