Google Marketing Live 2025: Marketer-Led, AI-Powered
(Google Marketing Live 2025: L'IA al Servizio dei Marketer)
Google Marketing Live 2025 wasn’t just about new ad formats—it laid out a roadmap for how we’ll create, discover, and convert in an AI-powered future. As someone who leads content strategy and innovation, I see this not as a trend report, but a wake-up call.
Here’s a breakdown of what stood out, why it matters, and what us marketers can do now to get ahead.
AI is Redefining Discovery
"We’re designing for questions, not keywords."
What’s new: Google’s AI Mode turns Search into a conversational assistant. AI Overviews provide synthesized answers (not just links), and now include ads tailored to user intent.
Why it matters: Users expect relevance faster. Static content won’t surface—contextual, structured, helpful content will.
What marketers can do:
Shift SEO strategy to focus on Q&A-style content and rich media
Optimize for structured data and content that reads well in snippets
Prepare for paid placements within AI Overviews
From Search Engine to Task Engine
"AI compresses the journey. Brands must meet the moment—not wait for it."
What’s new: Agentic AI is here. AI Mode doesn’t just search—it acts. It can book, compare, and plan using personal data with permission.
Why it matters: This collapses the customer journey. Discovery, evaluation, and conversion now happen in one fluid, AI-powered conversation.
What marketers can do:
Ensure product info is structured and localized
Create content for “moment-matching”—what your customer is likely to need next
Build assets for use in Maps, Gmail integrations, and zero-click journeys
Creativity, Supercharged by AI
"AI won’t replace creatives—it will superpower them."
What’s new: Google announces major upgrades to its creative tools. Veo 3 for video generation, Imagen 4 for visuals, and Flow, Google’s new AI filmmaking tool. In a strategic move for advertisers, YouTube's Peak Points ads now leverage AI to precisely place ads after emotional viewer moments, and Connected TV (CTV) is rapidly evolving to become a fully shoppable experience.
Why it matters: Content creation gets faster and more contextual. Personalized storytelling can scale—without bloating teams or timelines.
What marketers can do:
Use AI to generate multiple content variants for testing
Plan emotional touch-points where ads could amplify story arcs
Experiment with CTV shopping, short-form, and modular storytelling
Data, Privacy & Purpose-Led Performance
"This isn't just about spending less, it's about spending smarter – proving the real value of every ad dollar."
What's New: Google is reforming incrementallity testing within Google Ads. They've made it dramatically easier and faster to conduct these crucial tests across all Google Ads campaigns, with the barrier to entry significantly lowered to budgets starting from just $5,000.
Why it matters: This democratization of incrementality testing empowers marketers to gain a clearer understanding of the true impact of their advertising, beyond just simple attribution. Knowing which campaigns are genuinely driving incremental growth allows for more effective budget allocation and strategic optimization.
What marketers can do:
Run more incrementality tests: Leverage lower budget requirements for frequent insights
Identify true ad impact: Pinpoint campaigns driving real, incremental conversions
Optimize spending: Reallocate budget to the most effective, growth-driving efforts
Strengthen strategy: Use insights to refine overall advertising and prove ROI
Final Thoughts: Show Up Where It Counts
"Your brand needs to live where decisions are made—not where they used to be made."
To stay relevant:
Design with AI in mind—and for the humans it's meant to serve
Structure data like content—clean, labeled, AI-ready
Orchestrate, don’t silo—connect content, media, and performance
Be discoverable in context—across summaries, surfaces, and conversations
Experiment early—test new formats like AI Overviews and Peak Point ads
Align purpose to moments—show up with meaning when it matters
The future isn’t just AI-powered—it’s marketer-led, and now’s the time to shape it.