Google’s Q4 report proves AI is here to change marketing
Google's Q4 earnings confirm AI is transforming search, ads, and marketing. See what’s next for marketers.
Google's latest earnings report makes one thing clear—AI is reshaping everything, and marketers need to pay attention.
From Search to Cloud and YouTube, AI is driving Google’s growth, and CEO Sundar Pichai is going all in.
This isn’t just about Google’s success; it’s about how AI is changing the way people find and consume information, which directly impacts how brands should market their products.
💡 Pressed for time? Here’s what matters:
- Google’s Q4 report confirms AI is driving growth across Search, Cloud, and YouTube.
- AI Overviews and Circle to Search are changing how users interact with search.
- Google Cloud’s AI push is attracting major brands like Mercedes-Benz and Mercado Libre.
- YouTube is expanding in streaming and shopping, with record engagement and a booming affiliate program.
- Waymo is scaling autonomous driving, hinting at future advertising opportunities in self-driving vehicles.
AI is changing search
Google’s AI-powered features aren’t just gimmicks; they’re actively changing user behavior.
AI Overviews, now available in 100+ countries, are driving higher engagement, and Circle to Search, which lets users look up info just by circling it, has landed on 200 million Android devices. Younger users, in particular, are adopting these features fast.
"People use Search more with AI Overviews, and usage growth increases over time as they discover new types of questions they can ask," said Sundar Pichai during the earnings call.
What does this mean for marketing? Traditional SEO strategies may need a rethink. AI-generated search results could change how users interact with content, making it even more critical for brands to create high-value, contextually relevant content that aligns with AI-driven discovery.
Google’s AI infrastructure keeps expanding—new tools, new opportunities
Pichai highlighted that Google’s AI expansion extends beyond new features, emphasizing significant changes in its infrastructure and operational scale. In 2024 alone, Google launched 11 new cloud regions and data center campuses while expanding global connectivity with subsea cables.
"Our AI infrastructure is among the most efficient in the world, delivering nearly four times more computing power per unit of electricity than five years ago," Pichai stated.
On the AI model front, Google is keeping the momentum going. Gemini 2.0, its most powerful AI model yet, is live, along with the speedier Gemini 2.0 Flash. Deep Research, an AI tool that helps users break down complex topics, is rolling out globally. For marketers, this signals new opportunities in AI-powered content strategies, interactive experiences, and hyper-personalized engagement.
Google Cloud’s AI-driven success—marketers should get familiar
Google Cloud is seeing massive enterprise adoption, with brands like Mercedes-Benz, Mercado Libre, and Servier signing on. First-time Cloud commitments doubled in 2024, and billion-dollar deals are stacking up.
"AI-powered Cloud offerings enabled us to win customers such as Mercedes-Benz, Mercado Libre, and Servier," Pichai noted.
For marketers, this AI-powered expansion means businesses will have access to better predictive analytics, automated ad optimization, and data-driven customer insights.
Google’s Vertex AI platform, which saw a fivefold increase in customers, is gaining traction among brands aiming to scale personalized marketing efforts. However, challenges remain in AI adoption, including data privacy concerns and the need for continuous optimization.
Marketers exploring AI solutions should also consider alternative platforms that align with their specific audience and business goals.
YouTube is leading in streaming and shopping—new ways to sell
YouTube isn’t just dominating streaming—it’s shaping e-commerce. The platform saw record engagement in Q4, with 45 million viewers tuning in for election coverage. Podcasts are also booming, making YouTube the top platform for podcast consumption in the U.S.
"Nielsen data shows YouTube continues to be number one in streaming watch time in the U.S., with our share of streaming now at a record high," Pichai revealed during the call.
On the e-commerce front, YouTube Shopping’s affiliate program now has over 250,000 creators, and it’s expanding into new markets. This means brands should be exploring video-first shopping experiences, influencer collaborations, and shoppable content as key parts of their marketing strategies.
What’s next: AI-powered platforms, devices, and self-driving cars
Google’s AI expansion isn’t stopping at search and video. Android 16 is coming with deeper AI integration, while Android XR, its new extended reality platform built with Samsung and Qualcomm, is designed for next-gen headsets and glasses.
"Waymo safely served more than 4 million passenger trips in 2024 and is now averaging over 150,000 trips each week," Pichai said.
Waymo, Google’s self-driving car division, is expanding rapidly, handling 150,000 trips per week. Beyond transportation, this signals potential shifts in urban mobility, logistics, and even local commerce, as businesses explore how autonomous vehicles can redefine advertising and customer experiences.
In 2025, Waymo will expand to Austin and Atlanta, with Miami following in 2026. Tokyo is also getting its first Waymo test drives soon.
While self-driving cars may seem far from marketing, the reality is different—autonomous rides could become a new advertising channel, much like in-car entertainment systems today.
As AI expands, marketing strategies will need to evolve with it. Brands that stay ahead of these changes will have a competitive edge.
Google is moving fast—marketers need to keep up.
