As marketers, we are charting the future of work together in real time. It’s an uncomfortably exciting moment, and at Google’s Media Lab, the team that oversees media strategy, planning, and buying for Google’s own marketing efforts, we wanted to share what we’ve learned so far. The impact of AI in marketing across creative, production, media, and measurement is real and growing rapidly. Although not yet seamless, a complete end-to-end approach is on the horizon.
Here’s how to level up your marketing strategy to continue driving profits across your marketing stack.
1. Let AI take the wheel
Previously, you planned your media by selecting sites, times, placement, creative matching, and more. Currently, AI campaigns are doing most of the driving. Last year, more than half of OnStack Media investment decisions were improved by AI. The marketer’s job is not to take the helm, but to provide better fuel to feed the algorithms: more powerful data and a richer AI-enabled suite of multimodal assets, especially short-form video. We are seeing the real impact and benefits of AI across creative, production, media, and measurement.
The marketer’s job is not to take the helm, but to provide better fuel to feed the algorithms: more powerful data and a richer, AI-enabled, multimodal suite of assets.
2.A thousand flowers have bloomed. It’s time to make a bouquet
Media experimentation continues, especially as media capabilities increase with AI. In 2025, we established a disciplined learning agenda with graduation standards, resulting in a tripling of learning from 2024.
We evaluated over 95 hypotheses, selected 22 for rigorous testing, and generated nine scalable learnings over three quarters. The key is to first define what success looks like, then measure pilots, experiments, and tests so you can scale what works and shut off what doesn’t.
3. Demand more progressivity
Incrementalism remains the gold standard But AI tools often felt like a double-edged sword. AI-driven feedback loops improve revenue, but the black-box nature of these systems often complicates measurement. Although incomplete, reporting has steadily improved in response to advertiser feedback. P-MAX Transparency Report. We continue to drive the need for greater transparency to further improve business outcomes.
4. It’s all about video
First and foremost, video is now a direct response channel. Social feeds are videos. CTV is video. Podcasts are also videos. And now, Gen AI is accelerating video dominance. Plan your creative approach accordingly.
5. Creators should be part of your creative mix
Social boosts are not a silver bullet, but when used to supplement regular media campaigns, they can yield promising results. We call this the “2-voice model.” Complementing the voice of creators Our own marketing voice. But if a creator’s content doesn’t scroll naturally, paying to promote that content won’t suddenly cause users to engage.
6. AI is forcing a “re-fusion” of marketing
AI is forcing us to reevaluate the separation of creative, media, and production. A “rebound” is occurring, A truly integrated AI agency has an opportunity Deliver great value across all tiers.
AI is forcing us to reevaluate the separation of creative, media, and production. A “rebound” is occurring.
7. Change management is the most difficult part of AI transformation
As with all technology transformations, the most difficult and time-consuming part of AI transformation is the change management required to make AI work. To get the most out of new technology, you need to: change the way people work and how the organization functions. This is a challenge that requires leaders to: play with technology yourselfcelebrate not just the wins, but the lessons learned, and lead with optimism.
