<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan.png" class="attachment-large size-large wp-post-image" alt="Google Chrome Lighthouse scan" decoding="async" fetchpriority="high" srcset="https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan.png 1920w, https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>Google says llms.txt is not needed for AI search visibility, but Lighthouse now flags whether sites have one.

<div><img width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan.png" class="attachment-large size-large wp-post-image" alt="Google Chrome Lighthouse scan" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan.png 1920w, https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/google-chrome-lighthouse-scan-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></div>
Google’s new Lighthouse “Agentic Browsing” audits now check for the presence of an llms.txt file. The new experimental Lighthouse documentation frames llms.txt as a discoverability and efficiency signal for AI agents, not a traditional crawling directive. 



<ul class="wp-block-list">
<li>The audits are part of Chrome’s emerging “Agentic Browsing” category, which evaluates whether sites are structured for machine interaction.</li>



<li>This document comes less than a week after Google published new guidance on optimizing for AI search features like AI Overviews and AI Mode, in which it said you don’t need llms.txt files in a mythbusting section of its new <a href="https://searchengineland.com/google-publishes-guide-on-optimizing-for-generative-ai-features-477671">guide on optimizing for generative AI features</a>.</li>
</ul>



What Lighthouse now checks. Lighthouse’s Agentic Browsing category evaluates “how well your site is constructed for machine interaction” using deterministic audits, according to Google’s documentation. Among the checks:



<ul class="wp-block-list">
<li>WebMCP integration.</li>



<li>Accessibility tree integrity.</li>



<li>Layout stability through CLS.</li>



<li>Presence of an llms.txt file.</li>
</ul>



Lighthouse checks for “the presence of a machine-readable summary at the domain root.” Google also explained why the file matters for agents:



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
“Without llms.txt, agents may spend more time crawling the site to understand its high-level structure and primary content.”
</blockquote>



The audit category doesn&#8217;t produce a traditional Lighthouse score (0-100). Instead, Google surfaces a fractional pass ratio along with pass/fail checks tied to agentic readiness signals.



The tension. The new Lighthouse documentation doesn&#8217;t directly conflict with Google&#8217;s advice on optimizing your website for generative AI features because these audits focus on AI agents and browser tools, not Google Search rankings. Still, seeing llms.txt mentioned in Chrome’s own readiness checks may cause some SEOs to rethink earlier doubts about the file.



Agentic engine optimization. The Lighthouse audits also align with ideas Google Cloud AI engineering director Addy Osmani outlined in April around <a href="https://searchengineland.com/agentic-engine-optimization-google-ai-director-474358">Agentic Engine Optimization.</a> Osmani said AI agents with limited context windows may cut off long pages or miss important information buried too deep in content. Among his recommendations:



<ul class="wp-block-list">
<li>Cleaner semantic structure.</li>



<li>Token-efficient content.</li>



<li>Markdown delivery.</li>



<li>llms.txt discovery layers.</li>



<li>Capability signaling files like AGENTS.md.</li>
</ul>



SEO vs. llms.txt. Here&#8217;s exactly what Google recommends in <a href="https://developers.google.com/search/docs/fundamentals/ai-optimization-guide">Mythbusting generative AI search: what you don&#8217;t need to do</a>:



<ul class="wp-block-list">
<li>LLMS.txt files and other &#8220;special&#8221; markup: You don&#8217;t need to create new machine readable files, AI text files, markup, or Markdown to appear in generative AI search. Note that Google may discover, crawl, and index&nbsp;many kinds of files&nbsp;in addition to HTML on a website: this doesn&#8217;t mean that the file is treated in a special way.</li>
</ul>



Here&#8217;s what Google&#8217;s John Mueller said about Google using llms.txt, in <a href="https://bsky.app/profile/lilyray.nyc/post/3mmaio3nogk2d" target="_blank" rel="noopener">response to Lily Ray</a> asking him on Bluesky &#8220;Hey @johnmu.com &#8211; if you can answer, many folks are pointing out the irony that Google uses LLMs.txt files, plus markdown pages, despite also saying these things are not needed for performance in search. Could you share why Google might publish these files, if not to make crawling those pages/sites easier for agents? (I’m sure I’ll be getting this question a ton soon!)&#8221;: 



<blockquote class="wp-block-quote is-layout-flow wp-block-quote-is-layout-flow">
The short answer is that it&#8217;s not done for search. There&#8217;s more to websites than just SEO :-).



The longer &amp; nuanced version is that it&#8217;s worth separating &#8220;discovery&#8221; (finding the website or pages with a global search engine) vs &#8220;functionality&#8221; (there&#8217;s probably a more accurate term for this, but basically: once someone has found the page, helping them to best do the task they want to do).



Perhaps that&#8217;s similar to CTA&#8217;s on traditional pages? You don&#8217;t &#8220;do them&#8221; for SEO (to be found), but if you&#8217;re responsible for the website overall, ensuring a high &#8220;discovery rate&#8221; (SEO) together with a high conversion rate is useful to justify your work.



To get back to the developers.google.com site, AI coding has gotten very popular, and these coding systems can be (I think) efficient and accurate with the code they produce if they can easily read / parse reference material, such as developer documentation.



In those cases, it can help to give them a way to understand the context of the documentation they&#8217;re looking at, as well as a simplified version of the reference page (eg, in markdown). OF COURSE they can read HTML just fine, so this is imo more of a temporary crutch, perhaps to save some tokens.



For non-developer sites, I don&#8217;t think this makes much sense, even with more agentic traffic in the future (and if you check your logs, you&#8217;re not getting a lot of that at the moment). Making a markdown version of a shoe&#8217;s specs is not going to get you more sales (competitors appreciate it tho).



And (I know, nobody reads this far), if you think this is important to prepare for when agents are everywhere: your site (all sites) have much more important things to do for SEO than to prepare for a potential future situation that may or may not come. Prioritize needs before dreams.
</blockquote>



What Google says agents rely on. Beyond llms.txt, Google’s new Lighthouse category strongly emphasizes accessibility and interface stability. The documentation says agents rely on the accessibility tree as their “primary data model.” Lighthouse specifically evaluates:



<ul class="wp-block-list">
<li>Programmatic labels for interactive elements.</li>



<li>Valid accessibility tree structure.</li>



<li>Whether interactive content is hidden from assistive systems.</li>



<li>Layout stability through CLS.</li>
</ul>



Google also warns that dynamically registered WebMCP tools and large DOM changes can affect audit results.



Why we care. Google says you don&#8217;t need llms.txt for Search, but Chrome is now checking whether the file exists. At the same time, Google’s agentic tools appear to favor sites that are easier for machines to read and use, especially sites with strong accessibility, stable layouts, and clear agent access.



Google&#8217;s help document. <a href="https://developer.chrome.com/docs/lighthouse/agentic-browsing/scoring" target="_blank" rel="noopener">Lighthouse agentic browsing scoring</a>



Dig deeper. 



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/llms-txt-proposed-standard-453676">Meet llms.txt, a proposed standard for AI website content crawling</a></li>



<li><a href="https://searchengineland.com/llms-txt-isnt-robots-txt-its-a-treasure-map-for-ai-456586">llms.txt isn’t robots.txt: It’s a treasure map for AI</a></li>



<li><a href="https://searchengineland.com/does-llms-txt-matter-467740">Does llms.txt matter? We tracked 10 sites to find out</a></li>
</ul>

