It actually started with a simple thought. I was watching the presentation from Google Marketing Live, and I felt: this is not the future we are looking at anymore – this is the present.
AI has moved in. For real. Not as a buzzword in pitches, but as a tool in everyday life. In how we search, how we are seen, how we shape a story.
And it awakens something in me. Because I’ve always loved communicating up close and personal, with presence. Understanding the person on the other side of the screen – not just chasing a click-through rate. Now we need to translate that mindset into an AI-driven ecosystem.
A search experience that starts a conversation
>The most transformative thing? Google is now showing ads in the middle of its AI-generated answers. This means that when someone searches, for example, “how do I plan a hike with my family?”, that answer – generated by AI – could include your product, your service, your story.
But what does it take?
You need to be part of the answer. Not an interruption in the flow. This is a new kind of presence – more editorial, more credible. For our clients, this means: we need to think even more about the value of content. Not just SEO – but meaning. It requires that the message is really felt.
Real creativity – not just quantity
Google launched two new tools that stood out for me: Veo and Imagen. Veo turns text into video. Imagen does the same with images. And it works – really well.
But it also makes me wonder: what is my role as a creator?
For me, it’s no longer about creating every pixel from scratch – it’s about setting the direction. Explaining the feeling. I see it a bit like getting a carpenter to quickly build the frame – and then we go in and tweak, adjust, color. It makes it easier for us to help our clients create content faster, without losing the soul of it.
When the campaign becomes a colleague
Another novelty is AI Max – a campaign type that basically does everything. It selects the target audience, generates ads, tests variations, optimizes towards the right target. Smart? Yes, it is. But only if you know where you want to go.
It’s like having a very smart intern: they work fast, but need to know where to put their energy. This is where our role comes in – leading, prioritizing, interpreting. It’s not fewer decisions – it’s better decisions.
YouTube goes retail – but the experience has to be felt
YouTube Shorts and Connected TV are now getting ads where you can shop directly. Sure, it’s convenient. But for me – as a diver, digital strategist, and cabin host in Orsa – the question is: how do we make it human?
It requires storytelling. It requires imagery that speaks to emotions, not just the wallet. And it requires us to respect the viewer’s experience. For those who can do that – there is enormous potential.
So what do I take away?
What I see now is not ‘AI is taking over’. It’s: we get more time to be human. Less technical hand-holding – more space for conversation, relationship, idea.
And we at Dalarna.Digital? We will always bring emotion into what we do. Whether it’s helping a local brand stand out in an AI-generated response, creating a video from product copy, or guiding a campaign strategy that’s both smart and true.
AI is here. But the important thing is still what can’t be automated.
Trust. Voice. Presence.
We’ll be in touch.
