【Article by GCIT】

On May 18, students from National Chengchi University’s Master’s Program in Global Communication and Innovation Technology (GCIT) visited the Google Taipei office at Taipei 101 for a professional advising session. The session was planned and coordinated by Tony Chang, Head of gTech Ads HK/KR/TW at Google, with support from the GCIT office team in activity coordination and on-site execution. Through practical sharing, interactive discussion, and hands-on experience led by Google’s professional team, students gained first-hand insights into the latest developments in artificial intelligence, digital advertising, video content, and global brand communication. The visit also reflected GCIT’s commitment to industry-academia collaboration and cross-disciplinary experiential learning.

The event began with a session by Tony Chang, who shared trends in AI applications in digital advertising and global communication. Chang noted that AI is reshaping work processes across ad delivery, audience communication, content generation, and performance optimization. He emphasized that future talent must not only be familiar with relevant tools but also develop strategic thinking, cross-cultural communication, and creative application capabilities.

Sandy Hsu, Apps Solution Expert at Google, then shared insights on AI-driven multilingual copy generation and optimization. She explained how AI can help brands adjust their communication strategies across markets, languages, and user contexts, improving the precision of cross-cultural communication and international brand management. Tina Chang, Video Solution Expert at Google, further discussed how AI is reshaping YouTube video strategy and content optimization, guiding students to understand the future direction of digital storytelling and video communication through topics such as video advertising, audience engagement, and performance analysis.

Lorenzo Tseng, Account Strategist at Google Taiwan, then shared how AI is driving marketing innovation and creative generation. Through real-world industry examples, he explained how technology and creativity can work together to redefine modern marketing and brand communication. Tseng also provided prompt examples and guided students in a hands-on Gemini Gems activity using their laptops, allowing them to practice building customized AI experts and experience how generative AI tools can support creative ideation, content optimization, and marketing applications. He also shared that the key to future marketing talent is not merely using AI, but learning how to ask good questions, design effective prompts, and transform AI-generated content into practical solutions that align with brand strategy and market needs.

The event concluded with an interactive Q&A session jointly hosted by Claire Chen, Sales Manager at Google Taiwan, and Tony Chang. Students took the opportunity to ask Google industry professionals questions covering career development, AI applications, digital marketing, global technology trends, and the capabilities needed for future communication professionals. One student asked how brands and creators can avoid content homogenization and create differentiation when AI tools are increasingly used across industries. Using AI-generated cosmetics promotional videos as an example, Chen explained that when a video shows a character applying a product to the face but the product does not actually make contact with the skin, such subtle gaps become opportunities for creators to build differentiation. By better understanding tool limitations and overcoming these details through more precise prompt design, material integration, or post-production refinement, AI-generated content can become more realistic, more aligned with brand needs, and more distinct from large volumes of similar content.

Professor Tammy Lin, Director of GCIT, noted that the Google visit aligns closely with the program’s upcoming course, Global Digital Branding and Corporate Communication Strategies, scheduled to launch in September 2026. The course will extend the learning from this visit by covering topics such as Google Ads campaign execution, performance analysis, YouTube platform management, video content strategy, and AI-assisted marketing applications. Tony Chang, Head of gTech Ads HK/KR/TW, and Lorenzo Tseng, Account Strategist at Google Taiwan, will also deliver special sessions in the course, continuing to help students deepen their understanding of digital marketing and global brand communication practices.

【全球傳播與創新科技碩士學位學程獲文化部與教育部高等教育深耕計畫補助。】