Paul Morris

Reflections on Google’s ‘Think Global’ 2025; A 2 day global leaders conference @ Google’s EMEA HQ in Dublin that focused on the future of international trade, export growth, performance marketing and the role of AI.

It proved an energising and timely event. With macro global tensions growing, the sessions @ Google explored how businesses can navigate uncertainty, scale globally and harness the full potential of digital platforms.

Here are my 3 takeaways:

1/ Global Trends: A New Strategic Lens

My pick of the event came from the opening on day 1 by The Economist’s deputy editor, offering a thought-provoking view of five relevant macro trends reshaping our world.

First, geopolitics. The post-war international order, as we’ve known it, is fragmenting. Power is becoming multipolar. Many businesses must now actively consider geopolitics in strategy; it’s no longer a concern for governments alone.

Second, trade and economic resilience. Protectionism is back in focus. Trade disputes, tariffs and inflationary pressures are complicating traditional models of global trade – “resilience is the new efficiency”.

Third, the energy transition e.g Solar energy, especially in markets like China and Pakistan, is booming. The shift to renewable energy (and batteries) is not only a sustainability imperative, but also a commercial opportunity.

Fourth was AI. Unlike past technological waves, AI MAY have a more levelling effect. It holds the potential to empower less skilled workers more than previous innovations have done; though adoption remains fragmented.

Fifth was around business + society. The call for brands to contribute meaningfully to societal progress is growing louder. Companies that ignore this will find it increasingly difficult to attract talent > customers.

2/ AI as a Strategic Enabler of Export Growth

Another highlight was the ‘Strategic Export Powered by AI’ session, led by the MD of BCG Group.

AI is no longer just an efficiency lever; it’s becoming central to competitive advantage. The BCG study of 51 AI capabilities found that while many EMEA marketers are progressing beyond basic adoption, only 1% have reached true transformational state.

The framework shared resonated: four connected pillars: 1/ data and insights, 2/ media and personalisation, 3/ creative and content and 4/ people and processes.

Businesses succeeding with AI are building integrated audience views, deploying real-time segmentation, scaling creative production with AI and embedding cross-functional teams to accelerate adoption.

For performance marketers, this provides a useful blueprint. Start by auditing your AI readiness, build a road map yet start small/ iteratively and define 2-3 SMART quarterly goals > activate a cross-functional task force thereafter.

…Incremental efforts won’t be enough long term though; the goal is to create a self reinforcing growth engine. Ultimately, to quote Google, you need to be thinking ‘Moonshot Ambition’.

3/ Think Global, Act Local

My third and final highlight was a panel session from day 2 that reinforced the need for a delicate balance between brand consistency and local relevance. Whether through tailored creative, market-specific UX or localised ad delivery; the most successful exporters are those who embrace all.

Summary – The 2(days) served as a reminder that while the tools available to us have never been more powerful, from Google Ads to GenAI, the strategic context in which we deploy them is more complex > exciting than ever.