New AI Advertising Features Rolled Out by Google for Retailers
September 12, 2025
At its “Think Week” event in New York, Google unveiled a set of new advertising features designed to support marketers, particularly as they prepare for the busy holiday season.
One of the most notable updates is the trial of ads placed within AI Overview results. This feature allows brands to connect directly through AI-generated answers. Google had previously tested integrating Search and Shopping ads in these summaries back in May, but is now expanding the format with a dedicated section inside AI responses.
As explained by Google:
“For example, when someone asks ‘why is there low water pressure after installing a new sink’ when they encounter a problem during a home renovation, AI Overviews may provide some helpful tips on how to fix it, as well as a useful ad for a plumber, who can come to the rescue to fix that bathroom.”
As reliance on AI answers grows and organic referral clicks decline, this option may help brands sustain visibility and engagement. However, it comes at a cost, and advertisers cannot be certain that users will scroll far enough to notice the sponsored listings. This feature will be included in Google’s AI Max for Search campaigns, now available to all advertisers worldwide, though it remains in a testing stage.
Google is also developing text-guideline features aimed at producing brand-safe and effective ad copy. These guidelines will help Google’s AI generate text assets that align with a company’s standards, available in both AI Max and Performance Max campaigns, with broader rollout expected this fall.
Another enhancement comes through the “Asset Studio” in the Google Ads app. Here, new AI-driven content generation tools will make it simpler to create images and videos for campaigns. For instance, uploading a photo of a product like the Conrad Jacket from Academy Brand and adding a prompt such as “a young man walking in the park” can instantly generate a realistic campaign image. The AI preserves key product details, ensuring brand authenticity while tailoring the surrounding scene.
These evolving tools allow brands to maintain consistency in how their products appear, while giving creative flexibility in generated backgrounds and scenarios. As Google continues to refine its image generation technology, the feature is set to become an increasingly valuable resource.
Additional updates include batch generation of AI content, text-to-video capabilities, and improved project-sharing tools that make it easier to circulate draft ads for broader feedback.
On the YouTube side, masthead ads are now shoppable, creating another direct pathway to drive sales through the platform.
Together, these new options offer marketers fresh ways to connect with shoppers and showcase products during the upcoming holiday season.
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