Brendon Kraham, Google’s Vice President of Global Search Ads and Commerce, has said AI will reshape advertising strategies in 2025. In an interview with MediaPost, Kraham highlighted Google’s plan for 2025. 

AI has become an important tool in the ad and search industry, says Kraham. “We're in the midst of a massive shift toward AI, and frankly, it's even bigger than the mobile revolution was. It's about using AI to fundamentally improve how people search for information and connect with businesses.”

In December 2024, Google CEO, Sundar Pichai, said its search engine will see “profound” changes in 2025 powered by AI technologies. Last year, the company made several moves to enhance how users search for information. Google introduced AI Overviews and extended it to over 100 countries. Last month, it launched its AI tool, Gemini 2.0, and will integrate it into the AI Overviews feature.

Kraham said that Google Ads is using AI to provide marketers with tools to connect with consumers more effectively. “At Google Ads, we have a durable mission to help marketers connect with consumers,” Kraham stated. “We incorporate AI to help in that effort — grounded in meeting their customer objectives — and apply it to creative, media, and measurement solutions.”

Google Ads, in August, rolled out new AI tools for Performance Max. These features included a generative AI tool for image editing and asset creation. Google is already testing ads in AI Overviews. Advertisers and marketers may have the opportunity to display ads within AI search summaries. 

He claimed that Google is focused on using AI to provide better tools for creating ads, improving campaign performance, and tracking key results and will continue to do so. “Looking ahead to 2025, you'll see us continue to build user-friendly products across Performance Max, Demand Gen, and Search — powered by Google AI.” 

For his predictions for the future of Google’s advertising strategy, Kraham said consumer search behavior will continue to see “seismic shifts” and move from simple keyword searches. He explained that AI is driving changes in how users interact with search. “The lines between actively seeking information and passively discovering it will blur,” Kraham explained. This shift emphasizes immersive and multimodal search experiences that integrate visuals, context, and environmental factors.

He argued that AI tools will remain important for marketers and advertisers, as users' search behavior continues to change. He claimed that AI tools are not to take away advertisers’ creativity but to support their campaign activities. “Imagine personalized creative solutions that scale effortlessly, unlocking new avenues for expression and delivering measurable results.” 

He also said as digital interactions grow more complex, measurement will be critical in 2025. Marketers will need precise data insights to understand how users interact across various platforms, from search to streaming. “Marketers will need to get laser-focused on their data,” Kraham said. 

When asked about the most critical technology for Google Ads in 2025, Kraham pointed to AI's potential to transform tools and processes. “We’re going to continue using AI to build smarter tools, automate tasks, and unlock insights,” he said. These advancements will empower advertisers to connect with their audiences more and enable campaigns that are both efficient and impactful, he noted. 

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Nelson Oboh
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