Last week at Google I/O 2025, they made one thing very clear: AI is now at the core of how people search, discover, and shop online.
While most of the big updates are being rolled out in the US first, it’s only a matter of time before we see the same here in Australia. So even though we can’t fully access these new features yet, we’ve already started preparing not just for our clients, but for ourselves too.
What’s Changing?
In short:
- Google Search is becoming more like an assistant than a search engine.
- Users can now search using photos, videos, or even have a “live chat” with Search.
- AI will start giving direct answers instead of just listing websites.
- And for eCommerce, Google’s new Agent Mode will help people go from “thinking” to “buying” automatically.
Why This Matters
If your content isn’t showing up in these AI answers you might not be seen at all.
If your product images aren’t strong or your videos don’t help discover your business or product you’re going to miss out on future customers.
This isn’t just another update – this changes the game and we’re not waiting around.
What We’re Doing About It
From a performance marketing side, I run all our campaigns directly. But now, I’m also working closely with our website and content teams to make sure we’re ready for what’s coming.
Here’s how we’re getting ahead:
1. Preparing Content for AI Answers (Not Just SEO)
We’re guiding our content team to:
- Write clear, helpful content that answers questions directly.
- Use FAQ-style formats, structured data, and summaries which AI loves.
- Add context to product pages so they’re more than just specs and prices.
Practical tip: Even if you’re ranking well in Google now, that doesn’t mean AI will show your content. We’re reviewing what content works for AI, not just for traditional search.
2. Optimising Visuals for Search
Google Lens usage is up 65% year-on-year, that tells us people are searching with their camera more than ever.
We’re making sure:
- Product photos are high quality, clean, and descriptive.
- Videos are short, mobile-friendly, and show real-world use.
- Every image has proper names and alt-text to help search understand it.
3. Watching Agentic Shopping Closely
This new “Agent Mode” will recommend and buy products for users based on their preferences. Our job is to make sure our clients’ stores are the ones the AI agents choose.
That means:
- Fast-loading websites
- Trust signals like reviews and FAQs
- Competitive pricing and great customer experience
We’re not there yet in Australia, but we’re testing these elements now.
4. Rethinking Performance Campaigns
On the ad side, I’m:
- Reviewing landing pages for clarity and helpfulness (not just conversions)
- Planning to use AI-driven creative tools (like Gemini and Imagen) to speed up testing
Final Thoughts
Right now, we don’t have access to all of Google’s new AI search features in Australia. But that doesn’t mean we wait.
We’re already building for it.
We’re testing, reviewing, and updating everything from how we write content to how we run ads so our clients are ahead of their competitors when the rollout hits here.
If you’re running an eCommerce store, now is the time to:
- Review your content and product info
- Strengthen your visual assets
- Make sure your site is helpful, fast, and ready to answer real customer questions
If you want help figuring out what this means for your store, or how to get ready for AI-powered search feel free to reach out to Candid Marketing so we can help you get ahead. We’re in this every day.
Let’s not just keep up, let’s lead.
Cheers,
Milind
Performance Marketing Lead
Candid Marketing
