UK AI Marketing Trends to Watch

Google’s recent I/O and Marketing Live 2025 events mark a turning point for businesses embracing UK AI marketing strategies. From AI-driven search enhancements to the evolution of eCommerce tools, UK marketers must prepare for a new era of search and advertising.

Here’s a comprehensive breakdown of the most impactful updates – and what they mean for businesses operating across the UK.

The Rise of AI Overviews in Search

AI-generated summaries – dubbed AI Overviews – are now a staple in Google Search and are being rolled out globally, including across the UK. These summaries, powered by Google’s Gemini models, appear at the top of many search results.

SEO Isn’t Dead – But It’s Evolving

AI Overviews may reduce standard click-through rates, but the traffic that does arrive is typically more engaged. This means SEO professionals must adapt their strategies to focus on large language model optimisation (LLMO), generative engine optimisation (GEO), and answer engine optimisation (AEO). For UK businesses, there’s a growing need to optimise for conversational search and long-tail queries.

Advertisements Arrive in AI Overviews: UK AI Marketing

As a result, Google will now display ads directly within AI Overviews, increasing competition for visibility. Consequently, these contextually matched placements offer premium real estate at the top of search results.

What This Means for UK Advertisers

Since ads now appear with AI-generated answers, brands must prepare for formats needing relevance, subtlety, and creativity. Therefore, testing and learning will be essential for success in this evolving environment.

AI Mode and Deep Search Change User Behaviour

Google’s new “AI Mode” lets users interact with Gemini 2.5 directly within search. The complementary “Deep Search” tool builds comprehensive summaries based on user intent, compiling detailed answers from across the web.

Long-Form Queries Are the New Norm

UK content creators will need to focus on how people naturally speak. Traditional keyword strategies must be supplemented with conversational, intent-rich content that anticipates follow-up questions. However, one major downside remains: AI Mode currently provides no referral data, leaving marketers without visibility into user paths.

AI Agents Reshape the Customer Journey: UK AI Marketing

Google is also rolling out AI-powered agents that can complete tasks on behalf of users, such as booking a table at a restaurant, purchasing event tickets, or finding properties.

The Shift Towards Agent-Friendly Content

UK businesses, especially in sectors like hospitality and retail, must ensure their websites are structured with rich schema markup and connected to platforms like Google Merchant Centre. Accurate, up-to-date information is crucial if AI agents are to interact with your services successfully.

Smarter Forecasting in Google Ads

One of the most powerful new tools for UK marketers is AI-enhanced forecasting within Google Ads. By analysing trends before human teams can identify them, this tool enables highly efficient ad spend and better campaign outcomes.

First-Mover Advantage

Early adoption of forecasting tools could offer a significant competitive edge. Expect more fluid planning processes as data-driven insights replace rigid media plans.

First-Party Data Takes Centre Stage: UK AI Marketing

Google is reinforcing its shift away from third-party cookies, opting instead for data collected from its ecosystem – including Search, Chrome, and Shopping.

Get Your Data Infrastructure in Order

Therefore, UK marketers must invest in robust CRM systems and ensure site tagging and consent mechanisms are watertight. In turn, the brands that thrive will be those using their own data for targeted, privacy-compliant campaigns.

Multimodal Search on the Horizon

Search is no longer limited to text. With new features like “Search Live”, users can interact with search using voice and images in real time.

Embrace Visual and Audio Content

Brands must think beyond text-based SEO. For instance, DIY brands in the UK can now benefit from consumers asking Google questions while showing their projects live on camera. Businesses should prepare for user-generated, media-rich queries.

Performance Max Gets an Upgrade: UK AI Marketing

Google’s all-in-one campaign type, Performance Max, now includes smarter asset creation using Gemini, enhanced budget pacing, and improved creative rotation.

Great for Tight Marketing Budgets

This is especially beneficial for SMEs in the UK looking to get more mileage out of smaller budgets. Performance Max will now manage more of the heavy lifting, but strategic oversight and quality creative assets remain essential.

Game-Changing Creative Tools: Imagen 4 and Veo 3

Google has launched new image and video generation tools – Imagen 4 for visuals and Veo 3 for high-quality video.

Creative Production Gets Easier

UK marketing teams can generate on-brand assets quickly, perfect for reactive campaigns or content experimentation. While professional designers remain vital, these tools allow faster turnaround for day-to-day marketing needs.

AI Mode Tailored for Retail and Shopping

Several new features aim to streamline the customer journey – from product discovery to checkout. Gemini now integrates with a Shopping Graph, providing near real-time stock updates, price tracking, and even virtual try-ons.

UK Retailers Must Prepare

Online retailers must ensure their product catalogues are accurate and up to date. With the increasing use of AI shopping assistants, eCommerce sites need to appeal to both human shoppers and AI agents.

Real-Time Inventory Data Is Now Essential: UK AI Marketing

Google wants real-time stock data to power its Shopping Graph. This makes accurate product feeds a top priority for any eCommerce business.

Why This Matters in the UK

Consequently, retailers that fail to sync their inventory with Google Merchant Centre risk exclusion from AI Mode’s results. Therefore, investing in better inventory management systems is no longer optional – it’s essential.

Smart Bidding Expands Its Reach

Google Ads’ Smart Bidding will now better support top-of-funnel activity, allowing advertisers to optimise for broader, exploratory searches.

Better for Brand Awareness

UK advertisers will find it easier to justify spend on brand-building campaigns that don’t convert immediately but pay off in the long run. Smart Bidding’s improved capability makes it easier to target customers throughout their journey.

YouTube Shorts Product Tagging Gets a Boost

UK AI marketing strategies can benefit as Google enhances YouTube Shorts product tagging, improving integration and boosting click-through rates by 40%.

A Must for eCommerce Brands

Retailers using video content to sell products – especially fashion and beauty brands in the UK – should explore this feature early. It’s a golden opportunity before mainstream adoption levels off performance.

A New Premium Offering: AI Ultra Subscription

Google is launching an AI Ultra subscription tier for advanced users. Features include priority access to new AI models, increased storage, and added benefits like YouTube Premium.

Strategic Advantage for Power Users

For agencies and large brands in the UK, this could be a smart investment to stay ahead. Early access to features means earlier experimentation and quicker refinement of strategies.

Gemini Expands Across Google Products

Now, Google’s AI, Gemini, is fully integrated into services like Gmail, YouTube, Shopping, and Performance Max. As a result, this creates a highly personalised and consistent user experience across platforms.

Expect Greater Omnichannel Integration

UK marketers must prepare for tighter links between campaigns and consumer behaviour across multiple Google products. Marketing plans will need to be more holistic, tapping into multiple channels simultaneously.

Updates to the Google Play Store

Google Play will soon offer AI-curated pages, audio previews for apps, and improved subscription management tools.

A Win for UK App Developers

These tools could boost app discovery and retention. UK-based developers should look to optimise their listings and take full advantage of these enhancements.

Blurring the Line Between Storytelling and Shopping

Meanwhile, Google is testing new video ad formats that blend entertainment and eCommerce. As a result, users can shop directly within short-form videos, similar to TikTok’s approach.

Content That Converts

This format presents a compelling opportunity for UK brands. It demands a blend of creativity and sales acumen, as video teams must now deliver content that engages while also driving transactions.

Final Thoughts: UK AI Marketing

The landscape of digital marketing is being reshaped by AI, and UK marketers can’t afford to sit still. From enhanced shopping experiences to predictive ad tools, the path forward demands agility, adaptability, and a willingness to embrace innovation.

Therefore, brands that invest in AI-readiness, refine content strategies, and optimise data practices will be well positioned to thrive.