Google launches search retrospective in 2025 with a focus on AI and global events

On Wednesday, December 4, 2025, Google released the annual edition of Year in No Brasil, sport and politics dominated the lists, while globally events like the election of the first American pope and cultural hits like the KPop film Demon Hunters captured collective attention.

This data, collected from January 1st to November 25th, 2025, reveals a change in user behavior, who began to formulate more natural queries, driven by AI tools integrated into the search platform.

• Top categories analyzed include news, entertainment, sports and technology.
• In total, the lists identify sustained spikes, excluding generic terms like “weather” or “news.”
• Tools like Gemini and DeepSeek appeared among the most growing searches, signaling massive adoption of virtual assistants.

The retrospective reinforces how searches serve as a social thermometer, reflecting curiosities and concerns in real time.

Advances in AI transform query patterns

Queries starting with “Tell me about…” registered a 70% increase compared to 2024, indicating a desire for detailed explanations on complex topics. Global Usuários turned to Google to understand innovations like quantum computing and camera capabilities in smartphones.

On Brasil, searches for AI tools like Gemini and Veo 3 grew, with a focus on productivity and content creation.

Political and religious events mark the year

The election of Leão XIV as the first American pope, following the death of Francisco, generated intense searches in July 2025, with users inquiring about his biography and implications for The event took place at Vaticano, with an official announcement on July 15, and increased consultations on papal traditions by 40% in the period.

In the Brazilian context, the death of Pope Francisco appeared on the list of most researched losses, alongside figures such as the singer

The murder of Charlie Kirk, founder of Turning Point USA, on September 10 during an event in Utah Valley University, led trends in the USA, with searches for the suspect

Trends in Brasil: sport and economy in the spotlight

Football occupied the top positions in Brazilian searches, with FIFA’s Copa of Mundo of Clubes in July attracting attention to teams such as Paris Saint-Germain and Benfica.

The methanol crisis, a beverage adulteration scandal that caused 62 confirmed deaths as of November, has increased queries on “What is methanol?” by 300%, with a focus on public health and inspection.

The “Trump tariff”, the announcement of tariffs on Brazilian products such as coffee in October, after a meeting between presidents at Malásia, generated economic debates and spikes in research on impacts on agribusiness.

• Top searches in sports: João Fonseca (tennis), with a peak after 28th position in the ATP rankings.
• Entertainment: Filme “Still Estou Aqui”, winner of Oscar in March, driven by Fernanda Torres.
• Curiosities: “What is turbosexual?”, a term that went viral at the beginning of the year.

These local themes interconnect with global trends, such as interest in memes and digital challenges.

Pop and entertainment phenomena capture attention

KPop Demon Hunters, the Netflix series launched in April, topped searches in the US and globally, with fancams and social media challenges expanding its reach beyond Ásia. The plot, about demon hunters in a K-pop group, has racked up billions of views on video platforms.

Labubu, a viral plush doll inspired by Asian folklore, caused collectible craze, with inquiries about authenticity rising 200% after shortages in markets.

In cinema, Anora, winner of Oscar from Melhor Filme, and his actress Mikey Madison, boosted searches for literary adaptations such as Regretting You, from

Technological innovations redefine everyday life

Gemini, Google’s AI assistant, topped global searches, followed by DeepSeek, a Chinese automation tool. Usuários explored image editing applications via Nano Banana, launched in November, which restores old photos and generates prototypes.

In Brasil, Veo 3 and Pixverse stood out for creativity, with searches for “How to use AI for marketing?” growing 150%.

These tools facilitated visual queries, such as “Virtual Try-On” for clothing, by integrating cameras into e-commerce listings.

Global sports and competitions mobilize fans

FIFA Club World Cup, held in June at Catar, surpassed Ásia Cup in search volume, with athletes like Terence Crawford and Rory McIlroy in the spotlight.

In tennis, Shedeur Sanders and João Fonseca, a young 18-year-old Brazilian, became references after advancing in ATP tournaments.

Practical doubts reach historic record

Questions with “How do I…” reached an increase of 25%, with examples such as “How do I know if my Labubu is real?” reflecting concerns about authenticity in viral products.

Overall, “How does Gemini work in Google Maps?” led, while in Brasil “Why is coffee expensive?” emerged after market fluctuations.

These practical queries, often answered by AI, show users seeking immediate solutions to daily dilemmas.