Weekly Update, Week 37: Online Marketing and AI

In this new edition of our weekly update, we highlight five diverse innovations at the intersection of AI and marketing. From AI-powered search experiences to ad automation and audio applications: find out what’s happening this week and what it means for the future.

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1. Google is preparing to make AI Mode a default feature in Search

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Description: Google is working to enable AI Mode by default, in which search results powered by Gemini AI are displayed in a conversational format rather than as traditional lists of links. This means direct answers to search queries, with less emphasis on clicking through to websites.

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Possible consequences:

• The Need for Seamless Content: Organic visibility is shifting from search rankings to visibility in AI-generated answers.
• New KPIs for SEO: Metrics such as "feature inclusion" and "stay time" are becoming more important than click-through rates.
• Future Outlook: SEO strategies will need to focus on ranking in AI Overviews and zero-click formats.

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2. Meta is committed to fully automating advertising by 2026

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Description: Meta aims to automatically generate complete ad campaigns using AI—from creative to targeting—by the end of 2026, based solely on a product image and budget.

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Possible consequences:

• Efficiency boost: Ads can be rolled out faster, more cost-effectively, and on a larger scale.
• Real-time personalization: Personalized content based on location, demographics, and user behavior.
• Future Outlook: Human input will be limited to strategy and budgeting; implementation will be handled entirely by AI.

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3. Synamedia to Showcase AI Innovations for Streaming and Advertising at IBC2025

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Description: At IBC2025, Synamedia will showcase AI solutions such as real-time content personalization, dynamic ad insertion, AI-driven metadata enrichment, and natural language configuration of workflows.

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Possible consequences:

• Improving the User Experience: Personalized streaming and contextual ads increase engagement.
• More efficient workflow: Less manual work through AI-driven process configuration.
• Future Outlook: Streaming services are becoming smarter, more flexible, and more functional thanks to AI integration.

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4. Google's NotebookLM Introduces Audio Overview with Debate Mode

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Description: Google's AI tool, NotebookLM, now offers a wide range of audio formats—such as Deep Dive, Brief, Critique, and a unique Debate mode, in which two AI voices engage in a discussion about your content.

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Possible consequences:

• Multimodal content experiences: Adding audio makes content more accessible and interactive.
• Engagement through storylines: Debate mode makes information more vivid and engaging.
• Future Outlook: AI-powered audio formats could add a new dimension to educational, marketing, and internal communications.

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5. Increased Use of AI to Replace Search Engines

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Description: A recent survey shows that 55% of American respondents and 62% of British respondents prefer generative AI tools such as ChatGPT and Gemini over traditional search engines for tasks such as travel planning, choosing gifts, and drafting emails.

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Possible consequences:

• Consumer behavior is changing: More direct, personalized, and efficient information provision.
• Competition for search traffic: Websites must continue to be found and recommended through AI platforms.
• Future Outlook: Content strategies are shifting from traditional SEO to AI-native formats and integration with AI assistants.

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What TMC Media Can Do for You

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At TMC Media, we help your organization proactively implement AI strategies:

• Visibility in AI Search: We optimize content so that you rank highly not only in traditional SEO, but also in Google’s AI Mode and AI Overviews.
• Leveraging automation with human oversight: Follow Meta’s example by utilizing AI-powered ad structures while maintaining control over the strategy yourself.
• Enhance the experience with AI formats: Let us help you create audio-based content—such as with NotebookLM’s new formats—to tell your story in a dynamic way.
• Preparing for Behavioral Change: Position your content for the AI era, in which users click less but still expect interaction.

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Ready to find out where your organization stands in terms of online visibility and AI readiness? Take the free SEO Website Scan from TMC Media and gain insight into your search visibility, content strategy, and AI integration opportunities.

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