While Ads and Analytics will get the AI agents first, Google will over time push those agentic features across its entire ads portfolio, Taylor said.
The news comes right after Google announced numerous consumer-facing AI tools at its annual I/O developer conference on Tuesday, which included agentic tools like automated checkout for shopping in AI Mode.
Advertisers are racing to embrace agentic tools
The marketing ecosystem is racing to adopt agentic tools that can increase efficiency and make ad campaigns perform better.
Meta is already leveraging AI solutions that can make decisions with little human oversight. In December, the social giant unveiled Andromeda, an AI program in its Advantage+ suite that can analyze millions of ad creatives and choose which message to send to an individual consumer.
Even smaller startups are pushing into agentic AI. The adtech firm Scope3 recently debuted an agentic media platform with Meta and Amazon DSP integrations.
As the AI race heats up, Google has set aside $75 billion in capital expenditures this year to fuel its development initiatives.
And its push into AI goes beyond agentic solutions. At GML, Google also unveiled AI-powered creative tools powered by Veo and Imagen that can generate campaign images and videos for campaigns at the click of a button. It also updated its AI-backed Smart Bidding tool to improve targeting and conversions.
But the DOJ is breathing down Google’s neck
Even as Google charges forward with its AI advertising advancements, two antitrust rulings could blow up core parts of its business.
In one case, Google’s search business was found to constitute an illegal monopoly, and the Department of Justice is asking a federal judge to force Google to divest of Chrome.
In the second case, parts of Google’s adtech business were found in violation of U.S. competition law, and the DOJ wants Google to sell off its ad exchange AdX and its ad server DoubleClick for Publishers.
The company’s ongoing investments in AI-powered tools for marketers in Chrome and in its advertising platforms could be wasted if Google is forced to break up its business.
