Google's advertising division is set to undergo significant transformations by 2025, with artificial intelligence (AI) at the forefront of these changes. Brendon Kraham, Google's Vice President of Global Search Ads and Commerce for Business and Product Strategy, emphasises that AI will be instrumental in enhancing how marketers connect with consumers. 

The integration of AI is expected to streamline creative development, optimise media spending, and improve measurement techniques, thereby boosting return on investment (ROI) for advertisers.

A key focus will be on evolving search behaviours, moving beyond traditional keyword searches to more immersive and visual experiences. This shift aims to provide users with richer interactions and assist marketers in effectively reaching their target audiences. 

Google plans to advance products like Performance Max, Demand Gen, and Search, all powered by AI, to offer personalised creative solutions that scale efficiently.

Kraham predicts that in 2025, the distinction between active information seeking and passive discovery will become increasingly blurred, thanks to AI's enhanced ability to comprehend user intent and deliver engaging experiences. This progression will necessitate marketers to gain a deeper understanding of consumer behaviour, emphasising genuine engagement. 

Additionally, precise measurement and data analysis will become crucial, enabling marketers to track customer journeys across various platforms and validate campaign effectiveness.

To support these advancements, Google is developing tools that leverage both predictive and generative AI. These tools aim to simplify creative processes, optimise media expenditures, and enhance measurement capabilities, fostering a cycle of efficiency and growth. 

The overarching goal is to empower advertisers to deepen their connections with audiences through AI-driven solutions, ushering in a new era of advertising innovation.