Debbie Weinstein is Google’s president of Europe, Middle East, and Africa (EMEA). She works with business leaders and governments to leverage AI to drive growth, and with policymakers to ensure EMEA remains at the forefront of innovation.
I was thrilled to join Google Marketing Live in Dublin at such an important time for our industry and our region.
In more than a decade at Google, I’ve seen us cross many boundaries, but none have been more transformative than moments of rapid technological advancement.
AI is completely changing the way people find the brands and products they love.
For the first time in history, the speed of human curiosity allows us to meet people anywhere.
It changes the way we think about search, the way we value video, and the way we measure success.
This transforms Google’s ability to interpret demand signals across all platforms, allowing us to move users from discovery to decision-making at the speed of impulse purchases.
Now, Google AI can create the perfect ad for that customer in the moment, helping them make faster decisions.
That’s the advantage of Gemini, the business advantage.
AI is the best thing to happen to search
Among the amazing innovations AI brings, the biggest opportunity for businesses is the AI transformation of search.
Currently, Google search is an AI search. Search powered by Gemini is experiencing record usage and high-purpose queries. After just one year of release, AI modes in search are already 1 billion monthly users.
Upgraded search Our most advanced Gemini model. And we made the biggest update to our iconic search box in 25 years to reflect the reality of how people search today. We’ve expanded our functionality so you can now use text, images, videos, and even Chrome tabs to fully describe what you want.
As search becomes more intelligent, so too will advertising. Previously, it was difficult to match long, complex queries with ads. That’s no longer the case. Longer and more conversational searches provide richer signals of intent. These signals can help you better match your offer with what people want and meet their needs wherever they are in the buying journey.
In fact, the ability to ask Google anything has made people ask more questions. And the best advertising is the answer.
The biggest opportunity for businesses is the AI transformation of search.
With Gemini-enabled search, you can no longer think in terms of simple keywords. AI Max for search Appears in subtle queries and helps you take advantage of new ad formats. You define and set your goals, and the AI handles the optimization.
AI overview helps you create guidelines for AI-powered advertising campaigns that answer your customers’ search queries, from insights about your brand to the audience you’re trying to reach.
Unleash the power of search, gain discovery, and profitably adapt your brand to demand in real-time with AI Max or P-Max.
YouTube is a performance engine
Gemini’s benefits extend beyond search. By combining Google Search and YouTube, you can get even more bang for your buck.
Every day, people around the world watch an average of more than 1 billion hours of YouTube content on TV.1 It’s the only platform where people can participate in big cultural moments like the World Cup and join the creator-led conversations happening around them.
And now, YouTube is entering a new era of performance, leveraging the world’s most advanced AI to harness those connections and deliver unprecedented results.
Marketing leaders looking to balance brand awareness and performance can do both by combining Google and YouTube. Demand generation.
Google and YouTube are present in 82% of all journeys where a product or brand is discovered.2 Demand Gen, built on Gemini, uses high-value signals from YouTube and Google Search to capture billions of moments of intent and predict what customers want next.
Creator content is what many YouTube users are looking for. Across EMEA, viewers rank YouTube as the #1 platform for watching creators.3 This is important for advertisers because adding creator assets to Demand Gen increases conversion lift by an average of 20%.4
Generating YouTube assets has never been easier. gemini omni flash is now available in YouTube Shorts and will soon be available in Google Ads. Transform advertising by taking your video ideas from the back of a napkin to screens around the world in seconds.
Maximize your YouTube performance with Demand Gen’s AI-powered enhancements and more accurate attribution solutions.
we are in the age of agents
We are now firmly in the Gemini agent era. We have moved from simply “finding answers” to “getting things done.”
More personalized agent search means a faster path from ‘chat’ to ‘action’ and is coming soon Google AI Pro and Ultra paid subscribers Personalized information agent in AI mode.
Agentic is also changing commerce, offering a direct path to growth that starts with: universal commerce protocolor “UCP”.
UCP is a common language that connects agents and sellers. it allows merchant center Inventory and loyalty data is sent directly to customers in real-time for a frictionless checkout without compromising data management.
UCP has been endorsed by Carrefour and Zalando in Europe, and we plan to expand our UCP-powered checkout experience to the UK soon. This allows shoppers to use Google Pay to checkout at eligible retailers while researching on Google.
We have moved from simply “finding answers” to “getting things done.”
Agent tools create a competitive advantage in the face of increasing technology complexity. These bring you one step closer to real-time, outcome-based marketing. Marketers can do our new training Gemini Spark AI Agent Analyze customer insights, summarize creatives, generate assets, and optimize and measure ad campaigns.
ask an advisor is another useful agent built using Gemini features. Soon, you’ll be able to integrate seamlessly across various Google marketing products, including Google Ads, Google Analytics, and Google Merchant Center.
To prepare for agent commerce, start with Merchant Center. Rich feeds are the foundation of discovery and trust.
Align your business vision to your Gemini benefits
AI is creating a transformative moment for marketing and individuals. The Gemini advantage helps you drive customers from curiosity to purchase across search and YouTube.
Let’s take a closer look at how you can get the Gemini advantage now.
