Simon has been in the marketing industry for a few years. He's learning about the ways in which machine learning can help both him as a marketer and his target users. How will machine learning change his core responsibilities?

Machine learning automates repetitive and data-intensive tasks in Google Ads, such as bidding, ad creation, and audience targeting. This automation frees up marketers like Simon from manual optimization, allowing them to dedicate more time to higher-level strategic planning, creative development, and understanding customer needs to craft better experiences. While machine learning can improve communication efficiency, it's not primarily an automated client communication tool. It also doesn't directly convert client briefs into account structures or reveal competitor account structures; rather, it optimizes performance within an existing or newly built structure.