How is Google redefining work and business in 2025 with artificial intelligence? An expert explains

The year 2025 is being remarkable and historic, assuming a decisive role in the relationship between technology and corporate productivity. The consolidation of artificial intelligence as a strategic ally in business gains strength with the massive adoption of practical solutions and Google is placing itself at the center of this transformation.

The integration of Google Gemini the Workspace ecosystem, coupled with innovations like AI Overviews and the new AI Mode in search, has redefined how professionals perform routine tasks, make decisions, and communicate within and outside companies.

The general scenario confirms this transformation. According to a research from Conversion in partnership with ESPM, 98% of Brazilians already know generative AI tools and 93% use them in some way. Almost half (49.7%) claims 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 running experiments with this technology, according to the survey AWS in partnership with Access Partnership. 

“O what Google is doing in 2025 is not just launching technological innovations. It is translating innovation into real productivity gains, with tools that fit the routine of any company, whether it is a startup or a large corporation”, says sales expert, professor at the Getulio Vargas Foundation (FGV) and CEO of Predictable Revenue, Thiago Muniz.  

Why does the Google ecosystem matter now?

According to data google processes more than 5 trillion searches a year, with about 2 billion daily users. One of the latest features, AI Overviews & AI-based Summaries & AI Summaries adds up to 1.5 billion monthly active users in more than 140 countries.

The consolidated and familiar base of users allows big tech to deliver updates with immediate impact. “Google's differential at this point is not only innovation, but the ability to turn technology into real productivity. Gemini, for example, is already saving hours of work and contributing to faster and more informed decision-making”, analyzes Thiago Muniz.   

How to use new Google tools to save time and improve decisions

1. Gemini integrated into Workspace: productivity without barriers

One of the most impactful changes this year was the full release of Gemini for Google Workspace & Enterprise Business and Enterprise plans no additional cost. The monthly fee of US$ 20 per user has been eliminated, allowing large-scale access to features such as:

• Automatic generation of emails with custom tone
  
• Creating presentations with visual and content suggestions
  
• Smart meeting summaries
  
• Analysis of complex spreadsheets with natural language

“O Gemini is saving hours of work daily. In addition to 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: Max Performance with advanced AI

Performance Max now offers more transparency and control, including allowing negative keywords to be deleted. 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 route of campaigns in real time.This is especially useful for small businesses that do not have robust marketing teams but want to compete with” intelligence, he analyzes. 

3. AI mode in the search engine: richer and more personalized answers

Another milestone is the global launch of “Mode IA” on Google's 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 “result with the” link, offering summaries, comparisons and even real-time recommendations & even live video, with search becoming, in fact, a smart assistant.

4. Meetings, emails and automated organization with Google Beam and the new Gmail

Google Beam, the new meeting platform, also stands out.It uses AI to turn virtual meetings into experiences closer to face-to-face, with speech recognition, contextual captions and post-meeting insights.

Gmail, with Gemini support, now responds automatically and empathically to messages, using data from Drive email and document history. AI organizes the inbox, suggests appointments and even adapts the tone of messages, whether informal, technical or institutional.

“All this brings a leap in usability, without the professional needing to ¨Brigar’ with the tool, because now she works for him, making a more faithful reading to his way of communicating”, says Muniz.

5. AI Overviews: the new face of search in more than 40 languages

AI Overviews, launched in Brazil in 2024, are now available in more than 200 countries and territories, supporting more than 40 languages including Arabic, Chinese, Malaysian and Urdu.They offer quick summaries with complementary links, boosting search usage in countries like the US and India by up to 10%, according to the report 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 Deloitte25% of enterprises using generative AI will deploy AI agents by the end of 2025, which should drive workflow optimization, increased productivity and operational efficiency across a range of areas. 

Muniz analyzes the deeper impact of AI on Brazilian companies: “O we are witnessing is a real democratization of technology. Before, only large companies could afford cutting-edge automation. Now, any company with Google Workspace has access to the same solutions. This levels the game and drives large-scale innovation”. 

Despite the advances and popularization of generative AI solutions, large-scale 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 dependence on technology for strategic tasks.In addition, smaller companies may encounter technical or cultural barriers to incorporate these solutions into their daily lives.“Innovation is powerful, but needs to be accompanied by clear governance policies and digital education”, concludes Thiago Muniz.

Predictable Revenue

Predictable Revenue is a reference Methodology in sales strategies and scalable growth for B2B sales worldwide. Created from the Best-seller Predictable Revenue, the sales bible of Silicon Valley. Thiago Muniz as CEO in Brazil and Partner of Aaron Ross and offers consulting, training and courses that help businesses structure business processes that bring predictable and scalable revenue. With an approach based on paper specialization, efficient sales and marketing processes and culture as a competitive differential, Predictable Revenue has already impacted hundreds of companies such as Canon and Sebrae Tocantins, to know more and access their presence in the market. Foreseen Revenuel or LinkedIn.