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Google cloud redefines brand marketing with new AI tools at next ’25 conference

By Mofeoluwa Awe

Google Cloud has taken a major step toward revolutionizing how marketers and agencies operate by unveiling new AI-driven tools designed to simplify marketing processes and elevate customer experience. The announcement was made during the company’s much anticipated Next ’25 conference held in Las Vegas from April 9 to 11.

The new developments come at a time when marketers globally are under increasing pressure to meet evolving consumer expectations, manage longer buying journeys, and cut through a growing clutter of information overload. According to Carrie Tharp, Vice President for Global Solutions and Industries at Google Cloud, AI is key to navigating these shifting dynamics and regaining marketing efficiency.

Google Cloud’s latest innovations include the integration of Lyria, a generative text-to-music AI model, into its Vertex AI platform. This positions Google as the only platform currently offering generative capabilities across video, image, speech, and music. Brands can now create custom soundtracks for product launches, branded content, or immersive in-store experiences with unprecedented ease and speed.

Major global brands are already leveraging these AI tools. L’Oréal Groupe is using Vertex’s Veo and Imagen tools to speed up the creation of high-quality visual assets across 20 countries, while Kraft Heinz has reported an eight-week creative process being compressed.

Closer to home, this innovation signals a significant opportunity for Nigerian and African brands that want to stay globally competitive. With growing access to AI-powered platforms, agencies and marketers across the continent can explore how these tools can reduce production timelines, personalize customer journeys, and generate real-time campaign insights, into just eight hours using Google’s AI capabilities. According to the company, these tools are reshaping how creative teams approach content development, from ideation to execution.

Google’s Creative Agencies are also being adopted by major industry players. WPP has integrated them into its Open platform, Brandtech Group is using Pencil to predict and optimize ad performance, and Papa Johns has partnered with Google to use AI across ordering, delivery, and marketing. The potential for localized, one-to-one marketing through these tools marks a paradigm shift in how data-driven customer engagement is executed.

Google Cloud says its focus remains on simplifying these innovations so marketers, merchants, analysts, and brand managers can seamlessly integrate them into their daily processes. As brands increasingly seek speed, creativity, and personalization. Google’s latest offerings are poised to set a new standard for how modern marketing is done.