As artificial intelligence continues to reshape the marketing landscape, brands are scrambling to adapt to new tools and strategies. At the forefront of this transformation is Google, which recently integrated its AI Mode with Google Lens to enhance multimodal search capabilities. This change, along with the introduction of the "Live for AI Mode," is set to revolutionize how consumers interact with search engines.
In April 2025, Google unveiled its latest beta version (16.17), which allows users to engage in real-time voice conversations with AI Mode. This feature aims to streamline the search process, enabling users to find information more efficiently. The integration of voice capabilities into Google Lens marks a significant step forward, as it allows for a more interactive and immediate search experience. However, Google cautions that "Live for AI Mode is experimental and can make mistakes," reminding users to remain vigilant as they navigate this new technology.
According to APK Insight, the new features will allow users to share their screens in addition to using their cameras, enhancing the interaction further. With the ability to mute the microphone or end sessions easily, users can have greater control over their search experience. The platform also includes a transcript feature, enabling users to review conversations and explore links while chatting.
While tech giants like Google are pushing forward, marketers are grappling with the implications of AI integration into their strategies. At the Brand Innovators AI & Marketing Summit, industry leaders acknowledged that AI has become a necessity, akin to electricity. Jason John, chief marketing officer of 1-800 Flowers, emphasized that "AI is not a strategy" but rather a tool that supports existing business strategies. He urged marketers to avoid the trap of treating AI as a standalone solution, warning that the rush to adopt AI without a clear purpose could lead to ineffective implementations.
Amit Sharma, associate vice president of digital and direct-to-consumer marketing at Church & Dwight, echoed these sentiments, noting the rise of "me-too thinking" among brands. Many companies are adopting AI simply because others are, rather than considering how it aligns with their goals. Rishad Tobaccowala, a former chief strategist of Publicis Groupe, pointed out that the true potential of AI lies not in enhancing current operations but in reimagining business models entirely.
Amid these discussions, Christina Nevoso, director of marketing excellence at Bayer, shared her company's proactive approach to AI. Having previously missed opportunities in marketing evolution, Bayer is now leveraging AI to amplify its content creation and brand strategy efforts. The company is capable of producing 400 to 500 pieces of content per day, a significant increase compared to last year. However, Nevoso stressed the importance of careful implementation, particularly in the highly regulated pharmaceutical industry.
As the volume of AI-generated content increases, concerns about quality and originality have surfaced. Julia Knight, director of product marketing at Citizen, highlighted the ease with which brands can copy each other's work, raising the bar for uniqueness and ethical standards in marketing. Brooke Brown, head of brand and creative at U.S. Bank, noted that the pressure on creative teams to produce relevant content is intensifying, demanding not just quantity but quality.
The shift towards AI-driven search is creating a seismic change in how consumers discover brands. Creative Innovation Company R/GA has responded by launching its proprietary AI Search Optimization (ASO) Platform. This platform, part of a broader initiative supported by a $50 million innovation fund, aims to help brands navigate the new AI-driven search landscape.
Nick Coronges, global CTO at R/GA, explained that the ASO Platform offers real-time health checks and visibility into brand performance across AI search experiences. As traditional search engines increasingly adopt AI-generated overviews, brands that lack a clear AI search strategy risk losing relevance. Research from Bain indicates that 80% of consumers now rely on "zero-click" results for at least 40% of their searches, highlighting the urgent need for brands to optimize their visibility in these new ecosystems.
Gartner projects that by 2026, traditional search engine volume will decline by 25%, with search marketing losing market share to AI search platforms. This shift underscores the necessity for brands to adapt their SEO and content strategies to remain competitive. R/GA's ASO Platform provides actionable insights that empower brands to refine their presence in AI search environments, ensuring they can track and measure their performance effectively.
As the marketing landscape continues to evolve, industry leaders recognize that data management will be crucial for success. The ability to parse data quickly and efficiently will enable brands to make informed decisions and stay ahead of the competition. John Elder, co-founder of AI tech company Supergood, emphasized the importance of building power tools that enhance creative processes rather than simply increasing output.
Despite the challenges posed by rapid technological advancements, marketers are encouraged to remain curious and flexible. Katherine Freeley, head of media at Church & Dwight, noted the inevitability of change, stating that consumers will increasingly rely on AI agents for information. As these agents take on more responsibilities, the role of traditional marketing will continue to shift.
In conclusion, as AI technology becomes an integral part of marketing strategies, brands must navigate the complexities of implementation while ensuring they maintain a focus on quality and ethical standards. The future of marketing lies in the ability to adapt to new tools and consumer behaviors, and those who embrace this change will be best positioned to thrive in the evolving landscape.
