Google unveils new AI tools for merchants, brands and products

Delhi: Google unveiled new AI tools at its Google Marketing Live event, aimed to enhance connections between shoppers and merchants through engaging content.

Brand Profile on Search

Google introduced a new visual brand profile on Search for shopping queries. This profile uses information from the Google Merchant Center and Google’s Shopping Graph to highlight a brand's ethos and offerings.

AI-Powered Search Ads

Google's Product Studio, launched in 2023, has been improved. This tool allows brands to generate product images matching their unique styles and is now available in Australia, Canada, the UK, and the US, with expansion to India and Japan soon.

Immersive Ad Formats

New generative AI-powered ad formats help brands enhance their ads. A closed beta for retailers will allow shoppers to engage with short-form product videos..

Virtual Try-On

Google’s Virtual Try-On (VTO) technology, launched in 2023, is expanding to apparel ads for men’s and women’s tops. This feature uses 3D technology to create interactive spins from images, making it easier for merchants to showcase products. 

Performance Max

Google is introducing new image editing capabilities in Performance Max, allowing advertisers to add objects, extend backgrounds, and crop images to fit various formats. Retailers can highlight products from their Google Merchant Center feeds using these tools.

Demand Gen

Demand Gen campaigns, launched in 2023, will be expanded to more advertisers on Display and Video 360 and Search Ads 360. These campaigns will include new formats and features like vertical ad formats, ad stickers, and animated image ads.

Matt Madrigal, Vice-President and GM of Merchant Shopping, stated, "Gen AI is helping us better meet advertisers’ needs and unlock new possibilities across the marketing process, from new immersive ad experiences to high-performing creative assets."