I recently came across some exciting updates from Google that are designed to enhance the way we search for and interact with content. Google is introducing new features to its AI experiences, including AI Mode and AI Overviews, by incorporating preferred sources along with a perspectives carousel and highly cited labels.
Preferred Sources in AI Mode and AI Overviews. One of the updates brings preferred sources to AI search results. According to Duncan Osborn, Product Manager at Google Search, users will now be able to easily identify links in AI responses from sources they have selected. I find this particularly beneficial as it helps me quickly access content from sources I trust.
I saw Google testing this feature recently, and now we have the final version that’s rolling out. There will be a label highlighting preferred sources within AI results, making it noticeable to us. It’s fascinating how this is now available globally and in all languages. Google mentions that users have selected over 345,000 unique sources, and these sources receive double the click-through rate. For those interested in trying it out, you can find more details in Google’s documentation.
Perspectives Carousel. Another interesting addition is the perspectives carousel. Google will present a new carousel for certain searches, tailored to help us dive deeper into specific topics, especially when they’re rapidly evolving. The carousel will prominently feature our preferred sources, making recent articles more accessible across various search queries.
In addition to this, there’s also a carousel that shows helpful perspectives from online discussions, forums, and social media. This is a wonderful way for us to tap into diverse viewpoints, broadening our understanding of topics that interest us. These features are being rolled out in AI Mode and AI Overviews.
Highly Cited Label. Finally, Google is expanding the highly cited label to more web article links within search results. This feature makes it easier to find articles that many other stories refer to. It’s a fantastic tool for me to trace a story back to its primary reporting, ensuring that I am viewing the original source of information. This feature will be available across Google Search, beyond just AI-specific functions.
I recently followed an intriguing conversation with Google’s CEO, Sundar Pichai, where he explored the transformative journey that awaits Google’s AI, Search, and digital tools. The path forward envisions these elements coalescing into a unified powerhouse capable of executing tasks seamlessly.
In a detailed exchange with Nilay Patel from The Verge, Pichai addressed concerns about an evolving Search landscape. He firmly reiterated Google’s commitment to connecting users with the open web, assuaging publisher concerns about potential traffic declines.
Pichai assured, “Through it all, we are very committed to both meeting user expectations and also connecting them to what’s out on the web.” Yet, it’s clear why some fears persist as Google steers towards an AI-driven future where Search evolves to include conversational agents and task-oriented tools, reducing the need for traditional clicks.
Why we care. It’s important to recognize the emerging landscape, one where Google’s Search, Gemini, and agent technologies blend into a singular AI layer. This shift points toward a revamped approach to discovering information, creating content, and handling tasks.
Agents are the future. These AI agents are poised to drive the next evolution on the web. According to Pichai, “I look at agents, and that is the next evolution of the web. I think it will evolve the web pretty profoundly.”
In the background, Google’s efforts in developing agentic tools across Search, Gemini, Spark, and Antigravity aim to bring these innovations together for a more cohesive user experience. Acknowledging this unified trajectory, Pichai envisions Google’s ecosystem as evolving into an ‘agent manager’ model.
One product. When asked if Google’s suite of AI search and app-building tools might eventually merge into one, Pichai affirmed, “It will.” This convergence means Google agents will quietly assist users in planning and executing tasks, a vision for which Google is diligently assembling essential building blocks.
Pichai elaborated, “We are laying a lot of the primitives of what we need for agents to work end to end, and more importantly, for AI to work.”
Dig deeper. Explore perspectives on how Google’s Search and Gemini might converge or continue to diverge in the discussion led by Google’s Liz Reid.
Google rejects Google Zero. In the face of concerns about Google’s evolving role in web traffic, Pichai illustrated his view of an expansive information ecosystem, far broader than Google alone.
Addressing Condé Nast’s apprehension about declining search traffic, he highlighted the dynamism of the current landscape, where publishers adapt continually to shifts in user behaviors and new digital formats.
