Google Ads is preparing for what executives call a “seismic shift” in consumer search behavior, with AI playing a central role in transforming how users discover information and interact with businesses.
The transformation represents a bigger change than the mobile revolution, according to Brendon Kraham, VP of global search ads and commerce, signaling a fundamental shift in how advertisers will need to approach digital marketing.
Key changes coming. Google is focusing on three major areas:
Evolution of search behavior beyond keywords toward multimodal experiences
AI-powered creative tools for marketers
Enhanced measurement capabilities across all channels
Why we care. Google’s AI-driven transformation of search and advertising in 2025 could fundamentally change how consumers discover products and services, requiring you to adapt strategies quickly or risk falling behind competitors who will prioritise mastering the new tools and capabilities.
It will be essential to keep testing how AI should work for your campaigns, even though you may initially see poor results.
Behind the scenes. The initiative ties into Google CEO Sundar Pichai’s broader strategy to scale Gemini, the company’s AI platform, amid increasing competition and regulatory challenges.
What’s next. Google plans to enhance its core advertising products: