Google Unleashes Autonomous AI Agents for Marketers

AI-powered agents and agentic tools are among the industry’s buzziest terms in 2025, because these solutions can actually perform tasks, rather than just make suggestions.

Google has just made a big push to establish itself as a leading developer of these tools, unveiling a slew of agentic AI solutions for marketers Wednesday at its annual Google Marketing Live event.

Google’s new tools include an AI agent called Marketing Advisor that’s baked into its Chrome browser, which it plans to roll out later this year. Marketing Advisor is designed to access information about a marketer’s specific objectives and provide tailored suggestions for how to achieve them, based on online information.

For example, Marketing Advisor might realize when sites could benefit from better tagging, and independently add new tags after the site owner consents. Marketing Advisor users can also interact with the agent via text or voice. 

“A lot of the promise of AI is to be a companion to help you get work done faster,” Dan Taylor, Google’s vp of global ads, told ADWEEK. He described the tools as “a new frontier” because it would make it easier for businesses to get things done.

Marketing Advisor can also help advertisers gauge the effectiveness of various business tactics. For instance, it could highlight seasonal trends for different product categories, Vidhya Srinivasan, vp and general manager of Google Ads and Commerce, wrote in a blog post.

Since the agent is embedded in Chrome, it works on individual websites and CMS platforms, and isn’t confined to Google properties like Ads and Analytics.

Google Ads and Analytics are getting AI agents too

Google is also rolling out agentic assistants within its Ads and Analytics suites, making it easier for marketers to build ad campaigns and make performance improvements on the fly.

These assistants are designed to learn from a variety of data sources, including data provided by clients, landing pages from their campaigns, and the performance of different creative assets, said Taylor.

For example, marketers using Google Ads could receive customized suggestions for new keywords to add, geolocations to target, or creative assets to use. If the marketer approves any of these suggestions, the system can automatically implement these changes. 

Google Analytics users will see new insights and trends, such as where website visitors are spending the most time. The AI agent can then make tailored recommendations and automatically implement these changes if the site owner agrees.

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.