Google Cloud Next 2025 is underway in Las Vegas, with a focus on generative AI and agentic AI, offering various business cases for different roles, including marketers. For those in the marketing and marketing operations field, here are five key highlights from the conference:
Google’s Approach to Agentic AI and Salesforce Collaboration
While Salesforce may be dominating the agentic AI space, Google’s Agentspace is rapidly evolving. Google’s open platform and agentic AI tools allow customers to train and fine-tune agents using their own data through partnerships with companies like NetApp, Oracle, SAP, ServiceNow, and Salesforce. The launch of Agent2Agent, an open protocol enabling agents to communicate and coordinate actions across platforms, is supported by major companies like Atlassian, Box, Salesforce, and others. Additionally, the new AI Agent Marketplace offers customers a platform to browse, purchase, and manage AI agents built by partners such as Accenture, Deloitte, and VMware.
Vertex AI for Generative Media Models
Google’s Vertex AI combines generative media models for video, image, speech, and music, allowing users to create complete, production-ready videos from text prompts. With enhancements like Lyria for text-to-music and improved capabilities for Veo 2, Chirp 3, and Imagen 3, Vertex AI ensures enterprise safety measures are in place.
Enhancing Customer Experience with ‘Human-Like’ Virtual Agents
Google Cloud’s Customer Engagement Suite is introducing more ‘human-like’ virtual agents with high-definition voices, emotion understanding capabilities, streaming video support, and AI assistance for building custom agents through a no-code interface. These advancements aim to improve customer experiences by making interactions with virtual agents more natural and engaging.
AI Integration with Google Workspace for Marketers
Google Workspace now offers enhanced AI capabilities, including Workspace Flows for automation, audio features in Docs, and improvements to Sheets, Meet, and Vids. These additions make integrating AI into everyday work processes easier, boosting productivity and streamlining workflows for marketers.
Real-World Applications of AI
At Google Cloud Next ’25, real companies showcased their use of AI technologies. L’Oréal’s GenAI Beauty Content Lab, powered by Google’s Imagen 3 and Gemini multimodal models, accelerates content creation workflows by generating visuals aligned with brand identities. Papa Johns’ innovation team leverages Google Cloud’s AI and ML capabilities to enhance customer experiences through personalized recommendations, loyalty program optimization, and AI-powered chatbots.
The integration of AI technologies across various industries is revolutionizing business operations and customer experiences. As Google continues to innovate in the AI space, marketers and businesses can expect more advanced tools and solutions to drive growth and success in the digital age.