On May 21, Google once again gathered marketers, businesses, and digital professionals for its annual Google Marketing Live event. And, as you might guess, the main topic was once again artificial intelligence—but this time, even more deeply integrated into everything: advertising, analytics, creatives, and shopping.
Google Ads now features an agent expert—it independently selects keywords, forms ad groups, and even edits creatives. Google Analytics now has Data Expert, which helps you better understand numbers and trends. Furthermore, Chrome now includes a Marketing Advisor—an assistant that suggests how to better brand campaigns, analyze performance, and build strategies.
Google updated Asset Studio, which now allows creating videos from a single photo, adapting formats for any screen, and quickly generating images. Product Studio introduced a new function that suggests campaign ideas, product selections, and even new names—all based on user queries and trends. Brands can now create comprehensive profiles with videos, reviews, and delivery terms, and videos from YouTube, social networks, and websites can be conveniently managed in one place.
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Google made analytics more accessible: even small companies can now use incremental analysis. Google Analytics now offers more comprehensive cross-channel measurement, and Data Manager has become the central hub for data work. A new API was also added, consolidating several older solutions and suitable for more complex tasks, including improving ROI.
The smart bidding system has been updated for the first time in years. It now better identifies valuable but non-obvious queries and works more effectively with ROAS goals. According to Google, campaigns have become more effective: an 18% increase in unique queries with conversions and a 19% increase in conversions themselves.
Ads are now integrated directly into Google AI responses. This format is already being tested in the US and will soon be available in other countries. Performance Max, Search, and Shopping campaigns automatically adapt to these integrations. Shopping introduced a new AI Mode, which shows more detailed product information, as well as a virtual try-on feature—simply upload your photo and see how the item looks on you.
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Google is making it clear: the future of digital advertising lies with AI. The company is revamping its approach to advertising, making it smarter, more convenient, and more personalized. Less routine work, more creativity, data, and results—that’s what Google Marketing Live 2025 was all about.
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