“It’s exceptionally dynamic, and so it makes sense to me every publisher is adapting to this new world,” he observed.
Google says some clicks are going away. While Pichai refrained from advising publishers on business planning, he emphasized that as technology improves, low-quality clicks naturally dwindle, alongside metrics reflecting a decline in bounce clicks.
Google points to subscriptions. By highlighting Google’s adjustments to support subscription models, Pichai acknowledged this as a key adaptation amid evolving publisher strategies.
“We are adapting to the fact that publishers are increasingly turning to subscription offerings, too,” he stated, promoting Google’s efforts to highlight subscribed content as preferred sources for users.
It’s worth noting that the drive towards subscriptions was, in part, a response to diminishing reliance on search traffic.
Search had to move faster. The decision to reorganize Google Search was a strategic move to enhance agility in the rapidly advancing AI era, positioning the platform for rapid decision-making and innovation under new leadership.
For more insights into Sundar Pichai’s thoughts on AI, search, and the future of the web, consider listening to the full interview here.
On a recent Thursday, I logged into Google Search Console expecting the usual link report, only to discover a significant issue—it had broken. For some, it displayed zero links, while others saw their reported links drop by nearly 90% from the previous week.
Google acknowledged the problem and decided to revert to older data temporarily as they worked on a fix. This means the link data you’re seeing might be weeks old.
Google’s Response: John Mueller of Google mentioned, “Thanks for the heads-up, Barry. We’ll take a look to see if there’s anything unexpected happening (given the long weekends, it might take a bit of time).”
By Saturday, the links seemed to reappear, but as Mueller explained, they had merely switched back to previous data as a temporary measure. “They’re working on resolving the actual issue and in the meantime switched back to the data from the week before.”
Old Data: If you check your link report now, it displays old information. This is crucial to keep in mind if you’re using this data for reports to clients or stakeholders.
The Bug’s Impact: Many folks noticed either zero links or a drastic drop exceeding 85%. Here’s a screenshot highlighting the problem:
OK, this takes the cake. Hahaha. Yeah, something is very off with the links reporting in GSC. pic.twitter.com/KIYmFPm1fX— Glenn Gabe (@glenngabe) May 21, 2026
Why It Matters: For those relying on this link data for generating reports, the inaccuracy can be problematic. Data pulled on that Thursday might not be reliable.
While Google is addressing the issue, be prepared to work with data that’s temporarily outdated.
Attending Google I/O 2026 for the first time felt like stepping into a realm of boundless energy and optimism, almost as thrilling as witnessing a crowning ceremony.
The initiatives launched last year have transformed into robust pillars of growth. Ask Maps, for instance, has become the blueprint for introducing Ask YouTube. Gemini 3.5 Flash fuels Antigravity, akin to Claude Code but under Google’s banner, and Googlers are already harnessing it to construct the exciting features shown on stage.
The pace of innovation was breathtaking, everything rolled out swiftly and assuredly.
Every announcement seemed to cater to a diverse audience.
Gemini Omni was likened to Nano Banana but designed for video content (see this strange proof).
Smart glasses are making a much-discussed return.
There are video game-like experiences that can be instantly prompted and played.
The capability for Workspace to bring documents to life with mere conversations.
A feature allowing the transformation of Google Maps images into surreal dreams seems more like a solution waiting for a problem, perhaps for Hollywood studios looking to bypass on-location shoots?
I even have Gemma on my phone, enabling in-flight conversations with a smaller model. (Thanks to American Airlines’ free Wi-Fi, I’m all set.)
And yet, the most intriguing element remains to be addressed.
Gemini and Search: Converging Evolution
Gemini is beginning to resemble Search, while Search is adopting features of Gemini.
Both platforms now include features that satisfy similar needs: keeping tabs on the web and alerting users when something of interest arises.
