Google adds AI tools to Asset Studio for advertisers

Google has added new artificial intelligence features to Asset Studio in Google Ads, with a global English-language rollout planned for this summer.

Asset Studio lets advertisers create campaign materials for Google and YouTube. The update expands the range of assets marketers can generate and test within the product. Using a marketing brief, brand guidelines, website content and campaign goals, the system can produce creative options across multiple themes and formats.

It also adds more editing through natural language prompts, allowing users to refine generated assets by describing changes in everyday language. Advertisers will be able to develop materials from idea to ad in a single workflow, rather than moving between separate tools.

Video Plans

Among the additions is a forthcoming integration with Gemini Omni, which Google described as a new multimodal model. It will let users build video assets within Asset Studio as part of the same process used for other ad creative.

The move reflects the growing importance of video in digital advertising, particularly on YouTube, where brands often need multiple versions of the same message for different audiences, placements and campaign goals. By bringing video creation into the same interface, Google aims to reduce the manual production work involved in campaign setup.

Asset Studio will also include 1-Click A/B Testing, designed to help advertisers compare assets and identify which versions perform best against a chosen objective. Testing creative variations has long been standard practice in digital marketing, but Google is positioning the tool as a simpler way to run those comparisons directly inside its ads platform.

Broader Push

The announcement adds to a wider industry shift as large advertising platforms use generative artificial intelligence to automate more of the creative process. Tools once focused on audience targeting and media buying are increasingly moving into copywriting, image generation, editing and campaign optimisation.

For brands and agencies, the commercial appeal is speed and scale. Marketing teams are under pressure to produce more assets for search, display, short-form video and other formats, often tailored by market, language and audience segment. Systems that can generate multiple versions from a single brief promise to reduce production time, though they also raise questions about creative control and brand consistency.

Asset Studio draws on a brand's own inputs, including guidelines and website information, to shape the material it creates. That suggests Google is trying to address concerns that automated asset generation may produce generic or off-brand work if left unchecked.

The use of natural language editing is also notable because it lowers the technical barrier for advertisers that may not have specialist design or production teams. Rather than relying on manual design software or detailed production instructions, users can adjust outputs by describing what they want to change.

Platform Focus

The product sits within Google Ads, giving the company a direct route to weave creative development more tightly into campaign buying and measurement. That matters because advertisers increasingly want the same platform to handle asset creation, deployment and performance testing, especially when campaigns run across both Google properties and YouTube.

The new Asset Studio features are being introduced globally in English first. The summer rollout indicates Google is moving quickly to place generative AI tools at the centre of its advertising products as competition intensifies among major technology groups offering automated marketing software.

Asset Studio is positioned as a single place for advertisers to create, refine, test and prepare assets for campaigns across Google's advertising ecosystem.