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Last week, Google unveiled many interesting updates around Gemini at Google I/O 2025. The key highlight was the launch of Gemini 2.5 Pro, their most intelligent model yet.
Although there were many updates, we’ve focused on those that will be beneficial for marketers like you. So, relax and read on to discover all the insights.
Future of Google Search
Shopping
Google is reimagining how shoppers shop online—from product discovery to trial to checkout. If you sell online and list your products on Google, this is a huge update.
The traditional method of shopping involved scanning hundreds of websites, reading reviews, and then buying a product. But with Google AI Mode or the Gemini app, shoppers can ask complicated questions, and Google will do the heavy lifting.
Source – Google
For example, rather than searching for “best rugs for sofa”, shoppers can use Google AI mode and ask something like this, “I have a light gray sofa, I need a rug to brighten my room”. They can also add insights like “I have four kids at my house and they like to bring friends over”.
But that’s not it, there’s more.
Try it on
Now, shoppers can try on clothes virtually to get a feel for how a style might look on them.
Source – Google
They just need to upload your full-size image. While you might have seen something similar on other platforms, Google takes it to the next level with –
- Advanced 3D Shape Understanding
- Segmentation
- Diffusion
There’s also a completely new way for checkout.
Agentic Checkout
Shoppers are always on the hunt for the best deals. Google’s new Agentic Checkout feature simplifies online shopping. It allows shoppers to specify their desired price, color, and size for a product, and Google will alert them when the item meets or drops below that price.
When the price is dropped, shoppers can instantly check out with a click of a button, and all the details of your product (including size and colour) will already be added.
Source – Google
Google examines numerous websites, sending alerts when its findings align with your specified preferences. If a price reduction occurs, a single click enables immediate checkout, as all your product specifics, such as size and color, are already saved.
| What does it mean for marketers?
If you sell products online and list them on Google, you have a completely new channel through which your customers can discover, try, and purchase your products. However, optimize your products according to Google’s guidelines to ensure that they appear for relevant queries. Apparel companies must take advantage of the Try it on feature to provide their customers with a rich, personalized experience. Overall, E-commerce marketers can drive a lot of awareness, engagement, and conversions using the above updates. |
Gemini 2.5 Pro, AI Overviews and the New “AI Mode”
Gemini 2.5 Pro is Google’s most intelligent, secure, and efficient LLM yet. Marketers can continue to use it for complicated tasks and deep research. It powers Google AI Overviews and the latest AI mode inside the Gemini App.
Google AI Overviews is used by over 1.5 billion users every month across 200 countries. Rather than just providing links, AI Overviews provide direct, conversational answers and summaries. This change means that users get more information without clicking through, changing how visibility and traffic work.
Seeing the rapid usage of AI Overviews, Google has launched something called “AI Mode.” They’ve reimagined Search from the ground up.
Source – Google
Unlike a normal Google search, users can ask longer and more complex questions. The queries can be 2-3 times longer, and they can even ask follow-up questions. And the best part: It’ll take into account their personal information for even more personalized answers.
AI Mode has already been launched in the US.
| What does it mean for marketers?
To summarise, marketers now need to shift gears from just getting people to their website/app to making sure their content shows up in these AI-generated snippet/answers. |
Google has updated its generative AI capabilities, including image, audio, and video generation. Veo 3 now generates audio alongside video. Below is an example.
| What does it mean for marketers?
Google is really pushing boundaries when it comes to what you can generate using AI. Marketers should definitely explore the various generative AI capabilities for improved campaign creation. However, if you’re looking to craft customer campaigns that resonate with your target customers and get higher engagement, you need to check out our own Generative AI platform, Merlin AI. There’s nothing better than an AI that constantly analyzes your previous campaigns to give you personalized output. Glance leveraged it for 50% faster campaign go-live times. Read the complete story here. |
Gemini Now Supports MCP
The Gemini SDK now supports the Model Context Protocol (MCP), which was introduced by Anthropic. In addition, Google is bringing agentic capabilities to Search, Chrome, and the Gemini App. They call this “Agent Mode.”
MCP is an emerging technical standard that allows AI models (like those used by Google) to connect more easily and securely with external, real-world data sources and tools.
| What does it mean for marketers?
If you’re serious about building AI agents and you’ve been using Gemini, this is big news. The support for MCP opens up a new world of possibilities. But if you’re just getting started, you can read our latest on AI Agents for Customer Engagement. AI Agents can assist marketers with everything from campaign creation to analytics to decision-making. To help drive awareness, we’re also hosting a live masterclass titled “Agentic AI and Customer Engagement in 2025 and Beyond”. In this live panel discussion, we’ll cut through the noise and explore the exciting, practical ways to leverage AI in customer engagement. You can save your seat here. |
Android XR
The most interesting launch was Google’s push into the XR space, the Gemini-powered Android XR platform. Designed for smart glasses and VR headsets, Android XR leverages Gemini for real-time translation, live messaging, contextual navigation, and more.
Source – Google
| What does it mean for marketers?
Android XR is an emerging channel for marketers to consider. Its potential for rapid adoption suggests it could become a significant additional marketing avenue in the near future. Keep an eye out for future updates. |
Wrapping Up
For marketers, the above updates mean that embracing AI-powered tools and strategies is no longer optional but essential for success. By leveraging these innovations, marketers can drive better results, improve customer engagement, and stay ahead of the curve in the ever-evolving world.
The post Google I/O 2025 – What Marketers Need to Know appeared first on MoEngage.
