Updates from Google Marketing Live EMEA 2025
Broadcast live from Dublin, where Google’s European HQ is located, Google Marketing Live EMEA 2025 delivered a glimpse into the future of Google Ads and Youtube. With a strong focus on AI innovation, YouTube dominance, and search evolution, this year’s event was all about helping marketers to thrive in a fast-changing world.
Here are our key takeaways from the event:
AI-Powered Shopping: Try Before You Buy
Google announced a major update for shoppers: a new AI-powered “Try On Me” mode. Consumers can now explore outfit options and visualise how they’d look before buying. This feature, now rolling out publicly, represents a major leap in online retail, powered by Google’s advanced generative AI models.
New Era of Search: What GML EMEA 2025 Means
Debbie Weinstein, President of Google EMEA, emphasised the complexity of today’s consumer behavior: “People are seamlessly and simultaneously streaming, scrolling, shopping, and searching.” Only Google and YouTube can get you in front of your customers across all 4 of these behaviours.
With over 5 trillion annual searches, Google is leaning into visual and AI-driven search. Google Lens combines the best of Google AI and the latest computer vision to allow people to search what they see with over 100 billion visual searches already this year. 1 in 5 of all lens searches have commercial intent. AI Overviews now reach 1.5 billion monthly users across 200+ countries.
Streaming, Scrolling, Shopping on Youtube
- People watch 1 billion hours of YouTube on TV daily.
- YouTube Shorts views on TV have more than doubled, with over 2 billion monthly users.
- Users watch over 90 million hours of shopping videos daily.
- 72% of consumers still turn to Google or YouTube first even when discovery starts on social platforms.
Trust and intent matter and that’s where YouTube wins.
The Power of AI in Ads
Dan Taylor, VP of Global Ads, introduced Google’s latest innovations for advertisers:
“The only way to take advantage of the new era of search is with AI powered campaigns.”
- The Power Pack: The Power Pack is the next level generation of Google’s ad solutions. It drives performance with advertisers across search and YouTube.
- PMAX: In the last year alone, there were over 90 PMAX quality and backend improvements that boosted conversions by over 10%. They recently announced channel performance reporting for PMAX (in beta testing now). You’ll be able to see exactly how PMAX is performing across formats and channels.
- AI Max for Search Campaigns: Built specifically for the evolving search landscape. It is as simple as a 1 click enhancement to existing search campaigns.
- Smart Bidding Exploration: Helps you find new, high-performing searches that you didn’t know existed.
- Demand Gen: Over 60 demand gen improvements were made in the past year. Results were 26% YoY increase in conversions.
YouTube Ads: Smarter, More Shoppable
- Prospecting in Demand Gen: 68% of brand gen conversions come from people who didn’t see the brand ads on Google search in the last 30 days. New prospecting controls are coming.
- Shoppable Connected TV ads roll out globally this quarter.
- 58% of Shorts viewers discover new brands via the format.
- New Creator Partnerships Hub coming soon to Google Ads to help brands connect with creators in one place.
App Campaign Enhancements
- You will be able to see how your campaigns drive installs and conversions. Google is introducing better target ROAS bidding on IOS and advertisers using this have seen a 22% increase in ROAS. On-device conversion measurement for IOS app campaigns is also rolling out soon.
Google Marketing Live Insights
“Your customers are unpredictable. Your marketing doesn’t have to be.”
We couldn’t agree more with that statement.
Takeaways from EMEA
This year’s event cemented one thing: AI isn’t just the future of marketing, it’s the present. From visual search and shopping personalisation to powerful new ad tools, Google and YouTube remain the most vital platforms for growth.
Want to know how to implement these updates into your own campaigns? Get in touch with us.