At Think Week 2025, Google introduces an extensive AI-driven ad platform
Google has announced a suite of new AI-powered advertising tools designed to help retailers and merchants during the busy holiday shopping season. The announcements were made at Think Week 2025, Google's annual showcase of advertising innovations, which took place on September 10, 2025, in New York City.
The collection of tools spans five major product categories: Search Ads, Video & Apps, Creative tools, Agentic capabilities, and Measurement & Data. One of the key features is Cross-channel measurement in Google Analytics, which introduces enhanced multi-touch attribution capabilities. This will allow advertisers to better understand the customer journey and optimise their campaigns accordingly.
Google's focus during the critical holiday shopping season was on addressing specific advertiser challenges. To this end, the Performance Max enhancements deploy globally with immediate availability across all campaign types and advertiser segments. This means that advertisers can now easily manage their campaigns across various channels from a single interface.
The new AI Max for Search campaigns operate globally in open beta with support for multiple languages. This tool uses machine learning to optimise search campaigns for maximum performance, taking into account factors such as ad copy, targeting, and bidding strategies.
One of the most exciting new features is the Scene transfer functionality, which enables advertisers to replicate high-performing visual treatments across product catalogs. This means that retailers can save time and resources by creating a winning visual treatment once and then applying it to multiple products.
Another key tool is the Meridian Scenario planner, which transforms measurement insights into actionable budget allocation strategies. This tool uses machine learning to analyse data and provide recommendations for how advertisers can allocate their budgets to maximise their return on investment.
The agentic systems utilize natural language processing to understand advertiser questions and provide actionable recommendations. Your Google Analytics Advisor provides expert analysis of website and app performance data, while Your Ads Advisor operates as an always-on expert for comprehensive help in Google Ads.
The tools are designed to help retailers drive ROI for their campaigns this holiday season. Other features include the "Generated for you" feature, which suggests optimizations and seasonal content based on product catalog analysis, and the new conversion lift experience, which reduces spend thresholds from $100K to $5K for incrementality testing.
Google also introduced two comprehensive AI frameworks: Google Ads AI Essentials 2.0 for Holiday and the Commerce Media suite. The Commerce Media suite provides SKU-level measurement for retail advertising partnerships, while the framework organizes features into three strength categories: AI Data Strength, AI Content Strength, and AI Performance Strength.
Cross-channel measurement capabilities in Google Analytics will launch later in 2025 with English language support and gradual geographic expansion. Other features such as the Shoppable Masthead, which transforms YouTube's most prominent placement into a commerce-focused advertising format, and the Web to App Connect for YouTube, which enables deep linking from video advertisements to specific in-app pages, will also be rolled out throughout the rest of the year.
In addition to the new tools, Google also announced the Creator partnerships hub, which centralizes YouTube creator collaboration within Google Ads. This will make it easier for advertisers to collaborate with popular YouTubers and create engaging content that drives sales.
Overall, the new tools and features announced at Think Week 2025 are designed to help retailers and merchants make the most of the busy holiday shopping season. With these new tools, advertisers can optimise their campaigns, create engaging content, and drive sales more effectively than ever before.
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