Google Marketing Live 2025: Driving Growth with Search, YouTube & AI
The modern Indian consumer is always connected—moving across digital touchpoints daily and interacting with brands in increasingly varied and dynamic ways. They go from searching information to streaming entertainment, scrolling through their feeds and shopping - and often they’re doing this all at once.
This means the traditional linear marketing funnel has evolved into a complex web of interactions. To stay relevant, brands need to meet consumers where they are and with content that truly speaks to them.
Google and YouTube are already part of these moments. 80% of Gen Z relies on Google Search for shopping, discovery, research, and decisions. 1 And 87% of Indian consumers said they discovered a new brand, product, or retailer on Google and YouTube. 2
That’s the opportunity. And it’s this intersection where full-stack AI on Search and YouTube truly delivers.
At Google Marketing Live India 2025, we shared exactly how marketers can do this on Search and YouTube - where discovery starts and decisions are made. Here’s a closer look at what’s coming and how we’re bringing AI’s capabilities to achieve every marketing objective.
New opportunities for discovery and action
AI is opening up new ways to search through tools like Google Lens, AI Overviews, and AI Mode. With AI Overviews, we’re seeing over 10% growth in the types of queries that show them in our biggest markets like India and the US. 3 To unlock new ways for businesses to be discovered, we’re launching ads in AI Overviews on mobile and desktop in English in India later this year. When relevant to both the query and the response, Search and Shopping ads will appear directly within the AI Overview.
On YouTube, we’re bringing interactive experiences to the big screen through Shoppable CTV, letting viewers explore products using features like QR codes and a “send to phone” option. YouTube Masthead, the platform’s most prominent placement, is now shoppable on mobile—giving brands a chance to drive traffic around major launches and moments, especially with the festive season right round the corner. From spark to action, these updates will make it easier to connect inspiration with outcomes.
Bring standout creative for every product
Creating high-quality visuals for every product can be time-consuming. To make this easier, we’re introducing Generated for You in Product Studio later this year. The feature uses AI to identify key products in a merchant’s catalog and generate images and videos that align with the brand’s look and feel, ready to use across Google surfaces. It also surfaces relevant trends and seasonal themes, helping marketers explore new campaign directions without starting from scratch. The goal: reduce the manual work, while still delivering creative that’s timely and effective.
Explore smarter possibilities with Google AI
As consumer behavior becomes more complex, we’re rolling out new tools to help marketers stay ahead. AI Max for Search Campaigns brings together smarter targeting and creative enhancements, using Google AI to capture emerging intent and connect users with content that aligns with what they’re looking for.
Cashify, a re-commerce company for buying and selling of used and refurbished electronics, ran an early test with AI Max to understand how they can drive growth while maintaining efficiencies across campaigns, leading to a 15% increase in conversions.
Retention is one of the biggest goals for marketers and one of the hardest to get right, especially for app and web-based businesses. To help address this, we’re launching Retention Only Mode in Performance Max. This new option allows advertisers to focus entirely on re-engaging existing customer segments—whether that’s inactive users or high-value customers—driving deeper engagement and supporting long-term growth.
Simplify the complex with agentic capabilities
Today’s marketers are navigating many priorities—understanding shifting consumer behavior, managing tight timelines, and delivering results at speed. To make this easier, we’re launching agentic capabilities marketers can deploy on Google’s platforms. Rolling out soon across Google Ads and Google Analytics, these agentic AI capabilities are built to help at every step - from setting up campaigns and optimizing performance to reporting and troubleshooting. With these agents, marketers can reduce manual effort across the board, making it easier to build and manage campaigns while keeping workflows efficient.
Modern measurement for today’s marketing reality
As measurement becomes more predictive than reflective, AI is helping marketers stay ahead. To support that, we’re rolling out two updates to Meridian, Google’s open-source Marketing Mix Model (MMM): easier access to key metrics like reach and frequency via a new API, and an interactive scenario planner that lets teams explore different plans and adjust budgets with more confidence.
In Google Analytics, new cross-channel measurement enhancements offer a clearer view of the full customer journey, making it easier to assess marketing ROI across platforms. We’re also introducing attributed brand searches, a new metric that shows how video ads influence organic search by measuring how many people who saw an ad went on to search for the brand.
From speed to scale to sustained performance, Google’s full stack of AI-powered advertising solutions is giving marketers new opportunities to drive profitability and deliver outcomes with unmatched efficiency.
