Google I/O 2025: The future of Search and AI

Google’s annual I/O event dropped big news, shaking up the future of Search and AI with some game-changing updates. 

The introduction of AI Mode and upgraded AI Overviews (AIOs) signal Google is committed to pushing the boundaries of what AI can do, proving that AI isn’t just a trend – it’s the new normal.

Agentic search and new visual shopping experiences were also announced at the event, but the spotlight is firmly on Google’s plans with Large Language Models (LLMs).

Since over 60% of US ad agencies are already tapping in to generative AI, we’re all interested to know what exactly these new changes are and what they mean for SEO. Let’s break it down.

What are the main takeaways from Google I/O?

Search is getting smarter

First introduced last year, AI Overviews (AIOs) are summarized answers that have replaced the traditional 3-blue links at the top of Search pages, and they have been making waves ever since. Google is upgrading the LLM’s sophistication to provide more accurate and detailed responses.

AIOs are now using the latest Gemini models and can feature sponsored results in generated summaries. This is in response to users asking longer, more complex queries and could open new opportunities for businesses to target mid- and long-tail search intent.

Google has pledged that any promoted ads in AIOs will be tailored to the content of the overview to maintain their high quality and relevancy standards.

Google AI Mode

Brand new this year and already available in the U.S is AI Mode. Not yet the default experience, this optional search tool performs multiple user queries simultaneously and delivers Gemini-generated results with relevant links.

Here is where things get interesting. Users can go one step further and ask follow-up questions that AI Mode will answer using information from previous prompts. This makes for improved personalized responses and context-rich conversations. Ads will also be available on desktop later this year.

It is a big step in blending traditional search with generative AI.AI Mode is still optional though, so this keeps conventional SEO strategies relevant while encouraging new content formats.

Agentic Search

Gemini Live to make AI conversations more streamlined than ever. Users can go ‘Live’ to talk through queries in a natural conversation or show Gemini what is on the phone screen and camera. It is now live and free on Android and iOS for everyone.

Project Astra is a DeepMind prototype designed to be a general-purpose AI assistant. Originally introduced last year, I/O 2025 demonstrated how it can see, listen and remember context as well as respond to prompts. It’s not currently available to the public but elements are being integrated into Gemini Live.

Project Mariner is another AI project that has been updated this year. This AI agent can interact with the web to complete multiple tasks simultaneously, learning from previously completed tasks.

AI shopping

Over three-quarters of the US consumers have shopped online so Google is optimizing the experience with AI Mode. Combining the power of Gemini with the 50 billion products on Shopping Graph, AI shopping can aid browsers with product selection, price tracking and virtual try-ons.

What does this mean for SEO?

The short answer? Opportunity – if you play it smart.

Users are digging deeper with their queries so there are better opportunities to surface in niche and high-interest searches. AIOs can broaden visibility beyond the classic top-3 results and offers browsers fresh paths to discoverability.

Traditional SEO certainly isn't dead,and the basics still matter. Google is clear on its position: AIOs and AI Mode may not have specific optimization guidelines yet,but the existing SEO practices are still valuable.

That said, there is the risk of complacency. These tools are available to everyone, so a brand’s edge comes from blending traditional SEO with AI-driven strategies. The real advantage lies in knowing when to let AI drive insights and when to take the wheel themselves.

IDHL can help navigate Search

Our experts stay ahead of the curve with Google’s latest innovations, ensuring your brand is primed for success. If you’re wanting to turn AI into your business’ competitive edge, just get in touch. We will work with you to craft a strategy that maximizes your brand’s performance.