What’s Changing in Digital Marketing: Key Trends from Our Latest Company-Wide Update

AI is reshaping paid media and SEO. Here’s what ecommerce and lead gen marketers need to know now.

Digital Marketing Trends at a Glance

• Google Ads is shifting toward full automation with keywordless campaigns, expanded Smart Bidding, and more transparency in P‑Max.
• AI and SEO are now inseparable — content must be machine-readable and built for AI-led discovery.
• Meta is accelerating toward full ad automation by 2026, combining creative generation and audience targeting.
• AI agents like ChatGPT are live and browsing — content must be structured for both bots and users.

Introduction

Every quarter, we bring our full team together to discuss what’s changing across paid media, SEO, and AI. These aren’t just trendspotting sessions — they help ensure that our clients stay one step ahead, even as platforms and algorithms shift beneath our feet.

This time, the theme is clear: automation and AI are leading the charge, from how ads are served to how content is discovered.

If you’re leading marketing in ecommerce or lead generation, this post will give you:

• A strategic summary of Google Ads updates,
• The latest in SEO trends and AI-driven discovery,
• And what Meta’s future roadmap means for brand control and performance.

Google Ads: The Path to Full Automation

What are keywordless search campaigns?

Google has introduced AI Max — a fully automated, keywordless campaign type for search. Instead of targeting specific keywords, it uses user intent and signal data to serve ads.

Why it matters:
It’s the clearest signal yet that Google is shifting toward intent-based advertising, powered by artificial intelligence.

Action:
Prepare to test cautiously. Ensure conversion tracking is robust, and monitor how these campaigns perform vs. your existing search structure.

How is Smart Bidding changing?

Smart Bidding is expanding its reach, targeting new, previously untapped queries automatically — even those not in your keyword list.

Why it matters:
This could uncover incremental conversions — but also adds unpredictability to cost-per-acquisition.

Action:
Track query quality and CPA changes closely. Ensure your ad creative is flexible and relevant across wider intents.

What’s new in Performance Max?

Two major updates improve transparency and control:

• Search term-level visibility is rolling out
• Brand exclusions let you filter out existing customers from upper-funnel campaigns.

Why it matters:
Marketers finally get more insight into what’s driving performance — and can protect budget from inefficient targeting.

Action:
Use brand exclusions where appropriate, and use new term-level data to refine creative and feed strategy.

AI and SEO: Optimisation for a Machine-Led Web

What is AI SEO?

AI SEO (or AI-powered search engine optimisation) is the process of structuring content so that it’s not only human-readable — but also machine-actionable. Think schema, semantic HTML, and conversational language.
As AI Overviews (formerly Search Generative Experience) roll out globally, content must:

• Answer questions directly
• Use structured formats
• Be trusted, clear, and well-sourced

Why it matters:

Google and tools like ChatGPT are favouring content that’s optimised for answers — not just stuffed with keywords.

Action:
Use AI SEO tools like Semrush AI and schema validators. Structure content using headings, bullet points, and semantic HTML to improve discoverability in generative engines.

What is AEO and GEO?

• AEO (Answer Engine Optimisation): Creating content that directly answers user queries in a natural tone
• GEO (Generative Engine Optimisation): Tailoring content for AI summaries, like ChatGPT or Gemini

Why it matters:
This is the new frontier of SEO. AI Overviews are pulling content from well-structured, conversational sources — often bypassing traditional rankings.

Action:
Rework key pages and blogs to follow best practices for AEO and GEO. Tools like SEOwriting AI and AdCreative AI can help scale the process.

What changed in the June 2025 Google Core Update?

Google’s latest SEO update impacted YMYL (your money or your life) sites and leaned into AI-driven content scoring.

Why it matters:
Sites with helpful, well-organised content saw recovery — others were hit hard.

Action:
Align with E-E-A-T principles, but also structure your content with AI readability in mind. Use short paragraphs, clear headings, and data-backed answers.

What are AI Agents, and how do they impact SEO?

OpenAI’s ChatGPT Agents now act as autonomous AI researchers — browsing the web, summarising content, and making decisions on behalf of users.

Why it matters:
This means your audience might never visit your site directly — they’ll interact with your content via an AI interface.

Action:
Ensure your site uses proper heading hierarchy, semantic HTML, and conversational formatting. Your content must speak to bots as clearly as it does to humans.

Meta: Automation at Creative and Audience Level

What’s Meta’s 2026 AI vision?

Meta is building toward full creative + targeting automation by 2026 with ads created for individuals. Already, some AI ad tools are live — automatically generating headlines, CTAs, and audience segments.

Why it matters:
Time-saving for SMBs, but potentially limiting for brands that rely on tone, identity, or visual distinctiveness.

Action:
Start testing Meta’s AI tools in low-risk campaigns. For brands needing more control, consider diversifying upper-funnel efforts to platforms with more manual creative input.

Is Instagram now part of SEO?

Yes — Instagram Business and Creator profiles are now indexed in Google search results.

Why it matters:
Your social content is now part of your broader SEO footprint. This could increase organic visibility if optimised correctly.

Action:
Ensure your profile is public. Use keyword-rich captions, alt text, and hashtags to align with your broader AI SEO strategy.

Key Takeaways

From AI-driven SEO optimisation to keywordless paid campaigns and autonomous AI agents, the marketing landscape is changing fast — and it’s not slowing down.

For ecommerce and lead gen brands, staying ahead means:

• Structuring content for machines and people
• Embracing automation with strategic guardrails
• Monitoring platform changes — and testing fast

This quarter’s updates show that automation isn’t coming. It’s here. The brands that adapt quickly will be the ones that grow fastest.

Want to know how ready your marketing is for the AI-first future?

Get in touch with our multi-channel team, let us know your challenges and we’ll let you know how we can help you achieve your 2025 goals.