The end of the blank page: What Google Gemini in HK means for marketers

Google will gradually expand the Gemini web app experience to all users in Hong Kong, followed by the Gemini mobile app. This expansion further realises Google’s mission to organise the world’s information and make it universally accessible and useful.

Gemini model capabilities have been integrated into and are constantly powering Google’s ecosystem, while different local communities, including businesses, developers, educators, students, and more, have been applying these features.

Gemini enables users to directly apply Google’s advanced AI models to help with everyday tasks—whether writing a tricky email, brainstorming ideas for a passion project, or planning the next family trip. As a multimodal tool, Gemini brings more possibilities to how people interact with information across text, images, and audio. Users can also generate media, from images to music tracks, to easily express their creativity.

"We believe expanding the Gemini experience will drive more creativity and productivity for the city, and help achieve our commitment of ‘advancing Hong Kong, together’,” said Michael Yue, managing director and general manager of Google Hong Kong. “Going forward, we will continue to responsibly build a full-stack AI ecosystem, making AI more helpful for everyone.”

MARKETING-INTERACTIVE has reached out to Google for more information. The announcement has sparked widespread discussion among netizens, with industry leaders sharing their perspectives on what this means for Hong Kong. 

Industry reactions

For years, Hong Kong has been ranked alongside mainland China, Syria, and North Korea as a region where tech firms have been hesitant to roll out AI chatbots. When approached by The Wall Street Journal in 2023, neither OpenAI nor Microsoft commented on why access in Hong Kong had been limited. Some users had to use virtual private network (VPN) to access the tool until 2024, when Google’s Gemini was officially made available to paid business users.

For any consumers and marketers in Hong Kong who are always looking for more powerful AI tools, the easier access without VPNs or workarounds means more people can now participate in the creative process, said Jeffry Gamble, chief creative officer, Greater Bay Area and Hong Kong, Dentsu Creative Hong Kong.

That’s meaningful. It broadens the creative toolkit across the industry and opens up AI to groups who may not have tried these platforms before.

As Google is already central to most digital strategies, having Gemini widely accessible allows agencies and clients to collaborate on the same AI platform, saving time otherwise spent aligning or testing different AI tools separately, according to Ken Cheung, digital director, KREW Digital. 

"It streamlines communication and speeds up ideation, such as generating multiple YouTube ad variations or search headlines based on real-time consumer intent. This shared ecosystem makes creative development more efficient, data-driven, and agile. For example, we use Gemini to auto-generate social media visuals for our owned media platform, enabling us to reduce human resource requirements by up to 50%," he added.

While tech-savvy users have already found workarounds, this opens Gemini to the broader public, especially those in the Google ecosystem, said Jeffrey Hau, co-founder and CEO, PRIZM Group. "The real win is Gemini's native multimodal capability — strong image and video generation built in, making creative ideation faster and more accessible than ever."

Joy Liu, senior director of marketing, SleekFlow, said the expansion of Gemini in Hong Kong signals the end of the ‘blank page’ era for marketers. "We’re moving from AI as a search tool to AI as a creative partner. At SleekFlow, we’re already seeing this shift. Since we are subscribing Google Business Suite, our team uses Gemini to bridge the gap between research and execution—optimising everything from email prioritisation to content drafts."

"With Gemini Pro and Ultra, the ability to generate high-fidelity 4K visuals and complex marketing copy in one workflow doesn’t just save time; it increases creative 'velocity.’ This allows lean SME teams to produce at a level of sophistication previously reserved for global agencies. For brands, this isn't about replacing the creative spark; it’s about providing a high-octane fuel that allows us to test, iterate, and ship campaigns at a pace the market now demands," she added.

Which sectors benefit most from this?

With Gemini now becoming widely accessible, different industries can leverage the opportunity to optimise their solutions. Andy Wong, co-founder, Digital Zoo, said consumer and ecommerce brands can use Gemini to quickly generate and localise product copy, visuals and social content, so even lean teams can behave more like big marketing departments.

"Performance‑driven sectors such as finance, travel, property and education will benefit from being able to read campaign data faster and turn those insights into many testable creative variations across channels. Media, entertainment and lifestyle brands, which are always repackaging stories, can turn one strong idea into articles, videos, carousels and email sequences without starting from zero each time."

KREW Digital's Cheung said retail and eCommerce will benefit greatly, as campaigns often require large volumes of creative variations, and Gemini can efficiently generate multiple versions at scale.

"For finance and insurance brands, Gemini stands out for delivering more accurate and structured financial-related content compared to many other AI tools. SMEs will also gain an advantage, as they can produce high-quality, varied creatives without heavy resource investment. For exmaple, we help SME brands such as G&D mint ginger oil to make some visuals with HK Manga style."

After all, all sectors in Hong Kong will benefit — and it goes beyond business use into personal daily life, said Jacky Chan, CTO of Votee AI and Beever AI. "Imagine checking the best grocery discounts through a simple conversation, or planning your commute with Google Maps integration using natural language."

What’s important is that AI becomes an enabler across the entire value chain; from data engineering to workflow optimisation, not just a “creative toy", said Dentsu Creative's Gamble. "This aligns with our broader vision at Dentsu: AI studios as engines of innovation that uplift not just marketing, but everyday life across the city."

How will the search landscape evolve?

While some suggest Gemini's expansion blurs the line between AI-led creativity and human storytelling, SleekFlow's Liu sees a return to brand marketing fundamentals.

"AI can provide the structure, the data, and the draft, but it cannot replicate the genuine narrative that connects with a human on an emotional level. The line isn't blurring; it’s being redefined. AI will handle the commodity of creation, the standard replies and the SEO-padding while leaving humans to do the high-value work: building trust, crafting original perspectives, and leading with empathy. Storytelling is the ultimate superpower in an AI-saturated world," she added.

From the SEO agency perspective, Gemini’s rollout isn’t just a creative story, it fundamentally changes how brands in Hong Kong show up in AI‑driven discovery, said Digital Zoo's Wong. "We’re moving from a world where the only question was ‘where do I rank in Google?’ to a world where we also have to ask ‘when Gemini answers my customers’ questions, 'does my brand get cited at all?' 

That means brands need a dual focus on classic SEO fundamentals and what many are calling generative or ‘AI engine’ optimisation structuring content so it’s trustworthy, quotable and easy for Gemini to surface, he added. "Practically, that looks like clearer entities, expert‑driven content, strong E‑E‑A‑T signals and a broader presence across the open web, not just their own site."

Votee AI's Chan said Google is doing a tremendous job at closing the AI divide, and this expansion in Hong Kong is a meaningful step forward. "What matters most is making AI accessible to everyone — not just developers or large enterprises. My advice to both businesses and individuals: put AI to daily use."

Don't treat it as a novelty. Make it practical, make it habitual, and it will transform how you work and live. 

Mark your calendars for 24 June! #Content360 Hong Kong returns with a dynamic, one-day event dedicated to pivotal trends—from the silver economies to breakthrough IP collaborations, sports, and beyond. Let's dive into the art of curating content with creativity, critical thinking and confidence!

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