Google announced new advertising and video commerce solutions for brands and retailers in Southeast Asia.

The tools introduced at the Google Marketing Live Southeast Asia event held in Singapore aim to integrate AI-powered search experiences and YouTube’s creator ecosystem more strongly into e-commerce processes.

Video Commerce Is Growing with Google

According to the information shared by Google, search usage in Southeast Asia has reached an all-time high. 82 percent of AI Overviews and AI Mode users stated that they were able to make decisions faster, while 80 percent said they made decisions more confidently. Among Gen Z users, the rate of managing decision fatigue rose to 86 percent.

On the YouTube side, the growth of video commerce drew attention. In the region, video commerce grew fivefold from 2022 to 2025 and came to account for 25 percent of total e-commerce gross merchandise value.

Since the YouTube Shopping Affiliate Program was launched two years ago, shoppable product tags have appeared in more than 6 million videos in Southeast Asia. While more than 50 percent of eligible creators joined the program, total creator payouts increased by more than 105 percent year-on-year.

New Google Tools for Retail

Among the solutions introduced, Commerce Media Suite stood out. This tool enables brands with marketplace stores to direct users with high purchase intent from YouTube ads directly to a seamless checkout page. Google is testing the solution as a pilot with Shopee. In the initial trials, it was announced that Maybelline achieved an additional 7.4 percent increase in revenue and strong results in return on ad spend.

Creator Partnerships Boost allows brands to promote YouTube creators’ videos in their own advertising campaigns. Affiliate Partnerships Boost enables high-performing affiliate videos to be turned into paid ads and reach wider audiences. The pilot implementation of this solution with Shopee in Southeast Asia makes the region one of the first test markets globally.

Google Combines AI and the YouTube Shopping Experience

Sapna Chadha, Vice President for Goo gle Southeast Asia and South Asia Frontier, said that artificial intelligence is transforming the way people in the region discover products and shop. Chadha stated that Google is uniquely positioned to bring together shopping intent and trusted video commerce. With its new solutions, Google focuses on the transformation on the search side while aiming to enable YouTube creators to establish more effective collaborations with brands and create better shopping experiences for consumers.