Global message, local voice: How Samsung engaged customers globally with Google AI

Anna Karina: Samsung is a truly global organisation. On one hand, we need to address our message globally, but on the other hand we need to adapt our strategy and tone of voice to reach many consumers in different markets.

Jannos Artusi: Brazilian consumers are very promotional. They buy when they have a good deal. It’s very easy to sell when you give a big discount, right, but your profit goes down.

Sandeep Bajpai: Within India, there’s a huge disparity in consumer demographics across North and South regions. This stretch of geographies, price, inventories makes it difficult for us to optimise performance and also grow at the same time.

Yanki Yalcin: We call Turkey where the continents meet. With this diversity we have a lot of different segments. And we are trying to achieve real personalised communication. So in order to achieve that, we are focusing on AI technology.

Artusi: We knew Performance Max was giving the full power of AI, but we didn’t trust AI-powered campaigns in the beginning. Why put everything at risk? We started a test and learn approach, and that made us a little bit more confident about using AI.

Gizem Öztürk: Here in Turkey, the learning period was very fast and eventually we saw revenue increasing by five times. So this gave us the confidence that we needed to scale.

Bajpai: In India the results were phenomenal. We doubled our revenue without affecting our return on advertising spends too much. I don't think currently there's a product available in the market that we can use to achieve similar results.

Karina: Performance Max AI will help us multiply our team's expertise. It'll give us more insights and smarter ways to reach customers. Google for sure will be a strong partner for us in the future. I have no doubt about that.