Google Adds Agentic AI Tools to Ads and Analytics

Google is expanding AI and agent-like features across Google Ads and Google Analytics to help marketers detect meaningful changes, investigate their causes, build reports, compare performance, and adjust campaigns with less manual analysis. The additions extend Ask Advisor, Google’s in-product marketing assistant, and are designed to support professional judgment rather than remove marketers from decision-making. Google says users remain in control while the software accelerates the path from noticing a signal to taking an informed action.

In Google Analytics, new AI Overviews appear at the top of the homepage and summarize important developments since the user’s previous visit. They can call attention to events such as seasonal sales peaks, traffic changes, and other shifts that might otherwise require analysts to inspect several reports. The summaries are intended to explain both what has changed and what marketers may want to do next. A relevant data card can be passed into Ask Advisor with one click, preserving its context so the user can continue investigating the issue through the AI agent. Users will also be able to receive these summaries by phone or email and choose a notification frequency that matches their working routine.

Google Ads is receiving a redesigned homepage with timely, AI-generated insight cards personalized to each business. These cards aim to give advertisers enough context to react to emerging demand and reconsider campaign strategy when market conditions change. Marketers can also use a prompt box above the cards to request a custom insight about a specific question, such as whether competitors are affecting impression share or which trends could improve campaign results. This makes the homepage more interactive: instead of relying only on insights selected by the platform, users can direct the analysis toward their immediate priorities.

Google is also introducing new Dashboards in Google Ads, with availability in Google Analytics planned for a later date. Marketers can describe the report they want in ordinary language, and the system turns the underlying data into visualizations. Each report automatically includes a real-time explanation intended to clarify the reasons behind the displayed results. The core promise is that users can move from raw marketing data to a visual, interpretable report using simple text prompts, without manually assembling every chart. Google presents this as useful both for understanding current performance and for building an evidence-based case for a new campaign proposal.

A new benchmarking capability in Google Analytics adds external context to campaign evaluation. Through Ask Advisor, marketers can compare their results with anonymized averages calculated from similar businesses. The feature is meant to reveal where performance may have room to improve while avoiding the disclosure of individual competitors’ information. It complements account-specific analysis by providing a directional reference point, although the announcement does not describe the precise peer-selection method, metrics available, or minimum data requirements.

Google supports the announcement with a comment from Kevin Marshall, Paid Media Director at Gardyn, who describes Ask Advisor as a fast way to perform a directional check on paid-media performance. In his account, quicker initial analysis leaves more time for deeper investigation and allows campaign adjustments to happen sooner. The example reinforces Google’s positioning of the product as an analytical accelerator rather than a complete substitute for marketing expertise.

All of the announced solutions are built with Gemini. Together, they connect several stages of marketing work that are often handled separately: monitoring changes, asking follow-up questions, producing visual reports, interpreting results, comparing performance with peers, and identifying possible actions. Google is effectively turning Ads and Analytics from largely report-driven products into more conversational workspaces where AI can surface findings and help users act on them. AI Overviews, personalized Ads insights, custom questions, Analytics benchmarking, and the new Google Ads Dashboards are being presented as available to explore now, while the equivalent dashboard experience for Google Analytics is still described as coming soon.