In this interview from the RAISE Summit 2025, Alison Wagonfeld, chief marketing officer at Google Cloud, joins theCUBE’s John Furrier to unpack how an AI-first strategy is reshaping everything from silicon to storytelling. Wagonfeld explains how Google Cloud’s end-to-end stack – TPUs in the data center, Gemini models on Vertex AI and agent tooling such as Agentspace – is giving customers real-world ROI across retail, finance and edge deployments. She shares why open protocols such as MCP and A2A are unlocking secure agent-to-agent collaboration at enterprise scale and how recent wins with partners like Databricks highlight a fast-growing ecosystem grounded in openness.
The conversation dives into measurable outcomes: over 500 customers already building with Gemini, marquee use cases from McDonald’s drive-thru automation to LVMH in-store personalization, and marketers slashing content cycles with Veo-powered video creation. Wagonfeld also reveals her team’s “AI boost bites” program that up-skills thousands of Googlers in ten-minute weekly sprints, showing how AI agents now sit on the org chart next to human sellers and developers.
From sovereign cloud considerations in Europe to the rise of tiny startups scaling global apps on Google Cloud, this session captures the momentum behind an agentic economy driven by data, partnerships and relentless innovation.
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Alison Wagonfeld, Google Cloud
Alison Wagonfeld, the Chief Marketing Officer of Google Cloud, joins theCUBE at RAISE Summit 2025 in Paris to share insights on the evolution and growth of artificial intelligence applications at Google Cloud. Hosted by the Co-founder and Co-CEO of SiliconANGLE Media, this session explores how Google Cloud spearheads innovation through strategic partnerships and advanced AI models.
In this exclusive coverage, Wagonfeld discusses Google Cloud's comprehensive approach to investing in full-stack AI and fostering collaborations with industry giants such as NVIDIA and Databricks. Their conversation with theCUBE Research highlights Google Cloud's initiatives in integrating AI models such as Gemini and their application in platforms like BigQuery. With a focus on providing seamless AI solutions, the analysts examine how Google Cloud sets new benchmarks in the tech landscape.
As revealed in the discussion, key takeaways include the significant strides Google Cloud makes in establishing a versatile AI ecosystem. According to Wagonfeld, customers witness accelerated return on investment through AI integrations, bolstered by Google's efforts to maintain an open environment via protocols such as MCP and A2A. Additionally, they share insights into the growing trend of enterprises forming AI competency centers, emphasizing the pivotal role of adaptability in today’s market.
In this interview from the RAISE Summit 2025, Alison Wagonfeld, chief marketing officer at Google Cloud, joins theCUBE’s John Furrier to unpack how an AI-first strategy is reshaping everything from silicon to storytelling. Wagonfeld explains how Google Cloud’s end-to-end stack – TPUs in the data center, Gemini models on Vertex AI and agent tooling such as Agentspace – is giving customers real-world ROI across retail, finance and edge deployments. She shares why open protocols such as MCP and A2A are unlocking secure agent-to-agent collaboration at enterprise ...Read more
exploreKeep Exploring
What has been the trajectory of Google's focus on machine learning and AI over the years?add
What investments and developments is Google making in AI and machine learning technologies?add
What was the approach taken to enable agents from different companies to interact with each other?add
What is the current state of the ecosystem involving Google Cloud and its partners, including global integrators, ISVs, and the marketplace?add
What are the speaker's thoughts on the impact of Google Cloud on startups and customer experiences?add
>> Hello >> everyone, I'm John Furrier. We are here in Paris, France
for CUBE exclusive coverage of Raze Summit 2025. This is kind of like the inaugural year, technically second year,
but it's a big show. Obviously, AI going global. So many things to talk about
on the international stage. Sovereign cloud, AI in use
cases starting to be realized, and visibility on economics and value. Of course, the continuing
explosion on the technology side, up and down the stack
from faster chip systems to actually great business
logic at the application layer. Alison Wagonfeld is here.
She's the CMO of Google Cloud. Big exhibit here. Friend
of theCUBE, CUBE alumni. Alison, great to see you.
Thanks for coming on. We're in Paris. Bonjour. It's morning here. Thanks for coming on.
Alison Wagonfeld
>> Thanks for having me.
