1.Digital AdEx set to rise 7.41%, but CPMs expected to remain under pressure
Digital advertising is projected to grow steadily, signalling continued confidence in the medium. However, sustained pressure on CPMs indicates that inventory expansion and platform competition are reshaping pricing dynamics. This creates a dual reality: growth in spends, but sharper scrutiny on efficiency. For brands, the focus will increasingly shift towards optimisation, outcome measurement and value extraction rather than just scale. [Source: Pitch]
2. Scale vs Precision: Why Digital Advertising Is No Longer an Either-Or Game
The long-standing debate between reach and targeting is becoming obsolete. Modern media strategies require a calibrated mix of broad visibility and high-intent precision to deliver both brand equity and performance. Advances in data infrastructure and AI-led optimisation make it possible to pursue both simultaneously. The winners will be those who architect campaigns that unify scale with contextual relevance. [Source: Exchange4Media]
3. LLM consistency and recommendation share: The new SEO KPI
Traditional ranking metrics are no longer enough in an AI-driven search landscape. Brands must now measure how consistently they appear across large language models and how frequently they are recommended in generated responses. This introduces a new performance layer focused on visibility within AI answers rather than just SERPs. SEO is evolving into answer optimisation and authority reinforcement. [Source: Search Engine Land]
4. ‘From Idea To Outcome: Why Marketing Now Owns Growth’
Marketing is no longer confined to awareness and messaging; it now sits at the centre of growth strategy. With data, performance analytics and technology integration converging, marketing teams influence revenue outcomes more directly than ever before. This shift increases accountability but also elevates strategic relevance. The function is evolving into a measurable growth engine aligned with business impact. [Source: Impact]
5. ChatGPT ads collapse the wall between SEO and paid media
AI-integrated advertising formats are redefining how paid and organic search interact. Sponsored responses embedded within conversational interfaces blur the distinction between performance media and content strategy. This convergence demands unified planning, shared data signals and coordinated optimisation. Marketing teams will need to break silos and rethink search as one interconnected ecosystem. [Source: Search Engine Land]
6. How Brands Can Adapt When AI Agents Do the Shopping
As AI agents begin researching and purchasing on behalf of consumers, optimisation strategies must adapt accordingly. Product data, transparency, pricing clarity and structured information will influence machine-led decisions. Brand messaging must be both persuasive for humans and interpretable for algorithms. Commerce strategies will need to address both audiences simultaneously. [Source: HBR]
7. AI didn’t kill SEO. It killed average content.
Search visibility is becoming increasingly selective, filtering out undifferentiated or generic material. AI models favour insight-driven, experience-backed and context-rich content that genuinely adds value. This raises the bar for editorial quality and strategic storytelling. The shift rewards originality and penalises mediocrity. [Source: Stacker]
8. From Clicks to Conversations: How MCP Will Redefine the Future of Retail
Retail is shifting from static browsing journeys to dynamic conversational interfaces. Machine Communication Protocols (MCP) and AI-driven systems could transform how consumers discover, evaluate and purchase products. The emphasis will move from clicks and funnels to dialogue and assisted decision-making. Brands must prepare for commerce experiences that feel interactive and continuous. [Source: My Total Retail]
9. When Every Company Can Use the Same AI Models, Context Becomes a Competitive Advantage
AI is reshaping the role of the B2B creative director from traditional idea-generation toward AI-augmented strategy and output management, where leaders now need to orchestrate tools that scale creative work while preserving human insight, judgment and brand voice. This shift demands a blend of strategic oversight, ethical decision-making and collaboration with AI systems, rather than relying on old “best practice” playbooks for creativity in B2B marketing. [Source: HBR]
10. The authority era: How AI is reshaping what ranks in search
AI systems prioritise trusted, authoritative and well-structured content over keyword-stuffed pages. Signals such as expertise, credibility and contextual clarity are becoming decisive ranking factors. As a result, brands must invest in thought leadership, structured knowledge frameworks and demonstrable depth. Authority is no longer optional; it is the foundation of discoverability. [Source: Search Engine Land]