Google steps up advertising in AI previews, develops assistant to support advertisers

Summary

1. Summary of the evolution of advertising with AI at Google
2. New advertising features on AI Overviews
3. Optimizing advertising campaigns with Smart Bidding Exploration
4. An AI assistant to help advertisers: Marketing Advisor
5. Centralized creative tools and their impact on marketing strategy

Summary of the evolution of advertising with AI at Google

The online advertising landscape is changing in 2025, with a massive integration of artificial intelligence. Google, faced with the rise of Microsoft, Facebook, Amazon and even Apple in this area, does not want to stay behind. The Mountain View firm is accelerating the deployment of its tools to make advertising and search ever more interactive, relevant and targeted.

Recent announcements during Google Marketing Live show Google’s clear desire to make its platforms testing grounds for AI-based advertising. What’s new? Advertising lands in AI Overviews, making monetization more visible and more effective in these navigation spaces precisely designed to capture users’ attention.

The challenges are major: it is no longer simply a question of displaying advertisements, but of transforming these spaces into real levers of data, optimization and performance. Competition with other giants, notably Microsoft, portends an ever more feverish race for innovation. At Google, the logic is clear: go beyond traditional metrics to harness the full power of AI and capture a larger share of the digital advertising pie.

This context reflects a desire to establish a new standard, where advertising becomes an integrated element in every step of the navigation process, in every interaction with AI. A radical change that, if mastered, could offer advertisers unprecedented effectiveness in their campaigns. The question remains: how far can these developments go without disrupting the user experience?

To better understand these enormous challenges, it is essential to analyze in detail the new features deployed by Google, particularly their impact on advertising strategies and their reflection in a market where Microsoft, Facebook, Amazon, Apple, IBM, Salesforce, Adobe, HubSpot, and Zoom are also becoming players in the digital transformation.

New advertising features on AI Overviews: a revolution in ad visibility

Since May 20, 2025, Google has launched a new phase in its advertising strategy by integrating advertising directly into its AI Overviews. These interfaces, which offer a summary of research and information in just a few clicks, are now also becoming spaces where sponsored links are inserted to increase commercial visibility. This decision is not insignificant: it redefines the relationship between search and advertising, in a context where the majority of consumers are shifting their behavior towards AI.

Concretely, this innovation consists of offering targeted ads while the user is viewing an AI-generated response preview. Imagine: while a user is searching for tips to optimize their advertising campaign, they see a relevant ad, adapted to their context. By integrating these ads, Google maximizes its monetary potential while offering a more seamless service, since search and advertising are integrated into a single, coherent space.

Data indicates that this approach significantly increases engagement rates. According to a study published by Les Numériques, the introduction of ads in AI Overviews could increase CTR (click-through rate) by nearly 25%, while improving advertisers’ return on investment. This level of detailed contextualization offers a unique opportunity to refine campaigns, because the targeted ad appears at the very heart of the user’s thinking, at a time when their decision is being formed. Furthermore, this initiative is part of a broader strategy for the Mountain View giant, which aims to make its news gathering spaces profitable. The ability to purchase sponsored links on PC in the United States, as well as their subsequent rollout in other countries such as India and Canada, demonstrates a desire to rapidly expand this offering. The diversification of formats, combined with better integration with Google Shopping and other group tools, allows it to reach an even wider audience.This new advertising method nevertheless raises questions: how far can Google go without harming the user experience? Some fear saturation, or even a loss of authenticity. However, most experts agree that this development represents a logical step in a market where monetizing AI spaces is becoming a priority. To be continued: how these ads will influence Google’s reputation. Faced with its competitors, Microsoft, Apple, and Salesforce, which are also betting heavily on AI to attract an increasingly digital customer base.

Discover the world of advertising: innovative strategies, current trends, and practical advice to optimize your visibility and achieve your business goals.

