Google I/O and Marketing Live: AI Updates That Will Impact Advertisers
Last week, Google hosted its annual Google I/O and Google Marketing Live events, where they unveiled several updates, most notably their advancements in AI. The overarching theme across both events was clear: Google is leaning heavily into AI to reshape user experiences, especially in the realm of search and advertising.
For media agencies, one of the most significant changes involves AI-driven updates to Google’s search experience. The new AI Mode allows users to interact with Google search in a more conversational, chat-like manner. Instead of simply returning a list of results, Google will now summarize information and provide AI-generated responses to more complex queries. This change will likely impact how businesses are found online, as brands will need to optimize for AI-driven search results, which could prioritize direct answers over traditional organic listings.
In addition to changes in search, Google introduced new AI-powered tools aimed at helping advertisers run more efficient campaigns. These include new AI-driven keyword types, currently in Beta in Ireland, which are designed to help businesses target more effectively and potentially improve ROI. These updates promise to improve campaign management precision, helping brands target the right audience more efficiently.
For brands in e-commerce, Google’s agentic search feature could have a major impact. This new functionality allows users to complete purchases directly within search results, eliminating the need to visit external sites. For brands, this could reduce friction in the buying process and create new opportunities to drive conversions.
While these updates are still rolling out, they represent a significant shift in how businesses will interact with Google’s ecosystem. Our agencies will need to stay ahead of these changes to ensure our clients remain competitive in an increasingly AI-driven landscape.
This week, Core’s Digital Now+Next series also explored how AI is transforming search, covering its impact on organic and paid visibility, practical SEO and PPC adjustments, and the broader implications for brand adapting to these developments.
Sources: BusinessNews.ie; VOX
