The year 2025 is proving to be remarkable and historic, taking on the role of a watershed moment in the relationship between technology and corporate productivity. The consolidation of artificial intelligence as a strategic ally in business is gaining momentum with the widespread adoption of practical solutions, and Google is positioning itself at the center of this transformation.
The integration ofGoogle GeminiThe Workspace ecosystem, coupled with innovations such as AI Overviews and the new AI Mode in the search engine, has redefined how professionals perform routine tasks, make decisions, and communicate inside and outside of companies.
The overall scenario confirms this transformation. According to apesquisaData 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 conducting experiments with this technology, according to thelevantamentofrom AWS in partnership with Access Partnership.
What Google is doing in 2025 is not just about rolling out technological innovations. It's translating innovation into real productivity gains, with tools that fit into the daily routine of any company, whether it is a startup or a large corporation, says the sales expert, professor at Fundação Getúlio Vargas (FGV) and CEO of Receita Previsível, Thiago Muniz.
Why does the Google ecosystem matter now?
According todata da companhia, o Google processa mais de 5 trilhões de buscas por ano, com cerca de 2 bilhões de usuários diários. One of the most recent features, AI Overviews — which generates AI-based summaries — has 1.5 billion monthly active users in more than 140 countries.
A consolidated and familiar user base enables big tech to deliver updates with immediate impact. "Google's differentiator at this moment is not just innovation, but the ability to transform technology into real productivity. Gemini, for example, is already saving hours of work and contributing to faster and more well-founded decision-making," analyzes Thiago Muniz.
How to use Google's new tools to save time and make better 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's Business and Enterprise plans —at no additional cost. The monthly fee of US$20 per user has been eliminated, allowing large-scale access to functionalities such as:
- Automatic generation of emails with a personalized tone
- Creation of presentations with visual and content suggestions
- Intelligent meeting summaries
- Analyses of complex spreadsheets with natural language
“O Gemini está economizando horas de trabalho diariamente. Além de agilizar, ele melhora a qualidade da comunicação interna, ajuda os times a se organizarem melhor e eleva o nível das entregas”, comenta Muniz.
2. Intelligent advertising: Performance Max with advanced AI
Google Ads has also been turbocharged. Performance Max now offers more transparency and control, including the ability to exclude negative keywords. AI operates in an even more predictive way, optimizing campaigns in real time based on conversion objectives and audience behavior.
For Muniz, the new generation of automated advertising represents a clear competitive advantage. “Com as novas configurações, ficou mais fácil medir ROI e ajustar a rota das campanhas em tempo real. Isso é especialmente útil para pequenas empresas que não têm equipes robustas de marketing, mas querem competir com inteligência”, analisa.
3. AI mode in the search engine: richer and more personalized answers.
Another milestone is the global launch of 'AI Mode' in 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 'link result', offering summaries, comparisons, and even real-time recommendations — including live videos — with 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. She uses AI to transform virtual meetings into experiences closer to in-person ones, with speech recognition, contextual captions, and post-meeting insights.
Gmail now, with Gemini support, automatically and empathetically responds to messages, using data from the email history and Drive documents. The AI organizes the inbox, suggests appointments, and also adapts the tone of the messages, whether more informal, technical, or institutional.
“Tudo isso traz um salto de usabilidade, sem que o profissional precise ‘brigar’ com a ferramenta, porque agora ela trabalha por ele, fazendo uma leitura mais fiel à sua forma de se comunicar”, destaca Muniz.
5. AI Overviews: the new face of search in more than 40 languages
The AI Overviews, launched in Brazil in 2024, are now available in more than 200 countries and territories, with support for more than 40 languages, including Arabic, Chinese, Malay and Urdu. They offer quick summaries with supplementary links, boosting search usage in countries like the US and India by up to 10%, according to theGoogle.
Behind the scenes, everything is powered by Gemini 2.5, with the ability to understand contexts, adapt language, and deliver personalized content based on the user profile.
Has the new era of work arrived?
The advancement of Google's solutions reflects a new moment in the corporate environment. According toDeloitte, 25% of companies using generative AI will deploy AI agents by the end of 2025, which should drive workflow optimization, productivity gains, and operational efficiency across various areas.
Muniz analyzes the deepest impact of AI on Brazilian companies: "What 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 playing field and drives innovation at scale."
Apesar dos avanços e da popularização das soluções de IA generativa, a adoção em larga escala ainda enfrenta desafios que não podem ser ignorados. Among them are concerns about the privacy and security of corporate data, the need for ongoing training of teams for the effective use of the new tools, and the risks of excessive dependence on technology for strategic tasks. Additionally, smaller companies may encounter technical or cultural barriers to incorporating these solutions into their day-to-day operations. “Innovation is powerful, but it needs to be accompanied by clear governance and digital education policies,” concludes Thiago Muniz.
Predictable Revenue
Predictable Revenue is a reference 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 como CEO no Brasil e Sócio do Aaron Ross e oferece consultoria, treinamentos e cursos que ajudam negócios a estruturarem processos comerciais que tragam receita previsível e escalável. With an approach based on role specialization, efficient sales and marketing processes, and culture as a competitive differentiator, Predictable Revenue has already impacted hundreds of companies such as Canon and Sebrae Tocantins, boosting their revenues and consolidating their presence in the market. To learn more, visit the sitePredictable Revenuel orLinkedIn.
