Editors’ picks: What’s got us thinking

Explore our favorite reads                                                                                                                                                                                                                                                           [View as webpage]( [ Image ] What our editors are digging right now The marketing wisdom that stands out and feels fresh MARIANNA NASH, EDITOR, THINK WITH GOOGLE For brands, less carbon can actually mean more conversions “When we talk about sustainability in advertising, we’re often talking about messaging. But customers want to see more than messaging. They want companies to take reportable, measurable action when it comes to climate,” says Nash. “Dark-mode browsing or reducing the brightness of creative assets can help reduce emissions by lightening the load on CPUs.” An added benefit of such optimizations is increased site speed that leads to an improved user experience and more conversions. [See more actions brands are taking](/MTcyLUdPUC04MTEAAAGNNqMxRZ8X2vbtGC-t4YmkqNd_B9oOkP5Kew2dvClHBe8h92FUU528oGtuaOSV8WM6VGnQedY=) ZHARMER HARDIMON, SENIOR EDITOR, THINK WITH GOOGLE Large language models have supercharged a once-manual keyword match “It’s wild to think about how much AI has advanced in marketing over the past 20 years. Back then, tech’s capabilities were super additive, but they came with a manual cost,” says Hardimon. “For example, when broad match, a Google Ads setting, first launched, it required Google engineers to manually write out synonyms for keywords. It’s come a long way, yet there’s one certainty that still remains: Marketing is only as good as the smart marketers steering it.” [Discover the full set of broad match’s improvements]() MEG HALLER, EDITOR, THINK WITH GOOGLE Inclusivity is a win for brands, despite negative headlines “Blowback against large advertisers’ Pride-related campaigns may have left you feeling uncertain about the role of inclusive marketing moving forward,” says Haller. “But research from GLAAD, the world’s largest LGBTQ media advocacy organization, underscores its longevity and the value it creates for brands.” Consider these findings: - Americans are 2X more likely to buy or use a brand that publicly supports and demonstrates a commitment to expanding LGBTQ rights. - Seventy percent of non-LGBTQ people want companies to show public support through advertising, sponsorships, and hiring. - Three out of 4 non-LGBTQ adults in the U.S. feel comfortable seeing LGBTQ people in advertisements. [Explore more](=/MTcyLUdPUC04MTEAAAGNNqMxRZ8X2vbtGC-t4YmkqNd_B9oOkP5Kew2dvClHBe8h92FUU528oGtuaOSV8WM6VGnQedY=) ON THAT NOTE Want to go deeper on sustainability, AI, or inclusivity? Take a page from our archives - How Sheba (yep, the cat food brand) and its agency [delivered on sustainability](/MTcyLUdPUC04MTEAAAGNNqMxRZ8X2vbtGC-t4YmkqNd_B9oOkP5Kew2dvClHBe8h92FUU528oGtuaOSV8WM6VGnQedY=) and won a Cannes Lions award in the process - What Marvin Chow, VP of marketing at Google, was [saying about AI in 2017](=/MTcyLUdPUC04MTEAAAGNNqMxRZ8X2vbtGC-t4YmkqNd_B9oOkP5Kew2dvClHBe8h92FUU528oGtuaOSV8WM6VGnQedY=), before it was the buzzword it is now. Still true today: “Undoubtedly, there will be marketing and advertising solutions — and opportunities — we haven’t even thought of yet.” - Why [accessibility has to be part of your brand’s inclusivity DNA](/MTcyLUdPUC04MTEAAAGNNqMxRZ8X2vbtGC-t4YmkqNd_B9oOkP5Kew2dvClHBe8h92FUU528oGtuaOSV8WM6VGnQedY=), and how some brands are making it so GOT US THINKING Marketing and tech know-how that’s got our wheels turning - Seeing pink? We’ve got Barbie fever too. Variety sat down with Josh Goldstine, the president of global marketing at Warner Bros., to learn [the story behind the marketing push]() that has everyone marveling. “I’ve been doing this for 35 years. This is one of the most unique experiences I’ve ever had,” he said. - Heard of a red team? It’s made up of a group of hackers who simulate adversaries. The Keyword, Google’s official blog, details how they will be a critical part of [ensuring organizations’ AI systems are prepared for attacks](/MTcyLUdPUC04MTEAAAGNNqMxRZ8X2vbtGC-t4YmkqNd_B9oOkP5Kew2dvClHBe8h92FUU528oGtuaOSV8WM6VGnQedY=). - Digiday outlines how a Google exec is approaching [a pivotal moment AI is creating](=/MTcyLUdPUC04MTEAAAGNNqMxRZ8X2vbtGC-t4YmkqNd_B9oOkP5Kew2dvClHBe8h92FUU528oGtuaOSV8WM6VGnQedY=) for the marketing and advertising industry. “We trained the marketplace on how to think about search, how to think about driving ROI, and how to build operations and growth on it,” Sean Downey said. “AI is the same problem for us.” Received this email from a friend? 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