Google expands AI training with free marketing module

Google has launched a free training module as part of a wider series offering practical advice and tips focused on exploring the impact of artificial intelligence on digital marketing and the skills required to reach and engage with customers in new ways.

Launched at last week’s Lead 2024 Conference, the “Marketing Strategy and AI” module from the New Fundamentals training series will be available at Google Digital Garage.

It is designed to give marketers and business leaders the confidence to optimise data through measurement, earn consumer trust and better connect with customers to drive next level growth.

Google Search trends suggest people in the UK are more interested in and keen to grasp AI than ever before, but do not know how to use it to achieve their goals. Top searched questions included “how to use AI” (increasing 1,270% since 2022), “what is generative AI” (increasing 7,760% since 2022), and “how does AI work” (increasing 280%).

Searches for “how to make money with AI” also soared, increasing by over 5,000% since 2022.

According to Google’s recent UK Economic Impact Report, AI-powered technologies will deliver a £400bn economic boost to the UK by 2030.

Google UK managing director and vice-president Debbie Weinstein said: “We believe that AI technology provides the potential for the UK to find fresh sources of growth, new ways to enhance productivity, and to create opportunities that are genuinely accessible to everyone. To do this, we need to make sure everyone is equipped with the skills and tools they need to harness the technology.

“That’s why I am delighted to announce a new addition to our AI skills training programme, with a free online course especially focused on marketing and how to navigate this rapidly evolving digital landscape. We’re excited to bring this new module to the marketing community.”

Advertising Association chief executive Stephen Woodford added: “It is very apparent from the AA’s work with the AI Taskforce, co-chaired by Google, that there is a tremendous opportunity to boost productivity through the responsible use of AI in advertising.

“Central to achieving that is ensuring that we invest in the industry’s talent base to be fully equipped with how best to deploy this transformational technology, especially given the pace of change.

“Training is everything, and this new free course is a very helpful addition to efforts to make sure advertising and marketing professionals know how to get the very best from this technology.”

The move builds on Google’s experience of upskilling one million people and businesses across the UK since 2015 through its Google Digital Garage events and online programmes.