New AI Agents Automate Campaigns, Prompt Questions on Transparency and Oversight
At Google Marketing Live 2025, Google introduced three new AI-powered agents designed to streamline digital marketing. While promising faster workflows and smarter automation, these tools are raising red flags among advertisers over transparency, control, and change tracking.
Key AI Tools Announced by Google
1. Google Ads Agentic Expert
An autonomous campaign manager that can:
- Create ad groups with relevant creatives
- Add keywords and suggest creative improvements
- Address policy violations and file appeals
- Generate performance reports and insights
Notably: This agent can make changes without prior user approval.
2. Google Analytics Data Expert
A data analysis assistant that:
- Identifies trends and performance insights
- Simplifies complex data into clear visuals
- Helps non-experts make sense of metrics quickly
3. Marketing Advisor Chrome Extension
Launching later this year, it provides:
- Cross-platform automation and tagging
- Seasonal trend analysis and diagnostics
- Integration with Google Ads, Analytics, and third-party platforms
Advertiser Concerns: Control, Change Logs, and Transparency
Limited Visibility into AI Actions
Advertisers questioned how AI-driven changes would appear in Google Ads’ change history. Google’s product team offered no clear answer, raising concerns about accountability and reporting.
“I don’t know if it’ll show up with your username or like you and the agent’s username.” – Pallavi Naresh, Director of Product Management, Google Ads
Resistance to Increased Automation
Some marketers worry Google is replacing human support with automation, echoing frustrations with the company’s current help systems. Google insists human support will remain available.
Inconsistent AI Content Labeling
While AI-generated images include SynthID metadata, Google is not currently labeling AI-generated ads visibly, unlike other platforms. This has sparked concern about content authenticity and transparency.
Performance Claims: Impressive Results, But at What Cost?
Google cited internal data showing:
- 20% higher ROAS with AI-generated images
- 2500% growth in adoption of AI creative tools over the past year
Additionally, Google is developing a generative creative API, potentially disrupting third-party tools and agency workflows.
Implications for Marketers
A Shift Toward Full Automation
Google’s AI agents move beyond creative assistance into end-to-end campaign management, signaling a shift in how platforms and advertisers collaborate.
The Chrome Extension Could Be a Game-Changer
By integrating with both Google and non-Google platforms, the Marketing Advisor extension could centralize and automate broad aspects of digital marketing operations.
What Marketers Should Do Now
1. Establish AI Governance Protocols
- Set rules for AI-driven changes
- Update approval workflows
- Document all automated modifications
2. Demand Transparent Change Tracking
- Clarify how AI changes are logged in change history
- Implement manual documentation processes as needed
3. Prepare for API Disruptions
- Assess the impact of Google’s generative API on your tools
- Reevaluate third-party dependencies and reporting systems
Final Thoughts
Google’s three-agent AI system underscores the company’s confidence in automated ad management, with over 500,000 advertisers already using conversational AI. But the industry’s concerns about transparency, control, and change visibility are legitimate and must be addressed as AI becomes deeply embedded in campaign workflows.