Google is expanding its AI-powered shopping tools as more consumers in Southeast Asia (SEA), including the Philippines, use artificial intelligence (AI) to help decide what to buy.
In a commissioned Ipsos study, 82% of Google users of AI Overviews or AI Mode said the features help them make decisions faster, while 80% said they feel more confident about their purchases.
A separate Kantar survey found that 86% of Gen Z respondents in the Philippines, Indonesia, Vietnam, and Thailand said AI-powered Search helps reduce decision fatigue.
The company introduced Commerce Media Suite, a tool that enables advertisers direct shoppers from YouTube ads to checkout pages on online marketplaces.
Google said the feature uses shopping signals, including search activity and products added to shopping carts, to deliver more relevant advertisements. It is currently being piloted with Shopee.
Affiliate Partnerships Boost is a pilot program that Google is launching first in SEA. It allows marketplaces and retailers to promote YouTube affiliate videos as advertisements, giving creators another source of commission when their content results in a sale.
Another feature, YouTube Creator Partnerships, is rolling out to the Philippines after launching in Indonesia and Singapore. The platform helps brands find creators based on audience data and engagement metrics, then track the performance of their campaigns.
Citing the e-Conomy Report 2025, Google said video commerce expanded fivefold between 2022 and 2025 and now accounts for a quarter of SEA’s e-commerce gross merchandise value (GMV).
Google also said more than six million YouTube videos now feature shoppable product tags, while payouts to eligible creators have more than doubled over the past year.
Filipinos are turning to Google AI Search for buying decisions
By Dawn Solano
