Making Science

How is AI shifting the landscape for marketing teams? In this episode of the Making Science podcast, host Nate Burke (VP of Cloud and AI Consulting) sits down with Ty Schiff (Senior Solutions Engineer) to unpack the real-world impact of artificial intelligence in the workplace. Discover how tools like Google’s Gemini Enterprise help organizations strategically automate repetitive workflows, eliminate technical blockers, and shift human focus toward high-level creative strategy and better question-asking.

Are your digital ads suffering from a "creative tax"—paying for low-quality impressions that nobody remembers?In this episode of the Making Science Podcast, host Noelle Runo (Head of International Marketing Communications) sits down with Matz Lukmani (Product Lead at Google) and Costanza Ghelfi (CPO at Making Science) to break down how to scale high-performance creative without sacrificing quality.

Are your creative teams feeling the pinch of the "creative crunch"? Today, brands need around 10x more ad assets than they did just two years ago—without sacrificing brand quality or ROI.In this episode, host Noelle Runo (Head of International Marketing Communications at Making Science) is joined by Matz Lukmani (Product Lead at Google) and Julia Beaser (Director of Client Partnerships at Making Science) to break down how to scale high-performing, AI-generated creatives and eliminate media silos.

Search is no longer just a list of links—it’s an intelligence engine. In this episode of the Making Science Podcast, host Noelle Runo (Head of International Marketing & Communications at Making Science) sits down with Matz Lukmani (Product Lead at Google) and Jessica Larholm (Nordic Digital Director at Making Science) to break down the massive paradigm shift happening in search and digital marketing. Discover how Google’s Gemini and AI Overviews are changing user behavior, moving the industry away from traditional keyword targeting and toward complex, human intent-based experiences.

In 2026, today’s super-empowered consumer isn't going shopping—they're always shopping. Join Noelle Runo (Making Science), Matz Lukmani (Google), and Greg Shickle (Making Science) as they break down how AI is reshaping shopper psychology, removing consumer "mental tax", and why brands must adapt to the Discovery Loop. 

AI has officially shifted from a futuristic concept to a brutal business reality. In this episode, we break down how organizations are navigating this transition - from moving past the slow, traditional "3-year tech project" to scaling team output with a massive 50% efficiency leap. Dive into the insights from Making Science experts Temo Magradze - CEO, Georgia and Robert - Global Tech Operations Director.

Six billion viewers. 104 matches. And AI in every single layer. In this episode we break down how the 2026 World Cup became the most technologically advanced tournament yet — from the referee's camera to your TikTok feed — and what marketers should take away before the first whistle blows.

This podcast explores the 2026 Cannes Lions Festival's central theme: the shift of artificial intelligence from an experimental tool to the foundational infrastructure of the creative industry. It highlights how the festival's new award categories, such as the Creative Brand Lion and the AI Craft subcategory, are designed to recognize the strategic, intentional collaboration between humans and machines. Additionally, it features the perspective of festival sponsor Making Science, whose "Hybrid Intelligence" approach and "We Have the Right Name" campaign emphasize using technology to amplify, rather than replace, human creative talent.

AI has always been viewed as a futuristic trend. But today, it has evolved into something much bigger: the operating system for your business. In this episode, we break down the massive shift from tool-driven tasks to question-driven work - and why true AI transformation is 20% technology and 80% mindset. Dive into the insights from Making Science Experts Temo Magradze - CEO, Georgia and Irakli Svanidze - AI Development & Operations TL, Georgia. 

This week, Hollywood crowned its best. ‘One Battle After’ Another swept 6 awards, Jessie Buckley made history, and Conan O'Brien got interrupted by an unskippable ad, a joke about the Oscars moving to YouTube in 2029 that landed because it's already happening.It got us thinking: if we were handing out trophies for AI in marketing right now, who'd take the stage?Here are this year's winners.

In this episode, host Noelle Runo (Head of International Marketing & Communications at Making Science) sits down with Constanza Ghelfi (CPO at Making Science) and Matz  Lukmani (Product Lead at Google) to deep-dive into the world of AI-Powered Creatives and their massive impact on campaign performance.💡 What You Will LearnDiscover why creatives are the number one driver of ROI and how the recent shifts in user behavior—including the rise of short-form video and UGC—have amplified the need for high-quality, engaging ad content.The discussion covers critical topics for modern marketers, including:The Creative Impact: Data showing how creative quality can lead to a 1.7x impact on campaign ROI and how platforms like Google, Meta, and TikTok are using it as a key ROI driver.The ABCD Framework: A breakdown of the non-negotiable ABCD framework (Attention, Branding, Connection, Direction) and how following it positively impacts campaign performance, with a specific focus on why "Direction" (call to action) is the most impactful lever.AI's Role in Creative Production: How Generative AI is leading to the democratization of creatives and how brands can leverage tools like Gemini, Imagen, and VEO to enhance their capabilities, rather than just substitute their creative teams.Creative Automation in Google Ads: Explore the new features, including Asset Studio, image editing, and video editing, and the power of prompt assistance to help you build and refine your assets efficiently.Brand Control and Scaling: The importance of integrating "human in the loop" steps into your AI process and how new concepts like synthetic users and brand guideline validators can help ensure brand consistency and drive better outcomes, like the case study showing a 90% improvement in cost and time efficiency.The Future of Search and Creatives: The evolution of search into a multimodal experience and the need for unified, cross-functional teams (Creative, SEO, Paid) to deliver cohesive user experiences across all surfaces.Don't miss the key takeaways on how to start investing in creative asset variety, commit to continuous improvement, and focus on orchestrating your entire marketing ecosystem to harness the power of AI at scale.Listen now to stay ahead of the curve in this new era of creative marketing!