It’s no secret that Google is heavily investing in AI-powered features as their future of online search. If you’ve searched on Google over the past year, you’ve likely noticed their AI Overview feature at the very top of search results. This feature ended up being only the tip of the AI iceberg. Since then Google has rapidly launched and revised several AI features that are powered by their AI assistive technology called Google Gemini.
These revolutionary technologies like Google Gemini and Google AI Mode are changing online search behavior in a big way. Not only is it difficult for businesses to keep up with all the news, but it’s even more difficult for marketing teams to track how this changes key metrics and analytics that impact their brand’s online performance.
What is Google Gemini?
Launched in late 2023, Gemini is a powerful, highly intelligent AI model created by Google. Google Gemini has since become an integral part of Google’s entire ecosystem — fully integrated with Google Search, Gmail, Google Workspace, AI Mode and more. Every Google searcher has limited access to Gemini, but Google also offers paid tiers that add additional features. As AI integrations grow more complex, there is a need for rapid technological growth in the core AI model itself.
What’s New With Google Gemini 2.5 Pro
In July 2025, Google announced they upgraded AI Mode within Google Search to be powered by Gemini Pro 2.5 for all Gemini Pro and Gemini Ultra users. According to Google, this change will bring “advanced reasoning and coding to AI Mode, helping users with more complex queries and more transparency with sources for additional information.” Gemini 2.5 Pro will bring two new features:
- Deep Search: Stated as the most advanced in-depth research feature in Google’s history, users will save hours by issuing hundreds of searches, reasoning across disparate pieces of information and crafting a comprehensive, fully-cited report in minutes. This can be used for professional or personal use related to researching and expanding knowledge about complex topics related to your job, studies or personal hobbies.
- Local Phone Calls: AI-powered automated phone calls to local businesses on behalf of the user based on specific question-related queries. Gemini 2.5 Pro will then provide a consolidated summary of the business’s response to the query.
The trend of Google’s AI features updates remains to focus on automation of complex information to make it easier for the user to dive deeper, easier and faster than ever before. While these new features are currently only available to Gemini Pro and Gemini Ultra users, they will likely be introduced to all Google users over time.
What This Means For Your Business
Search is changing fast and data is getting more and more fragmented for your marketing team. It’s no longer enough to simply review organic website traffic and conduct keyword research to build an effective search marketing strategy. No industry or business will go unaffected by these rapid technological changes. It’s time to re-evaluate how to analyze your data and overall online presence — specifically which sources display the whole picture and metrics still make sense.
Additionally, every business should be aware of AI-powered phone calls that could potentially start coming your way. It will get harder and harder for businesses to tell the difference between spam calls and AI-powered calls from legitimate customers. Don’t discredit every robo call that comes your way in the months to come.
Ready to take your AI marketing and content strategy to the next level? Contact Katava Marketing today for expert guidance and strategies tailored to your business goals.
