These innovations, announced at Google Marketing Live (GML) Southeast Asia, are designed to reimagine how brands connect with consumers—from creative production to search ads to influencer collaborations.
AI-powered discovery: A new era in search and shopping
Search is no longer limited to keywords. With over five trillion searches a year, users are engaging with Search using voice, images, and video. Google is responding with tools like Google Lens, Circle to Search, AI Overviews, and AI Mode, all designed to enrich discovery through multimodal experiences.
Google reports that visual searches using Google Lens have risen by 65 percent year-on-year, with over 100 billion visual queries in 2025 alone—20 percent of which show commercial intent. Circle to Search, popular among Gen Z, already powers more than 10 percent of searches by younger users.
This behavioral shift presents new opportunities for advertisers. With over one billion shopping journeys happening daily, Search is becoming a powerful driver of purchase decisions—especially with Gen Z users leading the charge in daily queries.
YouTube: The trusted video platform in Southeast Asia
In Southeast Asia, YouTube remains the undisputed leader in video. It reaches more daily users than any other video platform and maintains cross-generational trust, particularly among Gen Z. In countries like the Philippines, Indonesia, and Thailand, users trust YouTube creators more than creators on other platforms, according to research from Kantar and MTM.
But YouTube doesn’t just influence opinion—it drives results. The platform delivers 2 times to 4 times the ROI of linear TV in markets like Indonesia, Thailand, and Vietnam, and outperforms other social platforms like TikTok and Meta, proving its strength in both reach and effectiveness.
A suite of AI tools to empower marketers
Google’s latest announcements introduce AI features that automate, personalize, and optimize the entire marketing workflow:
Ads in AI Overviews: Now reaching over 1.5 billion users, AI Overviews will soon include ads in Search results in the Philippines, Malaysia, Singapore, and Indonesia, giving brands more touchpoints at critical decision-making moments.
Asset Studio: A new generative AI tool that helps marketers create high-performing images and videos using models like Imagen and Veo—streamlining content production.
AI Max for Search: Powered by Gemini, this feature eliminates the need for lengthy keyword lists. It automatically understands a business’s website and customer behavior to deliver the most relevant headlines. Early adopters like Shopee saw a 100-percent increase in conversions and 49 percent higher ROI.
AI Mode: A powerful new search experience that allows users to ask complex, longer-form questions and receive rich responses. Soon, it will also include integrated ad placements in the U.S., expanding brand exposure.
YouTube Creator Partnerships Hub: A one-stop AI-powered platform that allows brands to discover, connect, and collaborate with creators more easily. It offers audience insights and performance tracking, now available in Singapore and Indonesia, with more countries on the horizon.
Agentic Capabilities: A next-gen assistant within Google Ads and Analytics that learns from inputs, suggests real-time optimizations, and automates campaign management—freeing up marketers to focus on strategy and creativity.
Helping brands meet the moment
“As consumer journeys become more complex—and resources more limited—we’re equipping marketers with our most advanced models yet,” said Sapna Chadha, vice president of Google Southeast Asia and South Asia Frontier. “These tools are intelligent, agentic, and designed to turn AI into action.” —Ed: Corrie S. Narisma
