Google Marketing Live 2026 made one thing clear: Gemini is no longer just powering features — it’s becoming the operating system behind Google’s advertising, commerce and measurement ecosystem.
This year’s event focused heavily on agentic AI, conversational Search, automated creative production and AI-assisted shopping experiences. Across Search, YouTube, Merchant Center and Analytics, Google introduced new tools designed to make campaigns more autonomous, predictive and interconnected.
Here’s a recap of the biggest announcements from Google Marketing Live 2026.
Google introduces a new generation of AI-powered Search ads
Google announced several new Gemini-powered ad formats designed for AI Mode and conversational Search experiences.
The updates include:
- Conversational Discovery ads
- Highlighted Answers
- AI-powered Shopping ads
- Business Agent for Leads
These formats are designed to make ads feel more contextual and interactive by embedding AI-generated explainers and conversational experiences directly into Search journeys.
Google also expanded its Direct Offers pilot with AI-generated bundles, native checkout and travel promotions integrated into AI-assisted Search experiences.
Full story: Google tests new conversational ad formats in AI Mode and Search
Google launches Ask Advisor across Ads, Analytics and Merchant Center
Google unveiled Ask Advisor, a new Gemini-powered AI collaborator that connects Google Ads, Analytics, Merchant Center and Google Marketing Platform.
The system acts as a unified assistant capable of helping marketers:
- Build campaigns
- Analyze performance
- Surface recommendations
- Automate operational tasks
Google says Ask Advisor can pull insights across platforms to help marketers move from planning to optimization more quickly.
Full story: Google launches Ask Advisor across Ads, Analytics and Merchant Center
Google expands Universal Commerce Protocol and AI shopping experiences
Google announced major updates to its Universal Commerce Protocol (UCP), Universal Cart and AI-powered checkout experiences.
New capabilities include:
- AI-assisted checkout flows
- Buy-now-pay-later integrations with Klarna and Affirm
- Cross-retailer shopping experiences
- AI-powered travel and food ordering integrations
Google is also expanding UCP integrations into Demand Gen campaigns, YouTube Shopping ads and AI Mode experiences.
Full story: Google expands Universal Commerce Protocol and launches new agentic shopping tools
Asset Studio gets Gemini-powered creative and video tools
Google upgraded Asset Studio with multimodal Gemini-powered creative generation capabilities.
Advertisers can now use natural language prompts to generate:
- Images
- Video assets
- Text variations
- Creative themes
Google also integrated Gemini Omni into Asset Studio to support video workflows and introduced 1-Click Creative Testing for asset optimization.
Full story: Google upgrades Asset Studio with Gemini-powered creative generation and video tools
Demand Gen expands with creator tools, Maps inventory and AI optimization
Google announced several Demand Gen updates focused on YouTube creators, AI-assisted optimization and cross-platform discovery.
The updates include:
- Creator partnership tools
- Google Maps inventory
- Dynamic product video distribution
- AI-assisted campaign setup
- Expanded measurement integrations
Google says advertisers with large product feeds continue seeing stronger conversion performance inside Demand Gen campaigns.
Full story: Google expands Demand Gen with YouTube creator tools
Google upgrades measurement with Meridian and predictive AI tools
Google also announced new measurement and forecasting capabilities for Google Analytics 360.
The company is integrating Meridian, its open-source marketing mix model, directly into Analytics 360 while introducing Qualified Future Conversions (QFCs), a new predictive reporting metric powered by Gemini.
The tools are designed to help advertisers:
- Improve media mix modeling
- Forecast campaign outcomes
- Measure incrementality
- Connect current ad activity with future revenue signals
Full story: Google brings Meridian marketing mix modeling into Analytics 360
Merchant Center gets AI visibility and conversational commerce updates
Google announced new Merchant Center features designed to help retailers improve discoverability across AI-powered shopping experiences.
New tools include:
- AI Performance Insights
- Conversational Attributes
- Merchant Center integrations with Ask Advisor
The updates aim to help retailers optimize product feeds and descriptions for conversational shopping behavior across Search, Gemini and AI Mode.
Full story: Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
