Google rolls out new AI and agent features in Google Ads and Google Analytics for faster marketing decisions

Google is expanding the role of artificial intelligence in its advertising and analytics products, aiming to help marketers move from raw data to actions more quickly. In a product update published Monday, the company said it is adding new AI and “agentic” experiences across Google Ads and Google Analytics to simplify workflows and speed up users’ path to growth.

Among the changes, Google Analytics will introduce AI Overviews at the top of the homepage. The feature is designed to provide an immediate summary of important updates since a marketer last logged in, including shifts such as seasonal sales peaks or changes in traffic, along with suggested next steps. Google said a single click on a data card can carry the relevant context into “Ask Advisor,” its in-product AI agent for marketing platforms.

Google is also revamping the Google Ads homepage to surface timely AI-powered insights cards personalized to a business. The company said users will be able to generate custom insights using a prompt box that draws on what is currently top of mind in the account, including questions related to competitors’ impact on impression share and trends that could improve campaign performance.

On the reporting side, Google described new Dashboards in Google Ads, which are coming soon in Google Analytics. The tool is intended to transform raw data into visualizations based on simple text prompts, and to automatically generate real-time summaries that explain the “why” behind the data. Google positioned this as a way to make reporting more intuitive while helping teams justify strategy changes or new campaign ideas.

The update further broadens the use of Ask Advisor. Google said it is adding new benchmarking functionality in Google Analytics that compares a user’s campaign performance against anonymized averages from similar businesses, with the goal of helping marketers refine strategy “with confidence.” Google also said analysts can use Ask Advisor as a faster directional check on paid media performance, emphasizing the speed of the AI workflow.

Google said these new capabilities are built with Gemini, its AI model platform, and are meant to connect insight and action. The company said marketers can “stay firmly in the driver’s seat” by getting answers and next steps embedded inside the tools, rather than forcing users to piece together analysis from multiple screens.

In an example from the update, Kevin Marshall, Paid Media Director at Gardyn, said Ask Advisor has become a go-to “directional check” on paid media performance because the speed gives time to dig deeper and make changes that improve results sooner.

The company also said the features will be available in beta for English-language accounts. Google did not specify pricing or broader rollout timelines in the announcement, nor did it provide details on the coverage of benchmarking categories, the exact data inputs used for summaries, or how notifications and frequency settings will work across different account types.

For marketers evaluating the changes, the most immediate operational question will be how well the AI Overviews and personalized insights match their own reporting cadence and priorities. Another key caveat is that Google framed the benchmarking as comparisons to anonymized averages, but did not state which similarity criteria it uses or how it handles outliers, vertical differences, or industry-specific baselines. Users will likely need to validate the directional outputs against existing performance reporting before relying on them for major budget shifts.

Looking ahead, the next things to watch are when Google expands access beyond English-language accounts, whether Google Ads Dashboards roll into Google Analytics on the same timeframe, and how frequently the product updates its AI Overviews and notification capabilities. The push also suggests a broader trend in adtech toward embedding more autonomous analysis and recommended actions directly into day-to-day marketing workflows, rather than limiting AI to stand-alone tools.