Google's Future of Search Summit 2025

Gone are the days of static results based on a few keywords. We’re now entering an AI-first world, where search becomes more like a conversation than a question box.

Here’s what stood out from the day:

AI Search Is Smarter (and More Human)

Search is becoming more predictive than reactive, which means it’s starting to understand us, not just respond. It remembers the context of your queries and links them together, so you're not starting from scratch every time you search.

For brands and marketers, this means we need to think differently. We're no longer just answering a single query, we’re part of a user's exploration journey, much earlier than before.

Ads Are Getting a Serious Upgrade

This was a BIGGIE! AI Max is changing the game for performance marketers. It's not just about matching keywords anymore, it's about matching intent.

Some cool things happening:

• Ads and landing pages now automatically adjust based on the exact problem a user is trying to solve (e.g. “skincare for dry, sensitive skin” leads to a tailored experience).

• Visual search is taking off with 1 in 5 image-led searches now show buying intent.

• PMax campaigns are delivering 8% higher ROAS, and AI Max is generating up to 27% more revenue than traditional search.

Oh, and Google’s rolling out ads directly in AI overviews and AI Mode, so if you're not already preparing for that, nows the time.

Personalisation, First-Party Data & Shopping Agents

Google's AI is now using first-party data to segment users based on lifetime value.

That person buying running shoes? If the AI knows they’re a frequent runner, it’s going to serve them differently than someone who only runs once a year.

And in the US, users can now upload an image of themselves and try on clothes virtually. There’s even an AI shopping agent that tracks prices and will literally buy products for you when the time’s right. Yep. Wild!!

What Should Marketers Be Doing Right Now?

If you’re running search or shopping campaigns, here’s what to focus on:

• Get your feed in order. AI needs clean, well-structured data to do its magic.

• Use your first-party data wisely. AI gets even better when it knows your audience.

• Start testing AI Max campaigns. These are rolling out with their own match types and reporting tools.

• Plan for AI-specific ad placements. They’ll live in different auctions to traditional search and shopping.

Final Thoughts

Search isn’t what it used to be and that’s a good thing.

It’s more personalised, more intelligent, and more helpful than ever. But it also means we need to adapt fast. The brands who lean into this new model are the ones who’ll stay ahead.

Want help navigating the shift? Our team is already testing AI Search features across multiple accounts, get in touch if you’re ready to explore what’s next.