Google Launches New AI Tools, Retail Media Solutions Globally

Google has announced a suite of new AI-powered advertising tools to streamline campaign execution and better capture evolving consumer behaviors, such as streaming, scrolling, searching, and shopping. These tools, integrated into the Display & Video 360 (DV360) platform, use generative AI to help marketers create custom audience segments, optimize ad assets, and quickly access curated inventory recommendations based on simple descriptions. The new features are built on Google's Gemini AI models and include a retail media solution in partnership with companies like Costco, Regal Cinemas, Intuit, and Kinective Media by United Airlines, allowing retail data to inform YouTube ad campaigns. Marketers can now leverage Google’s AI to reach broader and more relevant audiences, with reported improvements such as a 70% increase in video completion rates and more efficient campaign management. These advancements reflect Google’s strategy to merge brand and shopper marketing into seamless campaigns, while also addressing industry concerns about media fragmentation and the collapse of traditional marketing funnels. The rollout comes as Google’s ad tech business faces legal scrutiny over competition practices, emphasizing the company’s commitment to simplifying ad operations and leveraging AI for better performance and insights.