To provide some clarity on what you can expect in 2025, we’ve summarised insights from Google Experts.
In this article, we will share their predictions to help your business not only adapt but to also stay ahead of your competitors. From the rise of AI agents to smarter ways of measuring success, these predictions aren’t just forecasts—they’re actionable strategies to stay competitive.
1. AI Agents: Your "Chief Simplifier Officer"
If 2024 was the year of Large Language Models (LLMs), then 2025 will belong to AI agents. These aren’t just tools—they’re intelligent systems designed to simplify complex workflows. Guillaume Roques, Senior Director of Marketing for Google Cloud, calls them a company’s “Chief Simplifier Officer.”
At Push we take a slightly different approach using our proprietary AI Agent (DIAL Agent) to assist, augment and accelerate our Account Managers. To borrow a military term, DIAL Agent acts as a Force Multiplier for our Account Managers.
AI agents can process multimodal information—text, images, voice, and video. This allows them to adapt, reason, and connect disparate data systems effortlessly. Businesses often struggle with siloed data and the technical challenges of integration. AI agents eliminate this headache.
Real-World Example
Kingfisher, the company behind B&Q and Screwfix, used AI to transform customer and employee experiences. By combining their recommendation engine with Vertex AI Search and conversational AI, they built an AI agent capable of delivering instant, accurate answers. Imagine what this level of efficiency could do for your business operations.
Real-World Example closer to home
At Push we have been working with AI for several years already and that experience has taught us that the key to exploiting AI is understanding what it is, and what it is not. Artificial Intelligence, despite the ridiculously grandiose name, is not intelligent, it will never make leaps of logic and will never, ever come up with a single original thought.
What DIAL Agents does is remember every bit of research, every client conversation and the results of every campaign simultaneously allowing it to answer the Account Managers questions with precision and without bias. The result is that DIAL Agent and our Account Managers form a team, the humans do the brilliant stuff and DIAL does the research and administration to ensure the results of every Campaign are multiplied.
2. Smarter Ways to Measure Success
In 2025, knowing what works—and what doesn’t—will be more important than ever. Marketing Mix Models (MMMs), a cornerstone of campaign performance analysis, are evolving to meet modern demands.
According to Google, “Modern MMMs are becoming more detailed, accessible, and faster, enabling marketers to gain deeper insights into cross-channel performance.”
What’s New in MMMs?
- More Detailed Insights
Tools like incrementally testing pinpoint the real drivers of campaign success. - Easier Access
Platforms like Google’s Meridian make advanced measurement tools globally available. - Faster Feedback
Real-time data allows businesses to adapt campaigns in response to market changes.
To maximise these tools, businesses need to define clear KPIs, map their media spend, and commit to regular testing. Success in 2025 will come to those who treat measurement as an ongoing process, not a one-time task.
3. The Role of AI in Marketing
Artificial Intelligence is no longer just a buzzword. It’s transforming the way businesses operate, offering more than automation—it’s delivering strategy. AI agents are streamlining operations, personalising customer experiences, and turning data into actionable insights.
What makes AI indispensable in 2025?
- It frees up your team by automating repetitive tasks.
- It personalises customer interactions at scale.
- It provides insights that sharpen decision-making and drive results.
With tools like ChatGPT and Gemini 2.0 becoming more accessible, integrating AI into your strategy isn’t just a good idea—it’s essential. The businesses that embrace AI will find themselves ahead of the curve.
4. Adapting to Media Fragmentation and Privacy Challenges
The days of relying on a handful of advertising platforms are over. Consumers are interacting across a wide range of channels, making it harder to capture their attention in one place. At the same time, privacy regulations are tightening, requiring marketers to rethink how they use data.
Key Strategies for 2025
- Diversify Your Media Mix
Spread your presence across multiple platforms to meet your audience where they are. - Leverage First-Party Data
Build trust by collecting data directly from your customers. - Adopt Contextual Targeting
Deliver ads based on real-time context rather than personal data.
Google emphasises that respecting privacy isn’t just about compliance—it’s about building lasting relationships with your customers.
A Roadmap for 2025
Digital marketing is moving fast, but it’s also brimming with opportunity. The strategies that worked last year might not work this year. By leveraging tools like AI agents, adopting smarter measurement models, and embracing a diverse media strategy, your business can not only survive but thrive.
As Guillaume Roques reminds us, the future belongs to those who embrace change. “Autonomous intelligence is at your fingertips,” he says, and 2025 is the year to seize it.
The challenge is real, but so is the potential. Are you ready to lead your industry into this exciting future? The steps you take today could define your success for years to come.
This article is based on insights from Google’s predictions for digital marketing in 2025. To read the original article and gain a deeper understanding of these transformative trends, visit Google’s Think with Google.
