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…
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