Google Marketing Live 2025

PALLAVI NARESH: Hello, everyone. And welcome to our 12th Google Marketing Live. Yes! [cheers and applause] By the way, that quirky video was made by someone on my team in just a few hours -- trying to make me look good here. You are going to hear a lot about these tools today. And how they can actually make you look a lot better. It's great to have you all here with us in beautiful Bay View! [cheers and applause] Also, a big hello to everybody at our GML event in Dublin! And thank you to all of you who are tuning in around the world. We have customers in more than 140 countries and territories watching right now. And GML is officially going on tour. We had Ritting nine more -- Hitting nine more cities in APAC this summer. Nine more, yes! [applause] Go APAC!

Last year I started GML with a demo of project Astra. Do you remember? You do. It's a research prototype exploring what a universal AI assistant could be. It felt futuristic, it felt magical. And now everything I showed you and more is widely available with the Gemini app. We're also exploring new Project Astra capabilities that will come to products like Gemini Live, Search, and form factors. This is the pace of innovation. And it's not slowing down. In the last year, we have shipped hundreds of AI Innovations, let's start with Gemini 2.5, our most intelligent model yet. Since its launch, the new 2.5 Pro has topped the popular coding leader board, and it is the first model to be number one across all the leader boards on LLM arena. That is actually pretty cool. [applause]

On the image generation side,man 4, our latest and most capable AI model can create rich, detailed visuals like nothing you've seen. You saw some examples of what our video generation tools can do. VoVeo 3 was announced yesterday. It is state of the art, with incredible visual quality and a stronger understanding of physics. And now even has native audio generation. You can play with both Imagen and Veo yourself, right inside the Gemini. And I'm sure you have all heard about NotebookLM, a personalized AI research tool. It is a viral sensation. People have used it to generate centuries, not days, not years, not decades, centuries worth of audio overviews.

And then there's the world of scientific breakthroughs. Google DeepMind researchers won a Nobel Prize for their work on AlphaFold, helping millions of scientists develop vaccines and potential cancer treatments. Self-driving car service waim is now served more than 10 million paid rides, and we have made huge advancements in quantum computing, solving in under five minutes a problem that would take a supercomputer 10Septillion years. That's a 1 with 25 zeros after it. How are we moving from research to reality so fast? It's our unique AI Stack. It starts with our infrastructure, from our data centers, to our custom TPUs, the latest of which delivers 10 times the compute while being twice as efficient. This enabled our world class research to push the 14 tiers around new capabilities like agents and our AI models. And we serve our AI Innovations to the world with our products and platforms. Today, all 15 of our products, with half a billion users, and seven of those with more than 2 billion users, use Gemini models. So you can see we're firing on all cylinders. And guess what? Our AI advantage is your business advantage. Today we're going to show you how we are putting Google AI to work for you, finding your most valuable customers and moving them from discovery to decision faster, and more efficiently.

But this is complicated. Consumers are constantly online, moving seamlessly, simultaneously, and unpredictably between searching, streaming, scrolling, and shopping. They are forcing us to rethink the purchase journey. You can't plan against the traditional funnel anymore. The game is to be where your customers are, in realtime. With the best returns. Only Google and YouTube get you in front of your customers across all four behaviors. And we do it with unmatched trust, influence, and reach. 83% of people say they are using Google or YouTube daily, which is significantly higher than any other online platform.

Now, let's talk about how these behaviors are evolving in the AI era, starting with Search. Every year, we see over 5 trillion searches around the world. These are big numbers. Even at this scale, we continue to see overall query growth in Search. And here's an interesting one -- hands up -- how many of you in this audit yeses are Gen Z? Yeah, I see three hands up here. [laughter] No, Peter, your kids are going to call, usual not Gen Z. But why? Why is this interesting? Base you are actually among the heaviest users of Google Search. Issuing more queries per day than any other age group. Search is huge, it's growing, and it's staying young. I wish could I say the same about myself.

But the ways people are searching continue to change. Search never stands still. We used to really have to think about how to search. Choosing our key words carefully. And then we learned to search more naturally, and search what we see and what we hear. And now, we can ask complex questions, have a back and forth with Search. And soon, we can ask Search to take action on our behalf. AI is giving Search super powers. Search is going beyond information to intelligence, to help you truly ask anything. And people are loving it. Lens grew 65% year over year with more than 100 billion visual searches already this year. And one in every five Lens searches shows commercial intent. And yes, I know that matters to you. And our very cool circle to search is now available on more than 250 million Android devices globally. It lets you instantly search anything on yourophobe with a simple gesture, without ever switching apps. And younger users who try it now use it to start 10% of their searches. Think about it. Pretty incredible.

AI Overviews is one of the most successful launches in Search in the past decade. We just launched it last year, and already it has more than 1.5 billion users in more than 200 countries and territories every month. That means Google Search is bringing Generative AI to more people than any other product in the world. As more people use AI Overviews, something really interesting happens. They're increasingly happier with their results, and they search more often. In our biggest markets, like the US and India, AI Overviews are driving over 10% growth in the types of queries that show them relative to if we don't. And what's particularly exciting is how this growth increases over time. With AI Overviews, we're showing more links, and links to a wider range of sources on the results page, creating new opportunities for content to be discovered. And when people click from search result pages with AI Overviews, these clicks are higher quality for the win sites, meaning that users are more likely to spend more time on the sites they visit.

Now, for those who want an end-to-end AI Search experience, meet AI Mode, which we're beginning to roll out to everyone in the U.S. AI Mode is a total reimagining of Search. It expands what AI Overviews can do, with more advanced reasoning and multimodality, as well as conversational follow-ups, available as a new tab directly in Search. Together, AI Overviews and AI Mode are the cutting-edge of what Search can do. Okay, so now let's talk streaming. What do you think the most-watched streaming service is on TVs? Yes, well done. You are at GML, and this is not a trick question. You are a wonderful predictive AI. YouTube has been number one in streaming watch time in the US for more than two years. Around the world, people watch more than 1 billion hours of YouTube on TV screens every single day. For more and more people, watching TV means watching YouTube. It's make-up tutorials, it's unboxing sessions, it's home renovations, it's how-tos, along with so many more interesting things, like major live cultural moments from the NFL, NBA, Coachella, and more. And there's only one YouTube.