Google’s new Lighthouse “Agentic Browsing” audits now check for the presence of an llms.txt file. The new experimental Lighthouse documentation frames llms.txt as a discoverability and efficiency signal for AI agents, not a traditional crawling directive. 
The audits are part of Chrome’s emerging “Agentic Browsing” category, which evaluates whether sites are structured for machine interaction.
This document comes less than a week after Google published new guidance on optimizing for AI search features like AI Overviews and AI Mode, in which it said you don’t need llms.txt files in a mythbusting section of its new guide on optimizing for generative AI features.
What Lighthouse now checks. Lighthouse’s Agentic Browsing category evaluates “how well your site is constructed for machine interaction” using deterministic audits, according to Google’s documentation. Among the checks:
WebMCP integration.
Accessibility tree integrity.
Layout stability through CLS.
Presence of an llms.txt file.
Lighthouse checks for “the presence of a machine-readable summary at the domain root.” Google also explained why the file matters for agents:
“Without llms.txt, agents may spend more time crawling the site to understand its high-level structure and primary content.”
The audit category doesn’t produce a traditional Lighthouse score (0-100). Instead, Google surfaces a fractional pass ratio along with pass/fail checks tied to agentic readiness signals.
The tension. The new Lighthouse documentation doesn’t directly conflict with Google’s advice on optimizing your website for generative AI features because these audits focus on AI agents and browser tools, not Google Search rankings. Still, seeing llms.txt mentioned in Chrome’s own readiness checks may cause some SEOs to rethink earlier doubts about the file.
Agentic engine optimization. The Lighthouse audits also align with ideas Google Cloud AI engineering director Addy Osmani outlined in April around Agentic Engine Optimization. Osmani said AI agents with limited context windows may cut off long pages or miss important information buried too deep in content. Among his recommendations:
Cleaner semantic structure.
Token-efficient content.
Markdown delivery.
llms.txt discovery layers.
Capability signaling files like AGENTS.md.
SEO vs. llms.txt. Here’s exactly what Google recommends in Mythbusting generative AI search: what you don’t need to do:
LLMS.txt files and other “special” markup: You don’t need to create new machine readable files, AI text files, markup, or Markdown to appear in generative AI search. Note that Google may discover, crawl, and index many kinds of files in addition to HTML on a website: this doesn’t mean that the file is treated in a special way.
Here’s what Google’s John Mueller said about Google using llms.txt, in response to Lily Ray asking him on Bluesky “Hey @johnmu.com – if you can answer, many folks are pointing out the irony that Google uses LLMs.txt files, plus markdown pages, despite also saying these things are not needed for performance in search. Could you share why Google might publish these files, if not to make crawling those pages/sites easier for agents? (I’m sure I’ll be getting this question a ton soon!)”: 
The short answer is that it’s not done for search. There’s more to websites than just SEO :-).
The longer & nuanced version is that it’s worth separating “discovery” (finding the website or pages with a global search engine) vs “functionality” (there’s probably a more accurate term for this, but basically: once someone has found the page, helping them to best do the task they want to do).
Perhaps that’s similar to CTA’s on traditional pages? You don’t “do them” for SEO (to be found), but if you’re responsible for the website overall, ensuring a high “discovery rate” (SEO) together with a high conversion rate is useful to justify your work.
To get back to the developers.google.com site, AI coding has gotten very popular, and these coding systems can be (I think) efficient and accurate with the code they produce if they can easily read / parse reference material, such as developer documentation.
In those cases, it can help to give them a way to understand the context of the documentation they’re looking at, as well as a simplified version of the reference page (eg, in markdown). OF COURSE they can read HTML just fine, so this is imo more of a temporary crutch, perhaps to save some tokens.
For non-developer sites, I don’t think this makes much sense, even with more agentic traffic in the future (and if you check your logs, you’re not getting a lot of that at the moment). Making a markdown version of a shoe’s specs is not going to get you more sales (competitors appreciate it tho).
And (I know, nobody reads this far), if you think this is important to prepare for when agents are everywhere: your site (all sites) have much more important things to do for SEO than to prepare for a potential future situation that may or may not come. Prioritize needs before dreams.
What Google says agents rely on. Beyond llms.txt, Google’s new Lighthouse category strongly emphasizes accessibility and interface stability. The documentation says agents rely on the accessibility tree as their “primary data model.” Lighthouse specifically evaluates:
Programmatic labels for interactive elements.
Valid accessibility tree structure.
Whether interactive content is hidden from assistive systems.
Layout stability through CLS.
Google also warns that dynamically registered WebMCP tools and large DOM changes can affect audit results.
Why we care. Google says you don’t need llms.txt for Search, but Chrome is now checking whether the file exists. At the same time, Google’s agentic tools appear to favor sites that are easier for machines to read and use, especially sites with strong accessibility, stable layouts, and clear agent access.
Google’s help document. Lighthouse agentic browsing scoring



Dig deeper. 




Meet llms.txt, a proposed standard for AI website content crawling
llms.txt isn’t robots.txt: It’s a treasure map for AI
Does llms.txt matter? We tracked 10 sites to find out

Google says llms.txt is not needed for AI search visibility, but Lighthouse now flags whether sites have one.

Google adds llms.txt check to Chrome Lighthouse

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>The new Merchant Center tools are set to help retailers optimize product discovery and measure visibility across AI-powered shopping surfaces.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/AI-Performance-Insights-and-Conversational-Attributes-in-Merchant-Center-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google is introducing new Merchant Center tools designed to help retailers improve visibility across AI-powered shopping experiences as announced today at <a href="https://searchengineland.com/google-marketing-live-2026-everything-you-need-to-know-478167">Google Marketing Live 2026</a>.



Driving the news. The company announced AI Performance Insights, a new reporting feature that helps merchants understand how their brand performs across AI surfaces.



The tool compares a brand’s share of voice against similar competitors and provides visibility into AI-driven discovery performance.



Google is also rolling out Conversational Attributes, a new product data capability that helps retailers optimize listings for more natural, conversational search behavior.



How it works. Retailers can add conversational product attributes and updated descriptions directly inside Merchant Center. Google’s AI systems then use that structured data to better match products with conversational shopping queries across AI Mode, Gemini and other AI-powered surfaces.



The updates are designed to help brands improve discoverability as shopping experiences become increasingly AI-driven.



Google also confirmed that Ask Advisor integrations are coming directly into Merchant Center.



Why we care. Structured product data is becoming more important as AI-powered shopping experiences expand across Search, Gemini and Maps.



Retailers that adapt product descriptions and feeds for conversational discovery may be better positioned to surface products in AI-generated recommendations and shopping flows.



The new reporting tools also provide advertisers with early visibility into how brands perform inside AI-powered experiences.



What to watch. As conversational search behavior grows, product feed optimization may become increasingly important for AI visibility. Retailers should also monitor how Google defines and measures “share of voice” across AI-powered shopping experiences.



Availability. AI Performance Insights is expected to roll out in Australia, Canada, India, New Zealand and the U.S. in the coming months. Conversational Attributes are rolling out globally.



Dig deeper. More Google Marketing Live 2026 news from today:



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115">Google tests new conversational ad formats in AI Mode and Search</a></li>



<li>Google expands Direct Offers with AI-generated bundles, native checkout and travel deals</li>



<li><a href="https://searchengineland.com/google-brings-meridian-marketing-mix-modeling-into-analytics-360-478110">Google brings Meridian marketing mix modeling into Analytics 360</a></li>



<li><a href="https://searchengineland.com/google-expands-demand-gen-with-youtube-creator-tools-478111">Google expands Demand Gen with YouTube creator tools</a></li>



<li><a href="https://searchengineland.com/google-upgrades-asset-studio-with-gemini-powered-creative-generation-and-video-tools-478112">Google upgrades Asset Studio with Gemini-powered creative generation and video tools</a></li>



<li><a href="https://searchengineland.com/google-expands-universal-commerce-protocol-and-launches-new-agentic-shopping-tools-478113">Google expands Universal Commerce Protocol and launches new agentic shopping tools</a></li>



<li><a href="https://searchengineland.com/google-launches-ask-advisor-across-ads-analytics-and-merchant-center-478114">Google launches Ask Advisor across Ads, Analytics and Merchant Center</a></li>
</ul>

Google is introducing new Merchant Center tools designed to help retailers improve visibility across AI-powered shopping experiences as announced today at Google Marketing Live 2026.
Driving the news. The company announced AI Performance Insights, a new reporting feature that helps merchants understand how their brand performs across AI surfaces.
The tool compares a brand’s share of voice against similar competitors and provides visibility into AI-driven discovery performance.
Google is also rolling out Conversational Attributes, a new product data capability that helps retailers optimize listings for more natural, conversational search behavior.
How it works. Retailers can add conversational product attributes and updated descriptions directly inside Merchant Center. Google’s AI systems then use that structured data to better match products with conversational shopping queries across AI Mode, Gemini and other AI-powered surfaces.
The updates are designed to help brands improve discoverability as shopping experiences become increasingly AI-driven.
Google also confirmed that Ask Advisor integrations are coming directly into Merchant Center.
Why we care. Structured product data is becoming more important as AI-powered shopping experiences expand across Search, Gemini and Maps.
Retailers that adapt product descriptions and feeds for conversational discovery may be better positioned to surface products in AI-generated recommendations and shopping flows.
The new reporting tools also provide advertisers with early visibility into how brands perform inside AI-powered experiences.
What to watch. As conversational search behavior grows, product feed optimization may become increasingly important for AI visibility. Retailers should also monitor how Google defines and measures “share of voice” across AI-powered shopping experiences.
Availability. AI Performance Insights is expected to roll out in Australia, Canada, India, New Zealand and the U.S. in the coming months. Conversational Attributes are rolling out globally.
Dig deeper. More Google Marketing Live 2026 news from today:
Google tests new conversational ad formats in AI Mode and Search
Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
Google brings Meridian marketing mix modeling into Analytics 360
Google expands Demand Gen with YouTube creator tools
Google upgrades Asset Studio with Gemini-powered creative generation and video tools
Google expands Universal Commerce Protocol and launches new agentic shopping tools
Google launches Ask Advisor across Ads, Analytics and Merchant Center

The new Merchant Center tools are set to help retailers optimize product discovery and measure visibility across AI-powered shopping surfaces.

Google launches AI Performance Insights and Conversational Attributes in Merchant Center

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google is upgrading Direct Offers with AI-generated promotions, native checkout and travel integrations.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-with-AI-generated-bundles-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google is expanding its Direct Offers pilot with new AI-powered promotion formats, native checkout integrations and travel-focused deal experiences as announced today at Google Marketing Live 2026.



Driving the news. The company announced several updates designed to make promotional offers more discoverable inside AI-powered Search experiences.



Brands will soon be able to upload:



<ul class="wp-block-list">
<li>Discounts</li>



<li>Giveaways</li>



<li>Local coupons</li>



<li>Product bundles</li>
</ul>



Google says Gemini will help dynamically construct personalized offers based on search intent.



How it works. Advertisers upload eligible promotions, products and campaign guardrails into Google Ads. Gemini then assembles contextual offers — such as bundles, coupons or discounts — based on a shopper’s query and browsing behavior inside AI-powered Search experiences.



The company is also adding native checkout support for merchants using Universal Commerce Protocol (UCP), allowing users to complete purchases directly from AI-assisted shopping flows.



Travel partners including Booking and Expedia will also soon be able to surface travel offers directly inside AI-assisted trip planning experiences.



