Our performance-led creative campaign translated Google Search AI Mode’s conversational, intuitive intelligence into scalable films across television and digital.
Challenge
Google Search AI Mode represents a fundamental shift in how people search - from structured queries to natural, conversational thinking. The challenge was to clearly communicate this new behaviour at scale, showing when and why users should choose AI Mode, while keeping the message simple, relatable, and performance-efficient across platforms.
Approach
We led the performance marketing leg of the campaign by developing a series of 10 films designed to demonstrate how AI Mode works the way people actually think. The creative idea centred on a clear value proposition: when you have many questions and need one consolidated answer, you ask AI Mode.
Each film showcased how users can be unstructured, intuitive, and conversational - asking everything at once instead of running multiple searches. Everyday, high-interest categories such as sports, cricket, education, entertainment, and travel grounded the product in familiar contexts, making the technology feel immediately useful.
The films used two-person banter - an informed endorser introducing AI Mode to a first-time user - to naturally explain features and behaviours. Product moments highlighted AI Mode’s key capabilities, including conversations, live interactions and visual inputs, reinforcing the idea that the way you think is the way you ask - whether they are complex, multipart questions or through images, or real-world prompts like identifying a plant disease or a unusual sign in your car.
Built for television and digital platforms, the campaign balanced clarity with flexibility, enabling consistent storytelling while supporting performance optimisation at scale.
Results
Coming soon!
