Google Introduces AI Max, Retention Mode, and Creative Tools for Indian Advertisers
Google reports that 80% of Gen Z in India rely on Google Search for shopping, discovery, research, and decision-making. To make this experience more interactive and intuitive, Google has launched a set of AI-powered tools focused on improving advertising for Indian businesses.
At the India edition of its annual Google Marketing Live event, Google introduced new features that help marketers anticipate consumer behaviour instead of just reacting. The updates focus on scaling creative capacity with AI, delivering relevant messages at the right moments, and enhancing campaign precision.
Creative AI with “Generated for You”
Later this year, Google will release “Generated for You” within Product Studio. This AI-driven feature automatically selects relevant products from a merchant’s catalogue and creates images and videos aligned with the brand’s identity. It also suggests campaign ideas and seasonal promotions by analysing current trends.
Notably, Google has seen a 250% growth in the use of AI-generated creative tools by advertisers over the past year, signaling strong adoption of automated creative assets.
Performance-Driven Campaign Enhancements
- AI Max for Search: Now available in India, this feature optimises search campaigns by analysing landing pages, ads, and keywords through AI. Early results from Cashify showed a 15% rise in conversions.
- Performance Max (PMax) Retention Only Mode: In beta, it allows campaigns to focus solely on re-engaging existing customers on both app and web platforms. Swiggy reported a reduction in re-engagement costs by nearly two-thirds.
- Smart Bidding Exploration: Google's most significant bidding update in over a decade helps advertisers uncover previously untapped conversion opportunities. Campaigns using this feature observed an average 18% increase in unique converting search query categories.
Search and YouTube Features
- Ads in AI Overviews: Rolling out later this year in English on mobile and desktop in India, ads will appear within AI-generated overviews when relevant to both the search query and the AI response. AI Overviews reach over 1.5 billion users monthly, with growth exceeding 10% in key markets like India and the US.
- Shoppable Connected TV (CTV) and YouTube Masthead Enhancements: Viewers will soon interact with CTV ads using QR codes and “send to phone” links. The YouTube Masthead, a prime ad space, will become shoppable on mobile, helping brands push new product launches and boost engagement during peak traffic periods.
Measurement and Planning Updates
Google also updated Meridian, its open-source Marketing Mix Model (MMM) tool. Marketers can now access key metrics such as reach and frequency more frequently via an API through the MMM Data Platform. Additionally, a dynamic scenario planner will assist marketers in modelling and adjusting cross-channel spend more effectively.
Google Ads and Analytics AI Assistants
Google is rolling out agentic AI features globally across Google Ads and Google Analytics. These assistants will guide advertisers through onboarding, campaign setup, reporting, and troubleshooting.
- In Google Ads, the AI agent will recommend keywords, audience strategies, and ad creatives.
- In Google Analytics, the assistant will proactively surface insights and simplify data exploration using visualisations.
These tools aim to improve creative efficiency, enhance campaign accuracy, and deliver measurable outcomes at scale for Indian marketers.
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