Why we care. Google is turning promotions into a more integrated part of conversational shopping experiences.



Instead of relying on traditional deal extensions or static offers, advertisers may increasingly need to optimize promotions for AI-assisted discovery and contextual recommendation engines.



The native checkout integrations could also reduce friction between product discovery and conversion.



What to watch. Google appears to be moving promotional commerce experiences closer to AI-assisted discovery flows. Advertisers should watch how native checkout and AI-generated deal recommendations affect conversion rates and shopping behavior.



Availability. Direct Offers remains in pilot for U.S. advertisers.



Dig deeper. More Google Marketing Live 2026 news from today:



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115">Google tests new conversational ad formats in AI Mode and Search</a></li>



<li>Google launches AI Performance Insights and Conversational Attributes in Merchant Center</li>



<li><a href="https://searchengineland.com/google-brings-meridian-marketing-mix-modeling-into-analytics-360-478110">Google brings Meridian marketing mix modeling into Analytics 360</a></li>



<li><a href="https://searchengineland.com/google-expands-demand-gen-with-youtube-creator-tools-478111">Google expands Demand Gen with YouTube creator tools</a></li>



<li><a href="https://searchengineland.com/google-upgrades-asset-studio-with-gemini-powered-creative-generation-and-video-tools-478112">Google upgrades Asset Studio with Gemini-powered creative generation and video tools</a></li>



<li><a href="https://searchengineland.com/google-expands-universal-commerce-protocol-and-launches-new-agentic-shopping-tools-478113">Google expands Universal Commerce Protocol and launches new agentic shopping tools</a></li>



<li><a href="https://searchengineland.com/google-launches-ask-advisor-across-ads-analytics-and-merchant-center-478114">Google launches Ask Advisor across Ads, Analytics and Merchant Center</a></li>
</ul>

Google is expanding its Direct Offers pilot with new AI-powered promotion formats, native checkout integrations and travel-focused deal experiences as announced today at Google Marketing Live 2026.
Driving the news. The company announced several updates designed to make promotional offers more discoverable inside AI-powered Search experiences.
Brands will soon be able to upload:
Discounts
Giveaways
Local coupons
Product bundles
Google says Gemini will help dynamically construct personalized offers based on search intent.
How it works. Advertisers upload eligible promotions, products and campaign guardrails into Google Ads. Gemini then assembles contextual offers — such as bundles, coupons or discounts — based on a shopper’s query and browsing behavior inside AI-powered Search experiences.
The company is also adding native checkout support for merchants using Universal Commerce Protocol (UCP), allowing users to complete purchases directly from AI-assisted shopping flows.
Travel partners including Booking and Expedia will also soon be able to surface travel offers directly inside AI-assisted trip planning experiences.
Why we care. Google is turning promotions into a more integrated part of conversational shopping experiences.
Instead of relying on traditional deal extensions or static offers, advertisers may increasingly need to optimize promotions for AI-assisted discovery and contextual recommendation engines.
The native checkout integrations could also reduce friction between product discovery and conversion.
What to watch. Google appears to be moving promotional commerce experiences closer to AI-assisted discovery flows. Advertisers should watch how native checkout and AI-generated deal recommendations affect conversion rates and shopping behavior.
Availability. Direct Offers remains in pilot for U.S. advertisers.
Dig deeper. More Google Marketing Live 2026 news from today:
Google tests new conversational ad formats in AI Mode and Search
Google launches AI Performance Insights and Conversational Attributes in Merchant Center
Google brings Meridian marketing mix modeling into Analytics 360
Google expands Demand Gen with YouTube creator tools
Google upgrades Asset Studio with Gemini-powered creative generation and video tools
Google expands Universal Commerce Protocol and launches new agentic shopping tools
Google launches Ask Advisor across Ads, Analytics and Merchant Center

Google is upgrading Direct Offers with AI-generated promotions, native checkout and travel integrations.

Google expands Direct Offers with AI-generated bundles, native checkout and travel deals

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling-.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling-.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling--768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling--1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling--1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google is integrating Meridian into Analytics 360 and launching predictive conversion metric to help advertisers with media mix decisions.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling-.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling-.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling--768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling--1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Google-brings-Meridian-marketing-mix-modeling--1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google is expanding its measurement capabilities with new integrations between Google Analytics 360, Meridian and predictive AI reporting tools as announced today at <a href="https://searchengineland.com/google-marketing-live-2026-everything-you-need-to-know-478167">Google Marketing Live 2026</a>.



Driving the news. Meridian, Google&#8217;s open-source marketing mix modeling platform, will be integrated directly into Google Analytics 360.



The integration is designed to help advertisers:



<ul class="wp-block-list">
<li>Unify first-party and cross-channel data</li>



<li>Measure incremental performance</li>



<li>Forecast campaign outcomes</li>



<li>Optimize media mix investments</li>
</ul>



<figure class="wp-block-image size-full"><img decoding="async" width="1199" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/05/Meridian.jpg" alt="" class="wp-image-478136" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Meridian.jpg 1199w, https://searchengineland.com/wp-content/seloads/2026/05/Meridian-768x692.jpg 768w" sizes="(max-width: 1199px) 100vw, 1199px" /></figure>



Google is also introducing Qualified Future Conversions (QFCs), a predictive reporting metric powered by Gemini.



QFCs connect current ad activity with future sales signals such as branded search behavior.



<figure class="wp-block-image size-full"><img decoding="async" width="1324" height="1037" src="https://searchengineland.com/wp-content/seloads/2026/05/QFC.jpg" alt="" class="wp-image-478137" srcset="https://searchengineland.com/wp-content/seloads/2026/05/QFC.jpg 1324w, https://searchengineland.com/wp-content/seloads/2026/05/QFC-768x602.jpg 768w" sizes="(max-width: 1324px) 100vw, 1324px" /></figure>



How it works. Meridian combines first-party data, media signals and cross-channel performance metrics inside Google Analytics 360 to model incremental impact and forecast outcomes. Qualified Future Conversions uses Gemini-powered predictive signals to estimate how current ad engagement may influence future purchasing behavior.



Over time, Google plans to integrate QFC insights directly into Meridian to improve predictive modeling accuracy.



The updates are part of Google’s broader push to simplify measurement and improve ROI forecasting in an increasingly fragmented media environment.



Why we care. Measurement and attribution continue to grow more difficult as customer journeys become less linear and privacy restrictions expand.



Google’s latest updates show the company investing heavily in predictive modeling, incrementality and AI-assisted forecasting to help advertisers better understand long-term performance.



The combination of Meridian and QFCs could also help marketers make stronger budgeting decisions by linking current campaign activity to future business outcomes.



What to watch. Predictive measurement and incrementality modeling are becoming more important as attribution grows more fragmented. Advertisers will likely test whether Meridian and QFCs provide more actionable forecasting compared to existing attribution and MMM solutions.



Availability. Meridian integrations are coming to Google Analytics 360 globally across all languages. QFCs are currently available in a restricted global pilot with broader beta access expected later this year.



Dig deeper. More Google Marketing Live 2026 news from today:



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115">Google tests new conversational ad formats in AI Mode and Search</a></li>



<li>Google launches AI Performance Insights and Conversational Attributes in Merchant Center</li>



<li>Google expands Direct Offers with AI-generated bundles, native checkout and travel deals</li>



<li><a href="https://searchengineland.com/google-expands-demand-gen-with-youtube-creator-tools-478111">Google expands Demand Gen with YouTube creator tools</a></li>



<li><a href="https://searchengineland.com/google-upgrades-asset-studio-with-gemini-powered-creative-generation-and-video-tools-478112">Google upgrades Asset Studio with Gemini-powered creative generation and video tools</a></li>



<li><a href="https://searchengineland.com/google-expands-universal-commerce-protocol-and-launches-new-agentic-shopping-tools-478113">Google expands Universal Commerce Protocol and launches new agentic shopping tools</a></li>



<li><a href="https://searchengineland.com/google-launches-ask-advisor-across-ads-analytics-and-merchant-center-478114">Google launches Ask Advisor across Ads, Analytics and Merchant Center</a></li>
</ul>

Google is expanding its measurement capabilities with new integrations between Google Analytics 360, Meridian and predictive AI reporting tools as announced today at Google Marketing Live 2026.
Driving the news. Meridian, Google’s open-source marketing mix modeling platform, will be integrated directly into Google Analytics 360.
The integration is designed to help advertisers:
Unify first-party and cross-channel data
Measure incremental performance
Forecast campaign outcomes
Optimize media mix investments




Google is also introducing Qualified Future Conversions (QFCs), a predictive reporting metric powered by Gemini.
QFCs connect current ad activity with future sales signals such as branded search behavior.




