Google Marketing Live 2025 has just wrapped, and the energy is electric. From agentic experiences to sophisticated measurement tools, GML showcased a remarkable leap forward in how we connect with customers through AI. But beneath the excitement, one message was clear—whether spoken or implied: Your data is essential to unlocking the already-here future of AI marketing.
The innovations unveiled at GML 2025 painted a compelling picture of what’s next:
Agentic Experiences
AI agents are no longer theoretical—they’re here. These agents can autonomously manage complex tasks, optimize campaigns, and even generate creative assets. The result? Unprecedented efficiency and scalability in marketing execution.
The Future of Search
With the continued evolution of Search Generative Experience (SGE) and AI Overviews, the search landscape is transforming. GML introduced new ad formats and strategies built to seamlessly integrate into these experiences, helping advertisers connect with users throughout their discovery journey.
Measurement: Incrementality Testing and Meridian MMM
Proving true business impact took center stage. Updates to incrementality testing now provide faster results with lower thresholds and reduced costs. Meridian MMM offers a holistic, cross-channel view of performance—integrating with methodologies like attribution and incrementality testing for deeper, more actionable insights.
Advanced AI Creative Tools (Veo and Imagen Integration)
Google Ads and Merchant Center will soon feature cutting-edge image and video generation tools like Veo and Imagen. Marketers can transform static product images into dynamic visuals and expand video frames effortlessly—dramatically streamlining creative production.
A Word of Caution: AI Works Best When Fed the Right Data
While the tech is exciting, GML 2025’s narrative heavily emphasized e-commerce. This is where the biggest takeaway for all marketers comes in: If revenue is not your optimizing metric, you need help—now.
If your primary goal is not direct revenue (e.g., lead generation or app installs), the implications of AI marketing’s evolution are critical. Without high-quality data aligned to your specific business objectives, advanced AI systems could drive a surge in low-quality conversions—ultimately harming performance.
These AI-driven platforms optimize toward the metrics they receive. If those metrics aren’t properly aligned with your business goals, you risk significant media waste and lackluster results.
Now is the time to audit your data infrastructure and ensure you’re fueling AI with the right inputs.
If revenue is your optimizing metric, you still need help—to move beyond it
Even if you optimize for revenue today, the GML announcements are a call to action. Long-term growth and competitive edge will come from optimizing for metrics like Customer Lifetime Value (CLV), not just short-term returns.
Advanced AI tools can level the playing field. Use them to your advantage by modeling your data to support smarter, future-focused optimization.
How InfoTrust Can Help
At InfoTrust, we’re experts in the full Data Performance Cycle. From tagging and compliance to AI-powered data enrichment and media enablement, we help ensure your data is collected, structured, and activated to drive performance.
Contact InfoTrust today to learn how we can help you make the most of your data in the age of AI-powered marketing.