Guess what else are people doing on their TV screens? They are scrolling YouTube Shorts. Yes, they really are, and they're doing it in huge numbers. YouTube is the only major platform taking short-form video from mobile to TV screens. Across all surfaces, Shorts has more than 2 billion monthly active users and is growing fast. Engaged views grew by over 20% in the last quarter. Shorts also gets you audiences you are completely missing on other platforms. 45% of Shorts users are not on TikTok. And 65% aren't on reels. What makes YouTube so special, our extraordinary creators. They're the new Hollywood. The A-list celebs of Gen Z. They're not only popular, they are trusted. One of the most impressive stats I have seen in all my years in the industry, I've been around for a while, 80% of viewers in the US agree that YouTube has the most trusted creators. That trust makes YouTube creators powerful potential partners for your brands. They're big reason people watch an average of 90 million hours of shopping videos daily.

Across Google, people are shopping more than a billion times a day. Because of our deep understanding of intent, and predictive AI capabilities, any searching, streaming, or scrolling moment can quickly become a shopping moment. And we give you more chances to be there than anyone else. Most shoppers hit at least five online touch points before buying. And Google or YouTube are present in a whopping 86% of those journeys. This is higher than any other major online platforms. Both Search and YouTube are discovery powerhouses for shoppers. We know others talk about discovery, but let's look at the data. When a new product, brand, or retailer is discovered, Google or YouTube are a part of that journey two out of three times. Even when social media platforms are in the mix, 75% of the time, people are using Google or YouTube first. Keep that in mind that in many cases, social media platforms are actually capturing intent from Google, and frankly, selling it back to you as discovery. And when people do discover something on social, they still use Search to make their final decision. 70% of people use Google Search to evaluate products found on social media. Of course they do. Because Google has the world's products and brands at unprecedented scale and unmatched quality. And with AI Mode and agentic experiences coming to shopping, the game is about to change. You are going to see some incredible shopping innovations in just a minute.

We have such a great program for you today. You're going to hear about more than 30 product innovations. You're going to hear from more than 40 brands and agencies. And more than 170 product experts eager for your feedback are here in Mountain View and Dublin, and heading to more countries soon. Look. We know these are uncertain times. And you need to make the most out of every single one of your advertising dollars. And we are working hard to make sure we are your strongest partner. And to do this, we rely on your feedback. And you will see, we are already delivering on a lot of it. We have heard you loud and clear. You love the performance of your AI campaigns, but you want more choice, transparency, and control. We are delivering. You are excited about the promise of AI to generate creative, but it needs to be on brand and drive results. You got it. And you have questions about what the future of Search means for your Trask, your ads, and your business. We are answering. We will get into all of this today, and more. And to show you what we're building, next up is the leader of Google's Ads and Commerce teams, my dear friend and colleague, Vidhya. [applause]

Why is my nonstick pan sticking?

High temperatures can damage them, that's why I love this. This is temperature save up to a thousand degrees. And it's virtually indestructible. [applause]

VIDHYA SRINIVASAN: First off, welcome. It is just so great to have all of you here on campus, where my team and I get to build all of these beautiful products to help you grow your business. This is a day we look forward to all year. This is just a chance for us to open our doors, both physical as well as digital, and share what we've been working on all year, and most importantly, we love to get your input. We're so incredibly excited to share what's next, and promise we'll get right back to work based on what you tell us. And we have so much to cover today, we have so many announcements, so I'm going to go dive right into it.

So at Google, I have a unique role, helping product for Ads as well as Commerce. This means I get to build some great experiences for advertisers as well as consumers. Now, advertising has seen some big changes. But I would say what we're experiencing now is the biggest, by far. The future of advertising isn't coming. I'd say it's here. Because the technology is now at a point where we can execute on our long-held vision. Ads that don't interrupt, but help your customers discover you. Ads that appear at just the right moment, even the ones you couldn't predict. Ads delivered with just the perfect creative that feels both authentic and instantly resonates. And ads that remove the guesswork, driving measurable impact for the result you are looking for. And of course, ads that inspire. This is what we are building. Steamless, intelligent, human. All while being come privacy safe and performance driven.

Here's what we will dive into today. The future of AI in Search and how hits going to transform your ads and your business. We'll unveil our next generation of AI campaigns, giving you entirely new ways to make meaningful connections with consumers. And we'll share new ways to power your AI with strong content, measurement, and data. Let's start with the topic I know all of you want to hear about. What the future of Search means for your ads. So, in our journey from information to intelligence, there are three areas we are doubling down on. All of them provide more opportunities for you as advertisers. The first one is AI-powered discover. The second one is multimodal understanding, and the third is agentic action. Let's get into each.

First, AI-powered discovery. With the reasoning power of Gemini models in Search, people can ask their most complex questions. Search breaks these question things down into subtopics, issuing multiple searches at the same time. Now, here's the power -- we can take a search that doesn't have obvious commercial intent, but still understand that connecting the user to a product or business is the most helpful next step. And oven, that connection is an ad. Let me show you. Here's a search for how to bring small dogs on flights. We break this into multiple dimensions to understand what this person really needs. So we'll show straightforward answers, like airline policies, and helpful tips. But we can also anticipate a commercial need. An airline-approved pet carrier, perhaps? And it shows up here, in the right moment, as a helpful ad. We are now expanding ads within AI Overviews to desktop in the U.S., and to select English-speaking countries on mobile. We are also experimenting with ads in AI Mode. So if someone wants to know how to build a website for a business with limited resources, they'll get a step by step guide with tips and hints. And here are ads that help them find what they're looking for, faster, and integrated right into the response.

