Relevance, Reach, and Realness: How AI is Redrawing the Luxury Marketing Map
Google Marketing Live 2025 didn’t just mark a shift. It marked a reset.
AI now sits at the centre of Google’s entire ecosystem - from Search and Shopping to YouTube, Performance Max, and beyond. But beneath the tech jargon lies a message for brand leaders: adapt or get left behind.
Luxury is no longer about staying timeless. It’s about staying relevant. And AI is changing how we show up, speak, and connect.
With sharp insights from our Founder & Creative Director Sophie Williamson, here’s what this seismic shift means for luxury brands navigating a new digital era.
AI is Changing Everything. Here’s What to Do About It.
01. Search Isn’t What It Used to Be.
Traditional results are sinking. AI overviews are rising.
To stay seen, brands must stop obsessing over keywords - and start owning conversations.
Action: Rebuild your search strategy around intent, not exact matches. Think journeys, not queries.
02. Veo Isn’t Just a Toy - It’s a Storytelling Engine.
Google’s new generative video tool isn’t a gimmick. It’s how fast, cinematic content will be made - and scaled.
But luxury needs it to look considered, not churned.
Action: Build out creative asset libraries (imagery, tone, UGC, motion) to feed AI the right ingredients.
03. Performance Max Is Finally Growing Up.
With granular reporting and smarter asset integration, PMax is becoming a performance beast.
But it needs a brand strategy behind it to work hard and look good.
Action: Align every campaign with a brand message, not just a media objective.
04. Your CRM Is Your New Secret Weapon.
In a privacy-first world, first-party data is non-negotiable.
If your CRM isn’t plugged into your media machine, you're running blind.
Action: Use customer insights to create dynamic campaigns - tailored, tested and constantly evolving.
What Luxury Brands Need to Rethink.
Luxury isn’t about being everywhere. It’s about being remembered.
Here’s what we’d be doing if we were running marketing right now:
Run an all-hands presentation on the state of AI + Search + Social.
Everyone - from C-Suite to social manager - needs to know the new rules of play.Create KPIs for the full funnel.
Search. Social. PR. AI visibility. Tie each to stages of discovery, consideration, and conversion.Own commercial real estate online.
Target every “best of” list, buyer guide, or ranking. Don’t wait to be discovered - get featured.Scale smart content around brand + buyer need.
Create knowledge-rich guides, cluster content, FAQs. Then turn it into video, short form, and social bites.Unify channels.
TikTok, YouTube, Google, Meta - same tone, shared intel, one story.Link PR to search.
Earned media should drive traffic, rankings, and demand - especially around money pages.Create demand where none existed.
Use brand, influencer, and press to spark search intent for your category. Make people look for you.
From Passive Consumption to Cultural Dialogue
Today’s luxury buyer doesn’t just want to buy into something beautiful.
They want a worldview. They want conversation.
And they want brands who show up with clarity, conviction, and curiosity.
The future of luxury marketing isn’t faster. It’s smarter.
And AI, used well, is the sharpest tool in the box.
Final Thought:
In this new landscape, your creative, media, and data teams shouldn’t be running in silos.
They should be building together - faster content, sharper strategy, smarter campaigns.
Brands who get this right will do more than keep up.
They’ll lead. Boldly. Beautifully. And with cultural weight.
Let’s help you build that kind of brand.