Google is expanding the way brands connect with online shoppers in Southeast Asia, including the Philippines, by combining its AI-powered Search with YouTube’s growing creator economy.
At Google Marketing Live Southeast Asia in Singapore, the company introduced new advertising and shopping tools as more consumers turn to AI to search for products, compare options, and make purchasing decisions.
Google said Search usage continues to grow with AI features such as AI Overviews and AI Mode. In Southeast Asia, 82% of users said these tools help them make decisions faster, while 80% said they feel more confident about their choices. Among Gen Z users, 86% said AI helps reduce decision fatigue.
“As people realize just how much more Search can do for them, AI is transforming how they explore and shop across our region,” said Sapna Chadha, Google Vice President for Southeast Asia and South Asia Frontier.
“We are doubling down on this shift in Search while turbocharging the power of YouTube creators to partner with businesses and build better shopping experiences,” she added.
Google is also betting on the continued growth of video commerce, which has increased fivefold in Southeast Asia since 2022 and now accounts for a quarter of the region’s e-commerce market. Through the YouTube Shopping Affiliate Program, creators can tag products in videos, Shorts, and live streams, allowing viewers to shop while watching.
To help brands take advantage of this shift, Google introduced several new advertising tools designed to connect product discovery with checkout.
One of the tools is Commerce Media Suite, which lets shoppers go directly from a YouTube ad to a product checkout page using shopping insights such as search activity and items added to carts. The solution is currently being piloted with Shopee, with beauty brand Maybelline reporting a 7.4% increase in revenue during early testing.
Google also launched Creator Partnerships Boost, which allows brands to turn a creator’s existing YouTube videos into ads that can reach audiences beyond their subscribers.
Affiliate Partnerships Boost, meanwhile, enables retailers and marketplaces to promote top-performing affiliate videos as paid ads, creating more exposure for brands while giving creators additional earning opportunities. Southeast Asia is among the first regions to pilot the feature with Shopee.
Rounding out the announcements is YouTube Creator Partnerships, an AI-powered platform that helps brands discover creators based on keywords, audience insights, and trends, then manage collaborations, promote creator content, and measure campaign performance. The tool is now rolling out to more markets, including the Philippines.