Number two -- multimodal understanding. Search is already the greatest platform for capturing, comprehending, and creating intent at incredible scale. But now we have next-generation signals of intent. We can capture this intent without the confines of formats. Because people can search in text, images, video, voice, and even real world. For example, early testers of AI Mode are asking much longer queries, two to three times the length of traditional searches. This allows us to go from understanding the what people are looking for, to understanding the why behind it. Moving from matching key words, to predicting what they might need next. And giving us more information to serve the perfect at the right moment.

And finally, agentic action. This is early, but Search can help you consumers take action faster. You can't really put off making that purchase when someone, or something is doing that for you. Yesterday at I/O I shared some new innovations that show how we are bringing all of this to life. I'm going to give you a very quick look at AI Mode applied to shopping, and a new feature for trying on clothes. And agentic check-out. So let me show you what happens when we apply AI Mode to the 50 billion products in our shopping graph. I typed in the query about needing a rug for a gray couch and as you can see here, Search dynamically generates a browsable mosaic of images and products to drive discovery. People can dive deeper with Search, and ask follow-up questions and get new options for each turn. Search will even provide helpful prompts of things to consider. It's certainly not hard to imagine what a great opportunity this is for highly relevant ads.

Yesterday, we launched a feature that solves the classic online shopping dilemma for your customers -- where they like an outfit, but wonder, you will this style really look good on me? Well, this is how it works. So I found some dresses that I like. And I'm just ready to indulge for a special occasion. Right on the dress, I can click a button to try it on, and upload a picture of myself, and see exactly how it looks. It looks so realistic, because this technology is the most state of the art, in the industry, at scale. And now, this is rolling out in Search Labs in the U.S.

And finally, this is our agentic power at work, closing that sale for you. I can set a pricing goal. And then if the price drops, I get a notification, if I choose to buy, and click on "buy for me," the check-out agent can just buy it for me. With the right color, size, et cetera. Now, these are the kinds of experiences that are possible when you combine the intelligence of Google Search and the power of Gemini. Okay, now let's talk about AI and ROI. I'll start with a simple fact -- Google's AI-powered solutions give you the best return on your advertising investments. And really, it's for three reasons. It starts with industry-leading AI. We heard about this from Philipp. Our infrastructure, research, and models. And we apply our industry-leading AI to the next generation of advertising solutions. All of this now fuels the next layer. Getting you in front of consumers across all four behaviors as they search, stream, scroll, and shop. All to drive the best ROI for your business.

Many of you are already seeing this impact. It's why Google Search is the proven leader on ROI. For every dollar you spend Google Search, you get an incremental $6 back. You're not getting that kind of return anywhere else. And it's why YouTube drives higher long-term ROAS than TV, online video, as well as paid social. Combined, nothing compares to the performance you get from Google and YouTube. A leading third-party MMM provider found that running Google Search and YouTube campaigns together drove 21% higher ROAS versus all other media combined.

We also know you want to make the most of every opportunity on our platforms. And sometimes a little extra support can make all the difference. And it turns out, agents are in. Now, powerful agentic capabilities are coming your way, both in Google Ads and Google Analytics. They'll be there to assist you with a variety of tasks, all focused on one thing -- maximizing your ROI. Rather than have me talk about it, let's take a look at how this will actually work, and then Sylvanus will share more about our AI campaigns, built for this new era of Search. Thank you so much, everyone. [applause]

On it.

Making the summer collections new performance assets.

No problem.

Can you double-check the product imagery?

Look into which channelses are driving the highest converting users who also engage from our content for more than five minutes in the past four weeks. I'll ping you.

Hi. [applause]

SYLVANUS BENT: Thank you. Hey, everyone, it's great to be back. So now that you know all about the evolution of Search, I'm sure you're wondering how to take advantage of all these new experiences like AI Overviews and AI Mode, and don't worry, we've got you covered. And our guidance is actually quite simple. The only way to win in the new era of Search is with AI-powered campaigns. Okay, I know what you're thinking. I know what you're gonna say. You've heard this from me before. In fact, last year, I stood here and very enthusiastically unveiled the Power Pair. Maybe a little too enthusiastically. I remember I had you chant "power pair!" That was fun. That was fun.

And while we know you liked the performance, we really heard you. You want and need more choice, more transparency, and more control. So out with the Pair, and in with the Pack. And I'm not gonna make you chant it, but trust me, it's still good. So the Power Pack has something for everyone. This is our next generation of ads solutions that will drive your next-level performance across Search and YouTube, your way. And let's break it down. And buckle up, we're going to move fast. So first you have Performance Max. It gives you the full mite of Google channels all rodled into one campaign. Second, we just launched AI Max for Search Campaigns, the newest member of the pack, built specifically for evolving Search landscape. Last but not least, there's Demand Gen. Which lets you create and convert demand across our most visual surfaces, Search and YouTube especially.

Now, let's get into all the changes we made to give you more choice, control, and transparency across this portfolio. Let's start with PMax. Last year alone, we shipped over 90 improvements in PMax that boosted conversions by more than 10%. And this was without you having to do anything at all. But you asked for more visibility, so we built it. We recently announced Channel Performance Reporting in PMax, and it's entering open beta today. Soon, you'll be able to see exactly how PMax is performing across formats and channels. So if you were on the fence, this is your moment. You don't have to take my word for it. Let's just look at Disney+. Before expanding to Performance Max, Disney+ wanted to know exactly where their conversions were coming from. Using Channel Performance Reporting, they validated minimal overlap between their PMax and existing YouTube campaigns. And they discovered Search queries that were driving good results. And now they're all in.

Let's switch gears and talk about Search. Now, many of you want to run dedicated Search Campaigns, but you need all the latest AI features. And by now it's clear -- marketers can't manually build campaigns, or choose key word lists anymore. I mean, how do you choose key words for natural language? Or an image? Or a back and forth exchange? And that's why we built AI Max for Search Campaigns. AI Max learns from your landing pages and ads and even your existing key word lists to inif you're what you sell, and when it's relevant top show your ad. It's literally a one-click enhancement to your existing Search Campaign. Seriously. It's one click, and your Search Campaigns are instantly ready for how people search today, and the ever-evolving search experiences of tomorrow.

