Kraham:  At Google Ads, we have a durable mission to help marketers connect with consumers. We incorporate AI to help in that effort — grounded in meeting their customer objectives — and apply it to creative, media, and measurement solutions.

This gives advertisers smarter tools for everything from creating compelling visuals to optimizing campaigns and measuring what matters. We're also adapting to how people search as consumer inputs and outputs evolve, moving beyond simple keywords toward more immersive and visual ad experiences across search types to help marketers reach their target audiences.

Looking ahead to 2025, you'll see us continue to build user-friendly products across Performance Max, Demand Gen, and Search — powered by Google AI. all this to help advertisers spark new creative possibilities and achieve better results, all while prioritizing user privacy.

MediaPost:  What will become its importance?

Kraham:  We're in the midst of a massive shift toward AI, and frankly, it's even bigger than the mobile revolution was. It's about using AI to fundamentally improve how people search for information and connect with businesses.

For users, this means getting better answers to their questions, whether they're simple or complex. From a business perspective, this AI-powered approach is going to drive a significantly better ROI for advertisers. 

MediaPost:  What are the top three predictions you have for 2025 based on what your team is working on?

Kraham:  First, I think we’re going to continue seeing seismic shifts in consumer search behavior. The lines between actively seeking information and passively discovering it will blur, driven by AI's increasing ability to understand intent and deliver immersive experiences.

This means moving beyond simple keywords and embracing a multimodal search landscape where visuals, context, and even our surroundings play a crucial role in how we find what we need. For marketers, this means adapting to a more nuanced understanding of consumer behavior, where capturing attention and fostering genuine engagement will be paramount.

Second, this new era of search and ads means we will witness a surge in marketers embracing AI-powered tools -- not to replace their creative spark, but to amplify it. Imagine personalized creative solutions that scale effortlessly, unlocking new avenues for expression and delivering measurable results. 

Third, in 2025, measurement will be everything. Marketers will need to get laser-focused on their data, figuring out how to connect the dots as users move between searching, streaming, scrolling, and all those different ways of interacting online.

It's about understanding the customer journey and proving that your campaigns are actually delivering results. Those who can crack the code and effectively measure and analyze data across all channels will have a serious edge over competitors.

MediaPost:  What is the most important technology that will make a difference for your group in 2025, and how will it be used? 

Kraham:  I don’t know if there is one technology in particular, but I can point to tools we're building that leverage the exceptional capabilities of both predictive and generative AI to streamline creative development, optimize media spend, and enhance measurement.

Ultimately, this creates a powerful flywheel that drives both efficiency and growth.

We're going to continue using AI to build smarter tools, automate tasks, and unlock insights. It's really about empowering advertisers to do more with their campaigns and connect with their audience on a deeper level.