Google Ads plans a major AI Push in 2025, reshaping search marketing

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.

This transformation represents a bigger shift than the mobile revolution, according to Brendon Kraham, vice president of search ads and global commerce, signaling a fundamental shift in how advertisers will need to approach digital marketing.

Key changes coming. Google focuses on three major areas:

• Evolution of search behavior beyond keywords towards multimodal experiences
• AI-powered creative tools for marketers
• Enhanced measurement capabilities across all channels

Why we care. Google’s AI transformation of search and advertising in 2025 could fundamentally change the way consumers discover products and services, forcing you to quickly adapt your strategies or risk falling behind competitors who will give prioritizing mastery of new tools and capabilities.

It will be essential to continue testing how AI should work for your campaigns, even if you initially see poor results.

Behind the scenes. The initiative is part of Google CEO Sundar Pichai’s broader strategy to evolve Gemini, the company’s AI platform, amid growing competition and regulatory challenges.

What’s next. Google plans to improve its main advertising products:

• Maximum performance
• Demand generation
• Search capabilities: Everything will be powered by Google AI while respecting user privacy standards.