In Search, these are known as information agents. In Gemini, they go by Spark or Daily Brief. The connection is unmistakable.
I asked a product manager about their approach to long-term feature management and overlapping utilities. Their response was simple: “Right now, it’s all about velocity.”
Shipping fast is the mantra shared by three other product managers, all behind key I/O features initiated and deployed within this whirlwind year, 2026. It’s astounding.
The product manager elaborated, “Velocity is achieved through reduced managerial overhead.”
This implies jumping on board quickly and figuring out the finer details later.
Once You See It, You Can’t Unsee It
Armed with this understanding, the rest of the day wore a new perspective. The demos were impressive, yet I pondered: what’s the next step with these innovations?
Though I now have Gemma on my phone, one developer couldn’t provide a tangible day-to-day use case. I witnessed AI Mode’s monitoring prowess by prompting it to “keep me updated.” Despite seeing the connection of components, my questions about managing these alerts as they age went unanswered, indicating it’s still an early-stage demo.
Many features appear not to address their second-order effects thoroughly. It seems engineers are using these systems at a command line level rather than considering user interfaces.
A notable point is my current inability to delete old Gemini chats in a web browser, a functionality available in the Mac app.
Universal Cart Sparks Discussions
A frequently mentioned feature during I/O was Universal Cart, Google’s new cross-platform shopping protocol.
My opinion? If you’re Google, it’s an exciting development because, upon adoption, it further solidifies their control over the complete shopping experience. Conversely, for others, this development might be a cause for concern.
Despite these concerns, the group I conversed with didn’t seem troubled, feeling distanced from the growing anti-AI sentiment in the U.S.
Speaking with an SEO expert at a major ecommerce brand implementing Universal Cart, they related the velocity comment to their own implementation experience, describing it as feeling rushed.
Just four days before I/O, Google’s Search quality team advised publishers to “write for humans, not AI.” Shortly thereafter, the AI agent team demonstrated capabilities where Google’s own agents browse, interpret, transact, and create web content.
As Google shifts towards AI handling more tasks, the advice given to publishers starts to sound less sincere.
Impact on the Web Ecosystem
I don’t wish to undermine the engineers’ efforts. I communicated my respect for their work directly to them. Building products for search and clients myself, I can relate to frequent criticisms over compliments.
Still, the potential downside of overlapping features, difficulty in managing or reconciling data could lead to significant technical challenges later. The current AI strategy appears to be: prioritize feature utilization first, reconcile later.
Nevertheless, I admire Google’s rapid progress and look forward to future developments. Leveraging substantial resources, they can experiment comprehensively to identify successes.
Regrettably, my enlightening conversation with the product manager was abruptly concluded as we were asked to vacate the premises.
Spotting the Bright Spots
Google reports unprecedented high search query volumes. They are enhancing authentication and provenance through SynthID’s expansion into Search and Chrome, welcoming new partners like OpenAI, and integrating C2PA content credential verification.
These are indeed significant accomplishments.
However, the relentless pace might lead to unforeseen challenges. My hope is that the quest for speed doesn’t further destabilize the already-fragile web ecosystem.
In conclusion, it’s undeniably an exhilarating era for search technology.
When I attended Google Marketing Live 2026, I witnessed firsthand how Gemini is reshaping the world of Search, advertising, commerce, and measurement. The event highlighted the move towards a more conversational, AI-driven ecosystem.
This year, the focus was on agentic AI, conversational Search, automated creative production, and AI-assisted shopping. Google rolled out tools across Search, YouTube, Merchant Center, and Analytics aimed at making campaigns more autonomous, predictive, and interconnected.
Let me take you through the biggest announcements from Google Marketing Live 2026.
Google Introduces a New Generation of AI-Powered Search Ads
Google rolled out new Gemini-powered ad formats that enhance AI Mode and conversational Search experiences.
