Google I/O: the structural shift ahead
Artificial intelligence goes beyond a trend: it is a structural shift that is already redefining how a brand is produced, how it is distributed and how it is found. The problem is that the speed of change outpaces our ability to process it: too much noise, too many new tools every week, and few conversations that truly ground what all of this means for the business.
The companies that are winning are not the ones that adopted the most tools, but the ones that were clear about what they were using them for. At Buzz, that clarity comes from something in our DNA: we don’t fear change, we provoke it. And we know the value was never in the tool, but in the idea that can now, finally, exist.
Google I/O showed us more than an update of platforms and models: we understood that what is coming is a structural shift. With Gemini 3.5, Google stopped being an answer engine and became an ecosystem of AI agents able to carry out complex tasks on their own. This changes the way consumers discover and interact with brands.
But why does this matter for brands and their agencies? Three points I find relevant:
- The birth of AI Optimization: traditional SEO is dying. Google Search introduces “information agents” that monitor topics in the background and deliver detailed updates to the user. If a brand’s digital presence is not technically structured so that Gemini (or other models) can extract its information, it simply becomes invisible.
- The urgency of First-Party Data: first it was the threat of the end of cookies; now, as AI agents become the filter between the user and the web, traditional tracking loses importance. The competitive advantage will lie in designing strategies that encourage customers to share their data directly. Only brands with their own data will be able to offer truly personalized experiences.
- Production speed: from creating assets to web development, more robust models and Vibe Coding are speeding up technical work. Creating images, videos, web platforms or analytics dashboards no longer takes months. AI cuts production times and frees up time for what really matters: business strategy and creativity that connects with humans.
And there is a deeper change that is only just beginning: if AI decouples value from time spent, then measuring work in man-hours stops making sense. As with the digital revolution and the dot-com era, this wave will bring new possibilities and roles we can’t even name yet, and also a new way of understanding value: no longer by the hours it takes to produce something, but by the impact, the ideas and the results it generates.
The opportunities are endless, but seizing them still requires that, as brands, we pay attention to strategy and have the right partners to execute it.
Let’s talk and define the next step together!