It's great to be here. >> I have to say we've been covering Google Cloud really since the beginning. I remember when App Engine
came out, the glory days. But watching the growth of
this market, it's a level- setter, because it's almost
a next generation shift. Obviously, we talk about that a lot. But now you're starting to
see kind re-platformization as a trend in security
and everywhere else. IT is horizontal now, you're seeing parallel
processing, all these tech trends. But the impact is clear. People say bubble, okay, it's very bubble- icious in the sense of hype, but there's clear lines of sight into visibility on
the value proposition of AI. You guys had a slew of
victories over the past, I'd say year, maybe go back
two years, Ecosystem, OpenAI, the list goes on and on. You guys are really capturing the growth. As CMO, it's good for you because you can put the story together. Give us an update on some
of the updates, this is kind of our mid-year review. You guys have been doing great. Give us a quick update
on the Google Cloud.
Alison Wagonfeld
>> Well, first of all,
thanks for having me here. It's great to be here in Paris. Yeah, the last time I think I
saw you was at our Cloud Next event in April in Las Vegas, so we get to hang out at all the fun places. It's certainly been a
tremendous growth trajectory. I think we first met and maybe did an
interview in 2017 or 2018. In many ways, it felt like the early days. We had always been focused on
machine learning at Google, of course, and AI. I think in 2016 is when
our CEO, Sundar, announced that Google was an AI first company. But certainly in the last year or two, it's really accelerated. I look at a couple of
different dimensions. One is Google is investing
truly in the full stack of everything from the
infrastructure, from the chips, our TPUs, we also work
with NVIDIA on GPUs, all the way into building models. Certainly, our Gemini
models are world-class. As well as many of our other
generative media models, like Veo, and Lyria, and we
have a number of great models. Open source as well. Then we've been working
on the applications. Gemini is built into Gemini
Workspace, working on agents, and of course that's the term
everywhere here, Agentic. And so, we've been building
up and down the full stack, and then at the same time
really building out horizontally with all of our partnerships. Now, Gemini is getting embedded with many of our different partners. One of our newest announcements
with Databricks recently, but of course all of the biggest ISVs. And so, it's truly an incredible time. To be a marketer in this
time, to both be able to tell the stories of how all
our customers are using AI, and to be the user of AI
ourselves, it's really changing how all of the marketing is getting done. I definitely feel like we're living in a particularly special point in time. >> It's interesting, at
Google Next, your event... First of all, your job is really hard now, because you have so many value
propositions to talk about. You can go speeds and feeds, down into the super computer level
with the TPUs, all the way up to some of the cool ease of use. But you look at Google
Next, one of the things that jumped out at me
was the simplicity of how you guys are offering
to the customers. But under the hood, I heard terms like AI native inside Google. Which I took away as meaning
you're using AI internally to the products, like BigQuery and other examples, where
you're making AI better inside the product to
enable the customers. That was one. And then the
DeepMind, you mentioned that that's a research, you
guys are applying... And it's not even applied research, it's direct contribution to the products. >> Yes.
- It's not like, hey, we're doing some cool research. There's save the world research, and then there's applied research, and there's a new category of research vectoring into the products.
Alison Wagonfeld
>> Yeah. No, basically Demis and the DeepMind team are
working on models all the time. And as the models become
mature, like the Gemini 2. 5 Pro, or others, we make
those available through Vertex to our customers. But we also take those models and integrate them into our
products, you said like BigQuery and others, so that every step of the way our customers
are able to use our AI. That's why at Next, we announced
we had over 500 customers building with our AI and seeing value from
that now, like true ROI. >> It's interesting, that trend is translating into the market. Multiple interviews I've
done over the past year, and I noticed it after Next, is that the most
successful AI companies, your customers, and even you're
starting to see VC firms, like Databricks's original
founding investor, Pete Sonsini, Laude Ventures, they got
the research going on. People are building
in-house research teams just to stay ahead, to make sure
that the models are there. That's translating into the
execution of the go-to-market for people serving AI, but also the customers are
building research internally. How does that affect what you do? Because now you have to market, you're basically market research to research. Or do you agree with that?
