Google has launched new AI-powered shopping and creator partnership tools aimed at helping Philippine businesses tap into the growing video commerce market.

Announced during Google Marketing Live Southeast Asia, the new features connect Google Search, YouTube and creators to make it easier for brands to reach shoppers and drive purchases.

Google said AI-powered Search is changing how consumers shop, with users making faster and more confident purchasing decisions through AI features such as AI Overviews and AI Mode. The company added that Gen Z users are increasingly relying on AI-powered Search to reduce decision fatigue.

"AI is transforming how people 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."

Google said Southeast Asia has become a global hub for video commerce, with the sector growing fivefold from 2022 to 2025 and now accounting for 25 percent of the region's e-commerce gross merchandise value.

To capitalize on the trend, Google introduced several new advertising tools:

• Commerce Media Suite, which directs shoppers from YouTube ads to marketplace checkout pages. Google is piloting the feature with Shopee, with Maybelline reporting a 7.4 percent increase in revenue during early testing.

• Creator Partnerships Boost, which allows brands to promote creators' YouTube content as paid advertisements.

• Affiliate Partnerships Boost, currently being piloted with Shopee, enabling retailers to amplify affiliate videos while giving creators additional commission opportunities.

• YouTube Creator Partnerships, an AI-powered platform that helps brands find creators, evaluate audience insights, and manage collaborations. The feature is now rolling out to more markets, including the Philippines.

Google said the new tools are designed to help brands capitalize on YouTube's creator ecosystem while providing advertisers with AI-powered measurement tools to better track return on investment.