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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.

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

Key changes coming. Google is focusing on three major areas:

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

Why we care. Google’s AI-driven transformation of search and advertising in 2025 could fundamentally change how consumers discover products and services, requiring you to adapt strategies quickly or risk falling behind competitors who will prioritise mastering the new tools and capabilities.

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

Behind the scenes. The initiative ties into Google CEO Sundar Pichai’s broader strategy to scale Gemini, the company’s AI platform, amid increasing competition and regulatory challenges.

What’s next. Google plans to enhance its core advertising products:

• Performance Max
• Demand Gen
• Search capabilities All will be powered by Google AI while maintaining user privacy standards

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About the author

Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu’s career started with

 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.

Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPCChat Roundup.

She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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