Alison Wagonfeld
>> Well, it depends how you
define research. There's very few >> companies that are truly building frontier
Alison Wagonfeld
>> models like Google. And what we find is our
customers, researcher in terms of they are comparing contrasting
models day in day out, and building an interface, and being able to say, oh,
Gemini is outperforming now. In fact, I was just talking
to a friend who is the CEO of a startup, and she
pinged me over the weekend and said, now we've switched
everything over to Gemini. And so, day in day out,
companies are building to determine what's best for them, and then are able to translate
what they're learning into how they can put the AI into market and use for their own customers. >> It's interesting,
maybe it's better said, customer AI competency
centers is one big trend. I guess you're right, not true research, but they have to get their plans together. In the enterprise, it's a little
bit more complex than, say, a straight builder, so
it's very interesting. The thing that I want
to also ask you is that, we saw this year, the big surprise that to me was a great surprise, was MCP. That has become a great
protocol in the agent world, because it's a rallying point. And now A2A, which you guys pioneered, or drove a lot of that openness. I was talking to Jim Zemlin
last night from the Linux Foundation, that's now going to be a major part of
the Linux Foundation. You got MCP, and A2A two working on >> key technology,
Alison Wagonfeld
>> and it seems like the builders
are rallying around this, almost like a de facto part of the stack. What's the buzz internally?
How do you guys view this? What was the approach? Obviously,
Open wins. We love Open. >> Yes. Using all of our TLAs,
or three-letter acronyms, yes.
Alison Wagonfeld
>> MCP, A2A, we had announced both of those at Cloud Next in
terms of our support for MCP, but also announcement
of A2A, so it's agent to agent protocol. And so, that's enabling as
people are building agents, for example, our new product,
Agentspace, they're building agents, but we want to ensure
that those agents can interact with other companies. So that if Workday, for
example, is building agents, or Oracle building agents, or any of the customer service now, that our agents can interact with each other in a secure way. And so, that will enable all enterprises to scale much faster. Certainly, most enterprise
companies use multiple types of ISV software providers, and we want to ensure that
what we are building within Google Cloud, or companies
that are building with Google Cloud, that those agents can work with each other. And so, what we've built in is connectors using that protocol. And so, we're seeing that already, even connectors within
Agentspace to Microsoft, so that companies can truly
get value right away. And that's some of the
most exciting parts of what we're seeing right now with AI. >> I think that builds on the
heritage you guys have in data. >> Yes. - Because these little
key features enable a lot of scale, and also seamless integration. That brings me to my
next question, which is I always say on theCUBE,
platforms are great, but if you don't have an
ecosystem, it's not really working. One of the things that's
near and dear to your heart as well, is the ecosystem. You guys did a lot of work.
What are some of the results? We saw some of the big
names are doing very strong business with Google Cloud. Obviously, the uptake on
the entrepreneurial side, the startup and fast-growing companies, including Google Cloud. Explain what's going on
in the ecosystem, just what the vibe is like, what
some of the results are, and what your plans are.
Alison Wagonfeld
>> We look at the ecosystem
in a really broad sense. There's the SIs, and
we're working with all of the global integrators,
then there's all of the Accentures and
Deloittes of the world. Then there's all of the ISVs that we're working with day in, day out. I mentioned a few of those,
like salesforce is a really important partner and customer. And then there's our
Google Hub Marketplace. All of our partners can actually build and then share what they're building, so that our customers can then buy new software from Google Cloud, and from our partners in the marketplace. And now we're actually
seeing hundreds, thousands of agents getting built, and then those will be
available on our marketplace. And so, we've seen the
ecosystem explode in growth. You saw it at Cloud Next where
we had 35,000 people there, but hundreds and hundreds
of exhibitors and booths, and so much transaction
actually happening in place. Because we believe that with AI, and that's why we've built
this full-stack approach and this open approach, is
that companies really want to be able to work with the ecosystem, and not have to choose
and only go down one path. That's why we're focused on
supporting all of our partners. >> Yeah. I think one of the
things that people might not know is that you guys spent
a lot of work to make integrating into Google Cloud really easy, because there's a lot of
stuff going on under the hood. But the ease of use is
where the integration and uptake is on the customer side. Any stories you can
share around use cases, customer traction, where you're
seeing a big lift right now? >> Yeah. We're seeing across
every industry vertical,
Alison Wagonfeld
>> like we announced at
Cloud Next, McDonald's, who was using our platform to be able to all the way into
their edge point areas, we're seeing in financial services, we're seeing hundreds of retailers. LVMH just announced how they're using our
technology in their stores. Everything from e-commerce, both Shopify, and also to be able... As a partner, Shopify, but also be able to extend our technology to work with their customers. We really think about how
do we enable our customers and partners to be able to enable their customers and partners? >> It's funny, I've talked to
a lot of people who are like, oh yeah, we check all the models now. They do the same prompts,
they integrate in, and Gemini has come out to be
very strong on the results. Probably not a surprise to you guys, but what's been your takeaway
from the Gemini success? Just hard work, better tech? Why is Gemini soaring so fast?
