Google Cloud Next 2025, held in Las Vegas, highlighted the significant emphasis on generative and agentic AI, showcasing Google’s efforts to enhance AI ecosystems for various business applications including marketing. The event introduced Google’s Agent2Agent, an open protocol facilitating secure communication between AI agents across enterprise platforms. Collaborations with major players such as NetApp, Oracle, and Salesforce were prominent. Google also unveiled its AI Agent Marketplace, allowing customers to purchase and manage AI agents designed by partners like Accenture and VMware.
Google has made significant strides with Vertex AI, which now includes expanded generative media models like Lyria for text-to-music conversions, and upgrades to tools such as Veo 2 and Imagen 3. Enhanced virtual agents in Google’s Customer Engagement Suite now offer high-definition voices and real-time emotional responses.
For marketers, Google Workspace enhances automation with tools like Workspace Flows and new audio features in Docs. Real-world applications include L’Oréal’s AI-driven GenAI Beauty Content Lab, which uses Google’s AI models to create visual content, and Papa Johns’ implementation of AI, data analytics, and machine learning to refine customer experiences.
The conference emphasized AI’s potential to improve business efficiency and customer personalization. Google’s focus on collaborative ecosystems and practical applications aims to deliver tangible benefits across industries, reflecting the transformative potential of these advanced technologies.
