Google I/O 2025 didn’t exactly break the internet, but it did offer a few strong clues about where the future of marketing might be heading.
Yes, there were sleek demos. Yes, AI is clearly taking centre stage. But between the stagecraft and soundbites, there were a few genuinely useful moments that caught our attention, especially for marketers.
Here are five that stood out:
Agents are getting better at doing the legwork
The concept of AI agents is evolving. Google’s new Agent Mode and Project Mariner showed how AI can now complete multi-step tasks like filtering search results or booking a flat viewing.
What this means for marketers: Start thinking about automation beyond content generation. If an AI tool can handle campaign admin or simplify user journeys, that’s time saved and headspace gained.
Search is turning into a to-do list
Search is no longer just about serving links. AI Mode is reshaping it into something more conversational, helping users not only find information but also act on it directly from the results page.
What this means for marketers: Search content needs to go beyond keywords. Think: helpful, step-by-step, action-friendly content that slots right into these new behaviours.
Personalisation isn’t just about the first name
With Gemini’s new personal context feature, emails and content suggestions are starting to sound a lot more like you, using past interactions, tone and habits.
What this means for marketers: Content that feels relevant will start to be defined by tone and nuance, not just data points. Brands should be exploring how AI can learn and reflect voice authentically, especially in email, support and chat.
Creative work is shifting again
Tools like Imagen 4 and Veo 3 make image and video creation faster, smarter, and more collaborative. We’re seeing a push towards AI as a creative partner, not just a shortcut.
What this means for marketers: That brand campaign idea you thought would take a month? AI can get you 80% there in a day. Sketch it, prompt it, edit it. No sweat.
Transparency will matter more than speed
Google’s move to integrate watermarking, “thought summaries” and visible AI actions shows that trust and traceability are finally part of the UX conversation.
What this means for marketers: As you start building with AI, make sure clarity and trust are part of your brand output. Tag what’s generated and show your thinking, it’s all part of building authentic connections.
There’s a lot of noise in AI. But there are also clear signs of where things are heading and how marketing teams can keep up without getting caught in the hype cycle.
If you’re curious about how these tools could work in your world, let’s talk.
