Google's 2025 Game Changers: How AI-Shopping and Enhanced Search Will Transform Marketing

In 2025, Google is making waves in the digital world, particularly in the areas of shopping and search. With powerful AI features, the way consumers interact with products is changing quickly. This post will delve into Google's latest innovations, focusing on the impact of AI-shopping features and enhanced search capabilities on brands and marketers.

AI-Shopping Features

Google has introduced a range of AI shopping tools designed to transform the online shopping experience. These innovations not only engage users but also create new connections for brands.

Virtual Try-On (VTO) for Apparel

A standout feature is the Virtual Try-On (VTO) for clothing. Users can upload their photos to see how different outfits look on them. This technology provides a customised shopping experience, helping shoppers visualise how items fit their body shapes.

A virtual fitting room experience with various clothing options displayed.

This feature is especially advantageous for fashion retailers. According to recent studies, approximately 30% of online clothing purchases are returned due to issues with size and fit. VTO can significantly reduce this return rate while boosting customer satisfaction.

“AI Mode” in Shopping

The new “AI Mode” feature offers a conversational interface that presents personalised product recommendations based on individual preferences, budgets, and shopping habits. With this approach, Google enhances user engagement, making shopping smoother and more enjoyable.

For instance, if a user frequently buys running shoes, the AI can showcase new arrivals or discounts tailored to their style and size. Research shows that personalised recommendations can lead to a 20% increase in sales. Brands must refine their strategies to align with these shifts.

Agentic Shopping / Checkout

Google's agentic shopping feature streamlines the shopping experience by monitoring price changes and product availability. For example, if an item drops in price, the AI can facilitate the purchase automatically, making it easier for users to save money.

A smartphone showing a shopping app with price alerts and product recommendations.

Marketers must understand this new level of automation. Maintaining competitive prices and ensuring product availability are essential for maximising the benefits of these automated purchasing options.

AI-Powered Search Enhancements

In August 2025, Google introduced expanded AI Mode in Search, which is now available in more regions. This update includes advanced features and new reasoning tools like Deep Think in the Gemini app. Recent devices, such as the Pixel line, also enhance natural and visual interactions.

Expanded AI Mode in Search

The expanded AI Mode transforms user interactions by providing personalised, contextual information rather than just link lists. For example, if someone searches for "best running shoes," Google may present a summary of top-rated shoes based on reviews, prices, and customer preferences.

As a marketer, it's essential to craft content that aligns with user intent. Rather than just focusing on keywords, think about what information users are genuinely seeking.

Improvements in Reasoning Tools

Reasoning tools like Deep Think improve search by delivering more accurate and relevant results. These tools can dissect complex queries, helping users make better-informed decisions. Marketers must create well-organised and informative content if they want to rank high in search results.

On-Device AI Capabilities

On-device AI features in smartphones, such as the Pixel, facilitate easier interactions. Users can conduct voice searches and receive tailored results quickly, making their decision-making process more efficient.

A smartphone displaying a voice assistant feature with search results and recommendations.

Marketers should optimise content for voice search and conversational queries. This step ensures brand visibility in an increasingly crowded digital space.

AI Tools for Local Business

To assist local businesses, Google has launched AI tools like Planable's free AI Caption Generator for Google My Business. This tool helps businesses craft captions that reflect their brand tone and messaging.

AI Caption Generator

With the AI Caption Generator, businesses can select the tone, style, length, and even add emojis and hashtags. This feature streamlines content creation for local businesses, enabling them to maintain an active online presence.

For example, a coffee shop can quickly generate a lively caption for a new promotion, saving time while still engaging customers. By leveraging AI, local businesses can effectively enhance their visibility and drive traffic.

Why It Matters: Implications for Brands & Marketers

The advancements in Google’s AI shopping and search features are game changers for digital marketing. Here are key implications for brands and marketers:

User Intent & Personalisation Become Central

With Google pushing for a better understanding of user intent, brands must adapt. Marketers must go beyond capturing traffic with keywords and understand how consumers prefer to shop visually.

Generic product pages will no longer suffice. Personalised offerings and content are essential to stay competitive. Brands that fail to customise their strategies may struggle to attract customers.

Rich Media & Interactive Content Matter More Than Ever

As AI features rise, rich media and interactive content will be crucial. Elements like videos, augmented reality (AR) try-ons, and 3D previews will enhance visibility and improve conversion rates.

Investing in high-quality visual content is vital. Marketers should consider incorporating engaging product videos and immersive AR experiences for customers to visualise products effectively.

Embracing Automation and AI

The introduction of agentic shopping and other AI features means brands must embrace automation in their strategies. Using AI tools for customer service, content creation, and data analysis can streamline processes and enhance user experiences.

For instance, brands that adopt AI for customer inquiries can respond faster and more efficiently. Analysing consumer data can help marketers understand behaviours and preferences, aiding in decision-making.

Looking Ahead: Adapting to Change

As 2025 progresses, Google's innovations in AI shopping and enhanced search capabilities are reshaping digital marketing. Brands must adjust by prioritising user intent, personalisation, and creating rich media content.

By embracing these technological advancements, brands can navigate the competitive landscape with confidence. Understanding and meeting consumer needs is crucial for success, and Google's tools provide excellent opportunities to do just that.

Stay informed, flexible, and proactive to make the most of this new digital marketing era. Your brand's future depends on its ability to adapt and thrive in the face of AI innovations.