Google Ads is preparing for a major shift in 2025, powered by artificial intelligence advancements. Brendon Kraham, Vice President of Global Search Ads and Commerce, says the changes will be more significant than the mobile revolution, reshaping digital marketing and how advertisers approach their strategies. Google is focusing on three key areas: the evolution of search behavior, AI-powered creative tools, and enhanced measurement capabilities.
Users will experience more multimodal interactions, offering richer ways to engage with search results. Marketers will gain access to advanced AI tools to enhance creativity and optimize campaigns. Google also plans to improve how marketers measure the effectiveness of their campaigns across all channels.
Advertisers will need to quickly adapt their strategies to stay competitive. Those who master the new AI tools early on will have a significant advantage. Testing and optimizing these tools will be essential, even if initial results are not immediately impressive.
This initiative is part of a broader strategy led by Google CEO Sundar Pichai to scale the company’s AI platform, Gemini, amid growing competition and regulatory scrutiny. Google plans to augment its core advertising products like Performance Max and search capabilities, leveraging AI while ensuring user privacy. “2025 will become one of the most critical years for Google,” Kraham said.
Last week, Google CEO Sundar Pichai held an employee meeting to discuss the upcoming challenges and the importance of scaling Gemini, the company’s AI platform.
Google’s AI-driven advertising evolution
This will be crucial as the company faces increased competition, regulatory hurdles, and rapid advancements in AI.”
Kraham’s team will focus on helping marketers connect with consumers, incorporating AI to assist in this effort.
The goal is to meet customer objectives and apply AI to creative, media, and measurement solutions. This will give advertisers smarter tools for creating compelling visuals, optimizing campaigns, and measuring what matters. Adapting to how people search is essential as consumer inputs and outputs evolve.
Moving beyond simple keywords toward more immersive and visual experiences across search types will help marketers reach their target audiences. In 2025, Google will continue to build user-friendly products across Performance Max, Demand Gen, and Search — all powered by AI to help advertisers spark new creative possibilities and achieve better results while prioritizing user privacy. Kraham predicts seismic shifts in consumer search behavior, with the lines between actively seeking information and passively discovering it blurring.
Marketers will increasingly adopt AI-powered tools to enhance their creative efforts, not replace them. Personalized creative solutions that scale effortlessly will unlock new avenues for expression and deliver measurable results. Marketers will also need to focus intensely on their data, connecting the dots as users move between different online interactions.
Understanding the customer journey and proving campaign effectiveness will be critical. Those who can efficiently measure and analyze data across all channels will gain a competitive edge. Google’s planned AI push in 2025 marks a pivotal moment for the digital marketing industry.
The transformation will reshape how consumers discover products and services, requiring marketers to stay ahead of the curve with innovative strategies and tools.
