From keywords to conversations: helping advertisers make the GEA shift

If there is one product that fascinated me during my time at Google, it’s search. I had the privilege to observe the evolution of this technology as a customer success manager, GTM lead or product marketer for France and EMEA. It’s probably my background in literature and foreign languages and a difficult-to-explain fascination for words and semantics that have kept my interest and curiosity so high for so many years. How can natural language processing technologies infer meaning from keywords and match it to corresponding offers, commercial or not? There is a potential new big shift happening today with the launch of chatGPT ads in Europe, some would call it a paradigm shift or a revolution. A lot will be inherited from search as we know it and a lot will probably be brand new.