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Google I/O 2025: The End of Marketing as We Know It
How Google’s latest AI breakthroughs signal a fundamental shift in consumer behaviour — and why most brands aren’t ready
The traditional marketing funnel is dead. Google just showed us what killed it.
When Google unveiled its 2025 roadmap at I/O, the tech world focused on the impressive AI capabilities. But beneath the surface of AI Overviews, Gemini integration, and the groundbreaking Veo video model lies a more profound transformation: the complete rewiring of how consumers discover, evaluate, and purchase.
This isn’t just another tech upgrade. It’s the moment marketing fundamentally changed forever.
The Great Unbundling of Attention
For decades, marketing operated on a simple premise: capture attention, direct it somewhere, convert it into action. Google’s new AI Overviews obliterate this model entirely.
Consider a consumer researching “best sustainable running shoes under $150.” Previously, they’d click through multiple sites, compare reviews, and gradually form opinions. Today, Google’s AI delivers a comprehensive, synthesised answer that includes product recommendations, sustainability credentials, price comparisons, and…
