A marketing revolution from Google

Today, Google is on the verge of a major transformation, with artificial intelligence (AI) set to play a central role in digital marketing. As Brandon Crayham, Google’s vice president of global search advertising and commerce, notes, the expected changes will surpass even the mobile revolution in scale, completely changing the way companies interact with their customers.

Artificial intelligence is changing search marketing

Google predicts major changes in how users search for information and interact with brands. Advertisers will need to adapt quickly to these new conditions in order to maintain their market positions. Otherwise, they will face a decline in advertising effectiveness and a possible increase in marketing costs.

Key areas of change

Google is focusing on three key areas:

1. The future of search: more than just keywords. Search habits are evolving: classic text queries are being supplemented by multimodal interactions that involve the simultaneous use of text, images, and video. AI will make search more natural, meaningful, and interesting for everyone.
2. AI solutions for content creation. Marketers will have access to modern AI tools that generate high-quality, personalized, and relevant content. This will enable unprecedented responsiveness to changing audience demands.
3. Advanced analytics and evaluation. AI will significantly change the approach to analyzing advertising results across different channels by providing detailed and reliable metrics. Specialists will be able to refine strategies with unprecedented accuracy and validity.

Google sees AI as a key technology that can transform every aspect of information (search), content creation (content generation), and analysis (analytics). The goal is to make search more useful and easier, and marketing more responsive, precise, and successful.

Why is this important?

The AI transformation from Google Ads will revolutionize the way consumers discover products and services. For advertisers, this means:

• the need to quickly adopt and integrate new AI tools into their workflows;
• the importance of continuous testing, experimentation, and fine-tuning of campaigns, even if initial results require refinement;
• a significant advantage for early adopters who are willing to innovate at an early stage.

Failure to embrace these changes will lead to an inevitable decline in competitiveness in the new digital environment.

Google’s position

This initiative is part of Google CEO Sundar Pichai’s broader strategy to strengthen the Gemini platform. It will be fully integrated into the company’s core advertising products. All of these tools will run on cutting-edge AI infrastructure, strictly adhering to the highest standards of user data privacy — and that is how the predicted AI revolution will begin..

How to prepare for the near future?

Simply put, 2025 is a time of radical transformation in search marketing. To stay competitive, businesses need to:

• Actively adopt new AI technologies
• Be bold in experimenting with Google’s updated tools
• Be flexible in adapting their marketing strategies to the rapidly changing landscape

This is not just a technological breakthrough — it is a unique opportunity for brands to rethink and build fundamentally new, deeper, and more meaningful relationships with their audience in a dynamically transforming digital world. In other words, upgrade your advertising campaigns to Performance Max.

We recommend reading the article “What changes will happen in Google Ads in 2025?” by AffCommunity.

The future of search marketing is just around the corner — but is everyone ready for innovation and change in their work? Time will tell...