Google Marketing Live 2025 showcased the latest advancements in Google’s AI-driven marketing tools, with a strong focus on generative AI, new ad solutions, creative and measurement innovations, and customer-centric features.
Key announcements included the expansion of AI features in Search and YouTube, the introduction of next-generation ad campaigns and creative tools, and enhancements in measurement and data integration.
The event featured case studies from brands like Rare Beauty, Hilton, and Liquid Death, and provided guidance on maximizing ROI with Google AI.
Attendees included Google leaders, partners, brand representatives, and product experts, with participation both in-person at Mountain View/Dublin and via global live stream.
Action Items
Later this year – Google Product Teams: Roll out the Asset Studio creative platform within Google Ads.
Later this year – Google Product Teams: Launch and expand AI mode, agentic features, and agent integrations in Search and Google Ads.
Ongoing – Attendees/Advertisers: Review and implement updated SEO guidance and Google Ads AI Essentials 2.0 for optimizing performance.
Ongoing – Retailers and Brands: Adopt new Measurement and Commerce Media Suite features, including Data Manager API and Meridian modeling.
Ongoing – Advertisers: Test and provide feedback on GenAI creative tools, AI-powered campaigns, and measurement/reporting enhancements.
AI Advancements and Platform Innovations
Google highlighted hundreds of AI innovations across its products, including the Gemini 2.5 model, Imagen 4 for image generation, and AI-powered video and audio generation.
Notebook LM and AlphaFold were spotlighted as breakthrough tools for research and science.
Integration of AI across Google’s ecosystem, including all major products and platforms.
Expansion of AI overviews and AI mode in Search, offering advanced reasoning, multimodal understanding, and conversational follow-ups in search experience.
Circle to Search, Lens adoption, and AI-powered shopping enhancements are reaching more devices and markets.
Evolving Search and Consumer Behavior
Google Search continues to grow, especially among Gen Z, with more natural, multimodal, and conversational queries.
AI overviews and new search modes are driving higher quality clicks, encouraging user engagement, and offering broader content discovery.
AI-powered ads are now integrated into AI overviews and AI mode, expanding to more formats and countries.
Emphasis on meeting customers in real time across search, streaming (YouTube), scrolling, and shopping for optimal brand visibility and ROI.
Next-Gen Ad Solutions and Performance Tools
Introduction of the Power Pack suite: Performance Max (PMAX), new AI Max for Search campaigns, and Demand Gen, designed for choice, control, transparency, and performance.
Channel Performance Reporting now in open beta for PMAX; enhanced visibility across formats and channels.
AI Max for Search campaigns automates campaign optimization beyond keywords, leveraging site and creative insights for intent-based targeting, reporting 27% more conversions for beta users.
Demand Gen enhancements: faster ramp-up, bidding boosts, new customer acquisition objectives, and improved creative tools.
New prospecting controls and attribution path reporting to better target and measure new customer acquisition.
YouTube and Video Innovations
YouTube remains the top streaming service with over 1 billion daily TV screen hours and 2 billion Shorts users.
New video ad placements on Search and Shopping, plus shoppable ads for YouTube (including TV and Shorts).
Launch of Creator Partnerships Hub in Google Ads to connect brands with YouTube creators, see analytics, and manage partnerships.
Shorts and shoppable features are driving discovery and shortening the buyer’s journey, particularly among Gen Z.
Creative and Content Generation
Generative AI tools supercharge all aspects of ad creative, from briefs and ideation to video and asset creation.
Asset Studio will unify creative tasks in Google Ads, supporting image and video generation, watermarking, and automatic enhancements.
Merchant Center adds brand profiles, unified video management, trend-based promo suggestions, and A/B testing for creative optimization.
Measurement and Data Enhancements
Introduction of Meridian, an open-source marketing mix modeling (MMM) platform, providing cross-channel insights, integrated with incrementality experiments and attribution.
Launch of consolidated Data Manager API for easy integration across Google Ads and Marketing Platform.
Google Tag Gateway and enhanced on-device measurement solutions deliver improved signal performance and privacy features.
Google Analytics improvements: cross-channel measurement, new attribution models, integration for Snap, TikTok, and Pinterest, plus cross-channel budgeting tools.
Case Studies and Best Practices
Rare Beauty, Hilton, H&M, and Liquid Death shared success stories utilizing Google AI, creative tools, and measurement to reach new customers, increase ROI, and optimize campaigns.
Example use cases demonstrated AI’s role in automating complex campaign tasks, creative production, media buying, and data-driven decision-making.
Decisions
Expand adoption of AI-powered campaigns and tools — Rationale: Proven increase in conversions, ROI, and improved measurement capabilities for advertisers in evolving search and digital ecosystems.
Open Questions / Follow-Ups
Timing and broader roll-out details for AI mode, Asset Studio, and new agentic features remain to be specified beyond “later this year.”
Ongoing feedback is requested from advertisers and partners to refine new campaign controls, creative tools, and measurement solutions.
Further details on SEO guidance updates and access to Google Ads AI Essentials 2.0 to be provided via QR code and platform updates.