Campaign Optimization with Smart Bidding Exploration: AI as a Performance Driver

Smart Bidding Exploration

. This appears to be a major step: it allows the platform to identify less obvious, but potentially more profitable, targeting opportunities. Since the beginning of May 2025, this new feature has distinguished itself by its ability to in-depth analyze context, search history, and even user intent, to offer more precise bids. The philosophy? Go beyond traditional keywords, which often limit reach. Now, AI can identify subtle signals to adjust bids in real time, with the goal of increasing ROAS (return on advertising spend).The benefits for advertisers

🚀 More precise targeting in less traditional searches

📊 Average 19% increase in conversions according to Google

• ⚙️ Reduced optimization time thanks to automation
• 🎯 Ability to exploit a wider range of opportunities
• Advertisers, especially those already using Google Ads, are seeing a noticeable difference: campaigns are more flexible, better adapted to user behavior, and, above all, more efficient. The real strength of this update lies in not only identifying keywords, but also taking into account the entire context.
• This progress also allows Google to refresh its business model by offering smarter bidding, but also to equip those who want to go beyond simple metrics. The ability to incorporate these features into their public strategy is no longer an option, but a necessity to remain competitive against players like Facebook and Amazon, which have also strengthened their AI capabilities. Aspect

What’s changing

Potential impact

🤖 Proactive configuration assistance

📈 Tips to improve ROAS ⚖️ Performance analysis and recommendations💡 Long-term strategy idea

This type of tool echoes the trends in modern advertising: the machine at the service of strategy. Google wants to anticipate the evolution of the market, where campaign management is becoming more instantaneous, smarter, and less dependent on human intervention. The platform is already considering a global beta, allowing all advertisers to benefit from the advantages of this automated assistance, also drawing inspiration from what Adobe or Salesforce offers. This initiative also raises the question of the relationship between human creativity and automation. At the management level, the Marketing Advisor may allow some to focus more on design rather than technique, while being guided by an AI whose sophistication continues to grow. By 2025, this development could well transform the way advertising campaigns are organized and optimized.Discover innovative advertising strategies and trends to optimize your visibility and increase your return on investment. Learn how to effectively target your audience and maximize the impact of your campaigns. Centralized creative tools and their impact on marketing strategy

1. The latest innovation this year is Google’s work on a centralized platform: Asset Studio. This hub brings together all the tools needed to help create assets, whether for Google Ads, Merchant Center, or other affiliate platforms. Its strength? Combining ease of use with the power of AI to generate, transform, or adapt visual and video content in just a few clicks.
2. Advertisers can transform an image into a dynamic video, or extend a video beyond its initial limits with AI outpainting. This last tool, already available for app campaigns, will be gradually rolled out to other ad types throughout the year. The result: faster, more consistent content production, better suited to the demands of an advertising market where personalization and speed are key.
3. At the same time, Google is facilitating consistent brand management with central tools that bring together all of a brand’s assets. The Latin retail group will, for example, be able to collect its images, videos, and descriptions to ensure consistency across all its touchpoints and campaigns, whether on YouTube, the web, or social media.
4. 🎨 Image transformation into videos

🚀 Video extensions (AI outpainting)

🔧 Asset centralization and consistent management

These tools offer a new way to align creative strategy with intelligent automation, while drastically reducing the time required to produce impactful assets. The synergy between human creativity and AI capabilities is now becoming an essential standard to remain competitive against players like HubSpot, Adobe, and Salesforce, who are also undergoing a creative revolution in the AI ​​era.

https://www.youtube.com/watch?v=Gjd50Nn3WNgFAQ – Frequently Asked Questions About Google’s Increased AdvertisingHow will Google ensure that ads in AI Overviews remain relevant?

Thanks to the integration of sophisticated machine learning algorithms, Google continually adjusts ads based on user interactions and behaviors, ensuring their relevance.Do these new features impact user privacy?Google claims to strictly comply with applicable regulations. The use of data to target ads is limited to anonymized analyses, while users control it through their privacy settings.

Will the tools become accessible to small businesses?

• Yes, Google wants to democratize these tools with simplified features and lower spending thresholds, allowing all types of advertisers to benefit from them.
• Who are Google’s direct competitors in this area? Microsoft, with its solutions integrated with Bing and LinkedIn, Facebook with its social platforms, and Amazon with its shopping tools, are becoming serious rivals in the race for AI advertising innovation.
• What is the expected impact of these innovations on the global digital advertising market?
• Expected to be a profound transformation, the integration of AI into advertising spaces and search could shift the distribution of market share, with a clear advantage for those who can harness these new technologies before others.

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Écrit par

Kevin Grillot

Consultant Webmarketing & Expert SEO.