1. AI agents become part of marketing teams
AI agents are increasingly taking over executive marketing tasks, such as market research, content planning, A/B testing, ad optimisation, and customer service. As a result, marketing teams are changing from executors to directors. Strategy, positioning and ethics are becoming more important than ever.
2. Not only people, but also AIs become your customer
Increasingly, AI agents search, compare, and decide on behalf of users. The crucial question becomes: can an AI understand, assess and recommend your product?
This requires:
- structured product data
- Transparent prices and conditions
- accessible ordering processes and APIs
Those who do not have this in order are simply skipped.
3. From keyword SEO to brand and entity visibility
SEO is not disappearing, but changing dramatically. Instead of optimising on individual keywords, it's increasingly about:
- Authority
- Context
- Recognizability as a brand or expert
Search engines and AI models are more likely to assess whether you are mentioned and in what context, not just where you rank.
4. Social search and discovery are shifting to platforms
Discovery and search are happening less and less via Google alone. Platforms such as YouTube, TikTok, Instagram and Reddit are the places where people orient themselves, ask questions and form opinions.
The key question for brands becomes: Are we mentioned, discussed and shared there?
Content should therefore not only promote, but above all explain, inspire and help.
5. The marketing funnel becomes wider and less linear
The classic funnel (awareness → consideration → conversion) is no longer sufficient. Users move through multiple touchpoints, at different times and platforms. Successful marketing requires:
- Cross-platform thinking
- A consistent story
- Responding to micro-moments in the customer journey
6. Community, trust and new measurability
Visibility in communities, conversations, comments, and through creators is becoming more important than mass reach. Trust arises where people influence each other. At the same time, how we measure success is also changing:
Not everything that is valuable is directly measurable. Brand value, recommendations and influence are gaining ground compared to last-click conversions.
