Google is adding direct messaging, personalized travel ads, and AI-driven video production to Demand Gen. The updates make it easier for advertisers to turn YouTube viewers into leads and customers.
Google is testing a feature that lets users start a conversation with brands directly from Demand Gen ads on YouTube, via messaging apps. For the travel industry, Google is introducing targeted capabilities within Demand Gen: ads can now surface local activities, events, and current deals.
Multimodal Video Creation in Asset Studio is now generally available. Advertisers can use it to create video assets, from storyboard to final product, in both horizontal and vertical formats, within a single workflow. Google reports that hundreds of Demand Gen improvements rolled out in the second half of 2025 delivered an average 30% increase in conversions or conversion value.