As AI continues to reshape the digital marketing landscape, its influence is extending from core marketing strategy through to infrastructure, content, and advertising formats. Today’s developments reveal how marketers can capitalise on AI for smarter content planning, personalised campaigns, and targeted advertising, while navigating a new era of machine-optimised discoverability and performance.
Below are today’s top developments and what they mean for marketing professionals.
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AI-Optimised Content for Machine-First Search
Grizzly New Marketing has launched an AI-Adapted Content Optimisation Service to help brands restructure their digital content for machine-first search environments, where AI summarises, interprets, and answers queries directly. The focus is on clarity, structured data, and content that both AI and humans recognise as authoritative, accurate, and useful.
With generative search becoming dominant, content created for traditional SEO is at risk of being bypassed or poorly surfaced unless it’s formatted for AI parsing and reasoning.
AI as a Strategic Thought Partner
Fast Company highlights a growing shift: marketers aren’t merely automating with AI, they’re collaborating with it. Agencies like Method1 now require creative teams to use AI for ideation and complex problem-solving, such as predictive audience modelling.
Supporting research from BCG and Harvard shows teams using AI produce 40% higher quality output at 25% greater speed. This reframes AI adoption from efficiency-only to strategic advantage.
AI Infrastructure Improvements with Marketing Impact
SK Hynix’s rise as a DRAM market leader underscores the ballooning compute demands of AI systems, especially relevant as marketing technologies become more reliant on real-time data and generative capability.
Simultaneously, Google’s Gemini 2.5 Flash improves “reasoning controls,” reducing computational waste in AI queries. This could lead to more cost-efficient AI tools for ad targeting, analytics, and media performance modelling.
Digital Video’s Dominance in Ad Spend
Video now commands nearly 60% of all U.S. TV/video ad spend, up from just 29% in 2020, per IAB’s 2025 report. Key growth areas include connected TV (CTV), social video, and online video (OLV), driven by consumer consumption patterns and advertiser demand for performance video solutions.
This signals that cross-platform video is no longer optional—it’s central to brand visibility, especially as shoppable content and personalised creative take hold.
AI-Powered Content, Personalisation, and Automation
AI continues to prove its value beyond copywriting. Brands are using it for scalable, high-converting product descriptions and real-time customer segmentation. AI marketing tools now offer micro-behaviour targeting, predictive journey orchestration, and profile-aware messaging updates.
Platforms like OpenAI’s ChatMX, Klaviyo, and Brevo are bringing this functionality into accessible, affordable tools for teams of all sizes. Results include higher engagement, better conversion rates, and reduced campaign cycle times.
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What This Means for Marketers
– Optimise for AI-first search: Treat AI as an audience. Structure content to align with how AI summarises and delivers information.
– Collaborate with AI creatively: Use AI in ideation and strategy, not just execution. It’s a force multiplier, not just an automation tool.
– Prioritise video in media planning: With digital video leading in ad spend, develop targeted video strategies across CTV, social, and online platforms.
– Invest in real-time personalisation: Leverage customer data platforms and AI tools for segment-specific dynamic content and predictive journey flows.
– Monitor AI infrastructure trends: As AI power demands grow, lower-latency and cost-optimised platforms (like Gemini 2.5 Flash) may influence martech costs and capabilities.