Alison Wagonfeld
>> Yeah. If you look at the
Pareto frontier, so to speak, on every one of those
different dimensions now, Gemini is at the edge. It's the combination of the performance and the price, which is why
Gemini is really doing so well. Because our customers, we have so many different
variations of the models. For example, we have the
flash models that you can use that are faster, cheaper. And so we're enabling our
customers when they use Vertex AI, to pick the model that's of
the highest value to them. The team is constantly
training, and updating, and putting out new models, but it's not just the Gemini models. We were going to talk about marketing. It's, for example, the Veo
models, the video models. Have you played yet with the
new Veo 3, where you can prompt and then you get actually an
audio response in addition to a video response? >> Yeah, it's unbelievable.
- It's incredible. We're already seeing new ads get built
purely based on prompting. >> We're already building
theCUBE replacement, because now I can get a human
agent that looks like a human doing CUBE interviews, so I'm
going to be out of business.
Alison Wagonfeld
>> With audio as well, you're going to- >> I love Notebook LM. >> No, you're scaling yourself. >> No, it really is, the content
side is just phenomenal.
Alison Wagonfeld
>> And that comes back down to
the two hot areas: coding, and sales and marketing of the two areas that every single person
I talk to is like, that's their first entree
into rolling up their sleeves. And getting value, immediate value. In some cases, revenue generation, and most cases cost reduction. There's some job replacement going on, but the jobs are shifting. We're seeing that. What are you doing, because I know as a CMO you
have been doing marketing, you've been a marketer, you
know the playbook pre-AI, which is the MarTech
stack, now you've got post- AI, what's changing? Because every CMO that I talk to, one, not only is under a mandate
from their leadership, but their company and their
customers, align with me and make it easier. Because you've got
personalization opportunities, you got all kinds of new
things, you have data, customer data, so there's easy use cases >> that just knock it out of the park.
Alison Wagonfeld
>> What are some of the things
you're doing to build that muscle, given you've got the inside scoop on all the tech?
Alison Wagonfeld
>> For sure. Marketers
have always complained, we never have enough people,
we never have enough money, we can never personalize well enough, and we can never
measure well enough. >> We're the leads.
- These are the four common
Alison Wagonfeld
>> challenges, so I'll hit all of them. For the first time, I have
agents on my org chart. When there's teams that are
like, we can't hire more people, they're actually now building
an agent to be able to do lead qualification, or an agent to do
personalized types of emails. Or a really common use of agents now is for vertical marketing. We might be able to create
a report that seems broad and then like, okay, well
how would we customize this for industry verticals? We're using agents there. We are able to save lots of money in terms of building assets. What used to happen in marketers
might do a video, and slice and dice it many different ways. We're now using agents
in our own AI technology, and sometimes with partners as
well, like companies working with WPP, or Monks, or others, to be able to
create custom assets just kind of instantly like that. The personalization of being able... I mean, we've been talking
about that forever. >> The marketing to one has
been like a cliche. Come on.
Alison Wagonfeld
>> That's big, yes.
- Now it's possible.
Alison Wagonfeld
>> Now it's possible. And so,
we've been able to do that. >> And also in measurements,
there's been a really big change. We're effectively talking
with our data as marketers, and being able to just in
plain English communications, help me understand what happened with that campaign recently.
So the combination- >> And no fluff either,
it's like direct data.
