Google Ads Now Tracks Carbon Emissions for Advertisers 🌍

Building a brand is one thing—building a sustainable one? That’s next level ⚡! Big moves are happening in the green ad industry, and we’re here for it 😁.

Hey there, Ecom Fans! Buckle up because this week’s buzz is packed 🗞️.

Besides news of Google's latest carbon emission tracking tool, it rained AI in the ecommerce space. Instacart rolled out AI for smarter grocery shopping, and Microsoft's Copilot got beefed up with some fashion upgrades. I bet you're in for a ride. 

Ready or not, let’s go 🏃! 

In a rush? Here's the juice 🤭:

🌍 Google Ads now tracks carbon emissions for advertisers.

🥕 Instacart launches AI-powered tools for healthy food shopping.

👠 Microsoft’s Copilot just got a fashion upgrade.

🧰 Tool Spotlight: 5 Ecommerce AI Tools Making a Splash this Week

⚡️Worthy Mentions

🌍 Google Ads now tracks carbon emissions for advertisers.

Google has introduced Carbon Footprint for Google Ads, a reporting tool that helps advertisers track and measure the carbon emissions generated by their ad campaigns. 

This initiative is designed to give advertisers more precise data on their environmental impact by leveraging Google’s first-party data from advertising platforms such as DV360, SA360, CM360, and Google Ads.

Here’s how it works 🧐:

• Google measures the carbon emissions from its data centers and content delivery network servers, allocating emissions based on each advertiser’s usage of Google’s ad products.

• The data is broken down by Scope 1, Scope 2, and Scope 3 emissions following the Greenhouse Gas Protocol (GHGP) and Global Media Sustainability Framework (GMSF) standards.

• Account-level reporting enables advertisers to see emissions based on their specific media mix, ad targeting, and auction participation.

• Data limitations: These reports have not been third-party verified, and changes in methodology may lead to adjustments in past and future emissions estimates.

☢️ The scope of emissions tracked 

• Scope 1: Direct emissions from Google’s backup power, natural gas heating, and fleet vehicles.

• Scope 2: Indirect emissions from the power plants that provide electricity to Google’s data centers.

• Scope 3: Indirect emissions from employee travel, data center construction, and server production.

🧮 Google calculates both location-based and market-based emissions:

• Location-based emissions: Represent the actual grid emissions where Google’s data centers consume electricity.

• Market-based emissions: Factor in Google’s renewable energy purchases to offset carbon impact.

Why it matters 🤷‍♂️

Are we slowly witnessing the possible rise of a “green” ad industry, with more brands prioritizing ESG (Environmental, Social, and Governance) goals? Today, advertisers optimize for cost, reach, and engagement, but what happens when carbon efficiency becomes a key KPI, informing advertisers how well to adjust their strategies for more sustainable campaigns? 

While this is a step forward, true carbon impact in digital advertising and ecommerce will require a holistic approach, including ISPs and consumer devices, not just platform-level reporting.

🥕 Instacart launches AI-powered tools for healthy food shopping.

Instacart has launched Smart Shop, a new AI-powered shopping assistant that personalizes grocery recommendations using generative AI and machine learning. 

The platform also introduced Health Tags, which provide detailed nutrition insights, and Inspiration Pages, curated content featuring expert-backed health recommendations and shoppable recipes.

What are the key features & development ⬇️?

🏪 Smart Shop Technology

• Uses behavior analysis and large language models (LLMs) to personalize grocery recommendations.

• Learns from user shopping habits to make more accurate, evolving recommendations.

• Identifies dietary preferences and adapts over time.

🛃Customizable Shopping Preferences

• Users can filter products based on 14 dietary preferences (gluten-free, high protein, vegan, etc.).

• Household-based adjustments allow for preferences specific to babies, toddlers, and pets.

❤️‍🩹 AI-Powered Health Tags

• Scans product data using vision-language models (VLMs) to tag nutrition characteristics.

• Over 1.3 billion data points have been analyzed.

• Covers 500,000 products across 100,000+ stores with 30 Health Tags (e.g., heart-healthy, non-GMO, wild-caught).

🤝 Inspiration Pages – ADA Collaboration

A key collaboration with the American Diabetes Association (ADA) brings diabetes-friendly grocery recommendations and a turnkey nutrition program for healthcare partners, making it easier for consumers to shop for their health needs. This collaboration: 

• Provides expert-backed nutrition guidance and shoppable recipes.

• Features the ADA’s Diabetes Plate Method for balanced meals.

• Expands access to reliable dietary recommendations.

💰 Healthcare Integration with ADA’s Fresh Funds

• Healthcare partners can subsidize healthy foods for patients based on ADA standards.

• Helps integrate nutrition into chronic disease management.

Why it matters 🤨

By embedding AI-driven personalization into its platform and integrating with health organizations, Instacart is clearly supporting long-term wellness goals, especially for customers managing medical conditions. It also signals a deeper fusion of e-commerce, AI, and healthcare designed to align with evolving consumer expectations.

👠 Microsoft’s Copilot just got a fashion upgrade.

