Google has announced a set of AI-powered updates across Google Ads and Google Analytics, expanding the role of its Gemini-based tools in helping marketers analyse campaign performance, identify changes and access insights from their advertising and analytics data.
The updates expand Ask Advisor, Google's in-product AI agent for its marketing platforms, while introducing AI-generated summaries, personalised insights and new dashboard capabilities. The tools are designed to reduce the time marketers spend navigating data and help them identify information relevant to campaign decisions.
As part of the update, Google Analytics is introducing AI Overviews on its homepage. The feature will provide users with summaries of notable developments since their previous login, including changes in website traffic and seasonal movements in sales.
Marketers will be able to select a data card from the overview and send the information to Ask Advisor for further analysis. Users can also choose to receive notifications about these updates through phone or email and determine how frequently they receive them.
Google Ads is also receiving an updated homepage featuring AI-powered insight cards personalised to individual businesses. A prompt box positioned above the cards will allow marketers to ask questions about their advertising performance and generate relevant insights.
The prompts can be used to examine areas such as changes in competitors' impression share or emerging trends that could influence campaign performance. The addition builds on Google's existing Insights tools, which surface information around market trends, audiences, search behaviour and campaign performance.
Google is also adding Dashboards to Google Ads, with plans to bring the capability to Google Analytics at a later stage. The feature will allow marketers to create visual reports through text prompts rather than manually assembling individual reports.
Each report will include a real-time summary intended to explain the data and provide additional context around performance. Google Ads already allows advertisers to consolidate statistics through dashboards, but the new AI functionality introduces prompt-based report creation and automated interpretation of the information displayed.
Ask Advisor in Google Analytics is also gaining benchmarking capabilities. The feature will allow businesses to compare campaign performance against anonymised averages from similar companies. This is intended to provide marketers with additional context when assessing whether their results are tracking above or below comparable businesses.
The updates form part of Google's broader integration of Gemini across its advertising and marketing products. The company has been introducing AI-powered tools for areas including campaign optimisation, audience understanding, creator discovery and analysis of search and YouTube trends.
Google's Insights Finder, for example, uses aggregated and anonymised signals from Google Search and YouTube to help advertisers examine audience behaviour, content trends, creators and search activity. Google has also introduced Gemini-powered insights tools aimed at giving brands and agencies a more detailed view of trends on YouTube.
With the latest updates, Google is extending generative AI further into the reporting and analysis layer of its marketing platforms. The company said the features are intended to help marketers move from identifying changes in their data to evaluating and acting on those insights more quickly, while keeping campaign decisions under the marketer's control.