Google I/O 2025: AI, AEO and Personalized Advertising
Index
Context-based ad personalization
AEO: Optimization for response engines
AI Mode and AI Overviews: The new search
Project Astra and Meridian: predictive wizards and smart metering
AI-driven creative tools
Privacy and end of third party cookies
AI-powered Shopping: intelligent and visual commerce
Conclusion
New era of digital marketing with Google's AI
Google I/O 2025 marked a before and after for advertisers and content creators. Held on May 20-21, the event showcased innovations that redefine how brands should interact with their audiences: generative artificial intelligence, real-time ad personalization, new search engines with automated responses and unprecedented creative tools.
This summary compiles the most relevant topics of the event with a practical focus for digital marketing and advertising professionals.
.1 Context-based ad personalization
One of the big players was the radical personalization of ads. Thanks to artificial intelligence, it is now possible to generate thousands of versions of the same message, adapted to the user's behavior and environment.
Examples:
Bayer uses weather data to tailor its ads in real time. On cold days, it displays products such as vitamin D; in hot weather, it changes the offer.
Nike and IKEA integrate proprietary AI models to detect microbehaviors, such as browsing schedules or recent interests, and dynamically adapt creatives.
.2 AEO: Optimization for response engines
The way people search has changed. Today, millions no longer type terms into Google: they ask directly on tools such as Gemini or ChatGPT. This gives rise to the concept of AEO, Answer Engine Optimization.
What is AEO?
It is the practice of optimizing content so that language models use it as a reliable source when answering questions.
Recommendations for AEO application
Write clear, direct answers with real examples.
Reinforce the experience with testimonials or own studies.
Use logical structure: lists, subheadings and FAQ type sections.
Ensure that the content is visibly authored and up-to-date.
Implementation tip
Audit your most visited contents and identify which ones already answer common questions. Rewrite them in a conversational format, include current data and focus on solving specific questions. Think: could this be used by an AI chatbot as a source?
.3 AI Mode and AI Overviews: the new search
Google introduced new forms of AI-powered search: AI Mode and AI Overviews. These features deliver AI-generated answers within results, using the Gemini 2.5 model.
This means that classic SEO positioning is no longer enough. Content must be useful, current and easy to interpret for a conversational AI.
.4 Project Astra and Meridian: predictive wizards and smart metering
Project Astra is the next step towards assistants that anticipate what the user needs, combining voice, image and context input in real time. This approach aims to transform search, navigation and shopping.
Meridian, the marketing mix analytics tool, is now powered by AI to analyze cross-channel campaigns and attribute conversions more accurately.
.5 AI-driven creative tools
Google showed remarkable advances in visual content creation with AI:
Veo 3 generates realistic videos from text.
Image 4 creates hyper-realistic images from simple descriptions.
Flow allows you to coordinate ideas and design between creative teams with AI in real time.
These tools enable marketing teams to generate professional-quality visual content without the need for large teams and high budgets.
.6 Privacy and end of third party cookies
The cookieless scenario is already a reality. Google emphasized the use of technologies such as server-side tracking, consent-based audiences and predictive modeling.
The focus shifts from collecting massive data to building trusted relationships based on permissions and real value. Will we soon say goodbye to cookies?
.7 AI-powered Shopping: intelligent and visual commerce
The integration of AI in e-commerce enables the creation of more engaging shopping experiences. From interactive panels to usage simulations or virtual product testing, everything points to a more visual, fluid and tailored experience for the consumer. Imagine trying on a clothing catalog in a matter of minutes and without having to go to the store!
Conclusion: a new roadmap for digital marketing
Google I/O 2025 confirmed that digital marketing is entering a new stage marked by generative artificial intelligence, extreme personalization, the emergence of response engines as a new avenue for content discovery, and a clear priority for privacy and accurate measurement. Adapting to these changes is not an option, but an opportunity for those who want to lead the digital conversation, connect more meaningfully with their audiences and optimize every point of the customer journey with cutting-edge technology.