Alison Wagonfeld
>> Direct data, coming right back at you, and Gemini in Looker. It's also working in terms
of, we might generate leads, obviously as a B2B company
we generate lots of leads, and we then qualify it. With sales development reps being able to really speed up the work
that's happening there, to be able to help with
the scripts, to help with the recording, to help
with the summarization. All of that, every step along the way of marketing is really
changing right now, real-time. I think one of the fastest and hardest things to do is to train an organization at scale. What we've done, which
has been effective now, is this concept of AI boost bites, where every week we put
out these little ten- minute clips about- >> What was it called? AI what? >> AI boost bites. We're
like how do we boost-
Alison Wagonfeld
>> Boost bites? >> Boost bites.
- Like, little nuggets? >> Little bites. Little nuggets every week.
Alison Wagonfeld
>> Snacks, snackables.
- Yes, AI snackable. So that >> everything that we can learn can scale out
Alison Wagonfeld
>> to all the people in our team quickly. >> Yeah, because you get data
off that. It might not be long form like what we do, but
the Snackables give you data. What resonated, doubling down
on that, campaign adjustments.
Alison Wagonfeld
>> And also just training.
Somebody will be like, I created a gem, which
is basically something that I can do over and over again with AI. This is how I did it,
here's my step-to-step plan, and we could train the whole
organization on how to do that. The upscaling and training
is so critical right now. >> Yeah. As a marketer, one
of the things that I observe with my CMO friends is the
budgeting has been siloed. I got a training budget.
You mentioned training. I got a go-to-market budget.
I got a demand gen budget. I got earned media on PR, I got analysts. You have all these departmental silos. One of the beautiful things
about what we're living in now, is that it's a horizontal and parallel market. Parallelization.
Alison Wagonfeld
>> I would say it's more like a flywheel. >> How would you describe
the organization of... In your mind, knowing what you know, because you guys are innovating, what's the pro tip on
just thinking around how to scale up this next-gen
marketing approach? Is there structural issues
around change management, around organizations? Is it budget? How would you advise folks? Because sometimes like, well, we don't have budget for
that, the training budget... Well, with the snackables and things like that, you
can actually get a lot of the training from another
purpose, to reuse the leverage.
Alison Wagonfeld
>> Yeah. I look at it a couple ways. At a broad level, as
the CMO, we're thinking how do we save money, and
how do we accelerate growth? And so, we are building
out all of our AI use cases with those two lenses. And then we have some that are just enabling
everybody at scale to be able to use Gemini, to be able to do everything, and just build it. And then some things
are really structural, we're building in how do we do all of our demand gen overall? Sometimes we'll work with our
tech teams on pieces of this, and some of it, for
something with Agentspace, we can build our own agents directly. What we've had to do is look
at it in a pretty broad sense. Enablement of individuals,
then being able to work with teams, and then be able
to pull out our tech team, to be able to help set
us all up for success. >> Awesome. Final question: What are you excited about right now? You had great success at
Next, first half of the year. As you go out looking at the second half of the year, what's your plans? What are you optimizing
for for Google Cloud, and what are you personally excited about?
Alison Wagonfeld
>> I'm excited about the
explosion of the technology of our own team, personally. When we talked about some of
the newer gen media assets, and just seeing everybody
light up, the delight that comes in with using the technology, and to be able to prompt a video
and see how it can show up, and be like, okay, that
can change what we do. I'm excited about our customers. The customer stories, every
day I'm hearing new customer stories of the savings, what
they could do differently, the growth trajectory. That gets me super excited. I also, as an entrepreneur at my core, I previously worked in venture capital, I've been working in startups
forever, I've been in touch with startups right now, and the explosion, in many ways I feel like Google
Cloud is now the engine of growth for this next
generation of AI startups. Where maybe in the first phase of cloud, Google Cloud was a little
bit later in there, but I feel like now we're at the center of the action and the energy. And every day when startups are telling me how they're using our
models, and our platform, and our new tech to be
able to grow and scale, and in places like this, just seeing all these startups grow. >> By the way, the startups are a great... I was talking to Marten Mickos last night, at the big slush event in
Finland that they do, is a lot of the demographics are younger. And we were joking like,
hey, if you're 25 years old, you were using Google
Docs in middle school. The collaboration, the
tooling, the interface. I know you got the CLI
for Gemini, that's kind of old school, but that's still great. As the entrepreneurs come in,
their ability to execute... Because there was a lot of
pain in the early stages of startups, as you
know, you've been there. It's always messy. It's
a feature, not a bug. Getting that first milestone,
or beachhead position, or customer, really comes
down to the product.
