Everything Changed at Google IO

AI tools, disappearing SEO, and pressure on YouTube, all in one week.

Author

Jim Louderback
May 27, 2025

This Week: After a few noisy weeks of brandcasts and upfronts, things finally quieted down—until Google dropped a series of announcements poised to reshape the creator economy. This week, we explore what it all means, what’s coming next, and how creators can stay ahead, along with our usual Quibis, fresh research comparing TikTok to YouTube, and teasing more signals from the noise.

Hi, I’m Jim Louderback and this is my weekly creator economy newsletter. If you’ve received it, then you are either subscribed or someone forwarded it to you.


If the latter – and you want to subscribe, get it here!

💡 TOP STORIES

GOOGLE ACCELERATES THE CREATOR ECONOMY’S AI TRANSITION

At their IO event last week, Google unveiled a troika of AI tools, and then combined them into an uber-platform.  First up, the third version of its AI video generator Veo, promising to one-up Sora by embedding seamless audio.  Then came Imagen 4, a revamped image model promising faster, sharper visuals.  They also launched a new creator-focused workspace called “Flow”, tying all their models into a single production suite for filmmakers and other creators.

Finally, they launched an updated Gemini Ultra model.  Want to try it all out?  It’s $250 a month for AI Ultra, which includes the models, Flow and a bunch of other things. 

The early demos look impressive.  Just remember that generating 60 seconds of video is relatively easy.  Character, voice and scene consistency over 60 minutes is much harder.

Google REALLY wants to infiltrate Hollywood, Nollywood, Bollywood and anywhere else moving pictures are crafted. Case in point: the Goog also launched a new venture with film producer Darren Aronofsky to bring AI films into the mainstream.  And since most of this content will land on YouTube anyway, creators should see this as a sneak peek into the future.

Related: In store shopping also took a big hit from the new “Try It On” feature in Google Labs.  Plus shopping is coming to AI Mode soon.

GOOGLE RISKS LOSING SEARCH ENTIRELY

Even Google knows traditional search is dying.  Why else would it quietly add AI Mode to its navigation bar? But ads are coming to Google AI Search results soon. 

 It’s a classic incumbent move: bolt the old business model onto the new disruptive tech. But AI isn’t just a list of robotic links. It’s a conversation with a trusted (if occasionally sloppy) guide. Shoving ads in feels less like innovation and more like a cringey wedding crasher interrupting the vows.

What makes it worse? Google’s not even leading here. ChatGPT referrals to news sites have doubled in just three months, as OpenAI, Perplexity, and Anthropic double down on what makes generative search work: fast, conversational answers with real utility rather than a screen-full of bought-and-sold billboards.

There’s so much opportunity for trusted creators.  In this new search landscape, they’re more relevant than ever, bringing authenticity, expertise, and audience trust.  But how do you win in a world where SEO is dying and GEO (Generative Engine Optimization) is on the rise?

I’ve put together a comprehensive, 2-part analysis on how to thrive in this new era of search. Want it? Subscribe (for free) to the Beehiiv version of this newsletter for full access.

Related: Google just released tips for how to succeed in AI Search, with links to new primers on AI and your site and using AI-generated content.

WHAT IT MEANS FOR YOUTUBE AND CREATORS

Better AI tools will only accelerate the shift from human-powered to AI-generated content. That doesn’t mean creators become obsolete—but it does mean they’ll need to double down on what makes them uniquely human, while embracing AI to stay relevant. But here’s the broader risk: as Google’s core search business falters, pressure will mount on YouTube to deliver more revenue and profit.

That could push the company toward short-term decisions to please Wall Street, including squeezing creators harder and leaning into blockbuster channels – which could damage the platform in the long run. I don’t think that’s inevitable, but it’s definitely possible.

So hedge your bets.  Keep experimenting with other platforms.  Want to thrive no matter what happens next? Start building deeper connections with your most loyal fans and then move them to platforms you control. Because if AI takes a wrecking ball to Google, the YouTube we love today could end up as collateral damage.

DEEP THOUGHTS FOR A SHORT WEEK

Publishing this edition on Tuesday, thanks to the US holiday.   While everyone else nurses their long-weekend hangover, here are two mind-expanding reads to kickstart your week.  

First, Chapter One of @Doug Shapiro’s new book, Infinite Content, which explores the incredible media disruption that’s just begun.  The book’s going to be a banger.  

Second, ex Adobe Chief Strategy Officer @Scott Belsky takes a random walk around implications of AI seen through the lens of his new role at AI film studio A24.  The last bit is the best. 

😎 SPONSOR

Creator Company Whalar Group has landed a strategic investment from Marc Benioff, Shopify, and Hollywood producer Neal H. Moritz to help scale  its Creator-first ecosystem. The backing signals a bold new chapter for the company, blending tech, commerce, and entertainment to empower Creators as next-gen media moguls. Lear more about the investment in Bloomberg: https://www.bloomberg.com/news/articles/2025-05-15/marc-benioff-buys-stake-in-influencer-agency-whalar-at-400-million-valuation 

Note from Jim – I love this move.  I’ve been covering Marc Benioff since 1992, and I couldn’t imagine a better strategic partner for Whalar!

💡 PLATFORMS

YOUTUBE

META

TIKTOK

💡 QUIBIS

MEDIA DISRUPTION

CREATOR MONETIZATION

OTHER CREATOR ECONOMY

MARKETING AND BRANDS

OTHER CREATOR ECONOMY

📊 RESEARCH

YouTube vs. TikTok

New research from video SEO firm Topic Tree reveals a shifting landscape: YouTube has seen an increase in short-form content, while 15+ minute video volume holds steady. So what’s disappearing? The once-dominant 2–8 minute range.  Meanwhile, even though TikTok supports longer uploads, videos over 2 minutes have hit a growth wall. The report also compares engagement across platforms.  Spoiler: TikTok is a master of consistency

📍 Where’s Jim? Three days in Vancouver at WebSummit!  Leading a discussion on the Marketing and Creative stage – and then hosting the New Media Summit Friday morning.  Come by and say hi!

100% written by me – no human or AI ghostwriters were involved in the production (except for the cover art!).

Like this free newsletter?  Buy me a coffee and say thanks!  Or let’s do a meetup in your town.

I've built and sold multiple creator economy startups to top media companies - including Discovery and Paramount. Subscribe for free to get this newsletter every Monday.

Let me know what you think – email me at [email protected]. Thanks for reading and see you around the internet.