Google Marketing Live 2026: Everything you need to know

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 launches AI Performance Insights and Conversational Attributes in Merchant Center

Direct Offers gets AI bundles, native checkout and travel deals

Google is expanding its Direct Offers pilot with AI-generated promotions, native checkout integrations and travel-focused deal experiences across AI-powered Search.

The updates include:

• AI-generated offers built dynamically by Gemini based on search intent and browsing behavior
• Support for discounts, giveaways, local coupons and product bundles
• Native checkout integrations through Universal Commerce Protocol (UCP)
• Travel offer integrations for partners including Booking and Expedia inside AI-assisted trip planning experiences

Google says advertisers will be able to upload promotions, products and campaign guardrails into Google Ads, while Gemini assembles contextual offers inside conversational shopping flows.

The company is also positioning native checkout as a way to reduce friction between product discovery and conversion inside AI-assisted shopping experiences.

Full story: Google expands Direct Offers with AI-generated bundles, native checkout and travel deals