Google is set to fully integrate artificial intelligence (AI) into the advertising market. Beyond product promotion, AI will analyze context, recommend discounted products, and automatically generate tailored product descriptions, signaling a major transformation in the online advertising landscape.
On May 21, Google announced a comprehensive overhaul to incorporate generative AI across all advertising and commerce sectors during its annual advertising event, Google Marketing Live (GML) 2026, held at its Bay View campus in Mountain View, California, as part of the Google I/O 2026 developer conference.
Vidya Srinivasan, Vice President of Google Ads and Commerce, introduced the interactive advertising feature of AI mode, stating, "Now that you can ask Google any question, the best ads should be answers." This feature allows users to interact with product advertisements as if conversing with a chatbot, offering direct discounts when purchase intent is detected, and enabling Gemini to automatically generate product descriptions and respond to user inquiries within ads.
In the commerce sector, the 'Universal Cart' has gained attention. This feature allows users to add products from multiple shopping sites into a single cart for direct payment through Google or to transfer to the respective shopping site. Google has announced new partnerships with Amazon, Meta, Microsoft, Salesforce, and Stripe, with the service initially available in the United States.
Advertising material creation tools have also been upgraded. Google has integrated Gemini Omni into 'Asset Studio' to support video workflows and introduced 'One-Click Creative Testing' for ad material optimization. Additionally, Google's open-source marketing mix model, 'Meridian,' has been directly integrated into Google Analytics 360, and a new predictive metric, 'Qualified Future Conversions (QFCs),' has been established.
Metrics revealed that AI Overview has surpassed 2.5 billion monthly active users, while AI mode users have reached 1 billion. The average session length per search in AI mode is three times longer than traditional searches, and exploratory searches such as "idea recommendations" or "what's better" are growing 30% faster than the overall growth rate of AI mode, according to Google.
* This article has been translated by AI.
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