How it works. Meridian combines first-party data, media signals and cross-channel performance metrics inside Google Analytics 360 to model incremental impact and forecast outcomes. Qualified Future Conversions uses Gemini-powered predictive signals to estimate how current ad engagement may influence future purchasing behavior.
Over time, Google plans to integrate QFC insights directly into Meridian to improve predictive modeling accuracy.
The updates are part of Google’s broader push to simplify measurement and improve ROI forecasting in an increasingly fragmented media environment.
Why we care. Measurement and attribution continue to grow more difficult as customer journeys become less linear and privacy restrictions expand.
Google’s latest updates show the company investing heavily in predictive modeling, incrementality and AI-assisted forecasting to help advertisers better understand long-term performance.
The combination of Meridian and QFCs could also help marketers make stronger budgeting decisions by linking current campaign activity to future business outcomes.
What to watch. Predictive measurement and incrementality modeling are becoming more important as attribution grows more fragmented. Advertisers will likely test whether Meridian and QFCs provide more actionable forecasting compared to existing attribution and MMM solutions.
Availability. Meridian integrations are coming to Google Analytics 360 globally across all languages. QFCs are currently available in a restricted global pilot with broader beta access expected later this year.
Dig deeper. More Google Marketing Live 2026 news from today:
Google tests new conversational ad formats in AI Mode and Search
Google launches AI Performance Insights and Conversational Attributes in Merchant Center
Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
Google expands Demand Gen with YouTube creator tools
Google upgrades Asset Studio with Gemini-powered creative generation and video tools
Google expands Universal Commerce Protocol and launches new agentic shopping tools
Google launches Ask Advisor across Ads, Analytics and Merchant Center

Google is integrating Meridian into Analytics 360 and launching predictive conversion metric to help advertisers with media mix decisions.

Google brings Meridian marketing mix modeling into Analytics 360

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google is introducing new creator partnerships, Maps inventory and AI-powered campaign tools for Demand Gen.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Google-expands-Demand-Gen-with-YouTube-creator-tools-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google is adding new creator, video and measurement capabilities to Demand Gen campaigns as it pushes YouTube further into performance advertising as announced today at <a href="https://searchengineland.com/google-marketing-live-2026-everything-you-need-to-know-478167">Google Marketing Live 2026</a>.



Driving the news. The company announced several new Demand Gen updates focused on creator partnerships, product discovery and cross-platform campaign optimization.



Advertisers will soon be able to:



<ul class="wp-block-list">
<li>Use multimodal video creation inside Asset Studio</li>



<li>Promote creator partnership videos directly within campaign setup</li>



<li>Upload Merchant Center product videos for dynamic distribution</li>



<li>Extend Demand Gen campaigns into Google Maps inventory</li>
</ul>



<figure class="wp-block-image size-full"><img decoding="async" width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/05/Demand-Gen-ad-Entrypoint.png" alt="" class="wp-image-478147" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Demand-Gen-ad-Entrypoint.png 1920w, https://searchengineland.com/wp-content/seloads/2026/05/Demand-Gen-ad-Entrypoint-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Demand-Gen-ad-Entrypoint-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Demand-Gen-ad-Entrypoint-1200x675.png 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></figure>



Google is also expanding checkout links into additional markets and extending product feed support into new verticals including automotive.



According to Google, advertisers with large product selections typically see a 33% increase in conversions when adopting product feeds in Demand Gen campaigns.



Additional measurement updates include:



<ul class="wp-block-list">
<li>Campaign Type Attribution</li>



<li>Uplift Experiments</li>



<li>Expanded third-party integrations with companies like TransUnion</li>
</ul>



Google is also introducing AI-assisted Demand Gen campaign creation, allowing advertisers to use settings from existing campaigns like Performance Max to streamline setup.



How it works. Demand Gen uses AI signals from YouTube, Discover, Maps and Shopping activity to dynamically distribute creative and product feeds across Google surfaces. Advertisers can also use creator videos and Merchant Center product assets to personalize campaigns based on user interest and engagement patterns.



Why we care. Google is increasingly positioning YouTube and Demand Gen as full-funnel performance channels rather than upper-funnel awareness products.



The integration of creator content, Maps inventory and dynamic product experiences reflects how discovery and commerce behaviors are converging across Google properties.



For advertisers, the updates could create new opportunities to connect creator-driven content with measurable conversion outcomes.



What to watch. Google’s continued investment in creator tools and Demand Gen suggests YouTube will play a larger role in performance advertising strategies. Advertisers should also monitor how Maps inventory and creator-led commerce campaigns impact conversion performance.



Availability. Many Demand Gen updates are rolling out globally in open beta.



Dig deeper. More Google Marketing Live 2026 news from today:



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115">Google tests new conversational ad formats in AI Mode and Search</a></li>



<li>Google launches AI Performance Insights and Conversational Attributes in Merchant Center</li>



<li>Google expands Direct Offers with AI-generated bundles, native checkout and travel deals</li>



<li><a href="https://searchengineland.com/google-brings-meridian-marketing-mix-modeling-into-analytics-360-478110">Google brings Meridian marketing mix modeling into Analytics 360</a></li>



<li><a href="https://searchengineland.com/google-upgrades-asset-studio-with-gemini-powered-creative-generation-and-video-tools-478112">Google upgrades Asset Studio with Gemini-powered creative generation and video tools</a></li>



<li><a href="https://searchengineland.com/google-expands-universal-commerce-protocol-and-launches-new-agentic-shopping-tools-478113">Google expands Universal Commerce Protocol and launches new agentic shopping tools</a></li>



<li><a href="https://searchengineland.com/google-launches-ask-advisor-across-ads-analytics-and-merchant-center-478114">Google launches Ask Advisor across Ads, Analytics and Merchant Center</a></li>
</ul>

Google is adding new creator, video and measurement capabilities to Demand Gen campaigns as it pushes YouTube further into performance advertising as announced today at Google Marketing Live 2026.
Driving the news. The company announced several new Demand Gen updates focused on creator partnerships, product discovery and cross-platform campaign optimization.
Advertisers will soon be able to:
Use multimodal video creation inside Asset Studio
Promote creator partnership videos directly within campaign setup
Upload Merchant Center product videos for dynamic distribution
Extend Demand Gen campaigns into Google Maps inventory




Google is also expanding checkout links into additional markets and extending product feed support into new verticals including automotive.
According to Google, advertisers with large product selections typically see a 33% increase in conversions when adopting product feeds in Demand Gen campaigns.
Additional measurement updates include:
Campaign Type Attribution
Uplift Experiments
Expanded third-party integrations with companies like TransUnion
Google is also introducing AI-assisted Demand Gen campaign creation, allowing advertisers to use settings from existing campaigns like Performance Max to streamline setup.
How it works. Demand Gen uses AI signals from YouTube, Discover, Maps and Shopping activity to dynamically distribute creative and product feeds across Google surfaces. Advertisers can also use creator videos and Merchant Center product assets to personalize campaigns based on user interest and engagement patterns.
Why we care. Google is increasingly positioning YouTube and Demand Gen as full-funnel performance channels rather than upper-funnel awareness products.
The integration of creator content, Maps inventory and dynamic product experiences reflects how discovery and commerce behaviors are converging across Google properties.
For advertisers, the updates could create new opportunities to connect creator-driven content with measurable conversion outcomes.
What to watch. Google’s continued investment in creator tools and Demand Gen suggests YouTube will play a larger role in performance advertising strategies. Advertisers should also monitor how Maps inventory and creator-led commerce campaigns impact conversion performance.
Availability. Many Demand Gen updates are rolling out globally in open beta.
Dig deeper. More Google Marketing Live 2026 news from today:
Google tests new conversational ad formats in AI Mode and Search
Google launches AI Performance Insights and Conversational Attributes in Merchant Center
Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
Google brings Meridian marketing mix modeling into Analytics 360
Google upgrades Asset Studio with Gemini-powered creative generation and video tools
Google expands Universal Commerce Protocol and launches new agentic shopping tools
Google launches Ask Advisor across Ads, Analytics and Merchant Center

Google is introducing new creator partnerships, Maps inventory and AI-powered campaign tools for Demand Gen.

Google expands Demand Gen with YouTube creator tools

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google is adding multimodal Gemini-powered asset generation, video creation and creative testing tools to Asset Studio.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Google-upgrades-Asset-Studio-with-Gemini-powered-creative-generation-and-video-tools-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google is rolling out major updates to Asset Studio aimed at helping advertisers generate creative assets faster using Gemini as announced today at <a href="https://searchengineland.com/google-marketing-live-2026-everything-you-need-to-know-478167">Google Marketing Live 2026</a>.



Driving the news. Asset Studio will now support AI-powered generation across text, images and video using natural language prompts.



According to Google, the platform can understand:



<ul class="wp-block-list">
<li>Marketing briefs</li>



<li>Brand guidelines</li>



<li>Website content</li>



<li>Campaign goals</li>
</ul>



<figure class="wp-block-video"><video height="720" width="1280" controls src="https://searchengineland.com/wp-content/seloads/2026/05/Asset-Studio-demo.mp4"></video></figure>



The system then generates creative assets across multiple themes and formats.



Google is also integrating Gemini Omni, its multimodal model, into Asset Studio to support video creation workflows.



Advertisers will additionally gain access to 1-Click Creative Testing, which helps identify high-performing assets based on campaign objectives.



How it works. Asset Studio uses Gemini models to interpret a marketer’s brief, brand guidelines, website content and goals. Advertisers can generate and refine assets using natural language prompts while Gemini Omni supports multimodal video creation workflows inside the same interface.



The company says the goal is to centralize creative production and reduce friction for advertisers building campaigns across Google and YouTube.



Why we care. Creative production remains one of the biggest operational bottlenecks for advertisers.



Google’s updates show how generative AI is increasingly becoming embedded directly into campaign production workflows rather than functioning as a standalone creative assistant.



For marketers managing campaigns across multiple surfaces, the ability to rapidly generate and test creative assets at scale could become a significant competitive advantage.



