Sign in Subscribe
Video

Google advances AI creative tools for marketers

Google unveils four AI-powered creative solutions designed to transform advertising campaigns and boost business growth.

Luis Rijo

• 5 min read
Google's new brand profile feature displays Bose audio products with AI-generated insights and shopping integration on Search results.
Google's new brand profile feature displays Bose audio products with AI-generated insights and shopping integration on Search results.

Google unveiled four significant artificial intelligence enhancements to its advertising ecosystem on May 21, 2025 introducing comprehensive changes to how businesses create visual content, generate campaign concepts, and manage brand identity across its platforms.

PPC Land Newsletter

Get the PPC Land newsletter ✉️ for more like this

Subscribe

The announcements, made during the company's annual Marketing Live conference, introduce AI-powered creative tools spanning image generation, video transformation, and automated campaign optimization. These developments represent Google's latest effort to integrate artificial intelligence capabilities directly into advertiser workflows, addressing the growing demand for efficient content creation at scale.

Image-to-video transformation powered by Veo model

Google introduced image-to-video transformation capabilities powered by its latest Veo model, available immediately in Merchant Center with Google Ads integration planned for the future. The technology converts static images into dynamic video content, enabling advertisers to transform existing product photography into engaging video assets without additional production costs.

According to the company's announcement, "We're enhancing our creative offerings with two key innovations: image-to-video transformation, now powered by our latest Veo model, available in Merchant Center and coming to Google Ads in the future."

The second creative enhancement introduces AI outpainting technology, which expands video content beyond original frame boundaries. This capability, described as "the same technology behind 'The Wizard of Oz' at Sphere," is currently available in Google Ads App campaigns and will expand to additional campaign types later in 2025.

Google plans to centralize these creative capabilities in Asset Studio, a new destination within Google Ads that will consolidate existing creative tools while providing access to emerging functionalities. The platform will enable advertisers to generate product-focused imagery and showcase products in various contexts, rolling out across Ads and Merchant Center platforms.

0:00
/0:05

Automated campaign concept generation

The Product Studio suite, originally launched as a free AI tool collection in Merchant Center two years ago, has received significant upgrades. The platform previously enabled merchants to optimize visuals, generate lifestyle scenes, remove backgrounds, enhance resolution, and create video content.

The new "generated for you" feature analyzes trending data to automatically suggest campaign concepts, featured products, and promotional strategies. According to Google's documentation, "the new 'generated for you' feature takes this further by proactively analyzing trends to suggest fresh campaign concepts, featured products, and discounts to help products stand out."

This functionality provides automated title improvements and content optimization designed to perform across Google's various surfaces and advertising formats. The system draws from Google's data analysis capabilities to identify emerging market trends and translate them into actionable campaign recommendations for individual businesses.

Follow PPC Land on LinkedIn

Brand profile management and content centralization

Google is transforming Merchant Center into a comprehensive brand management hub through the introduction of brand profiles. Currently rolling out to retailers, these profiles enable businesses to control their brand presentation across Google Search results.

The brand profile system allows retailers to curate imagery, edit descriptions, and review video content through Merchant Center, ensuring consistent brand representation across Google's platforms. This centralization addresses advertiser requests for greater control over brand presentation in search environments.

Later in 2025, Google will introduce video management tools within Merchant Center, creating centralized control for video content sourced from websites, YouTube, and social media platforms. According to the announcement, "It will centralize retailers' videos from their websites, YouTube, and social platforms, and make proactive AI suggestions to enhance them for promotions and trends."

Interactive shoppable video advertisements

Google is testing new video advertisement formats across its platforms, currently experimenting with enhanced visual and interactive capabilities in the United States. These advertisements combine video content with product information, creating interactive experiences where viewers can engage directly with shoppable inventory.

The experimental format allows businesses to present video content alongside detailed product information, enabling viewers to interact with displayed merchandise within the advertisement itself. According to Google's description, "these new video ads give businesses the ability to share video content alongside product information for a truly interactive experience where viewers can click on a video to start, hear and see a shoppable inventory."

This development addresses the growing complexity of digital advertising by providing simplified yet effective marketing solutions for businesses managing extensive product catalogs.

Technical implementation and availability

The announced features leverage Google's AI infrastructure, including the Veo model for video generation and machine learning algorithms for trend analysis. The image-to-video transformation technology represents a significant technical advancement, enabling automated content creation without requiring specialized video production expertise.

Asset Studio consolidation will provide advertisers with streamlined access to creative tools, reducing the complexity of managing multiple creative workflows across different Google platforms. The centralized approach aims to eliminate technical barriers that previously required advertisers to navigate separate interfaces for different creative functions.

Brand profile management integrates with existing Merchant Center infrastructure, allowing retailers to maintain control over their brand presentation without requiring additional platform training or technical implementation. The video management system will synchronize content across multiple platforms automatically, reducing manual content management requirements.

Why this matters

These developments address several critical challenges facing digital marketers in 2025. The exponential increase in creative production demands has created significant resource allocation pressures for businesses operating across multiple channels and platforms.

Small businesses particularly benefit from simplified creative tools that deliver professional results without requiring extensive technical expertise or substantial budget allocations. The automated campaign concept generation addresses the strategic planning challenges faced by businesses lacking dedicated marketing research capabilities.

For enterprise advertisers, the centralized brand management system provides governance capabilities essential for maintaining consistent brand presentation across Google's expanding ecosystem. The video management tools address the growing complexity of multi-platform content distribution while maintaining quality standards.

The interactive video advertisement formats respond to evolving consumer expectations for engaging, information-rich advertising experiences. By combining entertainment value with purchasing functionality, these formats address the challenge of capturing consumer attention in increasingly crowded digital environments.

The integration of AI-powered creative tools directly into Google's advertising platforms represents a strategic shift toward platform-dependent creative workflows. This development may influence industry standards for creative asset management and campaign optimization processes.

According to Google's announcement, "With billions of product listings online, our new AI-powered tools help businesses generate compelling content, connect with customers, and drive impact at an unprecedented scale."

These capabilities arrive as automated bidding strategies manage over 70% of digital advertising spend, with creative optimization tools experiencing rapid adoption throughout 2024. The timing suggests Google's response to increasing competition from alternative AI-powered advertising platforms and growing advertiser demands for integrated creative solutions.

The announcements position Google's advertising ecosystem as a comprehensive creative production environment, potentially reducing advertiser reliance on external creative agencies and production services. This consolidation may reshape the traditional advertising services market while providing advertisers with more direct control over their creative output.

Timeline

Bottom line up front: Google's May 21, 2025 AI creative tool announcements introduce image-to-video transformation, automated campaign generation, centralized brand management, and interactive video advertisements, addressing growing demand for efficient content creation and brand control in digital advertising.

Stories like this, in your inbox

Enter your email
Subscribe