Mastering the AI Mix: Embedded Power Meets Custom Precision

AI is everywhere—baked into every platform update, echoed in every keynote and embedded in every roadmap. But in a world saturated with AI talk, the real question for advertisers isn’t what AI can do—it’s how to use it meaningfully. With so many tools at our fingertips, it’s no longer about chasing every shiny new feature—it’s about making AI a catalyst for smarter, faster, more strategic advertising.

Today, AI isn’t just an enhancement—it’s a force multiplier. It’s accelerating performance, sharpening measurement and scaling creative in ways we couldn’t before. Whether seamlessly embedded in your current tech stack or custom-built to solve your most complex challenges, AI is the cheat code that empowers teams to think bigger and act bolder.

Let’s break down the two distinct but complementary approaches to AI in advertising—and how, when used together, they create a powerful advantage for marketers ready to lead.

Embedded Platform AI vs Non-Embedded AI

Embedded Platform AI: Intelligence Woven into Your Tech Stack

At Google Marketing Live 2025, one thing was clear: AI isn’t just an upgrade—it’s the engine powering today’s most effective advertising. Embedded AI across platforms like Google Ads, GA4, SA360 and DV360 is shaping everything from campaign strategy to creative production to measurement, right from within the tools you already rely on. These features are raising the bar for performance, helping marketers work smarter and move faster with less lift. Here are a few highlights from Adswerve’s embedded Platform AI lineup: 

The Power Pack: AI-Powered Campaigns

Previously known as the Power Pair, Google's newly expanded Power Pack represents the next generation of AI-powered campaigns, built for the future of search, YouTube and visually-driven media. Bringing together Performance Max, AI Max for Search and Demand Gen this AI-backed trio helps advertisers unlock stronger performance across the funnel, with more transparency, control and flexibility than ever before.

What It Does: Activates AI across every stage of the customer journey. From demand creation to intent capture, the Power Pack helps advertisers spark interest, expand reach and convert more effectively—maximizing performance from awareness to action.

How It Works: Individually strong. Collectively, an AI-packed powerhouse driving unmatched results, including:

• Performance Max: Optimizes budget, creative and bidding across all Google channels in a single campaign, adapting in real time to performance signals.(Available in Google Ads & SA360)
• AI Max for Search: Expands keyword strategies with broad match and keywordless AI, unlocking new high-intent queries while preserving control with advanced insights. (Available in Google Ads & rolling out soon in SA360)
• Demand Gen: Captures attention across visually rich surfaces like YouTube, Discover and Gmail—reaching users earlier in the funnel with engaging, multi-format creative.(Available in Google Ads, SA360, & DV360)

What It Does: The Power Pack delivers compounding performance benefits: advertisers have seen over 10% more conversions with Performance Max, a 27% lift in beta with AI Max for Search and 26% more conversions per dollar with Demand Gen. By leveraging the full suite, marketers can drive better results at every stage—efficiently, intelligently and at scale.

Veo: AI-Powered Video Generation for Ads

Unveiled at GML, Veo is a generative AI tool—currently available in Merchant Center and coming soon to Google Ads—that simplifies ad-ready video production.

• What It Does: Converts static product images or text prompts into short-form, high-quality videos with animation, branded colors and audio—no design team required.
• How It Works: Using Google’s Veo model, Veo turns existing assets into polished video content directly within Merchant Center. New capabilities, like image-to-video and AI outpainting, enhance visual storytelling by expanding frames and creating more immersive scenes.
• Why It Matters: Veo streamlines creative production, helping brands build compelling, on-brand video content faster and at scale. It removes the traditional barriers of time, cost and expertise, making high-quality video accessible for every advertiser.

Agentic AI: The Co-Pilot in Action 

Agentic AI in beta in Google Ads and Google Analytics gives you real-time, automated help with troubleshooting, optimizing and planning your campaigns.

• What It Does: Acts as a proactive "marketing advisor," offering real-time, automated help for troubleshooting, optimizing and planning your marketing campaigns.
• How It Works: These AI capabilities automatically spot issues like missing tags or underperforming campaigns, check conversion tracking and suggest improvements. The Marketing Advisor can also help plan by suggesting campaign structures and audience targeting.
• Why It Matters: Helps marketers troubleshoot and optimize instantly, automates complex tasks and gives proactive advice to maximize performance. It turns your tech into a smarter, self-optimizing system, making things simpler and letting you focus on strategy.

