At the Google Marketing Live event in Singapore, you were introduced to a wave of new AI-powered updates coming to Search and YouTube. These changes are designed to help you keep up with how people now interact with online content—using photos, voice, and video more than ever before. With these tools, you’ll have more opportunities to engage with customers early in their journey, particularly in fast-growing digital markets across Southeast Asia.
Typing into a search bar is no longer the only way people look for answers. You’re now seeing more users search using images, voice commands, or even a combination of formats. Google’s tools, such as Lens, Circle to Search, and AI Overviews, are now shaping this new search experience. Lens alone has processed over 100 billion visual searches in the past year, and approximately one in five of those have commercial intent, indicating that users are actively considering a purchase. Circle to Search, a feature gaining popularity rapidly among Gen Z users, already accounts for over 10% of their search activity.
In Southeast Asia, Gen Z is leading the way in using Google Search. Their interest is shifting how ads are delivered, opening more chances for your brand to appear earlier in the decision-making process. On a global scale, Google supports more than one billion shopping-related searches per day, and Southeast Asia is becoming a key part of that volume. This shift isn’t just technical—it’s an opportunity for you to reevaluate how you engage with audiences across the region.
YouTube dominates viewer trust and ROI
While trends in online search continue to evolve, one thing remains constant—YouTube is the top video platform in Southeast Asia. It continues to outperform other platforms in terms of reach and engagement across generations. You might be surprised to learn that users in countries such as Indonesia, Thailand, and the Philippines trust YouTube creators more than those on other social media platforms. That trust translates into better business results.
Google shared strong evidence that advertising on YouTube delivers significantly higher returns compared to traditional TV. In Indonesia, for example, YouTube ad campaigns delivered 4.1 times the return on investment. The numbers were just as impressive in Thailand and Vietnam, with 2.3 and 2.9 times greater ROI, respectively. When stacked against other social platforms, YouTube consistently outperforms in terms of delivering real marketing impact. These stats make it clear—if you’re not investing in YouTube, you’re missing a major opportunity in Southeast Asia’s digital economy.
New AI tools simplify campaigns and boost results
To help you take full advantage of these shifts, Google is rolling out new AI-powered features designed to simplify how you run campaigns. One of the most talked-about updates is the expansion of ads in AI Overviews—those summaries you see above regular search results. Later this year, users in the Philippines, Malaysia, Singapore, and Indonesia will begin seeing these ads on desktop and mobile devices in English.
Another tool you’ll likely use is Asset Studio, which is located within Google Ads and allows you to create a variety of ad visuals and videos quickly. It utilises advanced generative AI, including Imagen and Veo, to help you produce content more efficiently. You can test different ad versions and see what resonates best without spending extra time and effort.
One standout update is AI Max for Search. This tool uses Google’s Gemini models to automatically generate ad headlines and pair them with the right searches, without requiring endless keyword lists. The tool was tested by Shopee in Southeast Asia over five weeks, resulting in double the conversions and a 49% increase in ROI. In Malaysia, telecom company Maxis also saw success, capturing more niche and multilingual queries—including ones in Chinese—that would have been missed by traditional keyword targeting.
AI Mode is another exciting development. It enables users to ask longer and more complex questions through Google Search, utilising both voice and images. It supports follow-up queries and links to more in-depth content. Though ad testing for AI Mode is starting in the US, you can expect wider availability in the near future.
YouTube is also getting an AI-powered upgrade with the launch of the YouTube Creator Partnerships Hub. Already live in Singapore and Indonesia, this tool enables you to search for YouTube creators based on content trends or categories, and view engagement statistics before starting a collaboration. It’s a valuable shortcut for finding the right partner to amplify your message.
To help you manage everything more efficiently, Google is introducing agentic AI features across Google Ads and Analytics. These tools can generate keyword suggestions, adjust creatives, and even write reports based on your site’s performance. It’s built to save time while providing you with data-driven insights to enhance your campaigns.
With customer behaviour becoming more complex and marketing budgets under pressure, these AI tools are meant to help you stay one step ahead. Google says the goal is to give you more control with less effort, so you can stop reacting and start anticipating what your audience wants.
