People are using Google more than ever before. AI Overviews alone are driving over 10% growth in user search queries, according to Google’s CEO Sundar Pichai. And Google is now rolling out AI Mode to every user in the U.S., making search even more powerful.
Altogether, these updates reflect Google’s deepening integration of AI to elevate marketing performance and user engagement.
Here are the updates that caught our attention most.
AI Overviews. Google announced that AI Overviews have more than 1.5B users every month, bringing generative AI to more people than any other product in the world. AI Overviews will be extending to over 200 countries and territories, and Gemini models will now be leveraging personal context from connected Google apps for more relevant and tailored responses.
- Why we care. AIOs are not going anywhere. We need to understand that while CTRs may be declining, the quality of visitors are going up, so assessing traffic losses is less important than assess onsite engagement and conversions. Google shared, “when people click to a website from search results pages with AI overviews, these clicks are higher quality” since AI results give people more context about a topic, making them more engaged site visitors. And that’s without the level of personalization that’s yet to come with AIOs. Also, Google still holds search market share dominance. While we want to optimize for other platforms such as Bing, ChatGPT, Perplexity, etc. it’s important to not forget how critical of a role Google still plays. We expect AI mode desktop impressions soon, especially for longer-tail queries. We’re monitoring how these impact CTR and paid visibility.
Ads in AI Overviews. Google will place sponsored content within AI Overviews in Search. These ads are contextually aligned with the AI summary and aim to offer non-intrusive commercial options. Early examples show integration in travel, shopping, and local intent queries, seamlessly blending ads into AI-generated answer experiences.
- Why we care. As traditional SERPs give way to AI-driven summaries, this placement ensures brands remain discoverable. However, it raises new challenges around ad relevance and contextual alignment. Marketers must rethink how value propositions are communicated within more narrative, less interruptive formats while tracking how this impacts attribution and user behavior.
AI Mode & Deep Search. Deep Search is an advanced feature available within AI Mode. Google announced a “total reimagining” enabling longer, more complex queries and deeper exploration. Deep Search aims to be a personal research assistant that can tackle highly complex, nuanced, and multi-step queries, providing comprehensive, “expert-level” reports with full citations, all generated in minutes. It goes far beyond simply providing a list of links or a brief summary.
- Why we care (performance/optimization). Users are increasingly accustomed to interacting with AI in a conversational manner. AI Mode encourages longer, more natural language queries. This means marketers need to think about how users ask questions, not just what keywords they type. This pushes for a continued focus on longtail and a continued need to think beyond high search volumes. However, the ability to ask follow up questions and dive deeper into topics within AI Mode means CTRs may decline even further, as searchers get comprehensive answers directly from Google, potentially reducing the need for multiple searches or website visits. Since AI Mode can break down complex queries into sub-topics and perform “deep search” marketers must create content that anticipates these multi-layered questions, and should think about providing thorough answers to entire topics, not just isolated keywords.
- Why we care (production & workflows). With its ability to synthesize vast amounts of information and generate “expert-level, fully cited reports,” Deep Search offers powerful new avenues for content marketing ideation and production. It can act as a highly sophisticated research assistant, streamlining processes that once took content marketers countless hours.
- Why we care (measurement). Google’s AI Mode isn’t passing referral data, so it’s impossible to know how many clicks you got from AI Mode in your analytics tools. Unlike AI Overviews, Clicks aren’t appearing in Google Search Console (GSC) yet, although Google announced AI Mode data will be in GSC soon. However, AIO and AI Mode GSC data will all be rolled into Web in GSC, so there’s no way to filter or drill in. Essentially, you have no way of knowing how much traffic you’re getting from AI Mode. Google continues to take away helpful data, making it impossible for us to make data-driven decisions.
AI Agents. Google announced Agentic Capabilities: Assisting with complex, multi-step tasks (e.g., purchasing tickets, making restaurant reservations, apartment hunting) all via Agent Mode in Gemini app.
