"At this year's I/O, Google doubled down on AI. Not just as a back-end tool for targeting or measurement - but as a front-end interface that's reshaping how people search, how ads appear, and how brands show up."
"Search is getting smarter - and stranger. Google's new 'AI Overviews' now lead many Search pages, offering summarised responses generated by Gemini rather than the usual blue links."
Google I/O showcased a significant shift towards AI-driven tools not only in the backend processes but also in user-facing experiences. The events demonstrated advancements such as 'AI Overviews,' which replace traditional search results with AI-generated summaries, alongside an 'AI Mode' for a more conversational search. These innovations signpost a marketing landscape that favors automation and challenges traditional targeting strategies, urging marketers to adapt their approaches amidst increasing opacity in ad placements.
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