The updates include:
Conversational Discovery ads
Highlighted Answers
AI-powered Shopping ads
Business Agent for Leads
These innovative formats are crafted to be more contextual and interactive by embedding AI-generated explanations and conversational experiences directly into Search journeys.
Plus, Google expanded its Direct Offers pilot with AI-generated bundles, native checkout, and travel promotions seamlessly integrated into AI-assisted Search experiences.
Google Launches Ask Advisor Across Ads, Analytics, and Merchant Center
At the event, Google introduced Ask Advisor, a Gemini-powered AI collaborator that bridges Google Ads, Analytics, Merchant Center, and the Google Marketing Platform.
It functions as a unified assistant to help marketers:
Build campaigns
Analyze performance
Receive recommendations
Automate operational tasks
Google assures that Ask Advisor expedites the process from planning to optimization by pulling insights across platforms.
Google Upgrades Measurement with Meridian and Predictive AI Tools
Google announced new tools for measurement and forecasting within Google Analytics 360.
Meridian, an open-source marketing mix model, is being integrated directly into Analytics 360, along with Qualified Future Conversions (QFCs), a predictive reporting metric powered by Gemini.
These tools will assist advertisers in:
Improving media mix modeling
Forecasting campaign outcomes
Measuring incrementality
Linking current ad activity with future revenue signals
I’m excited to share that Google is testing new conversational ad formats, powered by Gemini, across AI Mode and Search. This development is aimed at making ads more contextual and engaging, bringing a fresh approach to advertising.
The introduction of these Gemini-powered formats was revealed at Google Marketing Live 2026. With these new ad experiences, ads are intended to feel more conversational, contextually relevant, and genuinely helpful to users like you and me.
Driving the news: Google announced exciting additions to AI-powered Search ads. These include Conversational Discovery ads, Highlighted Answers, AI-powered Shopping ads, and the Business Agent for Leads. All these are part of Google’s strategy to integrate Gemini deeper into its Search and advertising framework.
Conversational Discovery ads are really innovative! Imagine asking a question about making your home smell like a spa, and right there in AI Mode, you see creative solutions generated with Gemini that perfectly match your query.
How it works: Google’s Gemini models analyze what you’re really asking and create ad content that fits the conversation. These ads come with an AI explainer that helps you understand the product or service better, integrating it with what the advertiser wants to tell you.
I’m particularly intrigued by the Highlighted Answers, where relevant ads pop up right within AI-generated recommendations. It feels like a natural extension of the conversation!
Additionally, Google is rolling out AI-powered Shopping ads for significant purchase decisions like buying a new TV or home appliance. Gemini steps in to create unique explainers that highlight why a product might be perfect for your needs.
Business Agent for Leads takes interactivity to a new level by embedding an AI chat experience in lead generation ads. Instead of completing static forms, you can chat with a Gemini-powered agent to learn more, directly informed by the sponsor’s website.
Moreover, Google is expanding its Direct Offers pilot, bringing features like promotion bundling, native checkout for UCP merchants, and AI-generated offer recommendations to the table. This ensures offers are tailored to what you might actually be shopping for!
Why we care: These updates represent a paradigm shift in how ads are rendered in AI-powered Search ecosystems. By focusing on conversational discovery and intent-rich interactions, I believe Google is paving the way for advertisers to better connect with their audiences.
It’s crucial for advertisers, who adapt quickly to these new ad formats, to optimize experiences that resonate better, potentially gaining an edge as user search habits evolve.
What to watch: As the rollout continues, I’ll be keeping an eye on how these conversational placements impact metrics like click-through rates and conversions. The broader implications for monetizing search with AI are enormous!
For those wondering when they can see these innovations: Conversational Discovery ads and Highlighted Answers are currently in testing phases in the U.S. on both mobile and desktop platforms. Meanwhile, AI-powered Shopping ads and the Business Agent for Leads feature are expected to unfold soon, starting in open beta for U.S. businesses.
