Google is bringing its Gemini AI models to the Google Marketing Platform, the company announced today. The integration, set to be unveiled at the company's Newfront event on March 23, promises to reshape how advertisers approach programmatic buying and campaign optimization. Bill Reardon, General Manager of Enterprise Platform at Google, teased the announcement as "the Gemini advantage" for marketers working with biddable tools and automated ad buying.
Google is making its next major play in AI-powered advertising. The company confirmed today it will showcase Gemini AI integration within Google Marketing Platform at its annual Newfront presentation on March 23, targeting the programmatic advertising market with what it's calling "the Gemini advantage."
The announcement, disclosed by Bill Reardon, General Manager of Google's Enterprise Platform division, positions Gemini as the intelligence layer that will power more sophisticated bidding strategies and creative optimization for advertisers managing campaigns through Google's suite of tools. While specific features remain under wraps until the March event, the focus on "biddable tools" suggests Google is aiming to automate and enhance the real-time decision-making that drives programmatic ad buying.
This marks a significant expansion of Gemini's footprint beyond consumer-facing products. Google has been systematically rolling out its flagship AI model across its enterprise portfolio since late 2023, starting with Workspace productivity tools and extending into Cloud infrastructure. Marketing Platform represents the company's highest-stakes B2B play yet, given that advertising revenue still accounts for the majority of parent company Alphabet's income.
The timing is telling. Google's Newfront event traditionally serves as the company's answer to the traditional TV upfronts, where it courts advertisers ahead of the critical spring buying season. By centering the 2026 presentation around Gemini, Google is essentially betting that AI capabilities have become the primary differentiator in winning enterprise ad budgets.
