Traditional SEO is not going away, but marketing experts are starting to rethink the way people find content online. With more users who receive responses from tools such as chatgpt or Google’s generative research experience, attention is shifting to what is now called the generative optimization of the engine or Geo.
Geo means altering the content, therefore it is more likely to appear in the responses generated by the AI, not only in the standard search results. This includes clear formatting, the answer to common questions and the use of simple language. For some brands, it means reworking the existing pages. For others, it means creating shorter and more direct content to design to be presented in the AI interfaces.
The transition to Geo does not change only where the content appears, but also as it is written. Instead of targeting the keywords, marketing experts are giving priority to clarity and relevance. These are the first days, but Geo is already influencing the way the marketing teams write, plan and measure their work.
Some Seo professionals are experimenting blocks of structured content and markups of the scheme to help generative engines identify the useful content faster. This can model the way the websites are built in the future, placing more emphasis on how information is clearly presented rather than on how often a keyword appears.
The first part data become a priority in the campaigns focused on privacy
As third parties cookies disappear and data privacy regulations are tightened, marketing experts are changing their attention to first part data. This means gathering information directly from customers via websites, apps or other property channels.
The first part data provide greater control and less legal problems. However, new systems and trust are required. Companies are working more to offer clear value in exchange for user information, such as useful tools, discounts or better support.
The thrust for the first part data is also changing the way the teams manage the consent and storage of data. Marketing experts are now more involved in decisions on technological stacks, privacy settings and data use policies. It has become a task shared between marketing, legal and it.
Some companies are building entire loyalty programs around the first part data. The efforts help to collect information and build longer -term relationships. It is no longer simply a question of acquiring addresses and -mail; It is about knowing your customers well enough to serve them better respecting their preferences.
Artificial intelligence assumes a wider role in the purchase and objective
The purchase of announcements has always been a complex mix of public data, timing and costs. In 2025, the IA will manage more than that work. The tools can now recommend the positioning of the announcements, the variations of the copy of the test and predict which channels will perform best.
For marketing experts, this means faster decisions and sometimes lower costs. But there is also a compromise. Some teams feel they have lost control or intuition of why a campaign has worked or not.
THE Wall Street Journal He recently reported that multiple advertising platforms are building artificial intelligence in their systems by default. This includes automated offers, creative tests and performance reports. Some marketing experts welcome automation, while others take care to give up too much supervision.
Agencies and brands are starting to establish the boundaries, maintaining humans responsible for the strategy and allowing the “grunt work” to the age. This balance could become more important since artificial intelligence tools continue to expand.
More companies are experimenting with hybrid models, in which the IA manages offers in real time, but human beings regulate logic or creative inputs. This can help preserve the creative direction while using automation to accelerate tests.
Unified technological stacks aim to simplify complex marketing tools
An ongoing complaint in marketing is the SPRAWL tool: too many apps, platforms and systems that do not work well together. In 2025, multiple companies are trying to solve it by moving towards unified marketing technology stack.
A unified stack usually means a central platform for data, content, announcements and customer involvement. It is not a question of finding the perfect tool, but of making sure the tools connect correctly. This helps to reduce data silos and makes it easier for teams to see what works.
CMSWire noted that companies are also consolidating sellers Reduce friction between platforms. This can reduce costs and improve work flows, but also requires strong internal planning. Some brands are reorganizing their teams around the stack, not vice versa.
Unified batteries also help with relationships. With fewer systems to be drawn, marketing experts can obtain clearer insights without the need for manual exports or complex calculation sheets. The turn supports faster campaign adjustments and better responsibility.
Automation grows, but human intuition is still important
Artificial intelligence now plays a more important role in customer involvement, from e-mails automatically generated to chatbot support. Large scale personalization is the goal and the IA makes it more achievable.
However, marketing experts say that human inputs are important. Artificial intelligence can guess what a user wants on the basis of past clicks, but does not include cultural changes, social tone or long -term brand objectives. Teams are discovering that automation works better when people fix the direction and manage quality control.
Some companies are creating roles for artificial intelligence editor or quick designers, people who guide how the tools work. He adds a layer of human judgment to the production of artificial intelligence without slowing down things too much.
The brands are also learning where automation is not up to par. Some messages generated by the AI feel outside or do not connect. This is the team of treating the IA as a starting point, not a finished product. The review and modification are now key steps in the process.
Which marketers are watching in 2025
The rest of the year will probably bring more questions about trust, control and quality of content. With artificial intelligence tools that become predefined in everything, from email marketing to customer assistance, the teams are about to understand what to automate and what to keep manual.
It is also expected that privacy laws will shake in several countries. This will add pressure to use the first part data well and maintain user trust. Geo can also attract more attention while the research habits move towards the responses generated by the AI.
Marketing experts are used to change, but the current wave seems more structural. These are not just new features: it is a matter of redefining the way the teams work, the skills they need and how the results are measured.
Many marketing experts are also looking at how generative artificial intelligence tools affect the voice and tone of the brand. With the tools that now write titles, descriptions and entire campaigns, there is a growing interest in maintaining consistent and human messages. Some brands are developing internal style guides only for artificial intelligence tools.
Another area of interest is the attribution. With multiple channels and tools involved, the teams want clearer ways to measure the results of the guide. Unified stacks and better data models are helping, but the attribution remains a difficult puzzle.
For now, marketing experts are building playbooks, establishing the boundaries and trying to keep up with the technology that change the month. Flexibility, clear objectives and a strong understanding of customer needs can be more precious than any single tool.
(Photo of 1981 Digital)
See also: what marketing can learn from the cryptocurrency exchange sector
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