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Google’s been everywhere these last few days especially after its electric Think Week 2025 event in New York on September 10 which made headlines in Adweek and TechCrunch for what pundits are calling its most ambitious overhaul yet to its advertising platform. The showstopper was the global rollout of AI Max for Search campaigns which, as Google emphasized in its own blog, brings advanced AI-driven automation and creative tools directly into the advertising workflows used by top retailers and brands. This is not just another tweak instead, it’s being framed as a direct response to consumer behavior trends showing American shoppers are doing more research and fewer impulse buys compared to last year.

The event also unveiled an expanded Asset Studio powered by Imagen 4 and a significant ramp-up in genAI Product Studio features which basically let merchants auto-generate high-end videos and on-brand images in bulk. According to PPC Land, you can now drag a single product photo in and get professional-grade video content out–a game changer for e-commerce. Also getting industry attention was the new Creator partnerships hub for YouTube, promising to make influencer collaborations more seamless inside Google Ads with performance reporting for both paid and organic content. YouTube’s Shoppable Masthead ad format was also unveiled enabling product launches to be cotangent with the site’s most prominent banners on mobile–another sign that commerce is moving center stage.

On the legal front, Tech Field Day recapped the closely watched US antitrust case ruling from last week that lets Google hold on to its Chrome browser but forces it to stop certain exclusive deals and share some search data with rivals. Alphabet’s stock reportedly jumped as investors felt core revenue lines were protected even in a tighter regulatory climate.

Turning to search, AI Magazine reports that Google’s new AI Mode has been fully integrated into its core search experience since July revolutionizing business and enterprise search by enabling highly conversational queries and longer, more nuanced input with on-the-fly sources. This AI evolution continues to be dissected by publishers and media execs at events like the Digiday Publishing Summit where Google’s AI Overviews, branded AIOs, are being named as the single most disruptive force for digital media and publisher SEO strategy since the early days of PageRank.

Google also popped up in social and business circles with recent in-person events for Google My Business in Orlando and with DeepMind making public appearances at the Royal Academy in London on September 12 to celebrate top research cohorts. Across social media, industry influencers and marketing execs are buzzing about how Google’s latest launches portend a holiday season defined by AI touchpoints, agentic ad products, and even bigger plays in digital commerce integration. No major scandals or significant negative headlines were reported. Speculation is swirling about how new legal requirements and expanded AI features will shake up the competitive landscape but at this stage most commentary is focused on the positive impact for marketers and the acceleration of AI in core Google products.

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