At Think Week in New York City on September 10, 2025, Google announced new AI-powered advertising tools spanning Search campaigns, creative asset generation, and loyalty features across Google Ads and Merchant Center. Details are outlined in a series of official blog posts.
Key updates - Think Week 2025
Google published four posts on September 10 and one on August 26.
- AI Max for Search campaigns is now available globally to advertisers as of September 10, 2025. Authored by Brandon Ervin.
- Asset Studio in Google Ads adds AI tools to generate and scale creative assets in one workspace. Authored by Mindy Lin.
- New loyalty features in Google Ads and Merchant Center let retailers promote loyalty programs on Google. Announced August 26, 2025. Authored by Jyotika Prasad.
- Google highlighted how leading retailers and brands use Google Ads. Authored by Courtney Rose.
- Google shared holiday season guidance for strategic consumers. Authored by Jyotika Prasad.
Google positioned these releases to help retailers and merchants connect with customers during the holiday season.
Background
AI Max applies Google AI to Search campaigns and is now available worldwide. Asset Studio centralizes AI-driven creative production inside Google Ads. New loyalty features expand how retailers surface membership benefits across Google Ads and Merchant Center. Companion posts provide retailer case studies and seasonal planning guidance. Together, these five updates comprise Google's retail-focused Think Week news.
Official sources
- AI Max for Search campaigns available globally - September 10, 2025
- Asset Studio AI creative tools in Google Ads - September 10, 2025
- Loyalty features in Google Ads and Merchant Center - August 26, 2025
- Retailer and brand use cases for Google Ads - September 10, 2025
- Holiday season consumer guidance - September 10, 2025
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