Google is adding AI agents and automated insights to Google Ads and Google Analytics to help marketers spot performance changes faster and make smarter decisions without manual analysis.
The updates include AI-powered summaries on Analytics homepages, personalized insight cards in Ads, visual dashboards generated from text prompts, and a benchmarking tool that compares campaign performance against other similar businesses.
These features, built on Google's Gemini AI, are designed to accelerate the workflow from insight discovery to action.
What happened
Google is rolling out new AI-powered features across Google Ads and Google Analytics, including AI Overviews on the Analytics homepage that summarize key performance changes since last login, personalized insight cards in Google Ads, a new Dashboards feature that converts raw data into visualizations via text prompts, and a benchmarking tool in Analytics that compares campaign performance against anonymized averages from similar businesses.
Why it matters
Marketers can now spot performance shifts and uncover insights faster without deep technical expertise, allowing teams to adjust strategy and capture demand more quickly. The Ask Advisor AI agent (built on Gemini) puts analysis and recommended actions directly into users' hands, reducing the time between discovery and decision-making.
What to watch
The new Dashboards feature is coming soon to Google Analytics (already available in Google Ads); users can opt into notifications via phone or email to stay updated at their preferred frequency, and can use a prompt box in Google Ads to generate custom insights tailored to their business needs.
Google is expanding its AI-powered marketing suite with new features designed to streamline how marketers discover insights and act on them. The company is adding AI and agentic experiences (autonomous AI agents that can take actions) across Google Ads and Google Analytics, building on the earlier introduction of Ask Advisor—an in-product AI agent that Google describes as putting deep measurement expertise and strategic execution directly into marketers' hands.
In Google Analytics, the company is introducing AI Overviews at the top of the homepage. These automated summaries highlight important updates since the user last logged in, from seasonal sales peaks to traffic changes. Analysts can click on any data card to send that context directly into Ask Advisor for further analysis. Google is also rolling out optional notifications via phone or email so users can stay informed at their preferred pace. On the Google Ads side, the company has redesigned the homepage to surface AI-powered insight cards personalized to each business, giving marketers the context needed to adjust strategy and capture new demand quickly. Users can also type custom questions into a prompt box above the insight cards to generate insights based on their immediate needs.
For reporting, Google is introducing a new Dashboards feature in Google Ads, with Google Analytics to follow soon. These dashboards convert raw data into clear visualizations using simple text prompts; each report automatically includes a real-time summary explaining the reasoning behind the data. Google is also introducing a benchmarking feature in Google Analytics that lets marketers compare their campaign performance against anonymized averages from similar businesses. According to Kevin Marshall, Paid Media Director at Gardyn, "Ask Advisor has become my go-to for a directional check on paid media performance… That speed matters because it gives me time to dig deeper and make shifts that improve performance sooner." All of these tools are built on Gemini, Google's large language model. The company is encouraging marketers to get started today in Google Ads and Google Analytics.
Google's latest updates center on automating insight discovery for marketers who lack deep data expertise. The company introduced Ask Advisor (an in-product AI agent) earlier as a foundational tool, and today's announcement extends that capability across both Ads and Analytics with features that distill complex performance data into actionable summaries. The AI Overviews on the Analytics homepage and personalized insight cards in Ads both address a core pain point: staying aware of performance shifts as they happen and understanding what to do about them. By surfacing these summaries automatically rather than requiring analysts to build custom reports, Google is lowering the barrier to rapid decision-making.
The new Dashboards and benchmarking features take a slightly different angle—they give marketers a way to understand their own performance more clearly and contextualize it against peers. The Dashboards tool converts raw data into visualizations through simple text prompts, making reporting less dependent on specialized technical skills. The benchmarking feature adds external context by comparing against anonymized averages from similar businesses, helping teams identify growth opportunities. All of these features are built on Gemini, Google's large language model, suggesting the company is betting on conversational AI as the primary interface for marketing data analysis going forward.
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