Après Meta, Google redéfinit à son tour le rôle des agences médias

Google Marketing Live 2025: Key Updates

The 2025 edition of Google Marketing Live highlighted significant changes in Google's advertising ecosystem. With the integration of the Gemini 1.5 Pro model into Google Ads tools, Google is accelerating the automation of campaigns, reshaping the relationship between data, creation, and performance.

The gradual integration of the Gemini 1.5 Pro model changes how advertising campaigns are created, activated, optimized, and measured in Google Ads. At the intersection of generative artificial intelligence, dynamic personalization, and multimodal search, Google redefines the entire marketing funnel from intent to conversion.

Key Takeaways from Google Marketing Live 2025

Advertisers (e-commerce, brands, retailers) Media and creative agencies Marketing, data, and finance departments Internal tech and IT teams (CIO, CRM, API, etc.)

Margin-Driven Advertising: Campaigns now incorporate product profitability, not just clicks. Automated Visual Creation: Generation of brand-safe creative assets according to brand guidelines. Immersive Shopping Formats: 3D visualization, virtual try-on, morphological adaptation. Advertising in Generative Search: Ads integrate directly into Google's AI-generated responses. Increased Role of Agencies: Convergence of creation/activation/measurement with hybrid models (fees + value-based).

New Skills: Marketing teams need to develop skills in AI, API, data governance, and collaboration with IT. End of Segmentation: Content, performance, and data are now interconnected. New Role for AI Tools: They transform marketing roles rather than replace them.

The Gemini 1.5 Pro model serves as a cross-functional platform capable of processing text, images, videos, and voice signals. It supports a context window of up to one million tokens, allowing for complex analysis of product descriptions, purchase histories, creative content, and visual constraints to generate recommendations, visuals, or adapt formats to various channels.

This common infrastructure enables the convergence of creation, targeting, distribution, and measurement in a unified, AI-driven approach.

The Performance Max platform, previously focused on volume optimization (clicks, visits, conversions), now incorporates financial logic. Advertisers can provide the unit margin per product, allowing the algorithm to prioritize the most profitable items, not just the most clicked ones.

This shift in advertising strategy moves towards a profitability-oriented approach, bringing marketing, finance, and data functions closer together in campaign management.

Automated but Brand-Compliant Creation

Generative AI is not only involved in activation but also in visual content production. Brands can submit their graphic charter, typography, color palettes, or iconographic references so that the engine produces variations that comply with brand codes.

This process enables the large-scale generation of contextualized, personalized visual assets that meet the creative requirements of advertisers without the need for studios.

Integrated Advertising in Generative Search

With the launch of AI Overviews in the search engine, ads no longer appear solely at the top or bottom of results but can integrate directly into AI-generated response blocks. Unlike previous SGE-type experiments, which excluded ads, the new approach combines them with generated content.

This integration aims to extend the user journey while maintaining a contextual, discreet, yet commercially effective advertising environment.

Immersive Shopping, 3D Formats, and Virtual Try-On

Google also enhances its Shopping formats with immersive features. It is now possible to visualize clothing on different body types without multiple photo shoots. The system adapts images according to the user's size, with a realistic render generated automatically.

Additionally, product images can be transformed into interactive 3D formats from simple photos, paving the way for enriched visualization experiences on both mobile and desktop platforms.

This new model redistributes roles in the value chain. Agencies no longer manage media plans alone; they are involved in three inseparable dimensions: creation , activation , and measurement . AI imposes a logic of convergence, where visual content, distribution, and performance must be managed synergistically.

These changes also impact the economic model of agencies, which evolve from a remuneration based on media purchase volumes to a hybrid model combining fees and value sharing.

Three Technical and Organizational Pillars

The transformation relies on three complementary foundations:

Data quality (stock, inventory, schedules, prices) Technical integration via API (Merchant Center, Maps, CRM) Human skill development , with increased requirements for training, cross-functionality, and governance.

The role of marketing departments is being redefined. Orchestrating AI levers requires breaking down internal silos, collaborating with IT departments and data teams, and anticipating regulatory and ethical issues related to large-scale algorithmic activation.

Google's advertising system is undergoing a strategic transformation.

The deployment of Gemini in Google's advertising environment is not just a functional improvement; it represents a shift towards a system entirely driven by data, margin, and creative automation. AI does not replace marketing roles but redefines their scope, tools, and decision-making processes. For brands and their partners, the challenge now is to integrate into this new technical order without losing strategic coherence, adaptability, and uniqueness.

D’après FrenchWeb.