The year 2025 is proving to be remarkable and historic, assuming a pivotal role in the relationship between technology and corporate productivity. The consolidation of artificial intelligence as a strategic ally in business gains strength with the widespread adoption of practical solutions, and Google is positioning itself at the forefront of this transformation.
The integration of Google Gemini into the Workspace ecosystem, coupled with innovations such as AI Overviews and the new AI Mode in the search engine, is redefining how professionals perform routine tasks, make decisions, and communicate within and outside companies.
The overall scenario confirms this transformation. According to a survey by Conversion in partnership with ESPM, 98% of Brazilians are already familiar with generative AI tools, and 93% use them in some way. Almost half (49.7%) claim to use them every day. In the corporate environment, the movement is even stronger: 93% of Brazilian organizations have already begun to explore generative AI tools, and 89% are conducting experiments with this technology, according to the survey by AWS in partnership with Access Partnership.
“What Google is doing in 2025 is not just launching technological innovations. It is translating innovation into real productivity gains, with tools that fit into the routine of any company, whether it be a startup or a large corporation,” says sales expert, professor at Fundação Getúlio Vargas (FGV), and CEO of Receita Previsível, Thiago Muniz.
Why does the Google ecosystem matter now?
According to data from the company, Google processes over 5 trillion searches per year, with approximately 2 billion daily users. One of the newest features, the AI Overviews – which generates summaries based on AI – counts 1.5 billion active monthly users in over 140 countries.
The established and familiar user base allows the big tech to deliver updates with immediate impact. “Google’s differential at this moment is not only innovation but the ability to turn technology into real productivity. For example, Gemini is already saving hours of work and contributing to faster and more informed decision-making,” analyzes Thiago Muniz.
How to use the new Google tools to save time and improve decisions
- Gemini integrated into Workspace: productivity without barriers
One of the most impactful changes this year was the full release of Gemini for Google Workspace Business and Enterprise plans – at no additional cost. The monthly $20 fee per user was eliminated, allowing widespread access to features such as:
- Automatic generation of emails with personalized tone
- Creation of presentations with visual and content suggestions
- Intelligent meeting summaries
- Analyses of complex spreadsheets with natural language
“Gemini is saving hours of work daily. Besides speeding up, it improves the quality of internal communication, helps teams to organize better, and raises the level of deliveries”, says Muniz.
2. Smart Advertising: Performance Max with Advanced AI
Google Ads has also been boosted. Performance Max now offers more transparency and control, including allowing the exclusion of negative keywords. The AI acts even more predictively, optimizing campaigns in real-time based on conversion goals and audience behavior.
For Muniz, the new generation of automated advertising represents a clear competitive advantage. “With the new settings, it has become easier to measure ROI and adjust the course of campaigns in real-time. This is especially useful for small companies that do not have robust marketing teams but want to compete intelligently”, he analyzes.
3. AI Mode in the Search Engine: richer and personalized answers
Another milestone is the global launch of the “AI Mode” in the Google search engine, which uses the Gemini 2.5 model to deliver more complete, contextualized, and visual answers to complex questions. The tool goes beyond the traditional “link result,” offering summaries, comparisons, and even real-time recommendations — including live videos, with the search becoming, in fact, an intelligent assistant.
4. Meetings, emails, and automated organization with Google Beam and the new Gmail
Google Beam, a new meeting platform, also stands out. It uses AI to transform virtual meetings into experiences closer to in-person ones, with speech recognition, contextual captions, and post-meeting insights.
As for Gmail, with the support of Gemini, it now automatically and empathetically responds to messages, using data from email history and Drive documents. The AI organizes the inbox, suggests appointments, and even adjusts the tone of messages, whether more informal, technical, or institutional.
“All of this brings a leap in usability, without the professional needing to ‘fight’ with the tool, because now it works for him, providing a more faithful reading of his way of communicating,” highlights Muniz.
5. AI Overviews: the new face of search in over 40 languages
The AI Overviews, launched in Brazil in 2024, are now available in over 200 countries and territories, with support for over 40 languages, including Arabic, Chinese, Malay, and Urdu. They offer quick summaries with complementary links, boosting the use of search in countries like the USA and India by up to 10%, according to Google.
Behind the scenes, everything is powered by Gemini 2.5, with the ability to understand contexts, adapt language, and deliver personalized content by user profile.
Has the new era of work arrived?
The advancement of Google solutions reflects a new moment in the corporate environment. According to the Deloitte, 25% of companies using generative AI will deploy AI agents by the end of 2025, which should drive workflow optimization, increased productivity, and operational efficiency in various areas.
Muniz analyzes the deeper impact of AI on Brazilian companies: “What we are witnessing is a real democratization of technology. Previously, only large companies could afford cutting-edge automation. Now, any company with Google Workspace has access to the same solutions. This levels the playing field and drives innovation on a large scale.”
Despite the advances and popularization of generative AI solutions, widespread adoption still faces challenges that cannot be ignored. Among them are concerns about the privacy and security of corporate data, the need for continuous training of teams for effective use of new tools, and the risks of excessive technology dependence for strategic tasks. In addition, smaller companies may encounter technical or cultural barriers to incorporating these solutions into their daily operations. “Innovation is powerful, but it needs to be accompanied by clear governance policies and digital education,” concludes Thiago Muniz.
Predictable Revenue
Predictable Revenue is a Methodology reference in sales and scalable growth strategies for B2B sales worldwide. Created from the Best-seller Predictable Revenue, the sales bible of the Silicon Valley. Thiago Muniz as CEO in Brazil and Partner of Aaron Ross offers consultancy, training, and courses that help businesses structure commercial processes that bring predictable and scalable revenue. With an approach based on roles specialization, efficient sales and marketing processes, and culture as a competitive differential, Predictable Revenue has already impacted hundreds of companies like Canon and Sebrae Tocantins, boosting their revenues and consolidating their presence in the market. To learn more, visit the website Predictable Revenue or LinkedIn.
