Advertisers to get AI assistants in Google’s latest rollouts

Google is introducing advanced AI-powered assistants across its advertising platforms, aiming to simplify campaign management and provide more personalised support to advertisers.

This development is part of a suite of new innovations unveiled at Google Marketing Live (GML) 2025, the tech giant’s annual event showcasing its latest advancements in advertising and commerce.

The new AI marketing assistants are designed to offer tailored guidance and support with key tasks—from setting up ad campaigns to analysing reports. Among the announcements is a new Marketing Advisor in Chrome, an AI agent that will provide step-by-step assistance directly within the browser.

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This signals a new era for the advertising ecosystem, especially for local businesses that have already leveraged digital tools to enhance visibility and drive growth. Google says its latest updates are intended to push those efforts even further by embedding AI more deeply into its advertising products.

“AI adoption no longer an option, but a necessity for businesses to thrive and connect with their customers effectively,” said Olumide Balogun, Director, West Africa, Google. “These GML announcements reinforce our commitment to equipping Nigeria’s vibrant business community with cutting-edge AI tools to unlock new opportunities and achieve their growth ambitions.”

Among other major updates is the integration of ads into AI Overviews, the AI-generated summaries now appearing at the top of Google Search results. Google says search activity has now surpassed five trillion queries annually, with AI Overviews driving increased user engagement.

In major markets like the U.S. and India, Google reports that AI Overviews have contributed to over a 10 percent increase in search usage for queries that trigger them.

“People who interact with AI Overviews search more often and are happier with the results, with the volume of commercial queries also increasing. This presents significant opportunities for advertisers as people turn to Search to discover new brands and products,” the company said.

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Ads within AI Overviews launched in the U.S. earlier this week and will expand to Canada, Australia, the Philippines, South Africa, Pakistan, Nigeria, India, Malaysia, Singapore, Kenya, and Indonesia later in 2025.

According to Google, this integration is relevant in markets like Nigeria, where 70 percent of the online population used generative AI tools in the past year.

Beyond search and campaign enhancements, Google also announced new creative tools, including image-to-video conversion, AI outpainting, and other visual content features designed to help brands produce engaging, high-impact ads at scale.