Google’s Pomelli Shows Promise, but Glitch Ads Brings You Further

Glitch’s Product Innovation Lead Steven Scully shares his views on Google’s Pomelli and how it compares to the capabilities of Glitch Ads’ platform:

I recently came across Google’s announcement of Pomelli – a new AI tool that helps businesses create on-brand marketing content. It’s another exciting step in the direction that many of us in digital marketing already see coming: AI transforming how campaigns are created and managed.

At Glitch Ads, we’ve been living and breathing this shift. So when I read about Pomelli, three key differences stood out that really define where we’re focused right now:

1️⃣ Focused on Search, Not Display
Pomelli seems to be primarily display-focused at the moment. In contrast, Glitch is entirely dedicated to Google Search – the space where customer intent is highest and performance is most measurable. That focus allows us to help businesses appear exactly where and when people are searching for what they offer.

2️⃣ Creation vs. Management
Pomelli is designed around the creation of marketing assets, which is fantastic. But Glitch goes a step further – our AI doesn’t just write the ads; it manages, tests, and optimises campaigns in real time, learning from performance data to continuously improve results.

3️⃣ Your Website is Your AI’s Foundation
This is something we see again and again: AI reflects what it’s given.
If a business has a templated, generic website that doesn’t express its true brand identity, the assets AI creates will feel the same. At Glitch, we don’t just deliver campaigns – we give clients insight into how their site and brand content influence their ad effectiveness, closing the loop between brand, site, and campaign performance.

AI isn’t replacing marketers – it’s amplifying their creativity and insight. Tools like Pomelli and Glitch are part of the same movement toward smarter, more adaptive marketing.

Photo credit AS Photography