The Google Marketing Live 2025 marked a major turning point for advertisers. The generative AI Gemini is now integrated into the Google search engine and its advertising suite. The goal: anticipate the decline in classic search volumes and counter the rise of AI assistants like ChatGPT.
This technological transformation is not just about organic Search. It also impacts the world of SEA, at the heart of our online advertising expertise at Universem, closely connected to the tools we use every day for our clients. It directly affects ad formats, their delivery, their management, and the way companies will capture prospects’ attention in the coming months.
The AI mode is a new navigation area in Google, just like the “Images,” “Maps,” or “News” tabs. It turns search into a conversational, contextual, and proactive experience. Google no longer just offers links, but complete, actionable, AI-generated answers.
With this approach, the search engine becomes closer to an assistant capable of reasoning, comparing, and acting on your behalf. Queries are getting longer, more specific, and more complex.
To learn more about how this mode works and its implications, check out our dedicated article:
All about Google’s AI Mode.
Google is gradually rolling out a new format: AI Overviews Ads. These ads are directly integrated into AI answers, visible right at the start of the user journey. It’s a real opportunity to reach users even before the click.
“Users find ads integrated into AI Overviews useful, as they allow them to quickly connect with relevant businesses, products, or services right when they need them.” – Google
To learn more about AI Overviews and their availability in Belgium, read our article:
AI Overviews are here
Format still being tested in the US
Available only on desktop in the US since May 2025
A rollout for mobile and desktop is planned in some English-speaking countries later this year (Belgium not included yet, but we’re following this closely)
Strategic position in the AI experience
Requires an approach centered on relevance and timing
With AI Max for Search, Google offers ultra-automated campaigns where AI dynamically generates ads without keywords. This approach relies on AI’s ability to detect users’ true intent and generate the right message, at the right time, in real time. It offers unprecedented flexibility but radically changes how you structure a campaign.
Two new components enrich Performance Max:
Thanks to these additions, it’s now easier to anticipate a campaign’s results and adjust strategic choices even before launch. Analysis becomes more proactive, and decision-making more informed.
Google is rolling out new AI-based tools to simplify campaign management: automated recommendations in Google Ads, insights in Google Analytics, and soon Marketing Advisor, a Chrome extension that will assist advertisers in their daily marketing tasks.
These tools offer numerous advantages:
save time on operational tasks
improved responsiveness
easier access to actionable insights
ability to test new optimization ideas faster
They allow you to focus your efforts on what truly creates value: strategic analysis, impactful messaging, and performance research. These tools are powerful, but must be integrated thoughtfully and managed consistently to stay aligned with your business goals.
AI is profoundly transforming digital advertising. But it does not replace strategy, customer experience, or the role of human analysis. It reshuffles the deck, putting intent and relevance at the center.
For brands, it’s an invitation to rethink how they appear, convince, and remain present in user journeys that are increasingly fluid, complex, and algorithmic.
Want to make the most of AI innovations without losing sight of your business goals? We’re here to support you with clarity and efficiency.
At Universem, our mission is to help you:
Define tailor-made advertising strategies, aligned with your business challenges
Integrate AI innovations (AI Mode, AI Overviews, AI Max) progressively and effectively, ensuring their relevance to your business, goals, and expected results
Maintain a clear vision on performance through expert, human guidance
Whether you are in the discovery, testing, or optimization phase, we help you stay on track in an ever-changing digital environment.
