Singapore – Google has introduced a new set of AI-driven tools for search and YouTube, aimed at addressing the increasing complexity of digital marketing and consumer behavior.
Tools announced at Southeast Asia (GML Sea) in Singapore during Google Marketing include ads for Asset Studio, AI Max for Search, AI Overviews, YouTube Creator Partnerships Hub, new agent features for Google Ads and Google Analytics.
The update includes “AI Overview Ads,” which is part of the broader AI integration in Google's search. AI overview contributes to more commercial queries and a 10% increase in related search activity in key markets. Advertising within this feature has expanded to US desktops, with more rollouts for mobile and desktops in the Philippines, Malaysia, Singapore and Indonesia later this year.
“Asset Studio” is a new workspace for Google Ads that uses generation AI, including models such as Imagen and Veo, to generate a wide range of creative assets. This tool is intended to streamline the creation and testing of large assets.
AI Max for Search leverages Google's Gemini model to automatically match your ads to relevant queries without relying on a wide range of keyword lists. Instead, it analyzes websites and advertising content to generate targeted headlines and placement.
Meanwhile, “AI Mode” introduces more advanced forms of AI search and supports longer queries, follow-up questions, and multimodal input. Testing integrated ads within AI mode is expected to start in the US and provides additional opportunities for advertisers in the context of the conversation.
On the creator side, Google has launched YouTube Creator Partnerships Hub, a tool that helps brands discover and collaborate with YouTube creators based on keywords, categories or trends. The hub currently lives in Singapore and Indonesia, with other markets available to follow.
Finally, Google previewed the Agent AI feature for advertising and analytics. These features allow you to generate, optimize and maintain campaigns by analyzing landing pages and performance data. In reality, this leads to automated keyword suggestions, creative adjustments and immediate insights. This reduces manual work and allows for a more strategic focus.
The announcement at GML Sea reflects Google's broader driving force, moving digital ads from reactive to predictively, and better fits with changing consumer behavior and fragmented customer journeys using AI.
Sapna Chadha, Vice President of Google Southeast Asia and South Asia Frontier“We have been at the forefront of AI-driven advertising for years, and we equip marketers with more advanced models as consumer journeys become more complicated and resources are more limited.
“Today's Google Marketing Live showcases new AI tools across the entire marketing journey, from creativity to performance, brand discovery and agent capabilities, showing how Southeast Asian brands can already unlock real value with AI,” she added.
