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Debbie Weinstein is president of Google for Europe, the Middle East, and Africa (EMEA). She works with business leaders and governments to utilise AI to drive growth, and engages with policymakers to ensure EMEA remains at the forefront of innovation.
I was thrilled to be in Dublin for Google Marketing Live, at such an important time for the industry and for our region.
In my 10+ years at Google, I’ve seen us cross many frontiers, but none as transformative as this moment of rapid technological advancement.
AI is completely changing the way people discover the brands and products they love.
For the first time in history, we can meet people wherever they are, at the speed of human curiosity.
It changes how we think about Search, how we value video, and how we measure success.
It’s transforming Google’s ability to interpret demand signals across all of our platforms, making it possible to move someone from discovery to a decision at the speed of an impulse buy.
Today, Google AI can create the perfect ad for that exact customer, in that exact moment, helping them to make decisions faster
That’s the Gemini advantage — your business advantage.
AI is the best thing to ever happen to Search
Of all the incredible innovations AI is bringing, the biggest opportunity for your business is the AI transformation of Search.
Today, Google Search is AI Search. Supercharged by Gemini, Search is seeing record-breaking usage and high-intent queries. Just one year after launch, AI Mode in Search has already surpassed 1 billion monthly users.
We’ve just upgraded Search with our most advanced Gemini model. And we’ve made the biggest update to the iconic Search box in 25 years, to reflect the reality of how people are searching today. It now expands, so you can fully describe what you need with text, images, videos, and even Chrome tabs.
As Search becomes more intelligent, the ads do, too. Long, complex queries were previously difficult to match with ads. That’s not the case anymore. Longer and more conversational searches mean richer signals of intent. These signals help us to better match your offer with what people want, answering their needs wherever they are in their purchase journey.
In fact, now that you can ask Google anything, people ask more questions. And the best ads are answers.
The biggest opportunity for your business is the AI transformation of Search.
Gemini-enabled Search means you can’t think in terms of simple keywords anymore: AI Max for Search helps you show up in nuanced queries, and take advantage of new ad formats. You define and set your goals — and AI handles the optimisation.
AI Brief will help you create guidelines for your AI-powered ad campaigns, from insights about your brand, to the audience you’re trying to reach, so that you can be the answer to your customers’ Search queries.
Unleash the power of Search with AI Max, or Performance Max, to capture discovery and match your brand to profitable demand in real time.
YouTube is a performance engine
The Gemini advantage doesn’t stop at Search. Combining Google Search with YouTube can deliver even better returns on ad spend.
Every day, around the world, people are collectively watching on average more than 1 billion hours of YouTube content on their TVs.1 It’s the only platform where people can be part of big cultural moments like the World Cup, and join the creator-led conversations happening around them.
And now YouTube has entered a new era of performance, leveraging the most advanced AI in the world to tap into those connections, and drive results like never before.
Marketing leaders balancing brand awareness and performance can have both, when they combine Google and YouTube with Demand Gen.
Google and YouTube are present in 82% of all journeys where products or brands are discovered.2 Built with Gemini, Demand Gen uses high-value signals from YouTube and Google Search to capture billions of moments of intent, and predict what your customers want next.
Creator content is what many YouTube users are looking for — across EMEA, viewers rank YouTube as the #1 platform for watching creators.3 This matters for advertisers, because adding creator assets to Demand Gen increases conversion lift by an average of 20%.4
Generating YouTube assets has never been easier. Gemini Omni Flash is now available in YouTube Shorts, and will come to Google Ads soon. It will help you take video ideas from the back of a napkin to global screens in seconds, changing the game for advertising.
Unlock YouTube performance with Demand Gen’s AI-powered enhancements and more precise attribution solutions.
We are in the agentic age
We are now firmly in our agentic Gemini era. We have moved from simply “finding answers” to “getting things done”.
More personalised, agentic Search will mean a quicker path from “chat” to “act”, and soon we’ll be offering paid subscribers of Google AI Pro and Ultra personalised information agents in AI Mode.
Agentic is changing commerce, too, giving you a direct path to growth that starts with the Universal Commerce Protocol, or “UCP”.
UCP is a common language connecting agents and merchants. It allows Merchant Center inventory and loyalty data to flow directly to the customer in real time, for friction-free checkout — without compromising data control.
UCP has been endorsed by Carrefour and Zalando in Europe, and we’ll soon be expanding the UCP-powered checkout experience to the U.K., allowing shoppers to check out from eligible retailers as they’re researching on Google, using Google Pay.
We have moved from simply “finding answers” to “getting things done”
Agentic tools create a competitive advantage in a time of increasing technological complexity. They’re bringing us one step closer to real-time, outcome-based marketing. Marketers will be able to train our new Gemini Spark AI agent to analyse customer insights, brief creative, generate assets, and optimise and measure ads campaigns.
Ask Advisor is another helpful agent built with Gemini capabilities. Soon, you’ll be able to collaborate seamlessly across a range of Google marketing products — from Google Ads and Google Analytics, to Google Merchant Center and more.
To get ready for agentic commerce, start with Merchant Center. Rich feeds are the bedrock of discovery and trust.
Align your business vision with the Gemini advantage
AI is creating a transformational moment for marketing, and for individuals. The Gemini advantage can help you to capture customers, across Search and YouTube, from curiosity to checkout.
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