![\"Ads](\"https:\/\/b3170267.smushcdn.com\/3170267\/wp-content\/uploads\/2026\/05\/ads-in-ai-mode.png?lossy=2&strip=1&avif=1\")
<\/p>\nThe 2026 edition of Google Marketing Live (GML) has just wrapped up, and Google\u2019s message is loud and clear: artificial intelligence is no longer just an automation tool; it\u2019s becoming an autonomous strategic partner. For Espace M clients, this transformation completely redefines how we approach the buyer journey, from ad creation all the way to performance analysis.<\/p>\n
Here\u2019s an overview of the major updates that will transform your campaigns starting this summer.<\/p>\n
<\/p>\n
User behaviour on search engines is currently undergoing its biggest shift since the invention of keywords. With the massive rollout of Gemini 3.5 in search results (AI Overviews), Google is noticing a fascinating phenomenon: queries in SEM AI Mode are three times longer than standard searches.<\/p>\n
What changes: Users are now phrasing their requests in extremely complex, detailed, and conversational ways. For advertisers, this is a goldmine: these queries provide much more precise and qualified purchase intent signals. Moving forward, the relevance of our clients’ website content will far outweigh simple traditional keyword management.<\/p>\n
To keep pace, Google has introduced new AI-powered ad formats within AI Max that generate an average of 27% more conversions than manual campaigns. Ads will adapt in real time across several formats:<\/p>\n
In the age of AI, websites must evolve too. SEO success now relies on a deep transformation of your platforms, moving far beyond technical optimization to answer these complex and conversational user queries. This approach is built around three main pillars:<\/p>\n
Google is leveraging the Universal Commerce Protocol (UCP), a common language that allows different AI agents from separate companies (like Microsoft, etc.) to communicate with one another. Alongside this, the rollout of the Universal Cart is a game-changer. A user will be able to browse YouTube, discover a product beneath a mobile video, and add it to their universal cart without ever leaving their feed.<\/p>\n
The creative side of things gets a major boost with the arrival of Gemini Omni and Omni Flash in Google’s ad ecosystem this summer. These next-gen models allow for incredible agility when adapting formats. For our clients, this means highly performant visual and text variations generated at scale, tailored in real time to the user’s context, all while strictly respecting brand guidelines (Brand Safety).<\/p>\n
This is likely the most anticipated update for our analysts. In the face of third-party cookie deprecation and increasingly complex buyer journeys, Google is beefing up its measurement tools by putting AI at the core of causal analysis:<\/p>\n
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<\/h2>\nOur expert team highlighted one crucial element for our clients’ growth: the role of Business Agents for leads and AI Mode queries.<\/p>\n
The team’s take: “The fact that consumer queries are now three times longer and more detailed proves one thing: people trust AI to act as an ultra-specific buying guide. The announcement of Business Agents for leads (which let users ask questions directly inside an ad for sectors like automotive, real estate, or education) proves that a company’s website is becoming its most valuable first-party data. AI will scan advertisers’ pages to answer the customer before they even click. For our clients, success is no longer just about buying the right keywords, but about the richness, structure, and clarity of their own website’s content. That’s exactly where the AI will source its material to drive conversions.”<\/p>\n
Want to get your campaigns and website ready for the transition to Gemini 3.5 and UCP this summer? Contact our team today to adjust your media strategy!<\/p>\n
The 2026 edition of Google Marketing Live (GML) has just wrapped up, and Google\u2019s message is loud and clear: artificial intelligence is no longer just an automation tool; it\u2019s becoming…<\/p>\n","protected":false},"author":21,"featured_media":21383,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_titles_title":"Google Marketing Live 2026: The Era of AI Agents","_seopress_titles_desc":"Discover how Google Marketing Live 2026, Gemini 3.5, and autonomous AI agents are completely redefining the digital buyer journey.","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","footnotes":""},"categories":[46],"tags":[],"coauthors":[89,87],"class_list":["post-21379","post","type-post","status-publish","format-standard","has-post-thumbnail","category-articles"],"_links":{"self":[{"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/posts\/21379","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/users\/21"}],"replies":[{"embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/comments?post=21379"}],"version-history":[{"count":4,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/posts\/21379\/revisions"}],"predecessor-version":[{"id":21676,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/posts\/21379\/revisions\/21676"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/media\/21383"}],"wp:attachment":[{"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/media?parent=21379"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/categories?post=21379"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/tags?post=21379"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/espace-m.ca\/en\/wp-json\/wp\/v2\/coauthors?post=21379"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}