Google I/O 2025:
The new search reality is called AI

AI Overview, Gemini Live and visual search are turning everything upside down. Read what local companies need to know and implement now.

Google I/O 2025: Gemini, AI Overview and the new search order

On 20 May 2025, Google left no doubt at its I/O developer conference: The way people search is being rewritten - and no longer by humans alone. The company presented an entire ecosystem of AI technologies that is not only impressive, but also has far-reaching consequences for companies. Gemini now processes 480 trillion tokens per month - that's 50 times more than a year ago. The Gemini app has 400 million active users, while AI Overview has over 1.5 billion monthly visitors.

Figures like these sound like Silicon Valley superlatives, but they are concrete signposts: the new digital reality is called artificial intelligence. If you want to be found online, you need to understand how AI thinks, filters and selects. Because it's no longer just the human who clicks - it's also the machine that pre-sorts.

Gemini, AI Overview, visual search/ Google I/O 2025 shows how AI is reorganising the internet

AI Overview:
What Google shows first, the AI decides

You used to see ten blue links. Today, you see one answer - pre-formulated, summarised and classified as ‘most likely to be helpful’ by Google's AI. This is AI Overview. This new search display does not simply replace the classic hit list, it pushes itself in front of it. Content that appears there enjoys maximum visibility. Content that is ignored no longer exists digitally.

If you want to be visible in this new environment, you have to design content in such a way that the AI understands, evaluates and categorises it as useful. This means: clear structure, meaningful organisation, comprehensible context. Instead of convoluted marketing speak, you need language that gets to the point - and answers that don't beat about the bush.

‘What used to be the top 3 is now zero place - and only those who write in an AI-friendly way will get it.’

Visual search/ Google I/O 2025 shows how AI is reorganising the internet

Gemini Live and Gemini in Gmail:
When your customers talk to an AI

With Gemini Live, Google is launching an AI on the market that no longer just answers, but thinks for itself - live. Users can ask questions by voice while browsing a website or looking at a product. The AI responds immediately, collates information from various sources and guides users through the decision-making process like a personal assistant.

Gmail also becomes a new control centre with Gemini. Offers, appointment suggestions and summaries are created automatically - controlled by what the user needs, not by what companies send. For local providers, this means that every message and every offer must be written in such a way that it can be recognised, understood and meaningfully processed by the AI.

Traditional one-way communication is over. In future, your content will have to convince two recipients: the human - and the machine that advises the human.

Google Lens & Deep Search:
What is visible is what works as an image

Visual search is becoming an everyday habit. Google Lens is growing by 65 per cent - and the trend is rising. Users take a photo of a product, a shop or a sign and Google immediately provides the relevant information. With ‘Search Live’, real-time search via video has now been added: activate the camera, ask a question and receive an answer.

For companies, this means a completely new form of discoverability: products, shop fronts, vehicles, logos - everything must be digitally recognisable and linked in a meaningful way. A hairdressing salon with clearly visible labelling and an up-to-date Google Maps entry is more likely to be found than a business without a well-maintained online presence - even if it works better.

‘If your shop window is not digitally visible, nobody will see it.’

In deep search, Google supplements this visual level with in-depth semantic analyses. This means that the machine understands correlations, evaluations and content types - and combines them to produce more precise results. If you want to be a player here, you not only have to be seen, but also understood.

Gemini AI & Gemini 2.5 Pro: content that can think

With Gemini 2.5 Pro, Google is raising the bar for content to a new level. This AI not only understands texts, it also interprets them in context, compares them with other sources and assesses their quality. Those who produce superficial content today will no longer be displayed tomorrow.

At the same time, with Imagen 4 and Veo 3, Google offers tools for media creation that make professional content possible at the touch of a button: razor-sharp images, realistic videos, visual concepts. This raises the bar - even for local providers. Because if a competitor shines with AI-optimised content while you work with stock images and text modules, the digital stage quickly becomes a one-way street.

Content doesn't just have to look good - it has to be relevant, clearly structured and machine-readable. If you take this to heart, you will not only create trust with customers, but also relevance for AI.

AI Agents & the new shopping agent: If you're not recommended, you're not happening

Google is rolling out a new dimension of the digital customer journey with its AI Agents. These intelligent companions guide users from the initial idea to the purchase - without the user having to make a conscious decision. The AI filters, compares and prioritises. The result is a recommendation. And only those who are suitable for this recommendation are even considered.

This is no longer just about price or availability. The agent favours structured data, transparent information, good ratings and technically clean websites. Companies that provide this are prioritised - all others fall through the cracks.

‘Your website doesn't just talk to people - the AI has to like it, otherwise it won't recommend you to others.’

For providers, this means that it is no longer just the customer who needs to be convinced - but also the system that decides what the customer gets to see in the first place.

Conclusion: Act now - before the AI decides who remains visible

Google I/O 2025 made it clear: artificial intelligence is no longer an add-on for technology fans - it has become the operating system of the internet. If you want to survive in this new world, you need to understand how visibility works. It is not enough to be found. You have to be able to be found - by systems that evaluate content differently to people.

What local companies need now is not a study of technology, but clarity in their digital strategy. It's about doing the right thing with little effort: Structuring content in a readable way, providing real information, being visually present - and preparing everything so that humans and machines can do something with it.

Your next steps - clear and feasible:

Check texts: Are they understandable, clearly structured, without marketing fog?
Check images: Is your business visible on Google, visually findable and up-to-date?
Create structure: Are your services logically organised and machine-readable?
Customise communication: Does your content meet the expectations of Gemini & Co?
Encourage reviews: Trust through real customer testimonials is worth its weight in gold for AI agents.

Acting now gives you a head start. If you wait, you leave visibility to others - or to AI.

Act now before others have the edge

Let's work together to secure your visibility in AI-supported search.

The new Google technologies are changing how customers search, find and buy. We analyse your website, your content and your online presence - and show you exactly where you stand and how to position yourself strategically.

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