At the 2025 edition of Google Marketing Live (GML), Google announced a wave of innovative, AI-powered tools designed to revolutionize digital marketing and commerce. These new features are poised to boost the growth potential of businesses across Nigeria and Sub-Saharan Africa, offering smarter ways to connect with customers and enhance online visibility.
With over 5 trillion Google searches per year and the rapid growth of AI adoption across Africa, the timing of these innovations couldn’t be more strategic.
“In Sub-Saharan Africa, a strong digital presence is no longer optional—it’s essential,” said Olumide Balogun, Director, West Africa, Google. “These tools are built to empower Nigerian businesses to thrive in a competitive digital landscape using the power of AI.”
Key AI Innovations Announced at GML 2025
- Ads in AI Overviews and AI Mode
Google is expanding Search and Shopping ads within AI Overviews—the AI-generated summaries now showing at the top of search results. These overviews have led to a 10%+ increase in Google Search engagement in key markets like the U.S. and India.
What this means for Nigeria:
By the end of 2025, these ad formats will launch in English across mobile and desktop platforms in Nigeria and other select countries.
AI Mode—Google’s conversational AI search—will also begin integrating ads directly into its responses, offering deeper brand engagement for complex consumer queries.
With 70% of Nigerian internet users engaging with generative AI tools in the past year, these ad formats are expected to deliver greater visibility and conversions for local brands.- AI Marketing Assistants for Smarter Campaign Management
Google is rolling out AI-powered marketing agents to simplify campaign management. A new “Marketing Advisor” for Chrome and upcoming integrations into Google Ads and Google Analytics will:
– Automate campaign setup and performance reviews
– Provide personalized recommendations
– Free up time for creative strategy and business growth
These tools aim to make advanced marketing accessible to all—especially small and medium-sized enterprises (SMEs) in Africa.- Creative Tools: From Static Images to Stunning Videos
Google is bringing visual storytelling to life with two new AI capabilities:
– Image-to-Video Transformation: Turn product images into engaging video content using Google’s Veo model—already live in Merchant Center and coming soon to Google Ads.
– AI Outpainting: Automatically expand video content to fill any screen format, ensuring a professional look across devices.
Both features are ideal for brands seeking high-impact visuals without costly production.- Asset Studio: A Central Hub for Creative Development
Coming soon to Google Ads, Asset Studio will consolidate all creative tools into one easy-to-use workspace. Businesses can:
– Generate high-quality ad images
– Visualize product experiences
– Build visually rich campaigns in less time
This is a game-changer for digital-first Nigerian entrepreneurs looking to scale with compelling content.- Advanced Measurement and Data Management Tools
Understanding ad performance is now simpler with new features like:
– Incrementality Testing: Measure which elements of your ad strategy are truly driving value.
– Data Manager: A unified platform to collect, store, and activate customer data—all with privacy at its core.
These tools offer greater transparency and allow businesses to make smarter, data-driven decisions.Why This Matters for Businesses in Nigeria and Sub-Saharan Africa
With internet penetration and mobile adoption surging across the continent, AI presents a transformative opportunity for businesses. Google’s latest tools are designed to:
- Level the playing field for SMEs and startups
- Improve ROI on digital campaigns
- Drive sustainable growth in a fast-evolving market
Whether you’re a fashion retailer in Lagos, a fintech startup in Nairobi, or a content creator in Accra, these AI innovations provide the toolkit to thrive in the digital economy.