Now, Broad Match and Smart Bidding got us far, but key wordless targeting in AI Max for Search Campaigns get to you a whole new level. Let's take a loofnlgt imagine you're Volvo and someone searches electric SUV for a large family. Volvo didn't target that specific phrase, but look. There's Volvo's ad, right at the top, with an improved headline customized for that exact search, generated in realtime. How? Because AI Max understands the intent, not just the words. It learns from everything Volvo already has, their site, their creatives and that headline is perfectly tailored to electric vehicle and seven seats. I think that's pretty sweet, so let's get that test drive booked.

Now let's take a look under the hood. That's clear reporting with all the stats, every search AI Max found, including some new gems that might surprise you, in a good way, because they perform well. Plus, you can see the headlines and landing pages that matched, showing you exactly what the consumer saw. Many advertisers have been using this in beta. And those who do, can achieve 27% more conversions at a similar CPA or ROAS compared to campaigns that use mostly exact and phrase-match key words. Because who doesn't want more conversions? And it couldn't be easier to activate, it's literally one click. So with something this awesome, there's only one thing left to say -- let's rock and ROAS. [laughter] Is I'm glad you like it. Thank you. I've been waiting all week to say that.

But wait. If you like ROAS, there's more. Say hello to Smart Bidding Exploration. It's going to help you find new, high-performing searches that you didn't even know existed. How? Google AI and flexible ROAS targets team up to fuel an advanced algorithm. This advanced algorithm finds those hidden gems, bringing in new conversions from more of the searches that matter to you. And this isn't just an update, this is our biggest leap in bidding tech in the past decade.

Now, speaking of big leaps, let's also talk about Demand Gen. Because we haven't been sitting still here either. We've been on a mission, driven by your feedback, rolling out over 60 improvements in the past year. Things like fast per campaign ramp-up, because nobody likes waiting, and performance boosters like bidding upgrades. The and the result of all those improvements? A 26% year over year increase in conversions per dollar spent. And since then, we've also launched channel controls, and view-through conversion optimization. And we have a new customer acquisition goal coming soon. And all those cool AI Max features like GenAI creatives? They're already boosting Demand Gen campaigns, making it easier than ever to serve the perfect ad at the perfect moment. So if you haven't tried it recently, now is the time.

So there you have it. That's your Power Pack. PMax, AI Max for Search Campaigns, and Demand Gen. Now, I know what some of you are thinking -- okay, that's great for ads, but what does this mean for my organic traffic? So change in Search has been a constant for decades. We are always trying to find ways to make it more helpful for users. AI experiences are a new, revolutionary format to do just that. AI Overviews are not only creating new consumer behaviors, they create behaviors that are beneficial for your business. Remember, as Philipp told you U. when people engage with AI experiences, like AI Overviews, they result in higher quality clicks, from customers who are more likely to spend more time on your website. But with these changes to Search, this is the right time to talk about our SEO guidance. Our core SEO philosophy still rings true. Focus on building helpful, reliable, people-first content. And because Search is now more powerful be h than ever, and multimodal, it's important to consider all the ways people can engage you and discover your content or your brand on the web. Make sure you're investing in strong image, and video, and product content to match the new ways customers ask questions and get answers. So we'll share a link to our SEO guidance at the end of the show, so just stay tuned.

So, to recap, now's a great time to use the Power Pack. AI-powered campaigns are necessary to thrive in the new era of Search. Getting you better performance than ever with the transparency and controls you've been asking for. Okay, I'll end here by saying a huge thank you to everyone who has tested these few at the cultures and given us feedback. My teammates and I have been on the road, talking to advertisers, and I recognize a few familiar faces here in the audience. Like, let's keep that feedback coming. We love it. We need it. And we use it. So thank you everyone. [applause]

SYLVANUS BENT: Next up we'll take a look at how Rare Beauty gave their search marketing a major makeover, by using, you guessed it, Google AI.

Selena Gomez created Rare Beauty because she wanted to break down the standards of perfection. Gen Z is the hardest generation to market to, because they're savvy, they're discerning, they want to take a picture of this products, find the review, and get their information right away. And we have a very small team. We've needed to lean into AI to make sure that is powering our efforts so we're showing up in as many places as possible.

Search is playing a growing role with the customer journey. When we've incorporated YouTube into our Search strategy, we're driving significantly higher search volume from new customers as well as our existing customer base.

Consumers are shifting towards AI tools to summarize and condense that information, asking for things like, what's the best blush product for my skin type? Our search strategy has driven a 7x return on our ad spend, and it's not only driven increased sales on our own website, but it's also driven traffic and conversions on our partners @sephora.com.

What Google AI and YouTube have helped us do is meet our consumer along this ever-evolving consumer journey. [applause]

NICKY RETTKE: All right, everyone, get excited! We have a host of innovations for you today. Formats, campaigns, and measurements solutions, all designed specifically for prospecting. And for those of you with an app, or if you're interested in retail media solutions, stay tuned, we've got some of that too. All right, I want to start by sharing how you can get your brand in front of your next best customer. Not just the folks who already know and love you, but the ones out there ready to discover you.

Google Search is where many shopping journeys begin. It's a powerhouse for discovering new brands and content. Did you know 75% of shopping queries are broad, indicating consumers are actively discovering products and exploring possibilities? Case in point -- summer's coming up, finally, and we're all itching for some weekend trips. We're seeing plenty of searches like, stylish, and functional weekend bags. But then we get more open-ended searches, like, summer travel essentials. That's our cue. We help you show up with the perfect ad right when that curiosity strikes. Video is an especially powerful way to do this. And that's why we're excited to bring more video ads to additional surfaces like Search and Google Shopping, which we're testing right now. Okay, check this out. Same search -- summer travel essentials. Now, this video immediately catches my eye, and even if I've never shopped from Beis before, I'm definitely inspired now. How cute are these bags? Italyly stops you mid-scroll. And that's the power of a perfectly timed video result on Search.

