Google has unveiled a comprehensive suite of AI-powered tools and features across its advertising and commerce platforms at Google Marketing Live 2025. These innovations focus on enhancing creativity, measurement, campaign performance, and shopping experiences through advanced AI capabilities. Here's a complete recap of all the major announcements.
Agentic Tools in Google Ads and Analytics
Google is integrating agentic capabilities into its core advertising and analytics platforms to help marketers manage complex campaigns while reducing manual effort.
Google Ads Agentic Expert
- Provides personalized recommendations for new and existing campaigns
- Suggests keywords and creative elements
- Implements recommendations on behalf of advertisers
- Creates tailored ad groups themed around related products or services
Google Analytics Data Expert
- Proactively surfaces insights and trends
- Enables easier data exploration with simple visuals
- Assists with troubleshooting campaign issues
- Supports improved decision-making and performance analysis
Marketing Advisor
- An AI agent that operates directly within Chrome browser
- Provides step-by-step guidance across multiple platforms
- Proactively helps run assessments and identify business strategies
- Works across Google properties (Ads, Help Center, Analytics, websites, CMS)
- Streamlines complex tasks like tagging
- Expected rollout later this year
AI-Powered Creative Tools
Google has introduced several tools to transform brand visions into compelling creative assets.
Enhanced Creative Generation
- Image-to-video transformation powered by the latest Veo model
- AI outpainting technology that expands videos beyond original frames
- New Asset Studio centralizing creative tools in Google Ads
- Ability to generate product images and show products in action
Product Studio Updates
- "Generated for you" feature suggesting campaign concepts
- Recommendations for featured products and discounts
- Title improvements for better resonance across Google surfaces
- Tools for optimizing visuals, generating lifestyle scenes, and creating videos
Brand Management Tools
- Merchant Center evolving into a comprehensive brand and content hub
- Brand profiles allowing retailers to shape their appearance on Search
- New video management tools acting as mission control for all video content
- Centralized management of videos from websites, YouTube, and social platforms
New Video Ad Formats
- More visually appealing, shoppable ad formats
- Interactive experience where viewers can click, hear, and see shoppable inventory
- Currently being tested in the U.S.
Advanced Measurement and Data Tools
Google is strengthening modern measurement capabilities and first-party data strategies.
Enhanced Measurement Capabilities
- More accessible incrementality testing with lower spend thresholds
- Improved methodology to identify drivers of added value
- Enhanced cross-channel measurement in Google Analytics
- Deeper insights including impressions across Google and other platforms
Data Management Improvements
- Data Manager serving as a one-stop shop for first-party data
- Privacy protection built in using confidential computing
- Upcoming recommendations to improve data strength
- New Data Manager API consolidating multiple APIs to boost ROI
Smart Bidding and AI Search Updates
Google is revolutionizing bidding strategies and integrating advertising into AI search experiences.
Smart Bidding Exploration
- Google's biggest bidding update in over a decade
- Enables bidding on less obvious but potentially valuable queries
- Works with flexible ROAS targets to find new, qualified leads
- Complements AI Max for Search campaigns
- Drives an average 18% increase in unique search query categories with conversions
- Delivers an average 19% increase in overall conversions
AI in Search Advertising
- AI Overviews driving over 10% increase in usage in major markets
- Search and Shopping ads expanding to desktop in U.S.
- Global expansion to select countries coming later this year
- Testing of ads in AI Mode for complex search interactions
- Ads appearing below and integrated into AI Mode responses
- Eligibility for advertisers using Performance Max, Shopping, and Search campaigns with broad match
AI Shopping Experience
- New virtual try-on feature using personal photos
- AI Mode for shopping providing comprehensive product information
- Enhanced opportunities for brands to connect with shoppers
Impact for Marketers
These comprehensive updates reflect Google's strategic push to embed AI throughout its marketing ecosystem. Marketers can expect:
- Reduced manual workload through agentic assistance
- Enhanced creative capabilities without specialized design skills
- More accurate measurement of marketing effectiveness
- Expanded reach through intelligent bidding strategies
- New opportunities to connect with consumers in AI-driven search experiences
Google Marketing Live 2025 represents a significant evolution in how AI is transforming digital marketing, with tools designed to help businesses of all sizes automate routine tasks, unlock creative potential, find new customers, and measure results more effectively.
