How Google’s New Features Will Impact Arts & Hospitality Orgs
Google’s new features – just dropped at Google I/O đź“Ł — include tools that can write emails in your voice. Here’s what cultural pros need to know about AI-powered search, instant translations, and smarter email.
Google’s New Features Are Here
The internet has been buzzing about Google I/O, the search giant’s annual developer conference held earlier this week (May 20–21, 2025). As always, the event was packed with announcements about Google’s new features. But many of the announcements were tailored to developers and tech insiders, with a lot of high-level news, so if it flew under your radar, you’re not alone.
Below is a curated summary of the top-level news from the conference, plus a few notes on what these “improvements” mean for those of us working in arts, heritage, and hospitality.
🔍 Key Announcements from Google I/O 2025
Not surprisingly, much of the two-day conference focused on AI. Whether you love artificial intelligence, hate it, or feel both ways at the same time, AI is here to stay.
Google, long seen as playing catch-up in the AI race, just shifted into high gear. The standout reveal? AI Mode in Google Search.
SEO is Changing. Again.
If you’re familiar with those AI-generated snippets that show up between your search query and the actual websites that can answer your question, those snippets are about to go turbo.
AI Mode adds a conversational chatbot experience that allows users to ask follow-up questions and get answers synthesized across multiple search layers. There’s also a Deep Search feature for richer topic exploration, and Search Live, which lets users use their phone cameras to get real-time AI feedback.
đź’ˇ How This Impacts Arts & Hospitality
If you’re thinking, “Won’t this impact my page views and web traffic?” — the short answer is yes.
High-quality websites may see fewer clicks as AI starts answering questions directly in search results. For organizations that rely on organic traffic to showcase events, destinations, or educational content, that’s a real shift.
But here’s the opportunity: those who adapt quickly with AI-aware content strategies—structured FAQs, narrative-rich pages, and conversational metadata—may gain ground as others fall behind.
Recommendation:
- If you don’t already have one, create a robust FAQ page. AI loves answering user questions—and by “loves answering,” I mean loves repurposing other people’s answers. A well-written FAQ page gives search engines and AI models the context they need to feature your content.
- Focus on natural, conversational language—especially in headlines and metadata. No keyword stuffing or black hat SEO tricks. Just pose a question and answer it as you would with a visitor.
What if You Use Google Grants?
For nonprofits using Google Grants (free Google ad for non-profits), , this is a critical moment.
AI Mode may reduce clicks from your paid ads—especially if key information is lifted into AI summaries. To stay ahead:
- Track your metrics closely. Look for changes in click-through rates and conversion paths. Don’t just monitor—adjust.
- Gate your highest-value content. Put key resources behind a lead magnet (like an email signup). This makes it harder for AI to scrape and encourages real engagement from your audience.
- Reinforce your value. Make it clear why users should visit your site, not just read a summary.
- This isn’t about hiding knowledge. It’s about protecting the paths that fund your mission.
Email: Your Most Valuable Marketing Asset
As Google gives more answers directly on its platform, your email list increasingly becomes your most valuable asset.
The future isn’t just about being found—it’s about owning your audience relationship. That means delivering value in the inbox, where you control the conversation.
Download Destination: Inbox — a free planner for email marketing that works, even as the rules of the web change.
Gemini AI Enhancements Could Mean Smarter Emails
You know how Gmail sometimes finishes your sentences for you? That’s the work of Gemini, Google’s AI assistant. At I/O, Google announced some significant Gemini upgrades.
Smart Replies will now mimic your writing style. Gemini will “learn” how you write and start suggesting responses in your tone of voice. Somewhere out there, George Orwell is doing the “I told you so” dance.
Another upgrade is Gemini Live, which now integrates camera input and voice commands. You can talk directly to Gemini and get help on everything from dinner planning to content creation—no humans required.
đź’ˇ How This Impacts Arts & Hospitality
- If you struggle with email writing, Smart Replies could be a major time-saver.
- But beware: there’s a real risk that your brand voice becomes diluted or robotic. Try to vary your writing style so your emails don’t sound like a machine wrote them.
Recommendation:
- Create a simple brand voice or editorial guidelines document, even if it’s just for yourself. It’ll help you stay true to your tone, even when using AI tools like Gemini or ChatGPT.
