When it comes to shopping, every user turns to Google at one point or another, whether it’s to research products or sellers, compare prices, look for reviews, research other options, etc. That’s why digital marketing and advertising trends always revolve around this giant.
AI Overviews: New Opportunities for Marketing in 2025
In mid-2024, Google introduced AI Overviews. This is a feature of its search engine that uses generative AI to deliver concise and detailed summaries at the top of Search results.
After understanding the user’s query, AI Overviews’ generative AI generates synthesized responses from a variety of trusted sources on the web, thereby directing the user to key information about their query without having to explore multiple pages, including ads that add value to the query .
In late 2024, several major updates to AI Overviews were released , which will undoubtedly significantly impact search results throughout 2025. One of those new updates is that users will be able to ask AI to simplify its answers, to make them more understandable. This is especially useful when the user is new to the topic they are researching.
In 2025, the updates to AI Overviews will be a radically transformative phenomenon in Google search and Ads programs. Companies will have more opportunities to match their pages and products with users’ search intentions.
Google Lens: The Technology That Changes Marketing on Google Search
More than 20 billion visual searches are performed on Google Lens each month, making it the fastest-growing search format on Google among younger generations.
To perform visual searches with Lens, users can point their camera, take a screenshot, or long-press on an image while browsing. These actions allow them to search for information about things like: the clothes they see on a mannequin as they walk past a store, a skin condition, a strange plant in their garden, a menu in another language, a math problem written in a notebook, or a recipe that’s incomplete.
If the user is viewing an online catalog of backpacks, they can long-press on the image of the backpack they are interested in. Doing so will trigger Google Lens to show them identical or similar backpacks available in other stores.
In fact, if a user is on the street and sees another person with a striking backpack, then they can point their camera at that backpack and thus allow Google Lens to search for it online.
Also, in 2025, the integration between Google Lens and Google Shopping will be consolidated . Thus, every time a user searches for a product using Lens (whether by image, video or voice) , the Search results will include key commercial information such as price comparisons, user reviews and ratings, product availability in terms of colors, sizes and models, etc.
AI-generated Google Ads reports
Google recently introduced generative AI into the DNA of Google Ads. Now, requesting and getting reports in Ads is a much more interactive experience than before.
It’s no longer just a matter of clicking to select some filters or parameters. In 2025, marketers will be able to “converse” with Google Ads’ intelligent reporting tool . For example, we will be able to write questions like:
- How have my campaigns performed this month?
- Which ad groups have had the best results?
- Which of my search campaigns had the highest conversion rates last week?
- Who sees my ads?
Also, instead of asking, we can write the exact parameters we want in our report, for example:
- Cost, clicks, conversion value and conversion rate by campaign type.
- User locations, clicks and impressions.
Google Ads’ generative AI is now able to understand any type of request we make in natural language.