Google’s VP of global search ads reveals that AI will drive a transformation of advertising in 2025 even more significant than the mobile revolution. AI will play a major role in advertising and marketing in 2025. Brendon Kraham, vice president of global search ads and commerce for business and product strategy, shared with MediaPost his predictions and highlights of what his team will work on and how it will accomplish the tasks.
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
