AI, Search and the Future of Advertising: Insights from Google’s Event in Amsterdam
06.11.2025
Last week, I had the chance to attend “The Future of Ads: Growing Your Business with Google AI” in Amsterdam, presented by Ciara-Jayne and it was one of those events that reminds you just how fast our industry is evolving.
The main message was clear: AI is no longer a buzzword, it’s actively reshaping how we live, search and advertise.
From real-world examples like:
AI helping fluidify city traffic,
to detecting early signs of wildfires through satellite data,
…it’s clear that AI’s impact extends far beyond marketing and yet the same technology is now at the core of how advertisers connect with users.
In the advertising space, Google showcased how they’re integrating AI across the full funnel:
The new Power Pack for Retailers (AI Max for Search, Demand Gen and PMax) aims to simplify campaign structures and maximize performance.
Auto-generated assets and creative suggestions are becoming more advanced, helping advertisers scale messaging efficiently.
And with the upcoming EOY retail moments (Black Friday, Cyber Monday,…), Google emphasized the importance of data quality, campaign readiness and strategic bidding to stay competitive.
Beyond Ads, the session also touched on how Search itself is evolving:
Over 5 trillion searches are made on Google each year and 15% of them are completely new every day, showing how user intent keeps shifting.
With AI Overviews and new Search Generative Experience modes, user journeys are becoming more conversational, visual and intent-driven than ever before.
For me, the takeaway is simple:
AI is reshaping not only how we target audiences but also how people express what they want.
As PPC experts, our role is evolving from managing keywords and bids to guiding AI systems: setting the right goals, ensuring data accuracy and keeping strategy at the center.
At Mediaplus Belgium, we’re already integrating this mindset into our paid media approach by exploring how AI tools can enhance creativity, performance and decision-making without losing the human strategic touch.
Curious to hear from others in the field, how are you adapting your digital strategies to this AI-first reality?
Written by Laurent Lancelle, PPC Campaign Manager at Mediaplus Belgium