Of course, we can't talk about discovery and the power of video without talking about YouTube. YouTube is the world's most dynamic discovery engine, fueled by creators, and communities, and engaging content on every screen imaginable. Ask and when it comes to actively prospecting for new customers on YouTube, your go-to solution is Demand Gen. On average, 68% of Demand Gen conversions came from people who didn't see the brand's ads on Google Search in the last 30 days. Now, we know consumer journeys are getting more complex, and first impressions matter. So we're putting our most vanned LLMs to work, to make your YouTube ads even more relevant for viewers. Including people who aren't aware of your brand yet. Our latest models read signals from the entire Google ecosystem, and they're able to recognize intent, and predict what users want in realtime. Because of this, we can predict that someone deep diving into product reviews for portable blender, may also be interested in a stylish gym bag to carry athriewnd protein shake. Not me, though. When I hear portable blender, I think more piña colada. So you're reaching new people, but how do you make sure you're reaching the right new people, and measuring the impact?

Well, we're launching new prospecting controls and reporting. First off, we're giving you new controls. If you want to exclude people who have searched for your brand, watched your YouTube content, or visited your website or after h app, it's easy. That way you can focus on finding fresh, new audiences. Next up, reporting. We've tight yebed that up too. New attribution path reporting in Google Analytics shows year performance across channels, so you can see how your media is driving early engagement and interactions that lead to conversions, a true sign of prospecting success. Plus, we're adding attributed branded searches right into Google Ads. Because let's be honest, how many times have you seen something cool on YouTube, and then gone over to Search to dig deeper? Now you can see exactly how often YouTube ads inspire curiosity, and Google Searches.

But YouTube isn't just about discovery. It's getting seriously good at turning that discovery into a decision, faster. Advertisers using Demand Gen with product feeds are seeing conversion assist per dollar more than double year over year. And now, YouTube is get thing even more shoppable. One example -- new signals help us spot when somebody is clearly ready to buy, so we can take them straight to checkout. I love how easy that is. We are also bringing new shoppable features to the living room, with shopping ads on connected TVs, viewers can explore and interact with their products, right from their couch, and then complete their purchase on their phones. Seamless. Not only do these interactive ads look and feel totally different than traditional TV ads, they drive performance you can easily measure. In the past 12 months, YouTube ads viewed on connected TV screens drove over 1 billion conversions. That's over a billion times someone found exactly what they wanted, likely without even changing out of their sweat pants. We don't judge. [laughter] Shoppable ads are also coming to Masthead, so you can tap into YouTube's prime home page real estate to drive more conversions. And then there's shorts. Your newest storefront. 58% of people surveyed say Shorts ads dro introduced them o new brands or products. That's much higher than other platforms. Now buying on Shorts is getting even smoother. See an ad that sparks your interest? Click it, explore products, all without leaving the app. it keeps you right in the flow.

YouTube's impact on the shopping journey is massive. It's cutting down the average online video shop over's journey by six days. And you know why? Creators. They are are the heartbeat of YouTube, shaping how people discover and shop online, going all the way back to the very first unboxing video in poi 06. Now, there's a unique bond, a trust, between creators and their fans. And that trust, especially with Gen Z, pays off big-time for brands. 83% of Gen Z viewers in the US agree that YouTube has creators that help them research and discover products. And today, I'm so excited to share a new way that you can connect with them. Here's our new Creator Partnerships Hub in Google Ads. Let's take a quick spin. This is the best way --

HOPESCOPE: Hey, why don't I help you out with this one? [cheers and applause]

NICKY RETTKE: My favorite creator!

HOPESCOPE: Do you guys want to find the perfect creator for your brand? In this new hub, you are going to search by key word or genre for something like summer beauty trends. And, boom! Here are all the relevant channels. There I am, pink hair, can't miss it. If you click in, you will see everything you need to know about my channel, you can even see about how much a partnership would cost. Mine's looking a little blank, so we're going to have to update it, but I'm worth every penny, trust me. If you already have some amazing content you've made with creators, you can link those videos here and run them as partnership ads, like this one I did here with Narwal. And you might be wondering, why would a creator like me be making an ad for a robot vacuum? Any of you that have long hair like you us, you get it. It gets everywhere, we need the tangle-free features. That's the power of an unexpected creator collaboration. Now, here you can see videos that creators have tagged your brand in. They can be long-form or short-form and you can look at them and promote them. This next part is my favorite. If you know anything about creators, we are obsessed with our data. My Creator Studio is basically glued to my screen 24/7. And now you can see your paid and organic video performance side by side, right here. You can see what's landing, what's driving results, and double down on your wins. It's basically like having x-ray vision for your content with creators. I can't wait for you to get your hands on this, and hopefully my inbox is about to explode. Thank you, everybody! [cheers and applause]

NICKY RETTKE: Okay, see what I mean? Pass the mic to a creator and you instantly get everyone's attention. It's magic. Okay, this next bit is for those of you who have an open. Now N. app users are typically your most valuable customers. But you have to make sure your app and web experiences are well connected. Take H&M. They used web to App Connect and saw amazing results. Their app conversion rates were 2½ times higher than their mobile site. And get this -- their app customers delivered five times the ROI compared to the users of their mobile website. Talk about a gold mine.

Let's dig even deeper into that mine. Today, I'm excited to share new features that make your campaigns work harder for your app. First, you can now see how your Search, Shopping, and PMax campaigns are driving app installs and conversions. Next, we know you want to achieve your best performance with iOS users, great news, Target ROAS bidding on iOS app campaigns is back and better than ever, fueled with Google's latest enhanced AI-powered models. And those of you using it see a median 22% increase in return on ad spend. And to make your iOS campaigns smarter, we're plug ug in additional secure signals, like event-level data, to our on-device conversion measurement. More hin sights, better optimization, all while protecting user privacy.