- Why we care: “Buy it for me” buttons and AI concierge flows will be a game changer for e-commerce SEO. While still in test environments, this signals a profound shift in how people shop and interact with online retailers, and will result in an emphasis on pricing and order fulfillment competitiveness. With AI agents, as soon as something drops in price or is back in stock, sales may spike. And in order for AI to “buy it for me” or suggest accurate try-ons, your Google Merchant Center feed and product schema markup must be impeccable. This includes detailed attributes (color, size, material, brand, reviews, availability, price, shipping, product variants), unique identifiers (GTINs, MPNs), and high-resolution images from multiple angles. Incomplete or inaccurate data will exclude your products from these AI-driven experiences. With these new agents, the goal potentially shifts from “ranking #1” to “being the AI’s preferred choice.” This is a new optimization frontier. Tracking conversions that happen entirely within Google’s AI environment will require new measurement frameworks and potentially greater reliance on Google Ads and Google Analytics for unified reporting.
AI-Powered Forecasting & Insight Tools. New forecasting tools in Google Ads will leverage Gemini to identify trends, anomalies, and spend opportunities before humans catch them. Expect predictive alerts and performance recaps to get a lot more intelligent.
- Why we care. This changes how we budget, pivot, and brief clients. Strategy teams can move faster, and junior teams can act more confidently with real-time guidance baked into the platform.
First-Party Data Prioritization. Google reiterated its focus on privacy-safe targeting by doubling down on first-party signals from Search, Gmail, Chrome, and Shopping activity. These signals will power smarter ad delivery and custom audiences even as cookies fade.
- Why we care. The post-cookie era is closer than it feels. Make sure CRM integrations, site tagging, and consent models are clear because brands with structured first-party data will have a major advantage in Google’s AI-driven ad ecosystem.
Multimodality. Google announced the integration of various input types (e.g., live capabilities with camera via “Search Live” for real-time interaction).
- Why we care. This isn’t just a new way to search, it’s a fundamental shift in how users interact with the world and gather information, and it opens up entirely new optimization frontiers. Users will increasingly bypass typing or speaking to simply show Google what they’re interested in. Instead of searching “how to fix a leaky faucet” or “what is a black lizard with yellow spots” they might just point their camera and ask, “How do I fix this?” or “What is this?” Visual input could become a primary method of initiating a search or solving a problem within verticals like DIY, fashion, home decor, nature & outdoors, repairs, and many others.
Performance Max Upgrades. Google quietly announced several enhancements to PMax, including more dynamic asset generation from Gemini, improved creative rotation logic, and better budget pacing controls. These updates allow campaigns to adapt faster to user intent signals and cross-channel trends.
- Why we care. PMax just got smarter. These behind-the-scenes improvements make it more responsive and reliable, especially in budget-constrained environments. Expect more hands-off performance tuning but still requires human guardrails and sharp creative inputs to shine.
IMAGEN 4 & VEO 3. Introduction of Imagen 4 and Veo 3 for fueling creativity in various media formats. These tools could fundamentally change the speed, scale, and nature of visual content creation.
- Why we care. Need images for a dozen social media posts, a new hero banner for a landing page, or a short product demo video for an email campaign? Imagen 4 and Veo 3 can generate these assets in minutes from text prompts. This drastically cuts down on production time and costs associated with photographers, videographers, graphic designers, and stock media subscriptions. While what we’ve seen in the past from Google has proved that these tools are still getting to where they’d need to be for full adoption, this sounds incredibly promising and exciting for the future of rich media creation.
AI Shopping Partner. New features to assist with product discovery, including virtual try-on using personal photos. The introduction of Google’s AI Shopping Partner with features like virtual try-on using personal photos and agentic checkout capabilities is a monumental shift for e-commerce SEOs and content marketers. This moves beyond simply finding products to actively assisting in the entire purchase journey, creating new opportunities and challenges.
- Why we care. While keyword research will remain important, the AI Shopping Partner emphasizes conversational queries and visual input. Users might describe what they’re looking for (“an elegant, comfortable dress for a summer wedding in a botanical garden”) rather than typing standard styles or brand and product names. SEO will need to adapt to capturing this nuanced, intent-based language. Also, virtual try-on and visual discovery mean your product images become even more critical for SEO. Google’s AI will likely prioritize products with high-quality, diverse visuals that accurately represent the item and its fit.
