At Google I/O, our annual developer conference, we shared how we’re using our cutting-edge technology to build products that are intelligent and personalized — and that can take action. We’re bringing innovative AI to our products and marketing tools to make them even more helpful, from advancements in our Gemini 2.5 models to bringing AI Mode to Search for everyone in the U.S.
Here are five innovations marketers should have on their radar.
1. AI Mode: Go deep, ask multipart questions, and much more
Earlier this year we began testing AI Mode in Search in Labs, and this week we’re rolling out AI Mode in the U.S. to all users. AI Mode is our most powerful AI search, with more advanced reasoning and multimodality, and the ability to go deeper through follow-up questions and helpful links to the web.
How does it work? AI Mode uses our fan-query technique, breaking down a question into subtopics and issuing a multitude of queries simultaneously on your behalf. This allows Search to dive deeper into the web than a traditional search, helping you discover more of what the web has to offer and find hyperrelevant content that matches your question.
Early testers of AI Mode are asking queries two to three times longer than traditional searches,1 as AI models improve at understanding user intent.
We also announced new advanced capabilities coming to AI Mode, which will be launching first in Labs in the coming months. For example, with Search Live, you can talk back and forth with Search about what you see in real-time, using your camera.
2. AI Overviews gets a Gemini 2.5 upgrade
AI Overviews have had significant momentum since launching last year. Today, AI Overviews have more than 1.5 billion users every month,2 and are now in over 200 countries and territories. Starting this week, we’re also bringing a version of Gemini 2.5 — our most intelligent model — into Search for AI Overviews for improved performance and to tackle even harder questions.
As people learn what AI Overviews can do, they start asking new types of questions, like “how to bring small dogs on flights.” Instead of just surfacing airline policies, we now understand this is a complex question with many angles, including commercial opportunities. As part of the response, an AI Overview would talk about pet carriers, which creates an opportunity to provide a helpful ad in the right moment.
We see, as people use AI Overviews, that they’re happier with their results, and they search more often. In our biggest markets like the U.S. and India, AI Overviews is driving over 10% increase in usage of Google for the types of queries that show AI Overviews.3
3. Shop with AI Mode: Find exactly what you’re looking for and try it on virtually
Our new visual shopping experience in AI Mode brings together Gemini capabilities with our Shopping Graph, more than 50 billion product listings, to help people shop for inspiration, think through considerations, and narrow down products. This helps users compare features, explore new brands, and find exactly what they are looking for while browsing as it showcases the power of AI marketing tools to enhance product discovery and conversion.
Say you tell AI Mode you’re looking for a cute travel bag. It understands that you’re looking for visual inspiration and will show you a beautiful, browsable panel of images and product listings, personalized to your tastes. To narrow your options to bags suitable for a May trip to Portland, Oregon, AI Mode will run several simultaneous searches to figure out what makes a bag good for rainy weather and long journeys, and then use those criteria to suggest waterproof options with easy access to pockets.
When you’ve made up your mind on a purchase, our new agentic checkout will help you easily buy at a price that fits your budget.
We also introduced a new try-on feature that allows you to virtually try on billions of apparel listings, just by uploading a photo. This technology is powered by a new custom image generation model for fashion, which understands the human body and nuances of clothing. The result is a try-on experience that works with a shopper’s photos to help improve confidence in online purchases. The “try on” experience is live now in Search Labs in the U.S.
When you’ve made up your mind on a purchase, our new agentic checkout will help you easily buy at a price that fits your budget. Just tap “track price” on any product listing and set options and preferences, such as right size, color, and the amount you want to spend. Keep an eye out for a price drop notification and, if you’re ready to buy, just confirm the purchase details and tap “buy for me.” Behind the scenes, we’ll add the item to your cart on the merchant’s site and securely complete the checkout on your behalf with Google Pay. This feature will be rolling out in the coming months to product listings in the U.S.
4. Gemini gets more personal, proactive, and powerful
The Gemini app is evolving to be a personalized assistant that is truly yours. You can already connect your search history with Gemini. Soon you’ll also have the ability to share more personal context from across the Google ecosystem — like Maps, Gmail, and Calendar — with Gemini. This level of personalization gives you a more proactive AI assistant, because it can see what’s coming and help you prepare.
Gemini Live offers new ways to get help — whether troubleshooting a broken appliance or getting personalized shopping advice.
Gemini Live, which lets you have natural, free-flowing conversations with Gemini in over 45 languages, is now available to everyone on Android and iOS for free. Gemini Live conversations are five times longer than text-based conversations, on average, because it offers new ways to get help — whether troubleshooting a broken appliance or getting personalized shopping advice.
In the coming weeks, Gemini Live can integrate more deeply into your daily life. Planning a night out with friends? Discuss the details in Gemini Live, and it instantly creates an event in your Google Calendar. Craving deep-dish pizza? Ask and get restaurant details from Google Maps. Importantly, you remain in control, and you can always manage these app connections and your information anytime in the app’s settings.
5. Fuel your creativity with new generative media models and AI tools
This week we announced our newest generative media models. These models create breathtaking images, videos, and music, empowering artists to bring their creative vision to life, and power amazing tools for everyone to express themselves.
Veo 3, our newest video generation model can, for the first time, generate videos with audio, like traffic sounds in a city street scene, birds singing in a park, and even dialogue between characters. It’s available now for Ultra subscribers in the U.S. and for enterprise users on Vertex AI.
Imagen 4 combines speed with precision to create stunning images with remarkable clarity in fine details — think intricate fabrics, water droplets, and animal fur. It creates images in a range of aspect ratios and up to 2K resolution, making it even better for printing and presentations. Imagen 4 is available today in the Gemini app, Vertex AI, and across Slides, Vids, Docs, and more in Workspace.
There are many more generative media tools to explore, including Flow, an AI filmmaking tool designed for Veo, and expanded access to our music generation model, Lyria 2.
Google I/O underscored the shift toward more assistive, personalized, and intelligent product experiences. As these capabilities roll out, they will continue to shape new surfaces and expectations for how brands connect with customers, redefining what’s possible with AI in marketing and next-gen marketing tools. Eager to explore other I/O announcements? Check out the I/O collection on Google’s official blog.
