Google Marketing Live 2025 was – no surprise – all about AI. Again.
The event made it clear that AI isn’t just an assistant anymore. It’s becoming a co-strategist. The show had a slew of updates in which AI played a central role, powering everything from bidding and creative to product listings and campaign insights.
Google announced the expansion of ad placements, cinematic creative AI tools, real-time campaign copilots, AI agents that do the work for you, and more.
This year’s updates aim to make Google’s tools more autonomous, immersive, and interconnected. Here’s a recap of everything that matters from Google Marketing Live 2025.
Google expands ads in AI Overviews and AI Mode to Desktop
Google is now putting Search and Shopping ads inside AI Overviews on desktop, starting in the U.S., which means businesses can connect with potential customers much earlier in their search journey.
If you’re already running campaigns like Performance Max, Shopping or broad match Search, you’re automatically eligible for these new placements, so no extra work is needed.
Ads are also popping up in Google’s AI Mode, so your brand can appear right when people explore their options.
Full story: Google expands ads in AI Overviews, AI Mode to desktop
Google upgrades its creative suite with cinematic AI tools
The new Veo model—already available in Merchant Center and coming soon to Google Ads—allows you to turn static product images into dynamic videos.
There’s also AI outpainting, which lets marketers expand video frames to create more immersive, dramatic content.
This is brought together in a new Asset Studio, where brands can easily generate and test high-quality visuals that feel polished and on-brand, without needing a full production crew.
Full story: New Google AI tools transform Creative Ads, Video Campaigns, Brand Listings
Google unveils Smart Bidding Exploration
You can now reach more potential customers with Google’s new Smart Bidding Exploration, which uses AI to tap into high-performing search queries that may have been missed before.
With flexible ROAS targets, campaigns can go beyond narrow, high-intent terms and start capturing more exploratory searches, like someone researching how to buy a home rather than just searching for “mortgage rates.” It’s all about finding hidden demand and driving more conversions, without changing your entire strategy.
Full story: Google unveils Smart Bidding Exploration
Google levels up marketing insights with new tools for testing, measurement, and data
You can now get clearer, more privacy-safe insights into what’s driving their campaign success with Google’s new testing, measurement, and data management tools.
You can also run easier and more cost-effective incrementality tests to pinpoint which efforts add value, while improved cross-channel analytics provide a fuller view of the customer journey and ROI.
Plus, with the new Data Manager, marketers can securely gather and activate first-party data from any source, making it simpler to optimize campaigns across platforms.
Full story: Google unveils new tools for testing, measurement, data
Google supercharges Ads and Analytics with AI-powered “agentic” tools
You can now work with AI-powered “agentic” tools in Google Ads and Analytics that do much more than offer suggestions—they actively create, optimize, and troubleshoot campaigns in real time.
These AI agents provide personalized recommendations, such as keywords and creative ideas, and can even automatically set up entire themed ad groups to improve results.
On the Analytics side, a smart “data expert” agent surfaces insights, highlights trends, and helps diagnose issues to support decisions.
Full story: Google is putting agentic tools in Ads and Analytics
Google unveils ‘Marketing Advisor, an AI sidekick for advertisers in Chrome
You can now use Google’s new Marketing Advisor, an AI-powered assistant built into the Chrome browser, to manage campaigns and uncover growth opportunities easily.
Connecting to your Google account and Ads campaigns provides personalized insights and step-by-step help across the tools you use every day—from campaign dashboards to CMS platforms.
It can proactively spot issues like missing conversion tags, suggest strategies, and even make changes with your permission, all without leaving your browser.
Full story: Google Marketing Advisor, an AI sidekick for advertisers, coming soon to Chrome
More Google Marketing Live 2025 news
Google’s Product Studio is getting a proactive AI boost.
You can now get a creative head start with Product Studio’s new “generated for you” feature, which uses real-time trends to suggest campaign ideas, write optimized titles, and recommend relevant product offers.
Instead of starting from scratch, you get AI-powered inspiration tailored to what’s popular across Google.
Merchant Center is becoming a brand and content HQ.
You can now take control of your brand presence directly in Google Search by claiming and customizing brand profiles with curated images, updated videos, and refreshed product descriptions.
Merchant Center is shifting from a simple listing tool to a full content hub. Coming later this year, new video management tools will let brands centralize content from their website, YouTube, and social channels, with AI helping tailor it for promotions and seasonal moments.
Google is testing immersive video ad formats that blend storytelling with shopping.
You can now test a new immersive video ad that turns storytelling into a direct shopping experience. Currently piloted in the U.S., these interactive ads let users watch, listen, and shop all within the same video, creating a seamless, TikTok-style discovery experience.
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