What to watch. As creative generation becomes more automated, advertisers will likely evaluate how AI-generated assets perform compared to traditional creative workflows. Brands may also need to rethink approval processes, governance and brand safety as AI production scales.



Availability. The new Asset Studio features are expected to roll out globally in English this summer.



Dig deeper. More Google Marketing Live 2026 news from today:



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115">Google tests new conversational ad formats in AI Mode and Search</a></li>



<li>Google launches AI Performance Insights and Conversational Attributes in Merchant Center</li>



<li>Google expands Direct Offers with AI-generated bundles, native checkout and travel deals</li>



<li><a href="https://searchengineland.com/google-brings-meridian-marketing-mix-modeling-into-analytics-360-478110">Google brings Meridian marketing mix modeling into Analytics 360</a></li>



<li><a href="https://searchengineland.com/google-expands-demand-gen-with-youtube-creator-tools-478111">Google expands Demand Gen with YouTube creator tools</a></li>



<li><a href="https://searchengineland.com/google-expands-universal-commerce-protocol-and-launches-new-agentic-shopping-tools-478113">Google expands Universal Commerce Protocol and launches new agentic shopping tools</a></li>



<li><a href="https://searchengineland.com/google-launches-ask-advisor-across-ads-analytics-and-merchant-center-478114">Google launches Ask Advisor across Ads, Analytics and Merchant Center</a></li>
</ul>

Google is rolling out major updates to Asset Studio aimed at helping advertisers generate creative assets faster using Gemini as announced today at Google Marketing Live 2026.
Driving the news. Asset Studio will now support AI-powered generation across text, images and video using natural language prompts.
According to Google, the platform can understand:
Marketing briefs
Brand guidelines
Website content
Campaign goals




The system then generates creative assets across multiple themes and formats.
Google is also integrating Gemini Omni, its multimodal model, into Asset Studio to support video creation workflows.
Advertisers will additionally gain access to 1-Click Creative Testing, which helps identify high-performing assets based on campaign objectives.
How it works. Asset Studio uses Gemini models to interpret a marketer’s brief, brand guidelines, website content and goals. Advertisers can generate and refine assets using natural language prompts while Gemini Omni supports multimodal video creation workflows inside the same interface.
The company says the goal is to centralize creative production and reduce friction for advertisers building campaigns across Google and YouTube.
Why we care. Creative production remains one of the biggest operational bottlenecks for advertisers.
Google’s updates show how generative AI is increasingly becoming embedded directly into campaign production workflows rather than functioning as a standalone creative assistant.
For marketers managing campaigns across multiple surfaces, the ability to rapidly generate and test creative assets at scale could become a significant competitive advantage.
What to watch. As creative generation becomes more automated, advertisers will likely evaluate how AI-generated assets perform compared to traditional creative workflows. Brands may also need to rethink approval processes, governance and brand safety as AI production scales.
Availability. The new Asset Studio features are expected to roll out globally in English this summer.
Dig deeper. More Google Marketing Live 2026 news from today:
Google tests new conversational ad formats in AI Mode and Search
Google launches AI Performance Insights and Conversational Attributes in Merchant Center
Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
Google brings Meridian marketing mix modeling into Analytics 360
Google expands Demand Gen with YouTube creator tools
Google expands Universal Commerce Protocol and launches new agentic shopping tools
Google launches Ask Advisor across Ads, Analytics and Merchant Center

Google is adding multimodal Gemini-powered asset generation, video creation and creative testing tools to Asset Studio.

Google upgrades Asset Studio with Gemini-powered creative generation and video tools

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google is expanding its UCP with AI-powered checkout, shopping and payments features designed to support the next phase of conversational commerce.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/UCP-agentic-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google is expanding its Universal Commerce Protocol (UCP) initiative with new checkout features, AI shopping integrations and support for additional industries as announced today at <a href="https://searchengineland.com/google-marketing-live-2026-everything-you-need-to-know-478167">Google Marketing Live 2026</a>.



Driving the news. The company announced several new UCP-powered commerce capabilities designed to support what it calls the “agentic commerce era.”



A key update is the expansion of Universal Cart, which allows shoppers to save products across retailers and complete purchases using Google Pay or retailer checkout experiences.



Google says the experience will soon support brands including Nike, Sephora, Target, Walmart, Wayfair and Shopify merchants such as Fenty and Steve Madden.



The company is also integrating UCP into:



<ul class="wp-block-list">
<li>Direct Offers</li>



<li>Demand Gen campaigns</li>



<li>AI Mode shopping experiences</li>



<li>Shopping ads on YouTube</li>
</ul>



<figure class="wp-block-image size-full"><img decoding="async" width="1152" height="2048" src="https://searchengineland.com/wp-content/seloads/2026/05/UCP-x-Shopping-ads-on-YouTube-scaled.gif" alt="" class="wp-image-478132"/></figure>



Google additionally announced buy-now-pay-later integrations with Affirm and Klarna directly inside Google Pay.



How it works. Universal Commerce Protocol (UCP) allows retailers to connect product catalogs, checkout and payment experiences across Google surfaces including Search, AI Mode and Gemini. Users can add products to a shared Universal Cart and complete purchases either through Google Pay or directly on the retailer’s website.



The company is also expanding UCP into additional verticals including hotel booking and food delivery.



Future experiences will allow users to book hotels directly from AI Mode or order food from conversations inside Google Maps.



To help brands improve discoverability across AI experiences, Google is introducing:



<ul class="wp-block-list">
<li>AI Performance Insights in Merchant Center</li>



<li>Conversational Attributes for product descriptions</li>



<li>Merchant Center integrations with Ask Advisor</li>
</ul>



Why we care. Google is laying the infrastructure for AI-assisted shopping and commerce discovery.



As conversational shopping experiences expand across Search, Gemini and Maps, brands may need to rethink how they structure product feeds, descriptions and commerce data.



The update also signals that AI-driven commerce is moving beyond discovery and into transaction workflows, with checkout, financing and promotions increasingly embedded directly into Google experiences.



What to watch. Retailers should pay close attention to how Google integrates checkout, financing and shopping actions directly into AI-powered experiences. The expansion into hotel booking and food delivery also suggests Google is preparing for broader transaction capabilities across Search and Maps.



Availability. Many UCP-powered features are rolling out in the U.S. first, with expansions planned for Canada, Australia and later the U.K. Additional vertical integrations are expected in the coming months. 



Dig deeper. More Google Marketing Live 2026 news from today:



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115">Google tests new conversational ad formats in AI Mode and Search</a></li>



<li>Google launches AI Performance Insights and Conversational Attributes in Merchant Center</li>



<li>Google expands Direct Offers with AI-generated bundles, native checkout and travel deals</li>



<li><a href="https://searchengineland.com/google-brings-meridian-marketing-mix-modeling-into-analytics-360-478110">Google brings Meridian marketing mix modeling into Analytics 360</a></li>



<li><a href="https://searchengineland.com/google-expands-demand-gen-with-youtube-creator-tools-478111">Google expands Demand Gen with YouTube creator tools</a></li>



<li><a href="https://searchengineland.com/google-upgrades-asset-studio-with-gemini-powered-creative-generation-and-video-tools-478112">Google upgrades Asset Studio with Gemini-powered creative generation and video tools</a></li>



<li><a href="https://searchengineland.com/google-launches-ask-advisor-across-ads-analytics-and-merchant-center-478114">Google launches Ask Advisor across Ads, Analytics and Merchant Center</a></li>
</ul>

Google is expanding its Universal Commerce Protocol (UCP) initiative with new checkout features, AI shopping integrations and support for additional industries as announced today at Google Marketing Live 2026.
Driving the news. The company announced several new UCP-powered commerce capabilities designed to support what it calls the “agentic commerce era.”
A key update is the expansion of Universal Cart, which allows shoppers to save products across retailers and complete purchases using Google Pay or retailer checkout experiences.
Google says the experience will soon support brands including Nike, Sephora, Target, Walmart, Wayfair and Shopify merchants such as Fenty and Steve Madden.
The company is also integrating UCP into:
Direct Offers
Demand Gen campaigns
AI Mode shopping experiences
Shopping ads on YouTube




Google additionally announced buy-now-pay-later integrations with Affirm and Klarna directly inside Google Pay.
How it works. Universal Commerce Protocol (UCP) allows retailers to connect product catalogs, checkout and payment experiences across Google surfaces including Search, AI Mode and Gemini. Users can add products to a shared Universal Cart and complete purchases either through Google Pay or directly on the retailer’s website.
The company is also expanding UCP into additional verticals including hotel booking and food delivery.
Future experiences will allow users to book hotels directly from AI Mode or order food from conversations inside Google Maps.
To help brands improve discoverability across AI experiences, Google is introducing:
AI Performance Insights in Merchant Center
Conversational Attributes for product descriptions
Merchant Center integrations with Ask Advisor
Why we care. Google is laying the infrastructure for AI-assisted shopping and commerce discovery.
As conversational shopping experiences expand across Search, Gemini and Maps, brands may need to rethink how they structure product feeds, descriptions and commerce data.
The update also signals that AI-driven commerce is moving beyond discovery and into transaction workflows, with checkout, financing and promotions increasingly embedded directly into Google experiences.
What to watch. Retailers should pay close attention to how Google integrates checkout, financing and shopping actions directly into AI-powered experiences. The expansion into hotel booking and food delivery also suggests Google is preparing for broader transaction capabilities across Search and Maps.
Availability. Many UCP-powered features are rolling out in the U.S. first, with expansions planned for Canada, Australia and later the U.K. Additional vertical integrations are expected in the coming months. 
Dig deeper. More Google Marketing Live 2026 news from today:
Google tests new conversational ad formats in AI Mode and Search
Google launches AI Performance Insights and Conversational Attributes in Merchant Center
Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
Google brings Meridian marketing mix modeling into Analytics 360
Google expands Demand Gen with YouTube creator tools
Google upgrades Asset Studio with Gemini-powered creative generation and video tools
Google launches Ask Advisor across Ads, Analytics and Merchant Center

Google is expanding its UCP with AI-powered checkout, shopping and payments features designed to support the next phase of conversational commerce.

