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 will mark a big shift in how we search, with Google now embracing the kind of conversational experiences users already know from tools like ChatGPT, CoPilot and Claude.
Imagine this: instead of typing in a query and scrolling through blue links, Google’s new AI Mode summarises results, adds links, and lets users ask follow-up questions, all while remembering what they’ve already said.
AI Mode is launching first in the U.S. as of late June 2025, every U.S. user sees the new AI tab in Google Search, no experimental sign-up needed.
For UK users, the rollout is likely arriving later in 2025, with expected general availability around Q3 — between July and September. That means UK marketers should be preparing now: by the time it lands, your content, ads, and measurement systems need to already be AI Mode ready.
Google’s Gemini model (version 2.5, for the tech-curious) powers these experiences, and the shift is huge. Search is becoming a conversation, not a one-time question.
What it means for marketers:
Tip: Helpful, specific, and context-aware content will win. Think guides, explainers, FAQs - but better.
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.