Dig deeper: If you’re interested in more groundbreaking updates from Google Marketing Live 2026, check out these stories:
Today, I’m excited to share that Google is taking a significant leap forward in the world of online shopping by expanding its Universal Commerce Protocol (UCP). This comes with a host of AI-powered checkout and payment features designed to enhance conversational commerce experiences.
At the recent Google Marketing Live 2026 event, they unveiled these exciting new features. One of the highlights is the Universal Cart. It lets me save products from multiple retailers and complete my purchases effortlessly using Google Pay or the retailer’s own checkout system.
It’s thrilling to see major brands like Nike, Sephora, Target, and more jumping on board. They’re also integrating UCP into AI Mode shopping experiences and their ads on platforms like YouTube.
Furthermore, Google’s new partnerships with Affirm and Klarna for buy-now-pay-later options integrated into Google Pay bring a fresh breath of convenience to shoppers like me.
Universal Commerce Protocol connects product catalogs, checkout, and payment experiences seamlessly across Google’s surfaces, including Search and Maps. Soon, I can expect it to support hotel bookings and food deliveries, which means even more convenience for us end-users.
As an avid online shopper, I appreciate how Google is making strides towards enhancing AI-driven commerce. They’re set to reshape how brands like mine will structure product feeds and promotional strategies.
Currently, these new UCP-powered features are rolling out in the U.S., and I’m eagerly waiting for their expansion to more countries, including Canada and the U.K.
To delve deeper into what unfolded at Google Marketing Live, check out updates on innovations like conversational ad formats and Google’s AI-driven tools in their Merchant Center.
Today, I’m excited to share that Google is making significant enhancements to Asset Studio, aimed at helping advertisers like us generate creative assets more efficiently by leveraging the power of Gemini. This was announced at Google Marketing Live 2026.
Driving the news. Asset Studio will now feature AI-driven creation capabilities across text, images, and videos, allowing us to use natural language prompts to guide the process.
Google assures us that the platform is capable of understanding:
Marketing briefs
Brand guidelines
Website content
Campaign goals
By doing so, it generates creative assets that span different themes and formats, tailored to our needs.
Additionally, Google is integrating the Gemini Omni, their multimodal model, into Asset Studio. This enhances our workflows, especially in video creation.
With 1-Click Creative Testing, we can quickly identify top-performing assets in terms of campaign objectives. This means more efficient testing and better results for us.
How it works. By applying Gemini models, Asset Studio interprets our marketing briefs, guidelines, and objectives. Using natural language prompts, we can generate and perfect our assets, whether they’re text, image, or video. Plus, Gemini Omni ensures our video workflows are seamless.
The aim is clear: centralize creative production and minimize the challenges we face when building campaigns across platforms like Google and YouTube.
Why we care. Creative production bottlenecks are a major issue for us advertisers. Google’s updates show that integrating generative AI into our workflows makes creative production much more streamlined.
For those of us managing cross-platform campaigns, the ability to swiftly generate and test creative assets is a game-changer.
What to watch. As we automate more of our creative processes, it’s important to compare the performance of AI-generated assets against those from traditional workflows. We might need to rethink approval processes and brand safety in light of AI’s growing role.
Availability. We can expect the new Asset Studio features to become globally available in English this summer, opening up new possibilities for our advertising strategies.
Dig deeper. There are more updates from Google Marketing Live 2026 that are worth exploring for additional insights and tools that could benefit our campaigns. For example:
Today, I discovered some exciting news about Google’s expansion of Demand Gen with fresh YouTube creator tools. It’s all about enhancing performance advertising and was recently highlighted at Google Marketing Live 2026.
Here’s the scoop. Google has unveiled new updates for Demand Gen with a focus on partnerships with creators, innovative product discovery methods, and improved cross-platform campaign optimization.
As an advertiser, I soon will be able to:
Create engaging videos using the multimodal capabilities of Asset Studio.
Seamlessly integrate creator partnership videos during campaign setup.
