At Google Marketing Live 2025, Google introduced AI tools for creative, performance, and brand discovery, helping SEA marketers scale with automation and intelligence.
At the most recent Google Marketing Live Southeast Asia, which took place in July 2025, Google showed off a number of cutting-edge AI tools that will change the way marketing is done in the area. These tools are designed to help with every step of marketing, from coming up with creative ideas to improving performance and finding new customers. They make campaigns more efficient and effective in a digital world that is becoming more complicated.
The event showed how businesses in Southeast Asia are already using these AI-powered tools to get real value. New features include Ads in AI Overviews, AI-enhanced asset creation, and agentic capabilities that let campaigns be made, optimised, and scaled automatically with little to no human help.
Sapna Chadha, Vice President, Google Southeast Asia & South Asia Frontier, emphasized the significance of this launch:
“At today’s Google Marketing Live, we introduced new AI tools that span the entire marketing journey — from creative to performance, brand discovery, and agentic capabilities — and showcased how brands in Southeast Asia are already unlocking real value with AI.”
Early adopters like Shopee and Maxis were highlighted as big names. Shopee’s conversions doubled and its return on investment (ROI) went up by 49%. Maxis, on the other hand, reached more multilingual audiences and niche queries.
With these new features, Google wants to give marketers in Southeast Asia scalable, AI-first tools that take into account the region’s wide range of consumer behaviour and digital maturity.
