At its annual Marketing Live event, Google announced roughly 70 new advertising features (Practical Ecommerce) centered on conversational, AI-driven experiences. Three new ad formats are now eligible to show in AI Mode: Direct Offers, Conversational Discovery (which provides answers), and Highlighted Answers (for recommendations like "the most comfortable shoes") (Practical Ecommerce). Advertisers cannot manually create these ads; instead, Google generates them automatically based on submitted information, with advertisers running AI-based campaigns such as Performance Max and AI Max for Search more likely to appear (Practical Ecommerce).
Google introduced "Ask Advisor," an AI agent available on most internal platforms including Ads and Analytics, to help advertisers manage paid search campaigns and identify expansion opportunities (Practical Ecommerce). Asset Studio, another agentic feature, now allows advertisers to connect Google-native and third-party creatives into a central hub and upload brand guidelines to inform AI-driven asset creation (Practical Ecommerce). For commerce practitioners, these tools enable faster campaign scaling and more intelligent creative optimization without manual intervention.
Display campaigns have migrated to Demand Gen, and Merchant Center feeds can now connect directly with Demand Gen campaigns to showcase products in relevant videos (Practical Ecommerce). This integration makes it easier for brands to align with creators and scale partnerships, reflecting Google's push toward creator-driven credibility and video-first commerce strategies.