At Google Marketing Live India, the tech giant introduced a suite of AI-powered marketing tools designed to help brands navigate shifting consumer behaviors through automation, creative innovation, and precise measurement.
AI-Powered Search Advertising
- Ads in AI Overviews: From later this year, brands in India will feature ads within AI-generated summaries on search results-a format that early tests show enhances visibility and relevance.
- AI Max for Search: Now live in India, this tool optimizes search campaigns by learning from landing pages and historical keywords. Cashify saw a 15% increase in conversions.
Creative & Media Enhancements
- Generated for You in Product Studio: Automatically creates themed product visuals and campaign ideas based on catalog data-marketer usage of generative creatives surged 250% year-over-year.
- Demand Gen and Video Innovations: Included are Shoppable CTV ads (with TV QR codes), YouTube mobile Masthead become shoppable, and Asset Studio, a unified creative hub for image/video production.
Performance & Measurement Tools
- Performance Max – Retention Only Mode (beta): Tunes campaigns to re-engage existing users-Swiggy reported a 65% reduction in re-engagement costs.
- Smart Bidding Enhancements: Expanded bidding strategies surface new search queries, yielding 18% more conversions in unique categories.
- Marketing Mix Modeling: Open-source Meridian now includes API access and scenario planners for reach and frequency planning.
Agentic AI Assistants
- “Your Google Ads AI Expert” and “Google Analytics Expert” inside Ads and GA4 offer natural-language campaign creation, optimization shortcuts, and real-time reporting.
- Marketing Advisor in Chrome: Provides contextual, voice-enabled guidance while browsing external sites-e.g., SEO tips or installation help for Google tags.
AI Adoption in India
- Over 80% of advertisers in India are already using AI-powered Search Ads tools.
- With India’s removal of the 6% digital ad tax, Google fast-tracked these tools into the Indian market.
- AI Mode for Search, launched in July, integrates multimodal and follow-up conversational search, enhancing the basis for AI-driven ad placement.
In Their Words
Roma Datta Chobey, Managing Director – Digital First Business, Google India, noted:
“Our AI tools support marketers across creative production, precision targeting, and performance measurement”
Marketers like Circularify and Swiggy, early adopters of the new tools, reported improved campaign efficiency and reduced re-engagement costs.
Bottom Line
Google’s Marketing Live signals a transformation in Indian digital advertising-from traditional tactics to an AI-driven ecosystem with contextual search ads, generative creatives, performance optimization, and intelligent measurement. For marketers seeking agility, relevance, and scale, these tools promise to be game-changers.