Alison Wagonfeld
>> Yes. And so, when we're
talking to founders, and they effectively say it's
the age of the tiny company. But with Gemini and with
Google on their team, and Google Cloud
technology from the get-go, where they're building,
as you said with Google for Workspace, right off the
bat, the first thing you do, you get your domain.
Alison Wagonfeld
>> Yeah, it's comfortable.
- And then you use that. >> And then you start building right away. Maybe you start with AI Studio, and then you scale over into Vertex AI. You're using all of our models
for growth, you're using all of our tech, you're being
able to build and scale. I love Google as the engine for growth of so many different companies, from the biggest enterprises
in the world all the way to the brand new startups. That is what gets me excited. >> If we were in college
together, we'd be kind of in our dorm rooms like, okay, let's share this code with the agent. Because now you have the
agent assistants coming in too on the code assistance, it's massive.
Alison Wagonfeld
>> Yeah, that's what
Agent Space is all about. A startup will be able to
use Agent Space to be able to grow, and build, and
set up they're agents. >> It's interesting, I
was talking last night, again, this comes up a lot. This is the first time in my
history of living, in my life, seeing entrepreneurship at the teen level. You're seeing fifteen-year-olds
in high school coding, because they can. And they're moving fast, because they have all the
horsepower with Google Cloud, they have all the capabilities, and it's just natural to them. They're just slinging apps out
like it's nobody's business.
Alison Wagonfeld
>> Yeah. And they are able to converse in English effectively, or whatever language they're
speaking in, with the models, and to be able to build,
and deploy and scale. Yeah, no, it's a golden age of
growth and entrepreneurship.
Alison Wagonfeld
>> Yeah, it's phenomenal.
- And I love that Google >> and Google Cloud is here to
help support that golden age. >> I always say, I wish I was 20 again. Last two weekends that I
vibe-coded, and built four apps, and I haven't coded in 25 years. But I kind of figured it out,
because it did all the work. I didn't have to write a line of code. I'm like, okay, no CLI, no
IDE, nothing, just pure coding. I think this is another factor, just to close out on the ecosystem, because I think, again, that's
to me, proof point for cloud and now on-prem AI, is what
is the ecosystem doing? Jim Anderson's team, we've
been telling some stories with his group, and one of the
things that's fascinating is that not only are the ISVs
getting stronger in terms of capabilities, the ability to integrate inside the ecosystem is its own dynamic. It used to be, hey, I'm on the cloud, lift and shift, build some apps, scale up. Now, you have this scale-out
ecosystem, peer-to- peer sharing, MCP, A2A, API, so you have a whole other
power dynamic, in a good way.
Alison Wagonfeld
>> Yeah, no, it's a great... Because- >> Your thoughts on that?
Alison Wagonfeld
>> The companies and the startups, or the bigger companies
with the greatest insights, the proprietary data, but can really understand
the customer pain points and problem, and build
for that, will be able to build scale, deploy, and use things like our
cloud marketplace to get their offerings out as
quickly as possible. >> And you're investing
more in ISVs and ecosystem.
Alison Wagonfeld
>> A hundred percent investing in the ecosystem every step of the way. It's core to our growth, and
it's core to how our customers and their customers want to interact. >> We could do a whole segment on startups. We could do a whole segment
on how channels are changing. I was hearing some use cases where some of your big GSIs are
actually operating on behalf of the large enterprises,
their cloud service.
Alison Wagonfeld
>> And some of the biggest GSIs
are the biggest builders of agents on Agentspace right now, so they're making those available on Agentspace. It's really changing. >> Higher gross margins
for them, more services. Alison, thanks for coming on
theCUBE. We're here in Paris. >> Thank you. It's great to be here. >> We're in Paris, France. As I say, really easy for us to be here. It's international scene.
Again, everyone is here. Huge global market expansion, though geography boundaries
change with entrepreneurship, it's no more boundaries. But you got sovereign cloud,
you got a lot of AI growth. This is theCUBE. I'm John Furrier, your host. Thanks for watching.
