Every year, Google I/O gives us a glimpse into the future, and 2025 didn’t disappoint. Unlike past years, where updates felt incremental, this one felt like a huge shift.
AI is no longer just something to watch - it’s shaping the way people search, shop, and interact with brands right now.
Here are the highlights and key takeaways:
Source: https://blog.google/products/search/google-search-ai-mode-update/#shopping
AI Mode is now officially rolling out in the UK, bringing a huge change in how we search. Google is leaning into the kind of conversational experiences users already recognise from tools like ChatGPT, CoPilot and Claude - but baked directly into Search.
Here’s how it works: instead of typing a query and scrolling through blue links, Google's AI Mode summarises the results for you, adds links to explore further, and lets you ask follow-up questions - all while remembering what you’ve previously asked. It’s fast, intuitive and designed to make complex tasks easier, from planning a trip to comparing product features.
After launching across the U.S. earlier this year, the UK rollout is now underway - starting on mobile (via the Google app and Chrome on Android and iOS), with desktop to follow in the coming months. This marks a major milestone for search in the UK and opens up new opportunities (and challenges) for marketers.
The experience is powered by Google’s Gemini 2.5 model, making results smarter, more relevant and increasingly conversational.
What it means for marketers:
Tip: Helpful, specific, and context-aware content will win. Think in-depth guides, explainers, FAQs - but better. Content that answers not just the "what", but also the "why" and "what next".
Google will bake ads into AI Mode and AI Overviews (AIOs), which are now live in multiple countries and languages.
That means:
According to Google, AI Overviews are driving a 10%+ increase in overall search usage (source). People are engaging more because the results feel more relevant and useful.
Source: https://blog.google/products/shopping/google-shopping-ai-mode-virtual-try-on-update/
If you’re in eCommerce or retail, this one’s big. Google is combining its Shopping Graph (which powers over 50 billion products) with Gemini to offer:
For marketers, this means:
AI Mode summarises results for local queries, often pulling from Google Business Profiles, Yelp, and trusted directories.
If your business has physical locations, make sure:
Even small, local businesses can win big here with structured data and strong listings.
One challenge everyone’s talking about? Tracking performance in AI Mode.
Right now:
So, what do you measure?
New success metrics for the AI-first era:
Let’s not panic. Let’s plan. Here’s what your brand can start doing today:
| What's Changing | Why It Matters | What You Should Do |
| AI Mode is transforming how people search | Conversational, context-rich experiences mean new behaviours | Adapt your content to be helpful, specific, and anticipatory |
| Ads are now part of AI-generated summaries | New ad placements mean new targeting strategies | Rethink how you structure campaigns for mid- and long-tail intent |
| eCommerce is going AI-first | Shopping is more visual, dynamic, and personalised | Optimise your feeds, images, and video content |
| Local search is powered by business profiles | Visibility depends on structured data and accurate info | Audit and manage your local listings |
| Tracking is changing (fast) | Old-school KPIs won’t cut it | Shift to new measurement strategies and brand lift tactics |
These updates can feel overwhelming. If you're a brand that wants to stay visible, valuable, and one step ahead of the competition, this is your moment to evolve. And we’re here to help.
At STM AGENCY, our search and performance experts are already integrating these changes into smart, actionable strategies for our clients - across B2C and B2B.
From future-proofing your content to navigating AI Mode ad opportunities, we’ll help you make sense of what matters and get real results. Get in touch with us.