Google I/O 2025: 10 Things Marketers Need to Know About the Future of Search

Search officially leveled up at Google I/O 2025. AI Overviews expanded. Gemini got a serious upgrade. Astra entered the real-time chat. And the SERP as we knew it changed. Here’s what marketers need to know to stay discoverable, structured, and AI-ready.

1. AI Overviews are now the global standard in search results

AI Overviews have graduated from experiment to everywhere. Now live in 200+ countries and 40+ languages, they summarize search results using generative AI, pulling from multiple sources and stitching together a conversational answer.

So, that “position one” blog post you worked hard on? It might still be in the mix, but now it’s part of a summary, not the star of the show. The spotlight is on clarity, structure, and authority.

Why this matters: Being “discoverable” is no longer about rankings alone. It’s about having content that AI can parse, trust, and summarize. No structure = no spotlight.

Learn More: 6-month check-up: Here's what's new with AI Overviews

2. AI Mode turns search into a chat

Say goodbye to one-and-done queries. With AI Mode, users get a summary, then follow up with clarifying questions, just like they would in a conversation with an expert. It's ChatGPT with receipts.

This shift means people are exploring topics in-depth, not just clicking links. And if your content can’t support those layered, context-rich queries? Your metrics and relevancy will take a dive.

Why this matters: AI Mode will shape behavior. Ranking for a keyword isn't enough. Your content needs to flex across a full dialogue. Think structure, clarity, and context over catchiness.

Learn More: The New Rules of Search: Get Prepared for AI

3. Gemini 2.5 is built for long-form, context-rich content

Gemini 2.5 is Google’s latest large language model and the backbone of most AI search features announced this year. It’s designed to process longer context, reason across content, and understand nuance.

This model isn’t skimming for keywords. It’s building a map of ideas and pulling meaning from across your entire digital footprint. That means tangled structures and vague copy just won’t cut it.

Why this matters: If your site structure is messy or your content is vague, Gemini will skip you. Think semantic SEO meets structured content strategy.

Learn More: AI is Your New Customer: Structuring Data for Success

4. Project Astra makes search real-time, visual, and voice-first

Project Astra is Google’s next-gen assistant, and it's wild. It sees what your phone sees, listens to your environment, and answers questions on the spot. It’s search that understands the moment you’re in.

Picture someone pointing their phone at your store signage or product packaging and asking a question out loud. They’re not Googling. They’re experiencing.

Why this matters: The shift toward ambient discovery means marketing is no longer confined to screens. If your content can’t answer in-the-moment questions, someone else’s will. Contextual relevance will matter more than web traffic.

Learn More: How to Train AI Models? Start with Structured Data

5. AI-powered shopping gets a smart makeover

Google’s AI Shopping experience now lets users chat about products, compare options, and explore styles in real time. It’s powered by the Shopping Graph and enhanced with generative answers.

But here’s the catch: AI can’t pull details it doesn’t have. Outdated listings, missing specs, or unclear descriptions? They’re as good as invisible.

Why this matters: People are skipping the scroll. If AI can’t immediately surface your product details, you’ve already lost the sale. Local and product listings are no longer utilities — they’re core to conversion.

Learn More: How AI Agents Are Changing Search and Discovery

6. AI-generated video is getting real with Veo 3

Google’s Veo 3 lets users create short, cinematic videos with just a prompt. Motion, transitions, and sound are all built-in. YouTube and Shorts are the first targets, but it won’t stop there.

As visual results take up more space in SERPs and AI Overviews, static copy won’t cut it. Your brand needs a written and visual voice.

Why this matters: AI is learning to “watch” as well as read. Your content needs to translate into motion — quickly, clearly, and with value. The next generation of searchers is already consuming via Shorts, not SERPs.

Deep Dive: How Social Media Shapes AI Search: Q&A with Chris Brownlee

7. Multimodal search is officially mainstream

Between voice, visuals, and video, users aren’t just typing anymore. With Gemini and Astra, they’re snapping photos, speaking prompts, and gesturing for answers.

This means your content needs to perform across formats. That starts with alt text, captions, metadata, and structured markup that AI can see and use.

Why this matters: If you don’t structure your assets for all inputs, you don’t show up. Visibility is now a multimedia game.

Learn More: Cracking the ChatGPT Code: Make Your Brand Visible in AI Search

8. AI Agents are replacing traditional search journeys

From Gemini Live to Astra, AI agents are now guiding users through the journey. They remember past interactions, make suggestions, and answer questions without a traditional search box.

So even if your brand never shows up in a browser, you might still influence a decision — if your data is structured and accessible.

Why this matters: You’re not optimizing for keywords anymore. You’re feeding assistants. That takes clarity, trust signals, and connected data.

Learn More: How Are My Customers Using AI Agents?

9. Generative summaries are now part of product search

Gemini now generates summaries for product pages using your site copy, reviews, and structured data. It’s live across Search, Shopping, and Workspace.

That means Gemini might fill in the blanks if your product info is unclear, outdated, or shallow. And the output might not look the way you want it to.

Why this matters: You don’t control the output, but you do control the inputs. Better content = better summaries.

Learn More: 3 Keys to SEO Success in Generative Search

10. Discovery is happening everywhere, not just in Google

The search journey isn’t happening in one place. Customers are discovering brands through TikTok search, YouTube recommendations, Instagram DMs, AI assistants, and yes, still Google.

But Google is just one of many surfaces. The brands that thrive? They show up clearly and consistently across all of them.

Why this matters: Your website isn’t your only storefront. In fact, it may not even be your first. If you’re not planning across platforms, you’re missing most of the journey.

Learn More: Discovery is the New Search: How AI is Changing Marketing

Final thoughts

We know this is a lot. The pace of change is fast, and the rules of search are being rewritten in real time. But here’s the good news: you don’t need to overhaul everything overnight. Start by making your content easier to read, your data easier to parse, and your presence easier to find across platforms, formats, and tools.

And if you’re not sure where to begin? You’re in the right place. Keep an eye on our blog for hands-on guides, SEO strategies, and POVs built for marketers navigating this next era of search.