Google I/O 2025 packed a serious sugar rush this year. Especially if you care about Search, AI-powered marketing, and the tools your business leans on every day. From new Agent Mode features to personal context in Gemini and hands-free Android XR glasses, these updates can change the way legal, healthcare, professional services, and retail & eCommerce teams connect with clients, promote products, and streamline processes.
Here’s what happened at Google I/O, and what you may want to ask your marketing team or agency about.
Google DeepMind and Gemini: Faster, Sweeter, and Designed for Real Workflows
At Google I/O 2025, DeepMind introduced updates across its AI models, particularly Gemini 2.5 Pro and Flash, built to help with everyday tasks like writing, problem-solving, and automation.
What’s New?
Gemini 2.5 Pro is faster, better at coding, math, reasoning, and multi-step questions. Gemini Flash was built for quick responses, making it perfect for real-time chatbots or instant customer replies.
Google’s DeepMind team also introduced DeepThink mode as part of 2.5 Pro, allowing the model to reason across multiple steps and produce more accurate results for complex math and coding queries. A useful feature for professional services tackling research-heavy or time-consuming tasks.
Why it Matters
Professional services and legal teams can lean on these DeepMind-powered models to draft emails, analyze PDFs, or quickly answer client questions. Retailers can use them to sweeten product descriptions and automated support.
And for developers or marketing agencies, these updates make it easier to scale. Especially with new thinking budgets, which let you control how much processing power or tokens a task can use. That can help you stay on budget for AI-powered apps or campaigns.
Next Steps
If you’re using AI tools for content, client service, or automation, talk with your agency about testing these new capabilities.
AI Mode and Search Updates: Helping Customers Get Answers and Take Action
Google I/O 2025 introduced AI Mode, a big shift toward hands-on help for complex searches. Instead of returning only links, AI Mode can answer multi-step queries like “Find a vegan restaurant with outdoor seating and book a dinner for three,” with personalized, actionable results. It’ll even go so far as helping you to dish up the reservation.
What’s New?
AI Overviews has been upgraded with Gemini 2.5 and expanded availability, offering one-click summaries for intricate queries such as coding, technical math, or multimodal searches.
Search is also becoming more visual and interactive. You can upload images or use your phone camera to identify landmarks, products, or even medical or legal concerns. AI will suggest the next steps like purchasing, scheduling, or researching further information.
Why it Matters
If you’re in retail or eCommerce, customers can discover products and complete purchases faster, often from a single search experience.
If you’re in legal or healthcare, clients will receive richer, more tailored answers, like finding a provider, accessing definitions, or using images to look up a concern. And all powered by AI.
Next Steps
Take a closer look at your content, listings, and images to align with this more visual, action-driven search style. Updates like these will impact how customers discover and engage with your business. And as personalized, AI-powered search experiences become the norm, it’s a shift you can’t afford to sugarcoat or overlook.
Generative Media and Creator Tools: Faster Videos, Images, and Ads
Google I/O also launched new tools for generative video and image creation.
What’s New?
Veo 3 now adds sound effects, background audio, and visual storytelling powered by AI.
Imagen 4 offers more realistic images at up to 10× the speed of prior versions, allowing you to make quick visual content variations on the fly. And with SynthID embedded in new media, businesses can make sure AI-generated marketing assets stay traceable and trustworthy.
And Flow, their all-in-one toolkit for AI filmmaking, makes it easier to trim clips, change styles, and produce polished content faster.
Why it Matters
If you work in marketing, creative production, or agency services, these tools can help you produce campaign assets without relying on a big team. Faster and for less.
Next Steps
Consider testing these tools for new social media ads, website images, or quick pitch videos. It’s also worth seeing if your marketing partner is already integrating these into their strategy.
Android XR Glasses and Camera-Driven AI Assistants
Google previewed Android XR glasses powered by AI assistants that can see and understand your surroundings.
What’s New?
With XR glasses and cameras, AI can identify landmarks, help with visual search, or even act as a hands-free assistant. Live translation and voice search add a real-world layer to hands-on jobs.
Why it Matters
As Google continues to evolve these tools, we could see practical, hands-free applications across many industries. Some examples of what this might look like in the future include:
- Retail shops helping customers discover product details simply by looking at them through AR glasses.
- Healthcare providers reviewing patient data hands-free during visits, allowing for more direct patient care.
- Lawyers accessing evidence or research prompts as they review a case file making it smoother to retrieve key information on the go.
Next Steps
If you want to explore new ways to engage customers or streamline hands-free workflows, check in with your team about testing this hardware when it becomes more broadly available.
What Google’s Cooking Up Next
Google also previewed FireSat for disaster response, robotic breakthroughs, and updates on Waymo’s safe driving.
Google’s Project Mariner is another example of what’s to come, allowing AI agents to take autonomous action for things like booking trips or answering customer queries across Chrome, Search, and other apps.
And behind all these updates is a bigger shift: AI that’s more native, proactive, and easier to embed into real tasks.
Wrap-Up and Action Steps
Google I/O 2025 showed us that AI is moving into everyday work. Not as a novelty, but as a practical part of search, service, and content creation.
Your next move?
Ask your marketing team or agency partners:
- Are they working these updates into their strategies?
- Are they already testing Gemini-powered features or AI-driven search tactics?
- Do they have a plan to make your content visible inside new AI Overviews and AI Mode?
If you want to talk more about applying these tools for your business, whether you’re in legal, healthcare, retail, or pro services, let’s connect. Our team stays on top of these updates, so you don’t have to, making sure you always have the sweetest strategies ready to go.