Finally, I want to highlight some new, smarter ways to reach the right shoppers. We recently launched a new commerce media suite for retailers and brands. now, for our retail partners, you can monetize your valuable first-party data letting brands securely tap into it when creating their Google Ads campaigns. This helps you drive more roux, and bring new customers to your site. And for brands, you guessed it. You'll soon have access to this first-party data across dozens of top retail media networks. And the kicker? For the first time, retailers and brands can now see how commerce media campaigns drive product sales across all of Google's inventory, including YouTube. Every single innovation that we've talked about today, video on Search, shoppable YouTube, creator partnership ads, and enhanced app measurement, and commerce retail solution, they all have one, big shared goal. They are all built to get you in front of your next, best customer, and then accelerate their journey to a confident decision. It's prospecting like you've never seen before. Next up, we'll hear how Hilton is putting this into practice. Then Jenny will deep dive into the exciting future of creative and commerce. [applause]

At Hilton, we're for the site. With over 24 branding across the globe, our job is to surf every type of customer, and that means serving the Zillenial. They're on a quest to be inspired. To reach this segment, we use YouTube to tap into moments they have a passion for. Like McClaren F1 racing or music at the Grammys. This appeal to the heart storytelling used to be the top of the funnel. But the truth is, the traditional funnel has gone away. By combining AI-powered Search and YouTube, we can show customers why we're the brand for them, when they're looking for inspiration and deciding to book that stay wherever that may happen. We have over 8500 hotels across 24 brands and over 130 countries and territories. With AI, we can interpret what's going on in the moment, and serve up the right creative to make it impactful to the customer to make the booking. Our strategy with Search and YouTube drove double-digit growth in incremental revenue last year. With Google we're able to evolve how we go to market in an innovative way. [applause]

JENNY CHENG: Hello! All right, let's talk creative. Generative AI is already super charging nearly every part of the creative process. Briefs? Check. Audience insights? Done. Ideation? Absolutely. And creating entirely new ads from scratch, even video? Now it's possible. In fact, over the past year, advertiser adoption of Google AI for generating creatives has increased by over 250%. I'm really excited about our latest GenAI video models. Yesterday at I/O, we saw what some of the world's best filmmakers are doing with it. And we thought, why should Hollywood have all the fun? So we invited creative agency R/GA to build a video ad for their client using only Veo. Keep that in mind as you're watching this. [applause]

JENNY CHENG: Wow! Can we take a moment? That entire video was created with only Veo. R/GA's feedback, they said using Veo removed the friction between imagination and reality, and it's one of the greatest things to happen to creatives. It took four weeks from brief to delivery, at at fraction of the cost. This video shows us what GenAI is capable of today when we put it in the hands much creative people. But still, one beautiful hero asset isn't enough. You need many high-quality assets, in many formats, with enough variations to reach different audiences at scale. But creating that volume manually? No one wants to do that. And that's exactly what our GenAI models are built to solve. So, are you ready to see how we're taking it even further?

Introducing Asset Studio K. launching later this year. Think of it as your unified, creative destination right inside Google Ads. Review your creative, generate infinite variations, all in one place to boost performance. Let's say you're running a new campaign for Academy Brand, a premium lifestyle and apparel company in Sydney. You'll need a variety of imexpadges videos. Let's give it a go. Start by uploading some product images or selecting them from Merchant Center. You can begin with professional product shots, or ones you took on your phone. Let's go with these and make them look more professional. Now, to do that, you simply describe how I want it to look. And, as we're generating those, let's check these out. Oh, great. Very nice. Amazing quality, different angles, that's Imagen doing the heavy lifting for you. And yes, if you want to generate images of people, we've built in safeguards. Like SynthID for watermarking. So it's clear when content is AI-generated.

Okay, so images are fantastic, but let's be honest -- you always need and want more video. So let's turn one of these into a video clip. Okay, it's working its magic. And let's take a look. Love it! It really highlights these cute pants in action more than an image can. But AI isn't just about you creating, it's working behind the scenes, too. Opt in, and we will automatically enhance things like ad profiles for better performance. And resize your videos. We're not just adding black bars on the side. Our AI uses industry-leading outpainting to intelligently expand your video beyond its original frame. It's so advanced, our Cloud and DeepMind teams are using it to bring "Wizard of Oz" to the Sphere in Las Vegas. I mean, look at this. We're definitely not in Kansas anymore. [laughter] Sorry, I couldn't resist. All right. [applause] These might sound like small things, but they really do improve performance and require almost no effort from you. PMax campaigns with these types of video enhancements saw more than 7% increase in conversion value on YouTube at a similar CPA.

Okay, both creating and enhancing, that's powerful. But the next step is proactively generating creative ideas and assets for you. You're still totally in control to review, tweak, and publish. And this is rolling out soon in Google Ads and Merchant Center. I want to show you an example. Here's a suggested promo for Father's Day. Is this holiday sneaking up on anyone else? Don't worry. We're going to help you analyze trends and the -- take advantage of the seasonal moments to help you spot opportunities like this one you might have otherwise missed. Here's a suggestion for which products to feature and even a recommended discount. Just hit scon firm if you want to use it. And if you want to move forward with an ad for this promotion as well, click review campaign and launch. Okay, now let's take a look at the results from this Father's Day promo. Oh, cool! It's suggesting ways to improve the product titles. Super helpful. And let's test them out using the new A/B experiments feature in Merchant Center. Look, we have a winner.

