Traditional SEO isn’t going away, but marketers are starting to rethink how people find content online. With more users getting answers from tools like ChatGPT or Google’s Search Generative Experience, attention is shifting to what’s now being called Generative Engine Optimisation, or GEO.
GEO means altering content so it’s more likely to appear in AI-generated responses, not just in standard search results. This includes clear formatting, answering common questions, and using plain language. For some brands, it means reworking existing pages. For others, it means creating shorter, more direct content for designed to be presented in AI interfaces.
The shift to GEO doesn’t just change where content appears, but also how it is written. Rather than targeting keywords, marketers are prioritising clarity and relevance. It’s early days, but GEO is already influencing how marketing teams write, plan, and measure their work.
Some SEO professionals are experimenting with structured content blocks and schema markups to help generative engines identify useful content faster. This may shape how websites are built in the future, putting more emphasis on how clearly information is presented rather than how often a keyword appears.
First-party data becomes a priority in privacy-focused campaigns
As third-party cookies disappear and data privacy regulations tighten, marketers are changing their focus to first-party data. That means collecting information directly from customers through websites, apps, or other owned channels.
First-party data provides more control and fewer legal issues. However, new systems and trust are required. Companies are working harder to offer clear value in exchange for user information, like helpful tools, discounts, or better support.
The push for first-party data is also changing how teams manage consent and data storage. Marketers are now more involved in decisions about tech stacks, privacy settings, and data use policies. It has become a shared task between marketing, legal, and IT.
Some companies are building entire loyalty programs around first-party data. The efforts assist in gathering information and building longer-term relationships. It’s no longer simply about acquiring email addresses; it’s about getting to know your customers well enough to better serve them while respecting their preferences.
AI takes on a larger role in ad buying and targeting
Ad buying has always been a complex mix of audience data, timing, and cost. In 2025, AI will handle more of that work. Tools may now recommend ad placements, test copy variations, and predict which channels will perform best.
For marketers, that means faster decisions and sometimes lower costs. But there’s also a trade-off. Some teams feel they’ve lost control or insight into why a campaign worked or didn’t.
The Wall Street Journal recently reported that more ad platforms are building AI into their systems by default. That includes automated bidding, creative testing, and performance reports. Some marketers welcome the automation, while others worry about giving up too much oversight.
Agencies and brands are starting to set boundaries – keeping humans in charge of strategy and letting AI manage the ”grunt work.’ That balance could become more important as AI tools keep expanding.
More companies are experimenting with hybrid models, where AI handles real-time bidding, but humans adjust targeting logic or creative inputs. This can help retain creative direction while still using automation to speed up testing.
Unified tech stacks aim to simplify complex marketing tools
An ongoing complaint in marketing is tool sprawl – too many apps, platforms, and systems that don’t work well together. In 2025, more companies are trying to solve that by moving toward unified marketing tech stacks.
A unified stack usually means a central platform for data, content, ads, and customer engagement. It’s not about finding the perfect tool, but about making sure tools connect properly. That helps reduce data silos and makes it easier for teams to see what’s working.
CMSWire noted that companies are also consolidating vendors to reduce friction between platforms. That can cut costs and improve workflows, but it also requires strong internal planning. Some brands are reorganising their teams around the stack – not the other way around.
Unified stacks also help with reporting. With fewer systems to pull from, marketers can get clearer insights without needing manual exports or complex spreadsheets. The shift supports faster campaign adjustments and better accountability.
Automation grows, but human insight still matters
AI now plays a bigger role in customer engagement, from auto-generated emails to chatbot support. Personalisation at scale is the goal, and AI makes that more reachable.
Still, marketers say human input matters. AI can guess what a user wants based on past clicks, but it doesn’t understand cultural shifts, social tone, or long-term brand goals. Teams are finding that automation works best when people set the direction and handle quality control.
Some companies are creating roles for AI editors or prompt designers – people who guide how the tools work. The adds a layer of human judgment to AI output without slowing things down too much.
Brands are also learning where automation falls short. Some AI-generated messages feel off or fail to connect. That’s leading teams to treat AI as a starting point, not a finished product. Review and editing are now key steps in the process.
What marketers are watching in 2025
The rest of the year will likely bring more questions about trust, control, and content quality. With AI tools becoming the default in everything from email marketing to customer support, teams are figuring out what to automate and what to keep manual.
Privacy laws are also expected to tighten in more countries. That will add pressure to use first-party data well and keep user trust. GEO may also get more attention as search habits shift toward AI-generated answers.
Marketers are used to change, but the current wave feels more structural. It’s not just about new features – it’s about redefining how teams work, what skills they need, and how results are measured.
Many marketers are also watching how generative AI tools impact brand voice and tone. With tools now writing headlines, descriptions, and entire campaigns, there’s growing interest in how to keep messaging consistent and human. Some brands are developing internal style guides just for AI tools.
Another focus area is attribution. With more channels and tools involved, teams want clearer ways to measure what’s driving results. Unified stacks and better data models are helping, but attribution remains a tough puzzle.
For now, marketers are building playbooks, setting boundaries, and trying to keep pace with tech that changes by the month. Flexibility, clear goals, and a strong grasp of customer needs may be more valuable than any single tool.
(Photo by 1981 Digital)
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