Google expands Universal Commerce Protocol and launches new agentic shopping tools

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google’s new Ask Advisor aims to unify campaign management, analytics and optimization workflows through a Gemini-powered AI collaborator.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_51_14-AM-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google is introducing Ask Advisor, a new Gemini-powered AI collaborator designed to work across Google Ads, Google Analytics, Merchant Center and Google Marketing Platform as announced today at <a href="https://searchengineland.com/google-marketing-live-2026-everything-you-need-to-know-478167">Google Marketing Live 2026</a>.



Driving the news. Ask Advisor acts as a unified agent that connects insights, workflows and recommendations across Google’s marketing ecosystem.



According to Google, the tool can help marketers launch campaigns, analyze performance and surface optimization recommendations without needing to switch between products.



For example, a marketer could ask Ask Advisor to “find new customers for my hair care products,” and the system would automatically pull product details from Merchant Center and help build a campaign in Google Ads.



<figure class="wp-block-image size-full"><img decoding="async" width="1920" height="1080" src="https://searchengineland.com/wp-content/seloads/2026/05/Ask-Advisor.gif" alt="" class="wp-image-478134" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Ask-Advisor.gif 1920w, https://searchengineland.com/wp-content/seloads/2026/05/Ask-Advisor-768x432.gif 768w, https://searchengineland.com/wp-content/seloads/2026/05/Ask-Advisor-1536x864.gif 1536w, https://searchengineland.com/wp-content/seloads/2026/05/Ask-Advisor-1200x675.gif 1200w" sizes="(max-width: 1920px) 100vw, 1920px" /></figure>



How it works. Ask Advisor connects Google Ads, Analytics, Merchant Center and Marketing Platform through a shared Gemini-powered interface. The system can access campaign, audience and product data across products to generate recommendations, automate setup tasks and surface insights based on a marketer’s goals.



Ask Advisor also integrates reporting insights from both Google Ads and Google Analytics to explain campaign performance and recommend next steps.



Google says the goal is to make advanced campaign management and analysis more accessible, even for marketers without deep technical or analytics expertise.



The launch expands Google’s growing portfolio of in-product AI agents and positions Gemini as a central operating layer across advertising and measurement tools.



Why we care. Ask Advisor represents one of Google’s clearest moves yet toward agentic advertising workflows.



Instead of manually navigating between reporting dashboards, campaign tools and optimization settings, marketers may increasingly rely on AI agents to execute operational tasks and surface strategic insights.



The bigger shift is structural: Google is positioning Gemini as the connective layer across its ad stack, which could reshape how campaigns are built, optimized and measured.



What to watch. The biggest question will be how much operational control advertisers are willing to hand over to AI agents. Marketers will also likely watch closely for transparency around recommendations, automation decisions and reporting accuracy as Ask Advisor expands.



Availability. Ask Advisor is currently available in beta for English-language accounts, with additional capabilities expected to roll out later this year.



Dig deeper. More Google Marketing Live 2026 news from today:



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115">Google tests new conversational ad formats in AI Mode and Search</a></li>



<li>Google launches AI Performance Insights and Conversational Attributes in Merchant Center</li>



<li>Google expands Direct Offers with AI-generated bundles, native checkout and travel deals</li>



<li><a href="https://searchengineland.com/google-brings-meridian-marketing-mix-modeling-into-analytics-360-478110">Google brings Meridian marketing mix modeling into Analytics 360</a></li>



<li><a href="https://searchengineland.com/google-expands-demand-gen-with-youtube-creator-tools-478111">Google expands Demand Gen with YouTube creator tools</a></li>



<li><a href="https://searchengineland.com/google-upgrades-asset-studio-with-gemini-powered-creative-generation-and-video-tools-478112">Google upgrades Asset Studio with Gemini-powered creative generation and video tools</a></li>



<li><a href="https://searchengineland.com/google-expands-universal-commerce-protocol-and-launches-new-agentic-shopping-tools-478113">Google expands Universal Commerce Protocol and launches new agentic shopping tools</a></li>
</ul>

Google is introducing Ask Advisor, a new Gemini-powered AI collaborator designed to work across Google Ads, Google Analytics, Merchant Center and Google Marketing Platform as announced today at Google Marketing Live 2026.
Driving the news. Ask Advisor acts as a unified agent that connects insights, workflows and recommendations across Google’s marketing ecosystem.
According to Google, the tool can help marketers launch campaigns, analyze performance and surface optimization recommendations without needing to switch between products.
For example, a marketer could ask Ask Advisor to “find new customers for my hair care products,” and the system would automatically pull product details from Merchant Center and help build a campaign in Google Ads.




How it works. Ask Advisor connects Google Ads, Analytics, Merchant Center and Marketing Platform through a shared Gemini-powered interface. The system can access campaign, audience and product data across products to generate recommendations, automate setup tasks and surface insights based on a marketer’s goals.
Ask Advisor also integrates reporting insights from both Google Ads and Google Analytics to explain campaign performance and recommend next steps.
Google says the goal is to make advanced campaign management and analysis more accessible, even for marketers without deep technical or analytics expertise.
The launch expands Google’s growing portfolio of in-product AI agents and positions Gemini as a central operating layer across advertising and measurement tools.
Why we care. Ask Advisor represents one of Google’s clearest moves yet toward agentic advertising workflows.
Instead of manually navigating between reporting dashboards, campaign tools and optimization settings, marketers may increasingly rely on AI agents to execute operational tasks and surface strategic insights.
The bigger shift is structural: Google is positioning Gemini as the connective layer across its ad stack, which could reshape how campaigns are built, optimized and measured.
What to watch. The biggest question will be how much operational control advertisers are willing to hand over to AI agents. Marketers will also likely watch closely for transparency around recommendations, automation decisions and reporting accuracy as Ask Advisor expands.
Availability. Ask Advisor is currently available in beta for English-language accounts, with additional capabilities expected to roll out later this year.
Dig deeper. More Google Marketing Live 2026 news from today:
Google tests new conversational ad formats in AI Mode and Search
Google launches AI Performance Insights and Conversational Attributes in Merchant Center
Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
Google brings Meridian marketing mix modeling into Analytics 360
Google expands Demand Gen with YouTube creator tools
Google upgrades Asset Studio with Gemini-powered creative generation and video tools
Google expands Universal Commerce Protocol and launches new agentic shopping tools

Google’s new Ask Advisor aims to unify campaign management, analytics and optimization workflows through a Gemini-powered AI collaborator.

Google launches Ask Advisor across Ads, Analytics and Merchant Center

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>Google is rolling out Gemini-powered conversational ad formats across AI Mode and Search as it looks to make ads more contextual,

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/ChatGPT-Image-May-20-2026-01_49_10-AM-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google is introducing a new generation of Gemini-powered ad formats across AI Mode and Search designed to make ads feel more conversational, contextual and helpful as unveiled today at <a href="https://searchengineland.com/google-marketing-live-2026-everything-you-need-to-know-478167">Google Marketing Live 2026</a>.



Driving the news. The company announced several new ad experiences for AI-powered Search, including Conversational Discovery ads, Highlighted Answers, AI-powered Shopping ads and Business Agent for Leads. The updates are part of Google’s broader push to integrate Gemini deeper into Search and advertising experiences.



Conversational Discovery ads are designed to answer a person’s specific question directly inside AI Mode. For example, someone searching for ways to make their home smell like a spa could see tailored creative generated with Gemini that highlights relevant product features.



<figure class="wp-block-image size-full is-resized"><img decoding="async" width="640" height="882" src="https://searchengineland.com/wp-content/seloads/2026/05/Conversational-Discover_social.gif" alt="" class="wp-image-478139"/></figure>



How it works. Google’s Gemini models analyze the intent behind a user’s query and dynamically generate ad creative tailored to that specific conversation. The ads also include an independent AI explainer that evaluates and summarizes product or service information alongside the advertiser’s messaging.



Highlighted Answers will allow highly relevant ads to appear directly within AI-generated recommendation lists.



<figure class="wp-block-image size-full is-resized"><img decoding="async" width="480" height="661" src="https://searchengineland.com/wp-content/seloads/2026/05/Highlighted-Answers_for-social.gif" alt="" class="wp-image-478141"/></figure>



Google is also launching AI-powered Shopping ads for high-consideration purchases like TVs and appliances. Gemini will generate custom explainers highlighting why a product may fit a shopper’s needs.