As shopping evolves, a rich library of content is more important than ever. It's what will allow you to show up across all the next generation of ads, shopping surface, and formats. Merchant Center continues to evolve into a comprehensive brand and content hub. And it starts with new features in Brand Profile. Think of it as your control panel for your brand's identity across Google Search. Where you can curate copy and imexpadges keep your brand assets fresh as trends and seasons change. Heres where you choose which images show up, edit your business description, and review videos. Speaking of Merchant Center, it now offers a unified video manager. It's mission control for all your videos, including from your website, YouTube, and social platforms. It will proactively suggest ways to enhance your videos to drive sales and tap into trends. Manage and sync them effortlessly with Google Ads. Pretty cool. These AI-powered tools are making the previously impossible, now possible, so what are you waiting for? Create stunning assets in a fraction of the time. Scale them everywhere that matters. And drive serious performance for your business. I'm excited to welcome Gaurav next. But first, let's take a look at some of our innovations helping people discover and shop across Google and YouTube. Thanks, everyone. [applause]

Remember what online shopping used to look like? Now it's visual. You can even try it on. You'll still want that second opinion.

What do you think?

That's gorgeous. I'm in love. I'm going to buy it.

With AI Mode, you can ask for expert advice to find exactly what you're looking for. And on YouTube, inspiration comes to you. Whether you're going on a trip, or just getting dinner,.

Pizza is ordered.

You can discover it, research, try it, buy it. All on Google and YouTube. [applause]

GAURAV BHAYA: Hi, everyone! It's great to be back at GML. Okay, so you've set up your AI-powered campaigns. You're using AI to build and scale your creative. But is your measurement keeping up? In this complex new world, think of it this way -- you're a coach, and your marketing channels are your athletes. Let me explain. A coach needs to see the performance of the whole team. That's your marketing mix modeling. At the same time, they need to keep an eye on how individual players are doing. Simply put, that's your attribution. And after every game, you need to review highlights and low lights, your postgame analysis. This helps you figure out who each play contributed to that win. That's when you call in incrementality. You can think of us as your training partners. We've built a modern measurement game plan that will help you maximize every thorough you're spending on marketing. Better MMMs? Smart you're attribution. And faster incrementality testing. Cue the "Rocky" music. No? Couldn't get the rights? We'll move on. [laughter]

The truth is, only 44% of senior marketing analytics professionals are using marketing mix modeling, attribution solutions, and incrementality experiments all together. We want to make that 100% so you can win the game of measurement. First up, Meridian, our next-generation MMM, open source and built for the modern consumer journeys. Meridian delivers clearer performance insights across your whole team, online, offline, TV, so you can maximize your march connect spend. Plus, it uniquely measures the full impact of search and video with advanced attribution and reach and frequency modeling. We've assembled a global network of partners that will help you get started on your Meridian journey. Now, let's be real. Measurement isn't a matter of life and death. But for your brand, it can be. On that note, let's hear from Liquid Death. They sell water, yes, but they're fiercely committed to sustainability, as well as modern measurement, too. Let's take a look.

At Liquid Death, we have the best funnel that can exist out there. Through vie rat, through amazing creatives. At the end of the day, we need to get from, aware of the brand, to oh, let me try. I'll buy.

The mission is to relentlessly pursue growth for our clients. Liquid Death came to power digital to help them measure its marketing effectiveness.

We have a very strong fan base that is really excited about the brand. If we want to grow beyond that fan base, we need to go and form a new brand. I need to understand through measurement where can I capture that new audience? It's understanding what platform drove what type of craiment. Traditional MMMs are not a solution for us. If you want an MMM to work, you have to feed the MMM with years of data. We don't have years of data.

Meridian was a great solution for Liquid Death. Meridian allows you to incorporate pricer from craiment experiments, as well as gives a geographic ROI basis. We run thousands of marketing mix models, and hundreds of incrementality experience.

As we develop a comprehensive approach to incrementality and measurement, with Meridian in power, we'll be able to better understand where to spend, looking at previous data but most importantly looking forward. [applause]

GAURAV BHAYA: Beyond MMM, individual player performance matters. Attribution can help you see that clearly. However, last-touch attribution is like saying, the player who shot that basket is the one responsible for scoring the point. What about all the passing and defense? That's where data-driven attribution models can help. They assign credit to each critical step that led to the point, or conversion, in your case. Data-driven attribution models are important for optimization, however, they work well when they are part of your business intelligence systems. That's your ultimate source of truth. We want to go deep and understand the real drivers of performance, then incrementality experiments can give you an assist. They show you how to play each game differently, and win the next game by making MMMs more accurate, so you can make better decisions. This is your postgame analysis. And how you super charge your ROI.

So why wouldn't you do all of this? Well, the most common reasons we hear is time and cost. We are making incrementality testing easier and faster across all Google Ads campaigns. And now you can get started with budgets as low as $fitch,000. Now -- [applause] Now, one really important thing. None of this works without your fuel. Strong, first-party data. It's the electrolytes of modern measurement world. Those of you who joined us last time might remember me as the Demand Gen. Data Guy. Guess what? He's back! [applause] We've got to have some kind of gimmick for you to remember the importance of your data. Happy for it to be my mission. And, we even got a swag. Come chat with our experts in the measurement corner of the product bar, and get -- score your very own Data Guy T-shirt. [applause] Get them while they last.

Your data is your competitive edge. Connect all your data sources, web, stores, CRM, apps, and achieve peak performance. Data Manager is how you do it. It's it's your one-stop shop to get your data working harder. With step by step guidance to help you make your set-up even stronger. This is how it works. Okay, it's showing me I need to upgrade my tag. ThThis is a very important step every marketer should take to improve their performance. Take control and get an average of 11% more signals with imt gateway, unlocking deeper insights with just a click of the button. With the power of Google Tag Gateway and Confidential Computing we're enabling performance with privacy across Ads measurement. And best of all, it's easy, no retagging required. So this covers your website and your app. But a lot of your data sits in your business intelligence systems, like your CRMs. Last year we made it easier for you to connect all of those offline sources with a few simple clicks. But we heard you. You want to make it easier to connect all your data through an API. You will be happy to hear we have consolidated multiple APIs across Google Ads and Google marketing platform into one Data Manager API.

