Business Empresarial.- Artificial intelligence ushers in a new era of augmentation for Google Search, where overall queries, including commercial ones, continue to grow. Longer and more complex questions create new opportunities for brands to engage customers with AI-powered experiences.
Gemini is a performance multiplier that has transformed the consumer experience and made advertising even more relevant and effective. Helps accelerate business growth through greater accuracy, creativity and proactive support for results.
This one-page document summarizes the strategic insights shared by Dan Taylor, VP of Global Advertising at Google, during a media roundtable, synthesizing global perspectives with Peruvian context and results.
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AI is creating a boom moment for search.
● More than 5 billion search queries are registered with Google every year.1
● Total inquiries, including business inquiries, continue to grow year over year, driven primarily by our investment in artificial intelligence in search.2
● People ask complex, detailed, multimodal questions. They are moving away from keywords to a more conversational and intuitive search.
● For example, visual search has become very popular: Lens performs more than 25 billion searches per month. One in five searches on Lens has a commercial intent.3
● AI has raised expectations of what people can do with technology and improves the answers we can give them.
AI Overviews expands the types of questions people can ask.
● First, we launched AI Overviews, AI-generated snapshots with links to deploy in Search.
● In 2024, we begin rolling out top, bottom, and AI feed ads.
In Asia Pacific, AI Overviews ads are available in English on mobile and desktop in Australia, India, Indonesia, Malaysia, New Zealand, Pakistan, the Philippines and Singapore.
● We see that people find advertising on AI Reviews useful because they can quickly connect with relevant companies, products and services to take the next step when they need it.4
● AI reviews match ads not only to the query, but also to the context of the response. Advertisers have realized that new opportunities are opening up for their brand that were not available before.
● AI Overviews now has over 2 billion monthly users in over 200 countries and territories and 40 languages and is one of the most successful Search launches of the last decade.5
AI mode significantly expands the capabilities of Google Search
● Users responded very well to AI presentations, asking more and longer questions. This led us to realize that there was an unmet need for something between a chatbot and a traditional search engine.
● AI mode is our most powerful AI search yet, with more advanced reasoning and multi-modality, and the ability to drill down with follow-up questions and helpful web links.
● Average queries are three times larger than traditional search queries 6 and we are seeing an overall increase in queries, including more business queries. This allows us to better understand the business intent behind the conversation and open up even more opportunities for companies to connect and be open.
● 77% of Google Overview created by AI and/or Modo AI users in Peru agree that it helps them make decisions faster.
● 78% of Google Overview users created with AI and/or AI mode in Peru agree that it helps them make decisions with more confidence.
● In May 2025, we begin testing search and shopping ads below and in AI mode in the US.
Earlier this year, we announced a new pilot program in the US called Direct Offers. These are sponsored offers that appear at the exact moment a high-intent shopper is ready to buy to help the retailer close the sale.
Gemini understands intent and makes ads more relevant.
● Our goal is to precisely match what the user wants with what the company offers, and Gemini makes advertising much more relevant.
● Gemini allows us to better understand user intent in complex queries and show them personalized ads that meet their needs at those moments.7
Over the past two years, we’ve been rolling out improvements to Gemini Query Insights at a rate of nearly one release per month.8 As the models improve and our ability to implement them improves, ad quality continues to improve. ● By integrating Gemini into our ad quality suite, we have significantly reduced irrelevant ads by an average of 40%.9.
AI-powered campaigns reach the right consumers at the right time.
● Today, the consumer interacts with more than 130 mobile touch points every 10 days, which has replaced the linear path to purchase with a cycle of search, stream, scroll and buy.
● Our AI-powered campaigns make it easier for advertisers to show up in these new moments and keep up with consumer behavior.
● AI Max for Search and Performance Max automatically empower advertisers with new AI experiences, such as AI reviews and AI mode in search.
● The technology learns from marketers’ input, such as landing pages, creative assets and targets, to tailor ads based on what people really want to say.
● AI Max is currently the fastest-growing AI-powered search advertising product 11, helping advertisers reach billions of new searches that they haven’t reached before.
Gemini boosts advertisers’ creativity.
● Marketers are using AI tools to create engaging and creative ads on a massive scale. It allows businesses of all sizes to experiment and create more without the constraints of time and budget.
● Image and video creation in Google Ads Studio now works with Nano Banana Pro and Veo 3.
● In 2025, we saw a 3x increase in Gemini-generated advertiser-generated assets,12
Advertising agency and commerce is the next frontier.
● Agentic’s tools help businesses achieve better results with less effort while helping people get things done.
● While it’s still early days, we believe AI agents can be a huge asset to businesses and individuals throughout the buying process, from generating inspiration to refining options and simplifying decisions.
● Last year we launched Ads Advisor and Analytics Advisor, AI agents for Google Ads and Google Analytics for all English-language advertisers.
Powered by Gemini, these agents act as personalized partners who help manage the entire campaign lifecycle. They can even implement personalized performance recommendations if requested by an advertiser.
● Our goal as a commerce agency is two-fold: First, take the hassle out of shopping so consumers can focus on the fun parts. Second, work closely with industry on the building blocks needed for seamless and secure online commerce.
○, we introduced the Universal Commerce Protocol (UCP) to standardize the way companies communicate with AI agents throughout the purchasing process. In a first-of-its-kind use case, UCP now allows US shoppers to purchase products in select markets directly through AI in Search and the Gemini app.
○ We are also working on new innovations such as Agent Checkout in the US to make shopping even easier for consumers by allowing an AI to buy a product that is tracked by price. buy on your behalf with your permission if the price reaches your budget.