Retail-Specific Enhancements. Google teased deeper integrations for real-time inventory, pricing, and loyalty programs directly into Search and Shopping ads. AI will dynamically factor stock levels and promos into which products show.
- Why we care. This makes agility everything. Retailers that update feeds daily and structure pricing rules cleanly will dominate. Those who lag in ops or tagging will fall behind even with great creative.
Smart bidding exploration updates. Smart Bidding enhancements now allow advertisers to set flexible ROAS targets across broader intent levels. This enables targeting earlier-funnel queries and expands ad reach beyond traditionally high-converting keywords, opening access to long-tail and exploratory searches. Google claims this supports better performance throughout the user journey.
- Why we care. It’s a major unlock for demand generation. Marketers can now allocate spend across intent stages with smarter automation, building brand awareness and nurturing conversions more strategically. This flexibility helps optimize budgets holistically rather than just for last-click efficiency, improving campaign longevity and lifetime value attribution.
YouTube Shopping & Shorts Expansion. Google is expanding product tagging and shoppable formats across YouTube Shorts, making short-form video a bigger part of the lower funnel. AI is also powering better product matching and auto-tagging in Creator uploads.
- Why we care. YouTube is now a true performance platform, not just an awareness play. If you’re not testing Shorts with product feeds or custom overlays, you’re missing out on a growing commerce opportunity.
AI Creative Tools: Veo 3 & Imagen 4. Google introduced Veo 3 for high-fidelity video generation and Imagen 4 for photorealistic image creation. Both tools are designed to help marketers quickly produce high-quality creative assets using text prompts, with robust style control, branding tools, and export-ready outputs for use across Search, YouTube, and Display.
- Why we care. Creative scale often limits campaign testing and iteration. With these AI tools, even small teams can rapidly develop on-brand, platform-optimized assets. This levels the playing field and enables a test-learn-optimize loop that was previously cost-prohibitive, driving better performance through experimentation and tailored messaging.
AI Ultra Subscription. Google launched AI Ultra, a $250/month subscription granting early access to experimental AI models, including advanced ad tools and Gemini enhancements. Designed for power users and agencies, this tier includes premium creative generation, predictive analytics, and cutting-edge integrations across Google Ads, YouTube, and Cloud environments.
- Why we care. Staying ahead of competitors often means gaining early access to new tools. For marketers managing large budgets or testing innovative formats, this subscription may offer a performance edge. The cost is significant, so evaluating ROI and alignment with strategic objectives is key before investing in premium AI capabilities.
Gemini Integration across Google ecosystem. Gemini, Google’s most advanced AI model, now powers tools across Search, Ads, YouTube, Shopping, Gmail, and Performance Max. Features include automated asset suggestions, conversational ad setup, and AI-driven campaign recommendations that respond to real-time performance data and audience trends.
- Why we care. This deep integration means smarter automation, faster workflows, and better alignment across campaigns. It centralizes intelligence across platforms, giving marketers actionable insights and creative efficiencies. Embracing Gemini’s tools could lead to more effective omnichannel strategies and reduce time spent on manual optimizations.
Google Play Store Ad & UX Enhancements. The Google Play Store received major updates including AI-curated topic pages, podcast-style audio previews, and subscription management tools. These improvements aim to enhance user discovery and retention, while offering developers better insights and promotional opportunities directly through the storefront and its expanding ad inventory.
- Why we care. App marketers get more precise levers to promote and retain users. With discoverability driven by AI-curated content and improved engagement tools, marketers can fine-tune messaging, target niches, and reduce churn. This also opens potential for in-store monetization strategies and stronger cross-promotion within Google’s mobile ecosystem.
Immersive Video Ads, storytelling meets shopping. Google is piloting interactive, TikTok-style video ads in the U.S. that allow users to watch, listen, and shop within the same video. These immersive ads integrate product information alongside multimedia content, creating a seamless discovery experience that combines entertainment with direct shopping opportunities.
- Why we care. This innovative ad format offers marketers a dynamic way to engage consumers by merging storytelling with commerce. By providing an interactive experience where users can explore and purchase products directly within the ad, brands can capture attention more effectively and shorten the path to conversion. This approach aligns with evolving consumer behaviors favoring integrated and engaging shopping experiences.