<figure class="wp-block-image size-full"><img decoding="async" width="1080" height="1920" src="https://searchengineland.com/wp-content/seloads/2026/05/AI-powered-Shopping-ads.gif" alt="" class="wp-image-478143" srcset="https://searchengineland.com/wp-content/seloads/2026/05/AI-powered-Shopping-ads.gif 1080w, https://searchengineland.com/wp-content/seloads/2026/05/AI-powered-Shopping-ads-768x1365.gif 768w, https://searchengineland.com/wp-content/seloads/2026/05/AI-powered-Shopping-ads-864x1536.gif 864w" sizes="(max-width: 1080px) 100vw, 1080px" /></figure>



Business Agent for Leads introduces an AI-powered chat experience directly within lead generation ads. Instead of filling out static forms, users can interact with a Gemini-powered brand agent trained on an advertiser’s website.



<figure class="wp-block-image size-full"><img decoding="async" width="1005" height="2048" src="https://searchengineland.com/wp-content/seloads/2026/05/Business-Agent-for-Leads-scaled.gif" alt="" class="wp-image-478145" srcset="https://searchengineland.com/wp-content/seloads/2026/05/Business-Agent-for-Leads-scaled.gif 1005w, https://searchengineland.com/wp-content/seloads/2026/05/Business-Agent-for-Leads-768x1564.gif 768w, https://searchengineland.com/wp-content/seloads/2026/05/Business-Agent-for-Leads-754x1536.gif 754w" sizes="(max-width: 1005px) 100vw, 1005px" /></figure>



Google is also expanding its Direct Offers pilot with:



<ul class="wp-block-list">
<li>Promotion bundling</li>



<li>Native checkout for UCP merchants</li>



<li>Travel deal integrations</li>



<li>AI-generated offer recommendations</li>
</ul>



<figure class="wp-block-video"><video height="2200" width="1080" controls src="https://searchengineland.com/wp-content/seloads/2026/05/Direct-Offers-1.mp4"></video></figure>



The updates will roll into AI Mode responses to help shoppers discover deals more naturally.



Why we care. Google is fundamentally changing how ads appear in AI-powered Search experiences.



Instead of relying on static creative and keyword matching alone, advertisers will increasingly need to optimize for conversational discovery, AI-generated explainers and intent-rich interactions.



The announcement also signals that AI Mode is becoming a larger monetization surface for Google. Advertisers that adapt early to conversational ad formats and AI-assisted shopping experiences may gain a competitive advantage as Search behavior evolves.



What to watch. Advertisers should closely monitor how AI-generated explainers and conversational ad placements affect click-through rates, conversion behavior and attribution. The rollout could also signal broader changes in how Search inventory is monetized as AI Mode usage continues growing.



Availability. Conversational Discovery ads and Highlighted Answers are currently being tested in the U.S. on mobile and desktop. AI-powered Shopping ads are expected to roll out later this year in the U.S. Business Agent for Leads is launching in open beta for U.S. advertisers.



Dig deeper. More Google Marketing Live 2026 news from today:



<ul class="wp-block-list">
<li><a href="https://searchengineland.com/google-launches-ai-performance-insights-and-conversational-attributes-in-merchant-center-478108">Google launches AI Performance Insights and Conversational Attributes in Merchant Center</a></li>



<li><a href="https://searchengineland.com/google-expands-direct-offers-with-ai-generated-bundles-native-checkout-and-travel-deals-478109">Google expands Direct Offers with AI-generated bundles, native checkout and travel deals</a></li>



<li><a href="https://searchengineland.com/google-brings-meridian-marketing-mix-modeling-into-analytics-360-478110">Google brings Meridian marketing mix modeling into Analytics 360</a></li>



<li><a href="https://searchengineland.com/google-expands-demand-gen-with-youtube-creator-tools-478111">Google expands Demand Gen with YouTube creator tools</a></li>



<li><a href="https://searchengineland.com/google-upgrades-asset-studio-with-gemini-powered-creative-generation-and-video-tools-478112">Google upgrades Asset Studio with Gemini-powered creative generation and video tools</a></li>



<li><a href="https://searchengineland.com/google-expands-universal-commerce-protocol-and-launches-new-agentic-shopping-tools-478113">Google expands Universal Commerce Protocol and launches new agentic shopping tools</a></li>



<li><a href="https://searchengineland.com/google-launches-ask-advisor-across-ads-analytics-and-merchant-center-478114">Google launches Ask Advisor across Ads, Analytics and Merchant Center</a></li>
</ul>

Google is introducing a new generation of Gemini-powered ad formats across AI Mode and Search designed to make ads feel more conversational, contextual and helpful as unveiled today at Google Marketing Live 2026.
Driving the news. The company announced several new ad experiences for AI-powered Search, including Conversational Discovery ads, Highlighted Answers, AI-powered Shopping ads and Business Agent for Leads. The updates are part of Google’s broader push to integrate Gemini deeper into Search and advertising experiences.
Conversational Discovery ads are designed to answer a person’s specific question directly inside AI Mode. For example, someone searching for ways to make their home smell like a spa could see tailored creative generated with Gemini that highlights relevant product features.




How it works. Google’s Gemini models analyze the intent behind a user’s query and dynamically generate ad creative tailored to that specific conversation. The ads also include an independent AI explainer that evaluates and summarizes product or service information alongside the advertiser’s messaging.
Highlighted Answers will allow highly relevant ads to appear directly within AI-generated recommendation lists.




Google is also launching AI-powered Shopping ads for high-consideration purchases like TVs and appliances. Gemini will generate custom explainers highlighting why a product may fit a shopper’s needs.




Business Agent for Leads introduces an AI-powered chat experience directly within lead generation ads. Instead of filling out static forms, users can interact with a Gemini-powered brand agent trained on an advertiser’s website.




Google is also expanding its Direct Offers pilot with:
Promotion bundling
Native checkout for UCP merchants
Travel deal integrations
AI-generated offer recommendations




The updates will roll into AI Mode responses to help shoppers discover deals more naturally.
Why we care. Google is fundamentally changing how ads appear in AI-powered Search experiences.
Instead of relying on static creative and keyword matching alone, advertisers will increasingly need to optimize for conversational discovery, AI-generated explainers and intent-rich interactions.
The announcement also signals that AI Mode is becoming a larger monetization surface for Google. Advertisers that adapt early to conversational ad formats and AI-assisted shopping experiences may gain a competitive advantage as Search behavior evolves.
What to watch. Advertisers should closely monitor how AI-generated explainers and conversational ad placements affect click-through rates, conversion behavior and attribution. The rollout could also signal broader changes in how Search inventory is monetized as AI Mode usage continues growing.
Availability. Conversational Discovery ads and Highlighted Answers are currently being tested in the U.S. on mobile and desktop. AI-powered Shopping ads are expected to roll out later this year in the U.S. Business Agent for Leads is launching in open beta for U.S. advertisers.
Dig deeper. More Google Marketing Live 2026 news from today:
Google launches AI Performance Insights and Conversational Attributes in Merchant Center
Google expands Direct Offers with AI-generated bundles, native checkout and travel deals
Google brings Meridian marketing mix modeling into Analytics 360
Google expands Demand Gen with YouTube creator tools
Google upgrades Asset Studio with Gemini-powered creative generation and video tools
Google expands Universal Commerce Protocol and launches new agentic shopping tools
Google launches Ask Advisor across Ads, Analytics and Merchant Center

Google is rolling out Gemini-powered conversational ad formats across AI Mode and Search as it looks to make ads more contextual,

Google tests new conversational ad formats in AI Mode and Search

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/GML-2026.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/GML-2026.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/GML-2026-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/GML-2026-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/GML-2026-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>GML 2026 showcased how Gemini is transforming Search, advertising, commerce and measurement into a more conversational, AI-driven ecosystem.

<div><img width="1672" height="941" src="https://searchengineland.com/wp-content/seloads/2026/05/GML-2026.png" class="attachment-large size-large wp-post-image" alt="" decoding="async" srcset="https://searchengineland.com/wp-content/seloads/2026/05/GML-2026.png 1672w, https://searchengineland.com/wp-content/seloads/2026/05/GML-2026-768x432.png 768w, https://searchengineland.com/wp-content/seloads/2026/05/GML-2026-1536x864.png 1536w, https://searchengineland.com/wp-content/seloads/2026/05/GML-2026-1200x675.png 1200w" sizes="(max-width: 1672px) 100vw, 1672px" /></div>
Google Marketing Live 2026 made one thing clear: Gemini is no longer just powering features — it’s becoming the operating system behind Google’s advertising, commerce and measurement ecosystem.



This year’s event focused heavily on agentic AI, conversational Search, automated creative production and AI-assisted shopping experiences. Across Search, YouTube, Merchant Center and Analytics, Google introduced new tools designed to make campaigns more autonomous, predictive and interconnected.



Here’s a recap of the biggest announcements from Google Marketing Live 2026.



<h2 class="wp-block-heading" id="h-google-introduces-a-new-generation-of-ai-powered-search-ads">Google introduces a new generation of AI-powered Search ads</h2>



Google announced several new Gemini-powered ad formats designed for AI Mode and conversational Search experiences.



The updates include:



<ul class="wp-block-list">
<li>Conversational Discovery ads</li>



<li>Highlighted Answers</li>



<li>AI-powered Shopping ads</li>



<li>Business Agent for Leads</li>
</ul>



These formats are designed to make ads feel more contextual and interactive by embedding AI-generated explainers and conversational experiences directly into Search journeys.



Google also expanded its Direct Offers pilot with AI-generated bundles, native checkout and travel promotions integrated into AI-assisted Search experiences.



