At Google Marketing Live 2026, Google unveiled a comprehensive strategy to integrate generative AI into advertising and commerce, centered on its Gemini models. The event highlighted three major shifts: the introduction of a new generation of ads for AI-driven search, the launch of a unified AI agent called Ask Advisor, and the expansion of agentic commerce protocols to streamline the shopping experience. To address the evolving needs of shoppers who demand both speed and intelligence, Google is redefining ad formats in Search. These next-generation ads use Gemini to provide conversational, personalized responses rather than static links. New formats include Conversational Discovery ads, which answer specific user queries with tailored creative, and Highlighted Answers, which feature high-quality ads within AI-generated recommendation lists. Additionally, AI-powered Shopping ads will generate custom explainers for complex purchases, while the Business Agent for Leads allows users to chat directly with brands inside the ad for instant support. These updates aim to bridge the gap between initial research and final purchase, ensuring ads feel like helpful additions to the user's conversation. In the realm of campaign management, Google introduced Ask Advisor, a unified agent built with Gemini that spans Google Ads, Google Analytics, Merchant Center, and the Google Marketing Platform. Acting as an always-on strategic partner, Ask Advisor connects these tools to offer proactive, personalized recommendations. Marketers can simply request a campaign for a specific product, and the agent will automatically pull data and set up the necessary workflows. This tool is designed to simplify data analysis for non-experts, allowing businesses to focus on high-level strategy while the AI handles execution details. Ask Advisor is currently in beta for English-language accounts. Google also advanced its vision for agentic commerce by expanding the Universal Commerce Protocol (UCP) and introducing the Universal Cart. These technologies aim to create a seamless checkout experience across retailers and services. The Universal Cart allows shoppers to transfer items from various brands into a single cart and check out using Google Pay or by moving to the merchant's site. Initial testing involves major retailers like Nike, Sephora, Target, and Walmart. Furthermore, the Direct Offers pilot has been upgraded with native checkout integration for UCP merchants and expanded to include travel partners like Booking.com and Expedia, enabling users to secure deals directly within AI-assisted planning flows. These developments underscore Google's commitment to handling the complexity of execution through AI, allowing businesses to scale faster. By combining new ad formats, a unified advisory agent, and robust commerce protocols, Google aims to create an ecosystem where marketing is more actionable and the path to purchase is smoother for consumers. The company plans to roll out these features gradually over the coming months, with a focus on ensuring they deliver value to both advertisers and shoppers.