Google and Amazon Unveil Next-Gen AI Ad Tech and Creative Tools at Industry Summits

Google and Amazon Flex Their AI-Powered Ad Tech and Creative Suites

Google and Amazon are competing fiercely for consumer attention and advertising dollars. At their respective marketing conferences, Google Marketing Live (GML) and Amazon Publisher Services (APS) Summit, both companies unveiled significant updates showcasing how AI is reshaping their advertising products and publisher tools.

Google’s AI-Driven Ad Innovations

Google’s latest updates place artificial intelligence at the center of its advertising ecosystem. New AI-powered search inventory is opening up, including AI Overviews (AIOs) that now display ads on desktop, not just mobile. Google is also launching ads within its AI Mode — Gemini — which delivers purely AI-generated search responses, replacing traditional search results pages.

This shift moves users from simple information retrieval to intelligent, action-oriented interactions. Ads in this environment are designed to help users take immediate next steps. For smaller businesses, Google introduced an agentic chatbot that simplifies AI adoption without requiring enterprise-level AI infrastructure or data.

To appear in these AI-generated ad units, advertisers must adopt Google's full AI ad product suite, including Performance Max, Shopping, and Search campaigns with broad match enabled. This broad match setting allows Google to target relevant searches beyond the advertiser’s predefined keywords, expanding reach significantly. While this integration might feel like Google is bundling ad products tightly, it reflects their push to unify their ad offerings through AI.

New Creative Formats and Marketing Chatbots

Google is rolling out shoppable video ad units tailored for shopper queries. These formats bring sound and motion into product demonstrations, such as showcasing apparel fit or product assembly. Additionally, Google is developing a marketing chatbot embedded inside the Chrome browser. This tool will analyze a business’s web presence, automate tagging, and diagnose campaign issues across Google properties like Ads, Analytics, and CMS platforms.

Amazon’s Publisher-Focused AI Tools

Amazon’s announcements focus on enhancing publisher tools rather than direct advertiser solutions. Their AI-driven efforts aim to reduce manual campaign tasks and integrate their media and ad tech offerings more tightly. Amazon is expanding video ad placements across its ecosystem and improving native ad formats with Canvas — a tool for publishers to create engaging units like page overlays and sticky video ads without developer resources.

Amazon’s data clean room, Amazon Publisher Cloud, now supports all online video ads, extending beyond just connected TV and streaming. However, only Amazon DSP can bid on these placements due to reliance on Amazon’s first-party retail purchase data, limiting access for third-party vendors.

Enhanced Analytics for Publishers

Amazon introduced new analytics tools to help publishers optimize revenue. Signal IQ, their identity management system for programmatic publishers, now provides detailed metrics on how different identity solutions impact bid rates, CPMs, and overall revenue. This insight helps publishers understand price variations across identity integrations like UID2, RampIDs, and ConnectID.

These tools aim to give publishers more control over their demand sources and improve monetization strategies.

What Creatives Should Take Away

• AI is accelerating the integration and complexity of ad products. Google’s AI-powered search ads now require a broader campaign setup, signaling that creatives must think holistically across formats and platforms.
• New ad formats emphasize interactivity. Video ads with sound and motion will become more common, requiring creative teams to adapt their storytelling and production approaches.
• Publisher tools are getting smarter. Amazon’s AI-driven analytics and native ad formats simplify monetization and content integration, offering publishers new ways to engage audiences without heavy technical overhead.
• Chatbots and automation tools are becoming essential. Google's marketing chatbot and Amazon’s automation efforts highlight the growing role of AI in campaign management and performance analysis.

For creatives, staying updated on these AI-powered tools is crucial. They open up new ways to connect with audiences but also demand adaptability and cross-channel thinking. For those interested in deepening their AI skills for marketing and advertising, exploring specialized courses can provide a competitive edge. Consider checking out Complete AI Training’s courses for marketing specialists to stay ahead of the curve.