Google Ads is preparing for what they call a “seismic shift” in consumer search behavior, with AI playing a central role in transforming how users discover information and interact with businesses.
This transformation is seen as a bigger shift than the mobile revolution, according to Brendon Kraham, vice president of global ads and commerce, signaling a fundamental shift in advertisers’ approach to digital marketing.
Key changes ahead. Google focuses on three main areas:
- Evolution of search behavior, moving away from keywords towards multimodal experiences
- AI-powered creative tools for marketers
- Enhanced measurement capabilities across all channels
Why it matters. Google’s AI transformation of search and advertising planned for 2025 could radically change the way consumers discover products and services, requiring you to quickly adapt your strategies to keep up with competitors who will master these new tools.
It will be crucial to continue testing how AI can fit into your campaigns, even if initial results may be disappointing.
-Backstage. The move is part of a broader strategy by Google, led by its CEO Sundar Pichai, to deploy Gemini, the company’s AI platform, in the face of growing competition and regulatory challenges.
What are the next steps. Google plans to improve its core advertising products:
- Performance Max
- Demand Gen
- Search capabilities. All will be powered by Google AI while respecting user privacy standards.
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