After changing the way we search for information, now Google wants to change the way we create advertising. Google Pomelliis the new experiment by Google Labs, developed together with DeepMind. An ambitious project that promises to put artificial intelligence at the service of small and medium-sized enterprises to generate, in a few clicks, complete marketing campaigns consistent with the brand.
What is Google Pomelli and what is it used for
Pomelli is an AI marketing tool in public beta (for now only available in English in the USA, Canada, Australia and New Zealand). The promise is simple: to help those who do not have a structured marketing team to create professional, “on brand” and multi-channel advertising campaigns, quickly and intuitively.
At its heart is a system that Google calls Business DNA. By inserting the link to your site, Pomelli automatically analyzes colors, fonts, visual style, and tone of voice. In seconds, it builds a digital identity of your brand and uses it to generate consistent visual and textual content.
The result? Posts, graphics and promotional messages that speak the language of the brand, without having to write complex prompts or rely on generic templates.
How Google Knobs works: the step-by-step guide
The operation of Pomelli follows a path in three phases:
Create your business DNA
Just enter your site’s URL or upload images and logos. DeepMind’s artificial intelligence recognizes the visual style, palette and communicative tone, building a personalized starting point.
Generate campaign ideas
Once the DNA has been defined, Pomelli proposes campaign concepts tailored to your business, for example “launch of a new product”, “seasonal offer”, “social promotion”. Alternatively, you can type in your own goal and let the AI develop consistent headlines, copy, and visuals.
Create and edit assets
Pomelli produces ready-to-use texts and graphics for your digital channels. An in-house editor allows you to customize images, colors, and texts before downloading. All in one flow, without going through Canva, Photoshop or Google Ads.
Examples of using Google Knobs
At the moment of launch we can only analyze the video released by Google and some experiments tested by experts located in the countries for which the service is available in the testing phase. However, we can hypothesize some scenarios for which Google Knobs can be a valid ally.
Social calendar in an afternoon
Enter the URL of the site, accept campaign proposals and in a few minutes you have a complete set of posts for Facebook, Instagram and LinkedIn. AI maintains visual consistency and brand tone.
Promotion of a new e-commerce category
Ask for an “educational and promotional” campaign and Pomelli generates information carousels, product graphics and conversion-oriented copy. Perfect for testing different messages without resorting to an agency.
Small businesses, big ideas
Bars, professional studios, local shops or emerging brands can finally access quality creative production, without high budgets or technical skills.
Will the marketing and advertising expert still be needed?
An inevitable question. If Google Knobs can generate ideas, text, and images, what will happen to the human marketer?
The answer is the same as for all AI technologies: it does not replace, but amplifies. Google Knobs is a creative accelerator, not a strategic replacement. It can suggest, but it cannot define positioning, targeting, key message, and KPIs. It can produce consistent assets, but it can’t measure results, performance, and funnel impact.
The true value of the marketer lies in critical thinking, the ability to read data, create integrated strategies, and make sense of content. In other words, Google Knobs may generate the form but the substance (the direction, the voice, the vision) remains human.
Google Pomelli’s public announcement means that AI is officially entering marketing creativity. For industry professionals, this opens up new opportunities for efficiency and new differentiation challenges. Those who know how to use AI-based tools without losing the soul of the brand will be one step ahead in the new era of generative marketing.
