Google Marketing Live 2025 showcased Google’s latest innovations across AI, advertising, and commerce. From search to video to shopping, AI is being integrated across the Google suite—enhancing performance, discoverability, and return on investment (ROI) for advertisers.
Google’s core message was clear: the path from “discovery to decision is faster”. The traditional funnel has collapsed into a dynamic, unpredictable journey where people search, stream scroll and shop simultaneously and brands must meet them in the moment, across every touchpoint.
Google made the case that AI will supercharge search rather than replace it stating that Gen Z is among its highest users and AI Overviews in search was one of its most successful launches in decades. Further, YouTube and creators were heavily emphasized as essential to discovery and conversion, touting its creators are amongst the most trusted and core to YouTube’s success.
What Was Announced
AI Integration Across Google Products
The Gemini app (powered by Gemini 2.5) was introduced along with Imagen and VeO 3 for image and video generation. These models are designed to streamline creative production across platforms. Notebook LM and Google's custom AI stack continues to enhance multimodal experiences for users.
AI in Search: Overviews & Mode
AI Overviews and the newly announced AI Mode are reshaping the way users interact with Search. Overviews are already delivering a 10% increase in clicks in key markets. AI Mode, described as the "next chapter of Search," offers a conversational, multimodal experience for complex queries. Google also confirmed that advertising will be available within both experiences. Currently, these updates are only available in U.S. English.
YouTube’s Enhancements
YouTube remains the most dominant platform in streaming, with over 1 billion hours watched daily on TV screens and holding its position as the #1 streaming platform in the US. Shorts continue to surge, while new ad formats are driving stronger performance and conversions and unlocking incremental reach beyond TikTok and Reels.
YouTube creators took center stage, as Google underscored their growing impact on discovery, engagement and performance. The platform's evolving role as both a content and commerce engine was reinforced through the launch of new tools and formats designed to help brands better connect with audiences. From the debut of the “Creator Partnerships Hub” to innovations in CTV and Shopping ads.
YouTube continues to expand its value across the funnel. Key YouTube updates included:
- Creator Partnerships Hub: Google introduced a "Creator Partnerships Hub" in Google Ads, making it easier for brands to discover, connect with, and activate YouTube creators—positioning creators as a core part of the performance media strategy.
- CTV Ad Formats: Creative updates to connected TV (CTV) ad formats were showcased, reflecting how users engage with YouTube on the big screen and offering brands new opportunities for immersive storytelling.
- Interactive Shopping Ads on CTV: Shopping ads are being integrated across more YouTube surfaces, making it easier for users to discover and purchase products directly within the platform, blending content and commerce more seamlessly than ever.
Advertising Solutions
To help advertisers navigate an increasingly AI-powered landscape, Google unveiled a suite of next-generation campaign solutions designed to drive performance across the funnel. Branded as the “Power Pack,” these tools integrate advanced automation, creative flexibility, and cross-channel reach—giving marketers greater control, efficiency, and results.
The Google “Power Pack” of next-gen ad tools includes:
- Performance Max: Upgraded with better reporting and video enhancements (+7% conversions at similar CPA).
- AI Max for Search Campaigns: AI-enhanced keyword and creative optimization that’s easy to turn on and adapts to changing user’s behaviors as shift from traditional keyword searches to AI conversations.
- Demand Gen: Faster campaign ramp-up and improved return per dollar spent.
Retail Media & Commerce
New tools like AI-optimized product titles, virtual try-on, and Merchant Center’s video manager aim to make shopping more immersive and streamlined. Agentic checkout was introduced, enabling the AI to complete purchases on behalf of users. Google also announced increased access to first-party data for top retail media networks, along with greater visibility into how campaigns are driving conversions across all Google inventory—empowering brands and retailers with deeper performance insights across Search, YouTube, Shopping, and Display. Some of these updates are only available in select markets.
Measurement & Data
Google emphasized the growing importance of robust measurement frameworks in an AI-powered marketing ecosystem. To support advertisers in making smarter decisions and proving impact, Google introduced enhancements across measurement tools, attribution models, and data integrations including:
- Data Manager: Enables easier incrementality testing, improved signal via Google Tag Gateway, and streamlined integrations through the new Data Manager API.
- Google Analytics: Now supports enhanced cross-channel attribution, including integrations with Snapchat, TikTok, and Pinterest for a more complete view of performance.
Action Items for Marketers
Google Marketing Live made it clear that AI is no longer just an enhancement—it’s the engine powering the future of digital experiences. From transforming how people search and shop to enabling creators and advertisers to work smarter and scale faster, the entire landscape is evolving. Brands that embrace these AI-powered tools and strategies will be best positioned to succeed in an era of real-time discovery, personalisation and performance.
- Prepare to adopt automation-first campaigns like Performance Max, AI Max for Search, and Demand Gen, designed to support keywordless targeting and accelerate performance.
- Leverage AI-generated creative tools to streamline asset production and scale across formats with minimal lift.
- Optimize content and feeds for AI Overviews and AI Mode to ensure visibility in conversational and multimodal search.
- Activate new commerce features such as virtual try-on and agentic checkout to drive faster, intent-led shopping experiences.
- Use modern measurement tools like data-driven attribution and incrementality testing for clearer insight across Google’s full inventory.
Marketing in the Age of Google AI
- AI is the engine—not just the enhancement: Google made it clear that AI is no longer a bolt-on feature—it’s fundamentally reshaping how people search, shop, and discover. With tools like AI Overviews, AI Mode, and Gemini-powered creative, brands must rethink how they show up across an increasingly conversational and multimodal web.
- Search is shifting beyond keywords: The launch of AI Max for Search signals a growing shift away from traditional keyword targeting and toward a model that relies on real-time context and user intent. Marketers should prepare for a future where keywordless campaigns become the norm, and structured, high-quality content is critical.
- YouTube and creators are performance channels: YouTube continues to dominate in reach and engagement—but now, with tools like the Creator Partnerships Hub and interactive shopping ads on CTV, it’s becoming even more central to the full-funnel journey. Creators are not just influencers—they’re essential to modern media strategy.
- Commerce is becoming AI-powered and frictionless: New features like agentic checkout, virtual try-on, and enhanced Merchant Center tools are designed to eliminate steps between interest and conversion. Brands must optimize for fast, intuitive shopping experiences that meet customers wherever they are—especially on platforms like YouTube.
- Measurement and first-party data are non-negotiable: With updates to Data Manager and cross-channel attribution in Google Analytics, it’s easier than ever to understand what’s working and where to invest. For retail media networks and enterprise brands, access to first-party data and deeper conversion visibility across Google inventory is a major step forward.
As Google’s latest features begin rolling out globally, we'll be back with deeper guidance on how to respond - creatively, technically and strategically.
For an organic and earned visibility assessment across search and AI-generated responses and results, please contact us about our Generative Engine Optimization (GEO) offering, GEOsight.
For any questions or more information, please feel free to reach out to Erica Barth or Savannah Kerchner.
