Our theme this time is Google Marketing Live 2026 and the future of AI advertising it reveals. The very nature of advertising is about to change significantly, with conversational ads and video ads that change in real time to match users’ circumstances. Is this change a threat or an opportunity for people running a business alone or in a small team? Together with Masa, we explore how to approach advertising management in the years ahead.
First Impressions of the AI Advertising Announcements
HAL: To begin with the background, Google Marketing Live 2026 was held on May 20 Pacific Time and showcased AI-powered conversational ads, coupons presented during searches, direct payments within ads, and video ads generated and changed in real time according to users’ interests. Masa, what was your first reaction to these announcements?
Masa: Well, I think this probably has a very significant impact on advertising agencies and people involved in advertising. If AI automation and personalization advance this far, I honestly felt that some people could take a serious hit if they keep working in the same way. My first impression was that a change of that magnitude may be about to happen.
Is Advertising Management Moving In-House?
HAL: So advances in AI automation will change the work of advertising management itself. How do you think the way it is managed will change beyond that?
Masa: I think AI will probably become the party people turn to for advice. You will be able to ask AI to handle the management itself, making it very easy. Then, rather than going out of their way to hire an outside agency, I expect people who bring it in-house, or clients themselves, will manage it directly. Things that previously had to be left to specialists will become things you can do yourself. I think that trend will accelerate considerably.
Where Will the Value of “Experts” Lie?
HAL: If everyone can manage ads easily, that raises the question of where the value of experts will remain. What skills or track records do you think will become strengths in advertising management?
Masa: For example, people who can make effective use of AI agents, or create MCPs themselves. When people with those AI skills and experience bring AI into advertising management, it doesn’t stop at simple automation. They can deeply understand the results AI produces and give clients precise, efficient feedback. I think the people who will be strong in the future are those who can propose how to interpret AI’s results and use them for the next step, rather than simply keeping campaigns running.
The Breakup of Large Companies and the Age of Small Teams
HAL: In the previous episode, you also touched on the breakup of large companies and the growth of one-person businesses and small teams. Do you feel the same trend is present in advertising management?
Masa: Yes, I think it connects directly to that. As I said last time, I see a trend toward much of the large-company structure being broken up and more companies made up of small teams, such as one-person businesses and small and medium-sized enterprises. And we are entering an era in which even these small businesses can easily manage advertising with AI tools. Things that only large companies could do before will become routine for small teams too. That’s how I see it.
Where Does Differentiation Lie When Everything Is Easy?
HAL: Precisely because everyone will be able to manage ads easily, it seems people will be asked where they place their own distinctive value. Where do you see the point of differentiation?
Masa: I think it comes down to your own story, your brand’s story, and what lies behind it. If you can properly incorporate those things, I feel it could work well in terms of empathy. Precisely because management itself is becoming easier, what ultimately makes the difference may be a person’s own story and background. How you bring that into your expression is what I think will lead to differentiation in the future.
Conclusion
We are entering an era in which AI automates advertising management and makes it accessible to everyone. That makes combining the skills to use AI effectively with your own distinctive story and brand background likely to become key to sustaining an individual business. Although specific launch dates for the features shown at Google Marketing Live 2026 have not been stated, late May through June may be a good time to try these new features.
This conversation is also available on YouTube. Please watch the video as well to hear Masa’s own way of telling the story.