Dynamically share Merchant Center product videos directly from campaign structures.
Include Demand Gen campaigns in Google Maps for increased outreach.
Google’s also pushing checkout links into more markets and expanding product feed support to new verticals, such as automotive. They mentioned that advertisers with vast product options tend to experience a 33% boost in conversions with product feeds.
Additional improvements in measurement include:
Campaign Type Attribution to understand source impact.
Uplift Experiments for deeper insights.
Enhanced third-party integrations with partners like TransUnion.
I also learned about Google introducing AI-assisted Demand Gen campaign creation, which uses existing campaign settings, like those from Performance Max, to simplify setup processes.
Understanding the mechanism. Demand Gen harnesses AI signals across YouTube, Discover, Maps, and Shopping to smartly allocate creative and product feeds amidst Google’s platforms. Advertisers, like myself, can leverage creator videos and Merchant Center product assets for more tailored campaigns responsive to user interest and engagement techniques.
The reason it’s noteworthy. Google’s tactic to pitch YouTube and Demand Gen as comprehensive performance channels shows a shift from just creating awareness. The merge of creator content, Maps inventory, and dynamic product experiences epitomizes the evolving intersection of discovery and commerce within Google’s ecosystem.
For us, the advertisers, these updates are a golden opportunity to marry creator-driven content with tangible conversion metrics.
What’s ahead. Google’s ongoing focus on creator tools and Demand Gen sets the stage for YouTube’s larger involvement in performance advertising plans. It’s essential to keep tabs on how Maps inventory and creator-led commerce campaigns may influence conversion performances.
When can we expect it? Many of these Demand Gen updates are globally expanding in open beta.
Want more insights? Check out more from Google Marketing Live 2026:
Today, I’m excited to share that Google is making Analytics 360 even more powerful by integrating the Meridian marketing mix modeling platform. They’ve also introduced a new predictive conversion metric that promises to enhance media mix decisions for advertisers.
I learned about these updates during the Google Marketing Live 2026 event, where Google unveiled several enhancements aimed at expanding measurement capabilities. The integration of Meridian, Google’s open-source marketing mix modeling tool, directly into Analytics 360 is a significant step forward.
Driving the news. With this integration, I’m able to unify first-party and cross-channel data, measure incremental performance, forecast campaign outcomes, and optimize media mix investments with greater ease.
Moreover, Google is rolling out Qualified Future Conversions (QFCs), a predictive reporting metric powered by Gemini. QFCs link current ad activity to future sales signals like branded search behavior, providing insights that were previously harder to visualize.
How it works. From my perspective, Meridian combines first-party data, media signals, and cross-channel performance metrics in Analytics 360. This helps to model incremental impact while Qualified Future Conversions use Gemini’s predictive signals to understand potential future purchasing behaviors.
In the long run, Google aims to integrate QFC insights into Meridian for more accurate predictive modeling. This is part of their broader effort to simplify measurement and refine ROI forecasting in today’s complex media landscape.
Why we care. As I’ve observed, measurement and attribution are becoming increasingly challenging with evolving customer journeys and the emphasis on privacy. These latest updates highlight Google’s commitment to helping advertisers like us better understand and plan for long-term performance.
The combination of Meridian and QFCs can empower marketers to make better budgeting decisions by accurately linking current campaign activity to future outcomes. It’s a tool we should all keep an eye on.
What to watch. Predictive measurement is becoming crucial. I’m looking forward to testing whether Meridian and QFCs can offer more actionable forecasting compared to existing solutions.
Availability. I found out that Meridian integrations are rolling out globally in Google Analytics 360, supporting all languages. QFCs are in a restricted global pilot phase, with wider beta access anticipated later this year.
Dig deeper. If you’re interested, there’s more news from Google Marketing Live 2026, including tests of new conversational ad formats and AI-powered tools in the Merchant Center, as well as expansions across various Google services.
