Google Cloud is betting on artificial intelligence to do more than automate—it wants AI to help companies rethink how they operate, market, and grow. That vision took shape during its Next ‘25 conference in Las Vegas, where creative and customer-facing applications took centre stage.
“Consumer expectations are constantly changing, and this is creating pressure, both for market share and margin dynamics in the retail industry,” said Carrie Tharp, vice president for global solutions and industries at Google Cloud.
AI Steps In as Consumer Behaviour Grows More Complex
Brand interactions are multiplying, but decision-making is stalling. Consumers now engage with an average of 10 touchpoints before committing to a purchase, while two-thirds delay or avoid decisions due to information overload. This friction signals a turning point—one where AI can play a defining role for Google Cloud.
“If consumers have confidence in the brand and the product, they are much more likely to recommend that to their customers, so how are we going to apply AI to help this overall pressure dynamic?” said Carrie Tharp, vice president for global solutions and industries at Google Cloud.
AI That Generates Soundtracks
Google Cloud’s Vertex AI platform took a major step forward at Next ‘25 with the addition of Lyria, a text-to-music model that rounds out its generative media suite.
Vertex becomes the only enterprise platform to support end-to-end creative production with tools now spanning video, image, speech, and music.
Brands are already putting it to work—L’Oréal Groupe is using Veo and Imagen to scale content across 20 countries. “These models act as powerful creative partners, empowering our teams to experiment with new ideas and respond to the market,” said Thomas Ménard, manager of AI centre enablement at L’Oréal.
The integration of AI into its Tastemaker platform has slashed production time from weeks to hours at Kraft Heinz. “Implementing Google Cloud AI within our platform… allows innovation and creative teams to rapidly prototype, test and deploy content,” said Justin Thomas, head of digital experience and growth.
Scaling Creativity with Creative Agents
Generative AI is gaining ground in creative operations, with Google Cloud’s Creative Agents driving adoption across the marketing stack. Integrated into platforms like WPP’s Open and Brandtech’s Pencil, the tools enable high-speed localisation and predictive content strategies. Mondelez is already pursuing measurable outcomes.
Backed by Accenture and Publicis Groupe, the company is aiming for a 25% ROI on its AI initiatives. “We have large consumer packaged goods companies with very high standards…” said Tharp.
AI in Quick Service and Retail
Papa Johns is expanding its use of Google Cloud AI across key customer touchpoints—including ordering, delivery, and marketing—with a focus on real-time personalisation. The company joins a growing wave of brands integrating AI into frontline operations.
“Whether you’re a merchant, a store associate, a marketer or somebody who works in analytics… we want to put that power in your hand,” said Carrie Tharp, vice president for global solutions and industries at Google Cloud.
Google Cloud positioned AI as a core driver of brand engagement and business transformation at the Next ‘25 conference.