Microsoft is making fashion shopping smarter with its latest Copilot integration. Teaming up with Curated for You, the AI assistant can now offer personalized fashion suggestions that feel as natural as chatting with a friend. This move signals how AI assistants are evolving beyond productivity tools to enhance daily lifestyle experiences.

Here are the deets ⬇️:

🛍️ Conversational Shopping: Copilot won’t just list products—it will curate recommendations based on users' lifestyles and needs. According to Katy Aucoin, CEO of Curated for You, “This collaboration represents a transformative step forward in how consumers discover fashion.” 

🤖 Context-Based AI Curation: Unlike traditional product recommendations, Copilot will analyze real-world behaviors to tailor clothing suggestions.

💜 Infused with Empathy & Intention: “With generative AI, we’re elevating the customer shopping experience by infusing it with empathy and intention,” explained Jennifer Myers, Principal Product Manager for Microsoft Shopping. Microsoft aims to create personalized and emotionally aware AI interactions for a better shopping experience.

Why it matters 🤔

With AI-powered shopping integrated into Copilot, Microsoft is redefining how users engage with fashion discovery, transforming it from a tedious browsing process into a fluid, interactive conversation. It certainly blurs the lines between search, curation, and decision-making, reshaping how brands approach discovery, engagement, and even conversions. 

As we say, it's not just about visibility but ensuring your products seamlessly fit into these AI-driven conversations.

🛎️ The Ecom Press Insider

Ecom Fact: Traffic to U.S. ecommerce sites from generative AI sources surged 1,200% in February compared to six months ago, doubling every two months since September. AI-driven visitors not only engage more—spending 8% longer on-site—but also browse 12% more pages and bounce 23% less than traditional traffic sources like paid search or social media (Source Adobe Analytics).

With higher engagement, deeper browsing, and lower bounce rates, generative AI-driven visitors are proving to be more valuable than traditional traffic. AI-generated recommendations and search tools might soon rival (or outperform) paid channels in driving high-intent shoppers. Time to rethink traffic strategies 🤔?

🧰 Tool Spotlight: 5 Ecommerce AI Tools Making a Splash this Week

AI is disrupting ecommerce for the better, helping stores personalize experiences, optimize conversions, and even write product descriptions so you don’t have to. Whether you're fine-tuning search results or crafting the perfect cold email, these AI tools are a great addition to your arsenal. Here are 5 AI tools making a splash this week.

1. OptiMonk AI – The AI-Powered CRO Genius: Conversion rate optimization (CRO) can feel like a guessing game, but OptiMonk AI takes the guesswork out with automatic A/B testing, smart personalization, and product page optimization. Its Smart Personalizer aligns landing pages with ad campaigns, Smart A/B Testing automates experiments, and Smart Product Page Optimizer enhances product descriptions—all without needing a dedicated CRO team.

2. Synthesia – AI-Powered Video Creation, No Camera Needed: Want high-quality product videos without hiring a production team? Synthesia lets ecommerce businesses create professional, AI-generated videos in minutes. Choose from over 60 templates and customize with 140+ AI avatars—or create your own! Whether it’s product showcases, ads, or explainer videos, Synthesia makes video marketing effortless.

3. Lavender – The AI Sales Email Coach: Struggling with sales emails? Lavender acts as your personal AI-powered email coach, helping you optimize cold emails, personalize outreach, and boost response rates. It analyzes every aspect of your email—structure, tone, length—to make sure your emails actually get read (and replied to). For ecommerce brands looking to perfect their email marketing, Lavender is a game-changer.

4. SearchIQ – AI-Driven Search & Discovery: Customers who can’t find what they’re looking for don’t buy—it’s that simple. SearchIQ helps ecommerce stores improve search functionality, showing personalized search results and product recommendations. With built-in analytics, it helps businesses understand customer search behavior, optimize product listings, and keep shoppers engaged.

5. Jasper – AI-Powered Content Generation: Need product descriptions, blog posts, or ad copy in seconds? Jasper is your AI writing assistant, helping ecommerce businesses generate high-quality content effortlessly. With Jasper handling content creation, you can focus on strategy while keeping your store’s marketing fresh and engaging.

Beyond the trend, AI is a massive advantage for ecommerce businesses looking to scale smarter. Whether you're optimizing conversions, personalizing search, or automating content, these tools help streamline operations and boost sales 🚀.

⚡️Worthy Mentions

• Amazon's Big Spring Sale 2025 kicks off next week with thousands of deals having up to 40% discounts.

• Trump considers Oracle partnership to run TikTok in the U.S.

• Google Ads Editor 2.9 unveils eight powerful features for enhanced campaign management.

• OpenAI releases new tools to help businesses create AI agents.

• Trade war continues as Trump enacts 25% tariffs on Canadian steel and aluminum.

Wrapping up…

From carbon tracking to AI-powered grocery lists and even fashion suggestions, this week was all about smarter, more personalized shopping experiences. And trust me, there’s plenty more where that came from.

We’ll keep unpacking it all—one week at a time 😉.

So, until next week, stay curious, stay ahead, and if you haven’t subscribed yet… well, what are you waiting for 🚀?