Full story: <a href="https://searchengineland.com/google-tests-new-conversational-ad-formats-in-ai-mode-and-search-478115">Google tests new conversational ad formats in AI Mode and Search</a>



<h2 class="wp-block-heading" id="h-google-launches-ask-advisor-across-ads-analytics-and-merchant-center">Google launches Ask Advisor across Ads, Analytics and Merchant Center</h2>



Google unveiled Ask Advisor, a new Gemini-powered AI collaborator that connects Google Ads, Analytics, Merchant Center and Google Marketing Platform.



The system acts as a unified assistant capable of helping marketers:



<ul class="wp-block-list">
<li>Build campaigns</li>



<li>Analyze performance</li>



<li>Surface recommendations</li>



<li>Automate operational tasks</li>
</ul>



Google says Ask Advisor can pull insights across platforms to help marketers move from planning to optimization more quickly.



Full story: <a href="https://searchengineland.com/google-launches-ask-advisor-across-ads-analytics-and-merchant-center-478114">Google launches Ask Advisor across Ads, Analytics an</a>d Merchant Center



<h2 class="wp-block-heading" id="h-google-expands-universal-commerce-protocol-and-ai-shopping-experiences">Google expands Universal Commerce Protocol and AI shopping experiences</h2>



Google announced major updates to its Universal Commerce Protocol (UCP), Universal Cart and AI-powered checkout experiences.



New capabilities include:



<ul class="wp-block-list">
<li>AI-assisted checkout flows</li>



<li>Buy-now-pay-later integrations with Klarna and Affirm</li>



<li>Cross-retailer shopping experiences</li>



<li>AI-powered travel and food ordering integrations</li>
</ul>



Google is also expanding UCP integrations into Demand Gen campaigns, YouTube Shopping ads and AI Mode experiences.



Full story: <a href="https://searchengineland.com/google-expands-universal-commerce-protocol-and-launches-new-agentic-shopping-tools-478113">Google expands Universal Commerce Protocol and launches new agentic shopping tools</a>



<h2 class="wp-block-heading" id="h-asset-studio-gets-gemini-powered-creative-and-video-tools">Asset Studio gets Gemini-powered creative and video tools</h2>



Google upgraded Asset Studio with multimodal Gemini-powered creative generation capabilities.



Advertisers can now use natural language prompts to generate:



<ul class="wp-block-list">
<li>Images</li>



<li>Video assets</li>



<li>Text variations</li>



<li>Creative themes</li>
</ul>



Google also integrated Gemini Omni into Asset Studio to support video workflows and introduced 1-Click Creative Testing for asset optimization.



Full story: <a href="https://searchengineland.com/google-upgrades-asset-studio-with-gemini-powered-creative-generation-and-video-tools-478112">Google upgrades Asset Studio with Gemini-powered creative generation and video tools</a>



<h2 class="wp-block-heading" id="h-demand-gen-expands-with-creator-tools-maps-inventory-and-ai-optimization">Demand Gen expands with creator tools, Maps inventory and AI optimization</h2>



Google announced several Demand Gen updates focused on YouTube creators, AI-assisted optimization and cross-platform discovery.



The updates include:



<ul class="wp-block-list">
<li>Creator partnership tools</li>



<li>Google Maps inventory</li>



<li>Dynamic product video distribution</li>



<li>AI-assisted campaign setup</li>



<li>Expanded measurement integrations</li>
</ul>



Google says advertisers with large product feeds continue seeing stronger conversion performance inside Demand Gen campaigns.



Full story: <a href="https://searchengineland.com/google-expands-demand-gen-with-youtube-creator-tools-478111">Google expands Demand Gen with YouTube creator tools</a>



<h2 class="wp-block-heading" id="h-google-upgrades-measurement-with-meridian-and-predictive-ai-tools">Google upgrades measurement with Meridian and predictive AI tools</h2>



Google also announced new measurement and forecasting capabilities for Google Analytics 360.



The company is integrating Meridian, its open-source marketing mix model, directly into Analytics 360 while introducing Qualified Future Conversions (QFCs), a new predictive reporting metric powered by Gemini.



The tools are designed to help advertisers:



<ul class="wp-block-list">
<li>Improve media mix modeling</li>



<li>Forecast campaign outcomes</li>



<li>Measure incrementality</li>



<li>Connect current ad activity with future revenue signals</li>
</ul>



Full story: <a href="https://searchengineland.com/google-brings-meridian-marketing-mix-modeling-into-analytics-360-478110">Google brings Meridian marketing mix modeling into Analytics 360</a>



<h2 class="wp-block-heading" id="h-merchant-center-gets-ai-visibility-and-conversational-commerce-updates">Merchant Center gets AI visibility and conversational commerce updates</h2>



Google announced new Merchant Center features designed to help retailers improve discoverability across AI-powered shopping experiences.



New tools include:



<ul class="wp-block-list">
<li>AI Performance Insights</li>



<li>Conversational Attributes</li>



<li>Merchant Center integrations with Ask Advisor</li>
</ul>



The updates aim to help retailers optimize product feeds and descriptions for conversational shopping behavior across Search, Gemini and AI Mode.



Full story: Google expands Direct Offers with AI-generated bundles, native checkout and travel deals

Google Marketing Live 2026 made one thing clear: Gemini is no longer just powering features — it’s becoming the operating system behind Google’s advertising, commerce and measurement ecosystem.
This year’s event focused heavily on agentic AI, conversational Search, automated creative production and AI-assisted shopping experiences. Across Search, YouTube, Merchant Center and Analytics, Google introduced new tools designed to make campaigns more autonomous, predictive and interconnected.
Here’s a recap of the biggest announcements from Google Marketing Live 2026.
Google introduces a new generation of AI-powered Search ads
Google announced several new Gemini-powered ad formats designed for AI Mode and conversational Search experiences.
The updates include:
Conversational Discovery ads
Highlighted Answers
AI-powered Shopping ads
Business Agent for Leads
These formats are designed to make ads feel more contextual and interactive by embedding AI-generated explainers and conversational experiences directly into Search journeys.
Google also expanded its Direct Offers pilot with AI-generated bundles, native checkout and travel promotions integrated into AI-assisted Search experiences.
Full story: Google tests new conversational ad formats in AI Mode and Search



Google launches Ask Advisor across Ads, Analytics and Merchant Center
Google unveiled Ask Advisor, a new Gemini-powered AI collaborator that connects Google Ads, Analytics, Merchant Center and Google Marketing Platform.
The system acts as a unified assistant capable of helping marketers:
Build campaigns
Analyze performance
Surface recommendations
Automate operational tasks
Google says Ask Advisor can pull insights across platforms to help marketers move from planning to optimization more quickly.
Full story: Google launches Ask Advisor across Ads, Analytics and Merchant Center
Google expands Universal Commerce Protocol and AI shopping experiences
Google announced major updates to its Universal Commerce Protocol (UCP), Universal Cart and AI-powered checkout experiences.
New capabilities include:
AI-assisted checkout flows
Buy-now-pay-later integrations with Klarna and Affirm
Cross-retailer shopping experiences
AI-powered travel and food ordering integrations
Google is also expanding UCP integrations into Demand Gen campaigns, YouTube Shopping ads and AI Mode experiences.
Full story: Google expands Universal Commerce Protocol and launches new agentic shopping tools



Asset Studio gets Gemini-powered creative and video tools
Google upgraded Asset Studio with multimodal Gemini-powered creative generation capabilities.
Advertisers can now use natural language prompts to generate:
Images
Video assets
Text variations
Creative themes
Google also integrated Gemini Omni into Asset Studio to support video workflows and introduced 1-Click Creative Testing for asset optimization.
Full story:  Google upgrades Asset Studio with Gemini-powered creative generation and video tools



Demand Gen expands with creator tools, Maps inventory and AI optimization
Google announced several Demand Gen updates focused on YouTube creators, AI-assisted optimization and cross-platform discovery.
The updates include:
Creator partnership tools
Google Maps inventory
Dynamic product video distribution
AI-assisted campaign setup
Expanded measurement integrations
Google says advertisers with large product feeds continue seeing stronger conversion performance inside Demand Gen campaigns.
Full story: Google expands Demand Gen with YouTube creator tools



Google upgrades measurement with Meridian and predictive AI tools
Google also announced new measurement and forecasting capabilities for Google Analytics 360.
The company is integrating Meridian, its open-source marketing mix model, directly into Analytics 360 while introducing Qualified Future Conversions (QFCs), a new predictive reporting metric powered by Gemini.
The tools are designed to help advertisers:
Improve media mix modeling
Forecast campaign outcomes
Measure incrementality
Connect current ad activity with future revenue signals
Full story: Google brings Meridian marketing mix modeling into Analytics 360



Merchant Center gets AI visibility and conversational commerce updates
Google announced new Merchant Center features designed to help retailers improve discoverability across AI-powered shopping experiences.
New tools include:
AI Performance Insights
Conversational Attributes
Merchant Center integrations with Ask Advisor
The updates aim to help retailers optimize product feeds and descriptions for conversational shopping behavior across Search, Gemini and AI Mode.
Full story: Google expands Direct Offers with AI-generated bundles, native checkout and travel deals

GML 2026 showcased how Gemini is transforming Search, advertising, commerce and measurement into a more conversational, AI-driven ecosystem.

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Read the Latest Trends and Headlines in Digital Marketing.

Here are some of the latest headlines on digital marketing insights, search, and ecommerce:

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Reach out with any questions you might have regarding how RSO can help you with digital marketing.

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