Journalist at Promodo
For over 4 years, I have been working as a journalist in the communications and marketing industry. I help brands communicate effectively through written content, engage with market experts, and create professional materials on topics related to business and marketing, sharing insights on working with marketing tools.
The Promodo team visited Google’s Think Consumer CEE 2026 — a conference focused on changes in consumer behavior, eCommerce development, and the impact of AI on marketing across Central and Eastern Europe.
Here’s a quick summary of the key takeaways.
Google shared cases where ad creatives are built entirely with AI — from the initial idea to the final video. The process looks like this:
For businesses, it significantly reduces production costs and saves time. It also makes it easier to test ideas faster and scale the ones that work.
With AI, you can:
Google introduced Smart Budget Scaling, an approach to managing ad campaigns. AI handles a large part of the optimization here.
The systems connect to an ad account and analyze campaign performance in real time: which campaigns perform better, where there’s room to scale, and where spending is too high. Based on this, AI automatically adjusts bidding, budgets, and traffic allocation.
At Promodo, we have a similar custom solution — Ads Hub. It automates ad account management and provides a full view of campaigns and product feeds in one place.
The tool is especially useful for large eCommerce projects operating across multiple markets and for teams working with Performance Max and Search simultaneously.
Google confirms: the core principles of SEO still matter, but the format is changing. Before, the main goal was to rank higher in search results. Now, the goal is to become a source that AI pulls answers from.
This new approach is called GEO (Generative Engine Optimization). It focuses more on:
Now, in addition to optimizing a website, you need to build a brand that AI recognizes as a reliable and meaningful source.
Read more from Promodo on how to approach SEO in 2026:
Google AI Mode: the Evolution of Search and the New Rules of SEO
How to Optimize Your Content for LLM in 2026
Google plans to launch Shopping Ads in the Baltic markets (Estonia, Latvia, and Lithuania), where this format hasn’t been fully available before.
This opens up new opportunities for eCommerce as Shopping Ads work through a product feed. The system matches user queries to products in that feed and displays the most relevant offers. With images, prices, store name, and other details right in search results.
For users, it looks like a ready-made storefront before they even visit a website, and for businesses, it’s one of the most effective formats for performance marketing.
Read our detailed guide on how to promote online stores in 2026.
With AI Mode and AI answers in search, people are starting to use longer and more complex queries — the kind they used to split into several searches. In traditional search, a user would run 5–6 searches to find a solution. Now, it often takes only 2–3 follow-ups within a single session.
At the same time, Google claims AI doesn’t reduce the importance of the web. 94% of AI users still use traditional search.
Google is also actively expanding its AI interface for commercial use cases.
For example, a user searches for a product in AI Mode, gets a list of options right away, moves to checkout, and completes the purchase using integrated payment methods like Google Pay or Apple Pay.
With this shift, businesses now need to compete not just for clicks, but for visibility inside AI answers and within the purchase journey itself.
We’ve covered this in more detail in a separate Promodo article about advertising in Google AI search.
Journalist at Promodo
For over 4 years, I have been working as a journalist in the communications and marketing industry. I help brands communicate effectively through written content, engage with market experts, and create professional materials on topics related to business and marketing, sharing insights on working with marketing tools.
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