So to recap, your modern measurement game plan, MMMs for cross-channel measurement so you can see the performance of the whole team and how individual players are doing. Data-driven attribution, to give you the granularity of data and drive up performance. And incrementality experiments, to see what's working and how you can improve. All of this fueled by your data. Now, we know a lot of you are already using Google Analytics. It's still the best way to capture all the essential data and discover useful insights, which you can then activate in Google Ads to improve your performance. And we're making Google Analytics even better at cross-channel measurement and enhanced attribution across more channels like Snap, TikTok, and Pinterest. Finally, we have new cross-channel budgeting tools that will help you manage your spend directly in Google Analytics. That's all from your Data Guy. The ball is in your court now. [applause] Next up, let's welcome Selin and Sean to wrap this up. Thanks, everybody. [applause]

SELIN SONG: Hey H. everyone! What an incredible Google Marketing Live, right? I am personally budsing with all the innovation we've seen. There is a lot to digest. It's an exciting time in our industry, but we certainly empathize that you're navigating a lot of change and some uncertain waters.

SEAN DOWNEY: Absolutely. And we're your partner in all of this. Our priority is to help you take advantage of all this innovation, but more importantly, make sure you are getting the best possible return on your ad spend.

SELIN SONG: We know how critical every dollar is. We work with so many businesses, big and small, around the world. And we wish we could give every single one of them personalized, hands-on support. That's why I'm really looking forward to the agentic solutions coming to our platforms. They have the potential to be such a game-changer, providing helpful assistance to businesses everywhere.

Selin, it sounds like you have something that you want to share. Would you mind sharing it with everyone?

SELIN SONG: I do. I have been having fun testing out a brand-new agent, I'm going to Gen AI asense of where ware can headed with the demo we just recorded. Let's say I have a business that sells chocolates from around the world. AI gen hi, Selin. I see you have started a new summer sales campaign for your Chocolate Voyage website. How can I help you today?

SELIN SONG: I'm seeing website traffic from my campaign but no conversions. What's going on?

AGENT: Okay. Let's take a look at your website. I've confirmed this you have set your summer sale campaign to direct traffic to this page. However, I could not identify a Google Tag on your website. This means purchases happening here are not reflected in your Google Ads account. Would you like me to help you fix this now?

SELIN SONG: Yikes! Glad you could caught. This please fix this.

AGENT: I see that you're using Wix for your website. So first let me find your Google Tag ID and then I can install it for you directly within your Wix dashboard. Okay, now that I have your Google Tag ID, let's install the tag on your website. Great. Google Tag is now implemented on your website. And finally, I'm verifying you're tracking conversions properly on Google Ads. Everything looks good.

SELIN SONG: Awesome! Thanks. When will I start to see those conversions?

AGENT: It can take a few hours to start seeing conversions show up. I can keep monitoring in the background and let you know once the purchases start showing up. In the meantime, I noticed two other opportunities for optimizing your campaign.

SELIN SONG: How cool was that? [applause] This is early, but hopefully gives you a sense of how helpful this is going to be. These agents are learning from every interaction, and will quickly become more and more capable of handling increasingly complex use cases. We're excited to get this in your hands later this year.

SEAN DOWNEY: I'm so glad you shared this. It's actually pretty cool. But it's really time to wrap this show up with a bow. How about we repr retail media e our best top five from GML 2025. Number one, be where your customers are in realtime. With the best returns. And I talk about this to marketers all the time. Planning to a Lynnier funnel is no longer serving you. Or your business. Today's customer journey is much more dynamic. And the key is to be where they are searching, streaming, scrolling, and shopping. The combined power of Google and YouTube is how you get consumers from discovery to decision, faster. We that better than anyone because of our reach, influence, trust, and best-in-class AI tools.

SELIN SONG: Yes. Okay. Number two -- AI is giving Google Search super powers, and people are loving what they can do with it. This means greater opportunities for you to reach them, in more meaningful ways. Because Search keeps getting better at understanding intent. We understand the why, and not just the what. So we can anticipate what a user will need next. Search can turn curiosity into a new discovery and a confident decision.

SEAN DOWNEY: All right. Number three -- which might as well be number one -- there's really only one YouTube. YouTube is a discovery powerhouse. A place where you cannot only build your brand, but also get in front of new customers you can't find anywhere else. Plus, with trusted creators and new shopping features, it's also a powerful driver of conversion for your business.

SELIN SONG: All right. Moving on to take-away number four -- maximize your ROI with the Power Pack. We are helping you take full advantage of Search and YouTube by putting our best AI models into our next-gen campaigns. This means you'll be able to show up effectively in the new era of Search, and across all the new visual formats you've seen. And we heard you -- we're giving you the choice, transparency, and control you've been asking for.

SEAN DOWNEY: And finally, you gotta fuel your AI. Year creative, measurement, and data are the fuel to power your AI performance. Generative AI is a game changer for creative, helping you build high-quality assets across all formats at unprecedented scale and speed. And of course, having the right data and measurement game plan is crucial to understanding what truly drives growth and ROI. for your business. So, there they are. Your GML 2025 take-aways. Take a picture, email to your teams.

SELIN SONG: To help you do it all, we created the Google Ads AI Essentials, a helpful assessment to prioritize how best to put Google AI to work. But a lot has changed over the last year, and the AI Essentials were due for an upgrade. This QR Code will take you to the AI Essentials 2.0 and a full list of all today's product announcements. And our SEO guidance. Everything you need to maximize your growth with Google AI is captured here. The essentials are also recommended right inside Google Ads, ready with just a few clicks.

SEAN DOWNEY: All right. Selin, we're just about out of time. So do you have a killer closing line for us this year?

SELIN SONG: I actually asked Gemini for a little help. I had to. Right? Ready?

SEAN DOWNEY: Ready.

SELIN SONG: The future of marketing is here, powered by AI, driven by your ingenuity, and shaped by our collaboration.

SEAN DOWNEY: Perfect. You and Gemini are genius. For those of you on the livestream, stay with us. And enjoyment post-show.

SELIN SONG: Thanks for tuning in, that's a wrap. [applause]