Google I/O 2025: Navigating the AI-Powered Future of Search and Marketing

Google I/O 2025 has once again set the stage for the future of technology, with Artificial Intelligence taking centre stage. For marketing leaders and business owners, the announcements signal a transformative shift in how consumers interact with information and brands online. Staying ahead in this evolving digital landscape requires a clear understanding of these changes, and Partoo is here to help you navigate them!

AI Mode in Google Search: Ushering in a New Era of Discovery

The most impactful news for marketers comes directly from Google Search, where the new AI Mode is being deeply integrated to redefine user interactions. 

This new approach fundamentally changes how search results are presented, moving beyond traditional links to provide more direct, synthesised answers powered by generative AI. Google notes that with these advancements, “users are asking more complex and multimodal questions.“

To address this evolving user behaviour, AI Mode is now being rolled out in the U.S. This new mode offers advanced reasoning and multimodal capabilities, allowing users to explore topics in greater depth through follow-up questions and relevant web links. Behind the scenes, AI Mode employs a sophisticated “query fan-out technique,” breaking down complex questions into smaller subtopics and conducting multiple, simultaneous searches to deliver comprehensive results. Availability for other markets, including Europe, Lat-Am, and MENA, is yet to be announced.

Within AI Mode, several key features enhance the search experience:

• Deep Search Capabilities: For more complex and nuanced queries, AI Mode’s Deep Search will provide more thorough and comprehensive responses. Crucially, future capabilities will allow the AI to draw context from personal documents (e.g., from Google Drive or Gmail), hinting at a more personalised search experience.
• Search Live (Powered by Project Astra): Imagine a user pointing their phone camera at a product or a scene and having a real-time, conversational interaction with Google Search about it. This upcoming feature, leveraging Project Astra, opens new avenues for visual search and immediate context-driven assistance.
• Agentic Capabilities: AI Mode is gaining the ability to perform tasks on behalf of the user. Initially, this will include assisting with event tickets, restaurant reservations, and local appointments. For businesses, this means Google Search could become an active agent in guiding consumer actions, rather than just providing information.
• Data Analysis and Visualisation: Soon, AI Mode will be able to analyse complex datasets and generate custom charts and graphics directly within search results, especially for sports and finance queries. This could offer new ways for users to consume data and for businesses to present information.
• AI Mode Shopping Experience: A significant development for e-commerce, this new experience combines advanced AI with Google’s Shopping Graph. Users will be able to virtually “try on” apparel by simply uploading a photo of themselves (initially rolling out to Search Labs users in the U.S.). Furthermore, an “agentic checkout” feature will track prices and even make purchases automatically when a user-defined budget is met, streamlining the buying journey. Information on the rollout to other regions is not yet available.

AI Overviews: Maximising Your Visibility in Summarised Search

Launched last year, AI Overviews represent a significant shift in how Google presents information, providing synthesised summaries directly within search results. This has led to users asking more complex and multimodal questions. 

During Google I/O 2025, Google stated that “Since last year’s I/O, AI Overviews have scaled up to 1.5 billion monthly users in 200 countries and territories. That means Google Search is bringing generative AI to more people than any other product in the world.“

This highlights the growing importance for businesses to be present and optimised for these AI-driven summaries, ensuring their content is easily digestible and discoverable by Google’s AI.

To delve deeper into this evolving landscape, our blog recently featured an in-depth article on AI Overviews. In this piece, we referenced an interview with Elizabeth Reid, Vice President of Search at Google, who explained the underlying philosophy behind this search feature.

AI Overviews undoubtedly present a new challenge for businesses, necessitating an adaptation of traditional SEO strategies as Generative Engine Optimisation (GEO) gains momentum, perhaps faster than many anticipated. And Partoo will keep helping you navigate this change!

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• Discover how AI is transforming local search
• Learn where AI models source their local data
• Exclusive insights from 1,000+ local queries on SearchGPT

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Gemini’s Evolution: Powering Smarter Interactions Across Google

The advancements in the Gemini 2.5 models are the backbone of these new AI capabilities:

• Gemini 2.5 Pro with ‘Deep Think’: This flagship model now includes an advanced reasoning mode, allowing for more thorough and intelligent responses by employing parallel thinking techniques. This translates to AI interactions that are not only more sophisticated, but also capable of understanding and responding to highly nuanced queries.
• Gemini 2.5 Flash for Speed and Efficiency: Optimised for rapid responses and cost-efficiency, this model is crucial for powering real-time AI features.
• Thinking Budgets: Developers now have more control over the cost and latency of AI interactions, enabling more efficient and tailored AI applications.
• Enhanced Security: Significant security upgrades have been implemented across the Gemini 2.5 family, improving protection against various AI-specific threats.
• Widespread Adoption: The rapid growth in Gemini adoption by developers and its massive user base (over 400 million monthly active users for the Gemini app) firmly establish its central and expanding role within Google’s ecosystem.

Generative Media and Content Creation: New Tools for Marketers

AI-powered tools are also transforming content creation, offering new avenues for marketing:

• Veo 3 and Imagen 4: These latest models enhance video and image generation, with Veo 3 now including native audio generation and Imagen 4 offering improved text and spelling in images. This could streamline the creation of marketing visuals and video content.
• Flow: A new AI-powered filmmaking tool that offers advanced features for video creation, including camera movement and editing, providing brands with powerful capabilities for producing engaging visual content.
• SynthID Detector: A new portal designed to help identify AI-generated content through invisible watermarks. This is important for brand authenticity and content verification.

Conclusion: Adapting to the AI-First Marketing Landscape

Google I/O 2025 has made it clear: AI is not just a feature, but the foundation of Google’s future. For marketing managers, directors, and business owners, this means a critical need to understand how AI-powered Search will change consumer behaviour, how AI can streamline content creation, and how personalised AI assistants will influence customer journeys. 

Adapting strategies to leverage these advancements will be key to maintaining visibility, driving engagement, and achieving business growth in this rapidly evolving digital ecosystem.

Missed the presentation? Watch Google I/O 2025, right here: