Google has revealed a new product line of shopping and advertising tools to help businesses take advantage of the fast-growing trend of video shopping in Southeast Asian markets, such as the Philippines. The announcement was made at Google Marketing Live Southeast Asia, one of Singapore’s biggest gatherings of brands and advertisers in the region.
The company showcased how AI is complementing YouTube’s creator community to influence consumer discovery and purchasing behaviour online. Google is claiming businesses now have new opportunities to engage customers and generate sales with video content, as its AI-powered Search functions gain traction.
Google claims that customers in Southeast Asia are turning to AI-powered Search features like AI Overviews and AI Mode for buying decisions. 82% of users report using these features to make faster decisions, and 80% feel more certain about their decision. 86% of Gen Z consumers believe AI tools make their decision-making easier.
“AI is revolutionising the way people are discovering and shopping around our region,” said Sapna Chadha, Google’s Vice President for Southeast Asia and South Asia Frontier. “We are doubling down on the evolution of Search and growing its ability to empower YouTube creators to collaborate with brands and enhance the shopping experience.”
The region continues to see Southeast Asia as a video commerce hub. The segment grew five times between 2022 and 2025, and currently makes up about a quarter of the region’s e-commerce gross merchandise value (GMV).
Video Commerce in Southeast Asia Takes Center Stage
YouTube has been instrumental in this process due to the creation of the YouTube Shopping Affiliate Program that allows users to easily incorporate product links into videos, shorts, and even live streams. The consumers are then able to conveniently view and purchase products right within the YouTube app.
To date, over 6 million videos have been aired in Southeast Asia with shoppable product tags. Google also said it has attracted over 50% of eligible creators in the area to join the program, and total creator earnings have grown by more than 105% year-over-year.
The company thinks consumer trust is a key element to the success of video commerce. YouTube creators are more trusted than creators on other platforms like TikTok or Meta in Southeast Asia when it comes to product reviews and recommendations, according to Google-influenced surveys.
New Tools for Brands and Retailers
Google has announced a number of new ads and shopping features to help businesses leverage the creator economy as the market gains momentum.
The biggest news was the introduction of the Commerce Media Suite. The tool will help to “smooth the process of online shopping” and channel YouTube ad viewers directly to the checkout page of the marketplace. Today, the brands can show people ads that are more relevant based on real-time shopping signals, which include items added to shopping carts and recent search behaviours.
Google is now piloting its Commerce Media Suite for Southeast Asia’s biggest e-commerce platform, Shopee. Initial findings are encouraging. Beauty brand Maybelline reported a 7.4% revenue growth with a strong return for advertising expenditure.
Google also announced Creator Partnerships Boost (previously called Partnership Ads). The feature enables brands to promote videos made by YouTube creators as paid ads without having to move videos to their own account. This can boost brands’ visibility and interaction with new users beyond their immediate fan base.
Meanwhile, another new initiative, Affiliate Partnerships Boost, which is being tested in Southeast Asia in collaboration with Shopee, has also been launched. The program allows retailers and marketplaces the opportunity to convert their successful affiliate videos to paid advertising. It will provide more visibility for businesses and offer creators the option of potential extra commissions when viewers make purchases.
AI-Powered Creator Discovery Comes to the Philippines
In addition, Google is rolling out more YouTube Creator Partnerships, which aim to make working together between brands and content creators more fluid.
The AI-powered feature allows marketers to find creators by keywords, categories and trending topics. Brands can get insight into audiences, demographics and engagement metrics in advance of campaign launch.
After a partnership, the businesses can promote creator content as ads and monitor the results in one dashboard.
YouTube Creator Partnerships was first launched in Indonesia and Singapore, and is now expanding to other markets, such as the Philippines.
With the rise of AI, Google is confident that the new era of online search and online shopping will be driven by intelligent advertising solutions and trusted creators, and it is betting on that future. The company’s new products offer a chance to businesses in the Philippines to reach consumers where they spend more time – online and watching videos.