Non-Embedded AI: Custom Solutions Deployed by Adswerve

While embedded tools provide a strong foundation, some challenges demand a tailored approach. That’s where custom-built AI tools come in. Built to harness your unique first-party data and tech stack, these solutions go beyond out-of-the-box AI to power deeply personalized and predictive marketing strategies.

Marketing Mix Modeling (MMM): Smarter Investment Insights

MMM empowers brands to measure the true impact of every marketing channel across the full funnel—both online and offline.

• What It Does: Quantifies the incremental contribution of each channel, helping you understand what’s actually driving business outcomes, especially across complex media mixes.
• How It Works: Combines historical media spend and performance data with external factors like seasonality or economic trends. Builds statistical models that isolate the impact of each marketing input.
• Why It Matters: Helps brands make smarter investment decisions, optimize budget allocation and drive sustainable growth beyond last-click metrics.

AnDY: Predictive Intelligence Built for Bidding

AnDY is our MLOps platform powered by Google’s Vertex AI. It trains and refines models that forecast customer behavior based on your actual data.

• What It Does: Predicts key actions like extended stays, large purchases, or repeat visits—assigning propensity scores and predicted LTV to individual users.
• How It Works: Ingests CRM, GA4, or Adobe Analytics data into BigQuery, runs daily batch predictions and pushes outcomes directly into Google Ads, SA360, or DV360 for value-based bidding or audience targeting. 
• Why It Matters: Clients using AnDY have seen ROAS improvements of up to 30%, thanks to its ability to hone in on high-value audiences.

Phoebe: Real-Time Decisioning at Scale

Phoebe adds the speed layer to AnDY’s predictive depth. Built for real-time activation, it bridges your cloud-based predictions into ad platforms within milliseconds.

• Example: A user searching “flights to NYC tonight” is flagged by Phoebe as a high-priority traveler. Your bid responds immediately, not hours later.
• Requirement: Server-side GTM (sGTM) is necessary to enable these lightning-fast connections.

Dioscuri: Conversational AI Meets Personalization

Dioscuri takes things a step further—merging AI with real-time, personalized user experiences on your site.

• What It Is: A conversational AI solution powered by Gemini models and deployed through sGTM in real time, customized to customers.
  
  
• How It Works: Fetches user behavior and context from sources like Firestore and uses Gemini to generate dynamic messages. The result? Personalized banners, offers, or content that feel truly one-to-one to the customer in session.
  
  
• Strategic Benefit: Increases engagement and conversion by turning static experiences into responsive, intelligent conversations.

CopyCat: AI-Powered Ad Copy Generation

CopyCat is an AI tool that generates new search ad copy while maintaining your brand's unique tone of voice.

• What it does: CopyCat learns your brand's style from existing high-quality ads. It then generates customized headlines and descriptions for new keywords. You can also provide specific instructions to fine-tune the AI's output.
• The problem it solves: Creating quality ad copy is time-consuming and traditional automation often leads to inconsistent messaging. CopyCat resolves this by generating ads that match your brand's existing style, directly learning from your Google Ads data.
• Output and impact: CopyCat takes your existing ads and a list of new keywords, along with optional landing page URLs and brand style guidelines, to produce headlines and descriptions that maintain the essence of your brand. 

Negative Keywords Cleaner: AI-Assisted Keyword Hygiene

The Negative Keywords Cleaner uses AI to analyze and optimize negative keyword lists, ensuring you're not unintentionally limiting campaign reach.

• What It Does: Reviews and cleans existing negative keyword sets, identifying overly restrictive or redundant entries.
• How It Works: Processes account data and outputs a cleaned, Editor-ready CSV file for easy import into Google Ads.
• Why It Matters: Increases reach and improves performance by eliminating unnecessary blockers, reducing manual management time to just 12 hours or less.

Making AI Work for You: Practical Next Steps

You don’t need to overhaul everything to make meaningful progress with AI. A few foundational steps can open the door to smarter bidding, clearer insights and more scalable performance.

• Turn on embedded AI features: (they’re no longer optional; they’re the new baseline for effective advertising.
• Enable GA4 > BigQuery Export: This one step builds the foundation for future models. Start collecting the data now so you’re ready when it’s time to launch AI-predicted value-based bidding.
• Tailor Your Tech to Your Vertical: Different industries require different data densities. Work with a partner (like us) who understands how to adapt AI to your specific use case.

Your AI Journey Starts Now

From embedded AI powering your existing tools to Adswerve’s custom-built predictive solutions, the future of marketing is not just automated—it’s intelligent. Let’s move beyond clicks and into strategy. Let’s turn insight into impact.

Ready to transform your marketing strategy with AI? Contact us today and let’s chart your path to smarter growth.