At the heart of Google Marketing Live Southeast Asia (GML SEA), held recently in Singapore, Google pulled back the curtain on a powerful suite of AI-driven tools designed to transform how brands and marketers connect with today’s digitally savvy consumers.
From Search to YouTube, Google is injecting artificial intelligence into every corner of the marketing journey—reshaping how businesses create, connect, and convert in a digital landscape that grows more dynamic by the day.
Search and YouTube: The Southeast Asian consumer’s trusted digital companions
Southeast Asia’s digital habits are evolving fast—and Google is evolving with them. Each day, people turn to Google Search and YouTube to satisfy curiosity, make decisions, and get inspired. With more than five trillion searches annually, Search has become more than a tool—it’s a conversation. Thanks to AI, users can now search not just with words, but through voice, images and video.
This shift has brought tools like Google Lens and Circle to Search to the forefront. In 2025 alone, Google Lens powered over 100 billion visual searches—a 65% year-over-year jump—with 1 in 5 searches linked to commercial intent. Younger users are especially leaning in, with over 10% of their searches initiated through Circle to Search.
Meanwhile, YouTube remains the region’s undisputed video giant, reaching more daily users than any other video platform. But beyond reach, YouTube delivers trust—a key differentiator. Independent studies show users in Indonesia, Thailand, and the Philippines trust YouTube creators’ opinions more than voices on other platforms.
This credibility translates into performance. Across Southeast Asia, YouTube consistently delivers stronger ROI than both traditional TV and competing social platforms. In Indonesia, for instance, YouTube drives 4.1X the ROI of linear TV and 1.5X that of TikTok. It’s a platform where attention, trust, and action converge—making it indispensable for brands aiming for real results.
AI at the helm: Marketing that predicts instead of just reacts
As consumer behavior fragments and attention spans shorten, Google’s message to marketers is clear: AI isn’t the future—it’s the now. At GML SEA, the company unveiled a roadmap of innovations built to help marketers not just keep up, but stay ahead.
“We’re giving marketers tools that are smarter, faster, and more personalized than ever before,” said Sapna Chadha, vice president for Google Southeast Asia and South Asia Frontier. “AI is helping brands unlock creativity, streamline campaigns and deliver better outcomes across every stage of the marketing funnel.”
Here’s what’s new—and what’s next:
• Ads in AI Overviews – AI Overviews, now used by over 1.5 billion people globally, is expanding its ad placements. Soon, ads will be seamlessly integrated into AI-generated summaries on both mobile and desktop in countries like the Philippines, Malaysia, Singapore, and Indonesia. That means brands can show up right when curiosity peaks—at the moment of discovery.
• Asset Studio – Say goodbye to creative bottlenecks. This new workspace inside Google Ads uses generative AI, including models like Imagen and Veo, to rapidly produce high-impact visuals and videos. It’s like having a full creative agency inside your dashboard.
• AI Max for Search – Forget juggling endless keyword lists. AI Max leverages Gemini AI to analyze your website and automatically craft headlines tailored to real-time search behaviors. Whether a user types, speaks, or snaps a photo, AI Max ensures the most relevant ad is delivered—every time.
Shopee saw this in action with a five-week campaign across Singapore and Malaysia that delivered a 100% spike in conversions and nearly 50% higher ROI.
• AI Mode in Search – This next-level search experience offers advanced reasoning, multimodal input, and context-rich follow-ups. It’s smarter, deeper, and designed for today’s more complex queries. Google will soon begin testing ads inside AI Mode in the US—providing even more opportunities for brands to tap into moments of high intent.
• YouTube Creator Partnerships Hub – Brands can now find, vet, and partner with creators in one seamless platform. From browsing by trend or keyword to reviewing in-depth audience analytics, this hub turns influencer marketing into a data-driven growth engine. Now live in Singapore and Indonesia, more markets will follow soon.
• Agentic Capabilities – Google’s new Agentic AI functions like a virtual co-pilot for advertisers. It learns from your inputs, then dynamically generates and optimizes campaigns. In Google Ads, it offers real-time keyword suggestions and creative adjustments; in Analytics, it delivers instant insights with minimal manual effort. It’s AI with a strategy hat on—built to save time and boost results.
The bottom line: AI isn’t just a buzzword—it’s a business advantage
GML SEA wasn’t just a product showcase—it was a vision of marketing’s future. One where creativity meets precision. Where brands connect with consumers not by interrupting their experience, but by enhancing it. And where AI becomes an everyday ally for marketers in Southeast Asia and beyond.
For brands hoping to thrive in this new era, the message is simple: Adapt, adopt, and let AI do the heavy lifting—so your marketing can truly shine.