Building an AI-Native Marketing Centre of Excellence

Google's EMEA marketing team faced a fragmented vendor landscape. With resources scattered across multiple suppliers and locations, they needed a way to:

• Consolidate vendor resourcing into a single, accountable supplier.
• Standardise and elevate marketing execution across the region.
• Drive AI adoption by moving beyond traditional workflows to an AI-native model.

Algomarketing partnered with Google to establish a regional Centre of Excellence (CoE) in Portugal. But this wasn't just about cost-saving or centralisation—it was designed as a "Centre of Evolution."

The hub serves as a living lab for AI-driven marketing, where high-calibre, AI-proficient talent executes campaigns while simultaneously developing new best practices.

The Rhythm of Innovation

To ensure the CoE remains at the cutting edge, we established a rigorous rhythm of learning and development:

• Weekly Learning SessionsPractical workshops and "show and tell" demos where the team shares new AI use cases and workflows.
• Certification PathwaysEvery member follows a certification path, including Google's GenAI business leader certifications.
• Knowledge ExportThe CoE produces "Hack Libraries"—collections of proven prompts and workflows shared with the wider Google organization.

The project is already underway, with ~40 roles launching in Q1 across critical business units like Google Ads and Google Cloud. The roadmap scales to 200 vendors by the end of 2026.