By Fatima
5 December 2025
Google Ads announced the release of two new AI-powered “agentic” tools, Ads Advisor and Analytics Advisor, to help marketers make faster, data-driven decisions in the peak holiday periods. The update, provided via its official social channels for Google Ads, shows how brands are already using the tools to optimise performance.
One early adopter to do so was Emiko Barker, Senior Manager of Acquisition Marketing at Samsonite USA, who demonstrated how the new advisors helped her team streamline strategy, forecasting and analysis during the busiest shopping months of the year.
AI-driven support for ROAS, strategy, and budgeting
As per Google, the Ads Advisor is like a real-time marketing strategist.
In the case of Samsonite, it helped Emiko:
- Lock in platform-specific ROAS targets for November
- Predict future performance based on current trends
- Receive phased campaign recommendations
- Assess budget issues consistent with Samsonite’s business objectives
The advisor contextualizes insights using brand-specific data, giving it a strategic layer that helps marketers refine decisions with more confidence.
Analytics Advisor Cuts Through Data Complexity
For global brands such as Samsonite, large datasets can make quick insights difficult to gather.
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Analytics Advisor reduces that friction by:
- Scanning large volumes of performance data
- Highlighting significant takeaways in minutes
- Providing a swift understanding of product launches
Samsonite used it to analyse early signals from its global launch of the Paralux Travel Collection and gained clarity without digging through endless dashboards.
A boost for marketers in peak demand
Google claims that these advisor tools are not about managing holiday chaos, but about empowering teams to explore new areas of the business and to adopt smarter AI-driven workflows.
Both Ads Advisor and Analytics Advisor will be rolled out to all English-language Google Ads accounts from December, giving marketers access to strategic insights that would previously require significant time, expertise, or third-party support.
Analysts say that this launch signifies Google’s deeper movement into agentic AI experiences where guidance on marketing, analytics interpretation, and forecasting will become increasingly automated.
