We used Google's AI before it launched. The results didn't come from the tool.
Being at the forefront isn't having the latest tool, it's knowing what to do with it. As Natura Cosméticos' strategic agency, we led the implementation of this Google technology and helped the brand become a pioneer: the first in Latin America to use generative AI in digital advertising. We got up to speed fast, but the decision on how and what to use it for was ours.
The numbers backed it up: the optimised images delivered a 600% increase in sessions, 388% more impressions and 573% more clicks compared to pieces made with the toolkit alone. But results like that don't come from pressing a button: they come from a team that knows brand and uses AI as one more tool, with judgement. Technology changes all the time; knowing how to position a brand is what you can't improvise.