The year 2025 is proving to be significant and historic, serving as a decisive turning point in the relationship between technology and corporate productivity. The consolidation of artificial intelligence as a strategic ally in business gains momentum with the mass adoption of practical solutions, and Google is positioning itself at the center of this transformation.
The integration of Google Gemini into the Workspace ecosystem, combined with innovations like AI Overviews and the new AI Mode in the search engine, has redefined how professionals perform routine tasks, make decisions, and communicate within and outside companies.
The broader 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. Nearly half (49.7%) report using them daily. In the corporate environment, the trend is even stronger: 93% of Brazilian organizations have begun exploring generative AI tools, and 89% are conducting experiments with this technology, as per the research by AWS in partnership with Access Partnership.
“What Google is doing in 2025 isn’t just about launching technological novelties. It’s about translating innovation into real productivity gains, with tools that fit into the routine of any company, whether it’s 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 around 2 billion daily users. One of its latest features, AI Overviews—which generates AI-based summaries—has 1.5 billion monthly active users in over 140 countries.
The consolidated and familiar user base allows the tech giant to deliver updates with immediate impact. “Google’s differentiator at this moment isn’t just innovation but the ability to turn technology into real productivity. Gemini, for example, is already saving hours of work and contributing to faster, more informed decisions,” 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 $20 monthly fee per user was eliminated, enabling large-scale access to functionalities such as:
- Automatic email generation with a personalized tone
- Presentation creation with visual and content suggestions
- Intelligent meeting summaries
- Analysis of complex spreadsheets using natural language
“Gemini is saving hours of work daily. Beyond speeding things up, it improves internal communication quality, helps teams organize better, and elevates the level of deliverables,” comments Muniz.
2. Smart advertising: Performance Max with advanced AI
Google Ads has also been supercharged. Performance Max now offers more transparency and control, including the ability to exclude negative keywords. The AI operates more predictively, optimizing campaigns in real-time based on conversion goals and target audience behavior.
For Muniz, the new generation of automated advertising represents a clear competitive advantage. “With the new settings, it’s easier to measure ROI and adjust campaign direction in real-time. This is especially useful for small businesses that don’t have robust marketing teams but want to compete intelligently,” he analyzes.
3. AI Mode in search: richer, personalized answers
Another milestone is the global launch of ‘AI Mode’ in Google Search, which uses the Gemini 2.5 model to deliver more complete, contextualized, and visual answers to complex questions. The tool goes beyond the traditional ‘linked result,’ offering summaries, comparisons, and even real-time recommendations—including live videos, turning search into a true intelligent assistant.
4. Automated meetings, emails, and organization with Google Beam and the new Gmail
Google Beam, the 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.
Meanwhile, Gmail, with Gemini’s support, now responds automatically and empathetically to messages, using data from email history and Drive documents. The AI organizes the inbox, suggests appointments, and even adapts the tone of messages—whether informal, technical, or institutional.
“All of this brings a usability leap without professionals needing to ‘fight’ the tool, because now it works for them, aligning more faithfully with their communication style,” highlights Muniz.
5. AI Overviews: the new face of search in over 40 languages
AI Overviews, launched in Brazil in 2024, are now available in over 200 countries and territories, supporting more than 40 languages, including Arabic, Chinese, Malay, and Urdu. They provide quick summaries with supplementary links, boosting search usage in countries like the U.S. and India by up to 10%, according to Google.
Behind the scenes, everything is powered by Gemini 2.5, capable of understanding contexts, adapting language, and delivering personalized content based on user profiles.
Has the new era of work arrived?
The advancement of Google’s solutions reflects a new moment in the corporate environment. According to Deloitte, 25% of companies using generative AI will deploy AI agents by the end of 2025, which is expected to drive workflow optimization, productivity growth, and operational efficiency across various areas.
Muniz analyzes the deeper impact of AI on Brazilian companies: “What we’re 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 playing field and drives innovation at scale.”
Despite advancements and the popularization of generative AI solutions, large-scale adoption still faces challenges that cannot be ignored. These include concerns about corporate data privacy and security, the need for continuous team training to use new tools effectively, and the risks of over-reliance on technology for strategic tasks. Additionally, smaller businesses may encounter technical or cultural barriers to incorporating these solutions into their daily operations. “Innovation is powerful but must be accompanied by clear governance policies and digital education,” concludes Thiago Muniz.
Receita Previsível
Receita Previsível is a benchmark methodology in sales strategies and scalable growth for B2B sales worldwide. Created from the bestseller Predictable Revenue, the sales bible of Silicon Valley. Thiago Muniz serves as CEO in Brazil and Partner of Aaron Ross, offering consulting, training, and courses that help businesses structure commercial processes to achieve predictable and scalable revenue. With an approach based on role specialization, efficient sales and marketing processes, and culture as a competitive differentiator, Receita Previsível has impacted hundreds of companies like Canon and Sebrae Tocantins, boosting their revenues and consolidating their market presence. To learn more, visit the website Receita Previsível or LinkedIn.
