Google Ads and Google Analytics are preparing to fully enter the era of intelligent agents. During Google I/O 2025, the company announced the arrival of new agentic capabilities, designed to reduce the manual workload of marketing teams and optimize campaigns with greater precision and customization.
The Google advertising ecosystem is set to make a considerable evolutionary leap, akin to a triple somersault with a twist in the way ads agencies work, led by tools capable of analyzing large volumes of data, suggesting improvements, and even executing tasks. Thanks to the new capabilities of an AI agent, advertisers will be able to create more effective campaigns without needing to be technical experts, taking advantage of contextual recommendations based on real-time performance.
If you think I am exaggerating, take a look at how it changes the life of Sarah, the protagonist of this Google video.
These new intelligent tools will process data from landing pages, creative assets, and past performance to suggest improvements in keywords, creatives, or ad groupings. They can even generate complete thematic ad groups, focused on specific products or services, ready for implementation with a single click.
Notice this: as it had already started to do months ago, this Google proposal includes many of its generative AI tools, from image to video. This will easily allow having alternative creatives for a campaign, both in image and video, just a click away.
And, of course, perform all kinds of A/B tests with them.
A/B Test in Google Ads
In fact, one of the most powerful advancements comes with Veo, its new AI model capable of transforming images into videos. This functionality will be available immediately in the Merchant Center and soon also in Google Ads. It is complemented by the outpainting function, which expands videos beyond their original borders, as already seen in the immersive show of “The Wizard of Oz” at the Sphere in Las Vegas.
Additionally, Asset Studio, the new centralized hub of creative tools in Google Ads, will allow brands to generate images and see their products “in action,” with AI that suggests visual variations according to trends and contexts.
In this regard, Merchant Center will evolve to become a brand hub, allowing the editing of images, descriptions, and videos from a single panel. By the end of the year, video management tools will be added to centralize all content from websites, YouTube, or social media, with intelligent improvement recommendations.
Without a doubt, the most disruptive announcement has been that of Marketing Advisor, an artificial intelligence agent that resides directly within the Chrome browser. This assistant, which will be launched throughout the year, can connect with the user’s Google account and access their active campaigns in Google Ads to offer hyper-personalized recommendations.
Its interface, as a side panel, allows marketers to receive guidance step by step on the sites they visit, adapting to the user’s context and commercial objectives. But it goes far beyond a chatbot: Marketing Advisor is capable of identifying business opportunities, proposing multi-channel strategies, and acting as an autonomous digital consultant. For instance, if it detects a missing tracking tag on a site, it can alert the user and offer to install it automatically.
Google promises that Marketing Advisor will be especially optimized to work with its own ecosystems (ahem, accusations of monopolistic practices aside, ahem), such as Google Ads, Help Center, or Analytics, becoming an essential resource for those managing complex campaigns or multiple web properties.
For its part, Google Analytics will also incorporate an assistant that not only shows trends but also allows for visualizing complex data with intuitive tools and proactively conducted diagnostics. Its objective: to facilitate data exploration and improve professionals’ responsiveness to anomalies or operational challenges.
With this new layer of AI, Google aims to turn Analytics into something akin to an analytical copilot, capable of anticipating issues and suggesting corrections before they impact performance.
These developments mark a turning point in how digital campaigns are managed. Google assures that agent-based automation does not aim to replace the marketer, but to enhance their decision-making, save time, and reduce errors. In theory, professionals will be able to focus more on strategy and creativity, delegating operational tasks to these new “virtual collaborators.”
In theory.
Images: Google
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