The news: Google is expanding its use of agentic AI across its advertising suite, announcing that Ads Advisor and Analytics Advisor—two new, Gemini-powered assistants—will roll out to all English-language Google Ads and Google Analytics accounts in early December. Per Google, the tools aim to make campaign management and data interpretation faster, simpler, and more conversational.

First previewed at Google Marketing Live in May, these systems mark the company’s next major step in embedding hands-free, context-aware AI throughout its ad ecosystem.

How it works: Together, the two tools effectively turn Google Ads and Analytics into guided, AI-driven workspaces for advertisers.

• Ads Advisor acts as a conversational assistant that can diagnose performance issues, generate insights, and automate optimizations.
• For Performance Max campaigns, it can handle prompts like “How can I optimize my campaign for the holidays?” and respond with actionable recommendations—such as adjusting budgets, refreshing creative assets, or adding sitelink extensions.
• Analytics Advisor focuses on real-time data interpretation, helping marketers identify anomalies, compare performance segments, and visualize insights directly through natural-language conversation.

Why it matters: Agentic AI is redefining digital campaign management.

• This rollout positions Google competitively against Amazon, which recently introduced its own Ads Agent and Creative Agent at its unBoxed event. Amazon’s tools are designed to automate campaign planning and creative production, using behavioral and contextual data to drive personalized targeting. The timing illustrates how the industry’s largest platforms are racing to make ad operations autonomous, with human oversight focused more on direction than execution.
• By integrating Gemini models directly into its ad infrastructure, Google is shifting from optimization-as-a-feature to optimization-as-default. The goal is to make complex media buying, creative iteration, and performance analysis accessible to both experienced and novice marketers through conversational workflows.
• North American marketing professionals are far more likely to use AI for tasks like ideation/brainstorming (79.3%) and research (76.4%) versus media buying strategy (27.1%) and generating ad iterations/creating personalized ads (26.4%), per Basis Technologies; Content Marketing Institute data shows a similar pattern amongst B2B marketers who largely don’t employ AI for ad optimization. Ads Advisor could help shift that paradigm.

Key takeaway for marketers:

• AI copilots are becoming table stakes. With Google and Amazon both embedding agentic AI into their ecosystems, conversational interfaces will soon be the default way advertisers plan and manage campaigns.
• Speed meets control. Real-time recommendations and one-click optimizations reduce manual effort but raise new expectations for oversight, transparency, and creative quality.
• Cross-platform automation is next. As Amazon and Google compete to own the full ad workflow—from creative to measurement—marketers will need to evaluate which ecosystems best balance automation with accountability.

Google’s December rollout cements AI as a built-in layer of advertising. The next phase of competition won’t just be about who has the most data, but who can turn it into decisions the fastest.