Google has introduced significant advancements in its search and advertising platforms at the 2025 Google Marketing Live event, emphasising the integration of artificial intelligence (AI) to enhance user experience and advertising effectiveness.

Google’s new “AI Mode” offers users conversational, AI-generated responses to complex queries, moving beyond traditional link-based search results. This feature, powered by the Gemini 2.5 model, allows for more interactive and comprehensive search experiences.

Additionally, “AI Overviews” provide summarised information at the top of search results, aiming to deliver relevant answers to users’ questions.

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Google further said it is incorporating advertisements into its AI-driven features, wherein Ads are now being tested within AI Mode and expanded in AI Overviews.

The corporation added that it designed these ads to be contextually relevant, aligning with users’ search intents and enhancing the overall search experience.

To support advertisers in this new AI-driven landscape, Google introduced “AI Max for Search Campaigns,” a suite of tools that leverages AI to optimise ad targeting and creative content, enabling advertisers to reach broader audiences with more personalised messages.

Early adopters have reported significant improvements in conversion rates and reduced costs per acquisition.

Industry analysts who view these developments as pivotal in maintaining Google’s leadership in the digital advertising space, applaud the integration of AI into search and advertising with enthusiasm.

However, some advertisers express caution, seeking assurances regarding control and transparency in AI-driven ad placements.

As Google continues to refine its AI capabilities, these innovations represent a significant shift in how users interact with search engines and how advertisers engage with their audiences.

The company’s commitment to AI integration underscores its strategy to adapt to changing user behaviours and maintain its competitive edge in the digital marketplace.