Google's Asset Studio brings AI image and video generation to advertisers
Updated: Aug 19
Google has rebuilt its creative tooling into a new Asset Studio, capable of generating images and video from text prompts while respecting a brand's guidelines. Unveiled at Marketing Live 2026 and powered by Google's latest generative models, it is one of the clearest signs yet that AI creative is moving from novelty to everyday advertising infrastructure.
The promise is significant, especially for smaller advertisers. Producing quality creative has long required time, budget and specialist skills that many businesses simply do not have. Tools that can generate usable images and video on demand could level the playing field, letting smaller brands compete on creative quality with far larger rivals.
Democratising creative — with caveats
Industry experts have broadly welcomed the potential, particularly for businesses lacking design resources. But they have also been clear about the risks. AI-generated creative can introduce inaccuracies, intellectual-property concerns and brand-safety issues, which means human review checkpoints remain essential rather than optional. The technology accelerates production; it does not remove the need for judgement.
There is also a strategic risk in over-reliance. If every brand uses the same tools trained on similar data, a sea of competent but generic creative could follow — making genuine distinctiveness harder, not easier, to achieve. The brands that stand out will be those that use AI to execute a strong, original idea, not to replace the thinking behind it.
What UK marketers should do
For UK brands, Asset Studio and tools like it are worth embracing for the speed and cost savings they offer, particularly for producing the volume of tailored creative that modern campaigns demand. But they should be treated as a powerful assistant, not an autopilot. Clear brand guidelines, rigorous human review and a strong creative vision are what will separate effective AI-assisted advertising from forgettable filler.
Used well, generative creative could free up marketers to focus on the ideas and strategy that machines cannot supply. Used lazily, it risks flooding the market with sameness. The difference, as ever, will come down to the humans directing the tools.
— Dimitro Cohen, Technology & Ad-Tech Correspondent at Marketing Minute
For marketers, AI creative tools are a powerful assistant, not an autopilot. Use them to execute a strong idea faster — not to replace the thinking behind it.
Would you trust AI-generated creative in your campaigns — and where would you insist on a human checkpoint?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
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