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Manila Bulletin devider Technews devider Google's latest AI suite ignites a new era for marketers

Google's latest AI suite ignites a new era for marketers

Published Jul 22, 2025 01:36 pm
Google has unveiled a suite of AI-powered tools for Search and YouTube designed to help brands efficiently navigate today's complex digital landscape. These tools aim to empower marketers to be more strategic and creative.
At the recently held Google Marketing Live Southeast Asia (GML SEA), Sapna Chadha, Vice President of Google Southeast Asia and South Asia Frontier, reflected on the company's push to revolutionize digital advertising using advanced AI technologies. She shares,“For years, we’ve been at the forefront of AI-driven advertising. As consumer journeys become more complex—and resources more limited—we’re equipping marketers with our most advanced models yet: more intelligent, more agentic, and more personalized. That means faster creative, wider reach, sharper insights, and better results,”
Humans, by nature, are inquisitive which is why we search. Online, search is used to satisfy curiosity, solve problems, learn and fuel personal growth. Many rely on it to connect with others and make decisions.
But gone are the days when people search through keywords. Search behavior is evolving rapidly, especially among Gen Z, with the rise of AI-driven tools such as Google Lens and Circle to Search. Clearly, there is a shift towards discovering information in more dynamic ways. Today's consumers are asking questions using voice, images and videos, often demanding fast, intelligent responses.
Meanwhile, YouTube reigns supreme. It is not only the leading video platform in Southeast Asia by viewership; it is also the most trusted by users across all generations. That trust translates into real business impact.
In Southeast Asia, YouTube delivers twice the return on investment compared to traditional TV ads and consistently outperforms other social media platforms. YouTube is now considered as one of the best tools for brand discovery and growth.
In today's digital world, advertising should not just promote. They should create meaningful connections between consumers and businesses. The innovative tools announced at Google Marketing Live gives us a glimpse of the future where AI becomes a collaborative partner.
Ads in AI Overview in Search
AI Overviews is the most widely used generative AI product globally, driving more than 10% growth in complex search inquiries and fueling a surge in commercial search activity.
To meet the rising demend, Google is expanding ads within AI Overviews starting with desktop in the US and soon to mobile and desktop in select English-speaking countries. This will also be launched in English across the Philippines, Malaysia, Singapore, and Indonesia later this year, giving business new opportunities to reach customers when they're searching and open to ideas.
Asset Studio
This centralized workspace within Google Ads uses generative AI, including tools such as Imagen and Veo which can create images and videos. These tools will help marketers develop high-performing ad designs that connect more effectively with customers.
AI Max for Search
Without using a long list of keywords, this smart tool helps businesses appear in search results more effectively. It uses AI to understand your website and ads, then creates headlines that match what people are searching for.
AI Max ensures the right ad shows up at the right time, saving efforts and driving better results.
AI Mode
This is Google's most advanced search experience yet. What makes it stand out is its ability to dive deeper, letting users ask follow-up questions and explore helpful links across the web. Google will soon begin showing ads inside AI Mode in the U.S., placing them naturally with responses. This gives brands more chances to connect with users at the exact moment they're actively searching and exploring.
YouTube Creator Partnerships Hub
Now live in Singapore and Indonesia, this new tool in Google Ads makes it easier for brands to discover and collaborate with YouTube creators. Powered by AI, marketers can search by keyword, category or trend and access details like audience demographics and engagement before initiating a partnership. Once collaboration is formed, brands can promote the creator's content as ads and track performance all within the same platform.
Agentic Capabilities
Agentic AI learns from your website and ad performance. It then helps create, improve and manage your campaigns automatically. It is like having a super-smart helper built right into Google Ads and Analytics. This way, there is less manual work and more time to focus on big ideas and getting better results.
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