Let’s be honest—sometimes tech drops and you just know it’s a game-changer.
This week? Google lit the match.
They announced a new AI-powered Marketing Advisor: a conversational agent inside Google Ads that can answer your campaign questions, give you performance insights, and soon, actually make decisions on your behalf.
And it’s… kinda amazing.
Ask it things like:
“What product category is driving the highest ROI?”
“Where am I overspending in Europe?”
“How should I allocate my creative budget for Q4?”
And instead of pulling reports or opening 16 browser tabs—you get real answers. Fast. Strategic. Actionable.
It’s not live yet (rolling out later this year), but if the preview is even half-real, we’re talking about a whole new interface for marketing intelligence.
I’m excited. But I’m also watching my back. And here’s why you should be too.
This Isn’t Just Smart Software—It’s Strategic Infrastructure
What makes Google’s move different? This isn’t a dashboard refresh. It’s not some “smart tips” widget.
This is infrastructure. A full-blown co-pilot inside your ad account, pulling data, drawing conclusions, and soon—taking action.
That’s cool. Like, really cool. We’re talking about automating weeks of planning and analysis in seconds.
But here’s the deal: you’re not just getting help. You’re feeding a system.
Every prompt, every uploaded creative, every insight it pulls from your campaigns—it's training a smarter, more powerful machine. And that machine doesn’t just work for you. It works for Google.
Just something to keep in mind when you're sharing your playbook with it.
A New Kind of Search Is Here (and It Talks Like a Human)
Here’s what most people are sleeping on:
AI-powered tools like this aren’t just about performance marketing—they’re reshaping how people discover brands.
More and more, people are asking AI tools (yes, even ChatGPT) to help them search:
“Find me the best hiking socks that won’t get sweaty.”
“Show me Black-owned skincare brands with SPF 50.”
And that means the web is being restructured. Right now.
UX teams are reworking websites to better serve AI crawlers. Structured content. Schema markup. Conversational answers. Because these systems only learn from what they can find—and understand.
If your brand doesn’t show up in those conversations, you’re not even in the race.
Google’s new advisor might just be the first domino in an entirely new way of navigating the internet.
Will GPT Take My Job? No. But It Might Change It.
Look, I use ChatGPT daily. And I’ll absolutely test Google’s advisor the second it drops. These tools are brilliant. They save time. They open up new ways of thinking. They let me focus on the good stuff.
But here’s where I draw the line: strategy still belongs to humans.
AI can surface the obvious. It can remix what already exists. But creative divergence? Originality? Gut instinct? Not yet.
Most marketers aren’t just optimizing for clicks. We’re building stories. Creating emotional moments. Shaping culture.
Until AI can create a message that moves me, that makes me pause, that gives me goosebumps—I'm safe. We’re safe.
(But still. Let’s keep pushing the weird ideas. Let’s not get predictable.)
Tech This Powerful Deserves Both Respect and Boundaries
Here’s where I net out:
This new tech? Use it. It's brilliant.
But don’t offload your thinking. That’s where your value lives.
Train the system, but know what you're giving away.
Automate the obvious, but protect the original.
This is a huge leap for marketing. And honestly? I’m here for it. But I’m bringing both curiosity and caution to the table. We’re talking about Google here. Google is a walled garden, it has black boxes everywhere… Giving the keys to your kingdom, your playbooks…. not for me. I love my AI, but it has no loyalty to me.
But when the future arrives this fast, you don’t just ride the wave.
You learn how to steer it.