Game-Changer for Brands in Southeast Asia

In a bold move to enhance the marketing landscape, Google has unveiled an impressive lineup of AI-driven tools specifically designed for brands and marketers in Southeast Asia. The new features aim to revolutionize ad placements, optimize campaigns, and streamline creative asset production, in response to the dynamic ways consumers engage with digital content.

Shifting Patterns in Search and Viewing Behaviors

As Google and YouTube continue to dominate the digital landscape, users in Southeast Asia are increasingly opting for interactive methods to search and consume content. With over 5 trillion searches conducted each year, innovative tools like Google Lens and AI Overviews allow users to explore beyond traditional typing into voice, images, and video.

Remarkably, Google Lens has seen a swooping 65% growth year-over-year, surpassing 100 billion visual searches this year alone. Gen Z, now the most active group on Search, showcases the changing tides, presenting fresh opportunities for advertisers to engage users from discovery to decision-making.

YouTube: The Go-To Platform for Video Engagement

YouTube stands strong as the leading video service in Southeast Asia, especially among Gen Z viewers. Studies indicate that creators on this platform are more trusted compared to competitors, leading to impressive return on investment (ROI) rates in Indonesia, Thailand, and Vietnam that outshine traditional TV and social media giants like TikTok and Meta.

AI-Powered Tools That Transform Advertising

The new AI tools presented by Google mark a shift towards smarter, more predictive marketing strategies. The Ads in AI Overviews feature, rolling out later this year, connects businesses to curious audiences right when they need it most. Additionally, the Asset Studio—a centralized workspace—uses generative AI to efficiently produce high-performing visual and video content.

AI Max for Search further leverages Google's advanced models to craft real-time headlines based on user searches, eliminating the need for lengthy keyword lists. A recent campaign by Shopee in Singapore and Malaysia resulted in a staggering 100% increase in conversions, with a notable 49% boost in ROI.

The YouTube Creator Partnerships Hub

Also making waves is the newly launched YouTube Creator Partnerships Hub, available in Singapore and Indonesia. This platform harnesses AI to help marketers find creators through categories, trends, and keywords, providing insights about their audiences before collaborations commence.

Bringing Agentic AI into Ads and Analytics

Google is pioneering agentic AI capabilities within its Ads and Analytics arsenal, automating campaign creation and management. This means real-time keyword suggestions and smart content adjustments, giving marketers instant insights that can improve their campaigns.

Sapna Chadha, Vice President of Google Southeast Asia, emphasized, "We’re at the forefront of AI-driven advertising, delivering our most sophisticated models to navigate the increasingly complex consumer journey efficiently. Our latest tools aim to provide sharper insights and superior results for brands across Southeast Asia."

Navigating Consumer Behavior with AI