- FYI: ChatGPT already allows you to customize your voice through personalization. Time will tell if Google will offer this same level of customizable control.
- For me? I have AI write high-level outlines, but I’ve also trained ChatGPT to write in my voice. Then it channels its inner Mark Cuban to critique my work as if I were stepping onto Shark Tank.
AI-Powered Creative Tools
Google announced two new creative tools are coming your way:
- Flow – An AI filmmaking app that creates video clips from text prompts.
- Imagen 4 – An upgraded AI image generator capable of producing very lifelike results.
đź’ˇ How This Impacts Arts & Hospitality
- These tools could be game-changers for visual storytelling—especially for lean teams with limited design capacity.
- But the more you rely on AI for content and creative, the more you risk sounding like everyone else.
Recommendation:
- Test one change at a time. Run it by real humans before deploying it widely.
- Copyright issues remain a serious concern. The line between inspiration and appropriation is already razor-thin—and the global flood of AI-generated “Studio Ghibli–inspired” work means that line is getting thinner.
- Develop strong editorial and brand guidelines around AI use—and consider making those public.
- Bonus tip: Get a good copyright lawyer on speed dial, just in case.
Google Meet Goes International
Another incredibly powerful—announcement: real-time voice translation is coming to Google Meet. Powered by Gemini AI, this tool removes the need for third-party interpretation.
According to Mashable, translations are currently rolling out in the $20/month plan, starting with English and Spanish. More languages are on the way.
đź’ˇ How This Impacts Arts & Hospitality
This new feature could dramatically improve:
- Attracting international visitors (and answering their questions in advance of their trip or in real time.)
- Coordination with international tour operators
- Language preservation for Indigenous and local cultures
Also:
- Easier onboarding of multilingual seasonal staff
- Stronger international B2B partnerships
- Solving on-the-ground visitor problems in real time
Recommendation:
- Start using Google Meet for planning sessions.
- Attending an international trade show? Let suppliers know you use Google Meet to reduce potential friction during your 1:1’s.
Premium AI Subscriptions
Google has introduced two paid AI tiers:
- Google AI Pro – $19.99/month
- Google AI Ultra – $249.99/month
These subscriptions offer access to features like Gemini’s Deep Think mode and the Flow video generator. The subscriptions are great for high-level planning and marketing—but at a price that may not provide enough value for arts and hospitality organizations.
đź’ˇ How This Impacts Arts & Hospitality
- Basic AI tools will remain free (for now), but the most powerful tools are being monetized.
- If you work with tight (and ever-shrinking) budgets, it’s time to explore free or open-source alternatives.
Check out the Zero Budget Marketing Plan—a roundup of the free tools I use every day.
The Bottom Line for Cultural Tourism Pro
AI is rapidly transforming how audiences discover, explore, and engage with cultural experiences. Ignoring AI won’t stop it—but it might reduce your competitive edge.
On the other hand, if Google’s AI becomes the middleman for everything, cultural orgs can’t afford to stay passive—we have to make sure our stories still get told, and seen, in our voice.
Action Steps for Arts, Heritage, and Hospitality Pros
Create a FAQ page. Feed Google (and Gemini) the context you want them to share.
Use plain language. AI rewards clarity. Ask: “Would a first-time visitor understand this?”
Get online. If you still don’t have a website, Carrd.io is a free place to get started. Fast.
Tag images and video. Rename your files from “DSC000333.jpg” to something meaningful like “CaliforniaFrogJumpingFestival.jpg”.
Protect your voice. Whether using Gemini or ChatGPT, keep your tone and message uniquely yours.
Download the Route 66 Marketing Plan & AI Checklist – Although it’s written for destinations located along the mother road, It’s packed with universal AI and discoverability tips.
Start or Grow Your Email List—Right Now. Here’s the real talk: If Google starts “answering” every question directly, users may never need to visit your site. That means fewer bookings, fewer RSVPs, and fewer email signups—unless you actively nurture your sign up strategy.
This article was inspired by original reporting from Mashable, The Verge, and Wired, who all covered announcements from Google I/O 2025. Compiled and contextualized for cultural tourism professionals by Monica Poling and aided by ChatGPT.
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