AI is a tool to enable creativity, not replace it. AI is changing the workplace. The most successful individuals are those who use AI not to do less, but to do more, better (and faster). AI can automate tasks, but it can’t think critically and navigate emotional nuances like a human can. Some people use AI to take short cuts and churn out generic, uninspired content and that’s just not a good use of AI. The leaders in this space will use AI to enhance their thinking, not replace it.

Key takeaways:

• Automate tasks, not creativity.
• Efficiency does not equal laziness—use AI to amplify, not replace, human effort.
• Critical thinking and emotional intelligence always win.
• The best work comes from AI-human collaboration.
• Mastering AI is the new competitive edge.

 AI powered search experience is changing the game. Websites are seeing a massive drop in organic traffic, because users are getting answers directly from the search engine. Google’s AI results summarises answers at the top of pages in an “AI overview”. This means that fewer users need to visit a website to find the information they need. Traditional SEO is no longer enough to compensate for this. The new game is what we call Generative Experience Optimisation, or GEO, to get your content featured in AI responses. How do businesses adapt to this? Your content must be optimised for AI search. Write very clear, instructional content that AI can pull directly into its results. Authority is more important than ever because AI leans towards trusted sources.

Key shifts in search:

• Search Generative Experience (SGE) with AI overviews is dominating SERPs.
• Zero-click search is growing—users get answers without visiting a website.
• Generative Experience Optimization (GEO) is the new SEO.
• AI-friendly content must be clear, structured, and authoritative.
• Brand visibility beyond Google is more important than ever.

South Africa’s Competition Commission suggests that tech giants must pay for news content. Companies like Google and Microsoft extract significant content and value from news sites without compensating the publishers for it. In South Africa, the CC proposed a digital tariff on these companies that is reflecting a global shift towards fair compensation for content. Why? News organisations relied on referral traffic from platforms like Google and Meta. You used to search for a news story from the platforms and click through to the article. Now, because of AI search results and zero-click search, there is declining traffic, and the algorithms of these platforms are deprioritising clicks. This is impacting the revenue streams of news sites.

What’s under fire?

• The algorithm wars: Prioritizing local and community journalism.
• The shift from free distribution to paid models.
• The role of AI in news distribution: Ethics and responsibility.

Implications for marketers:

• Owned media channels (websites, newsletters) will become even more critical.
• AI-driven content strategies must factor in regulatory shifts.
• Advertisers may face increased costs due to declining publisher revenue.

Social traffic is declining. Brands and publishers could posts links to social media and watch the clicks roll on in, but that era is coming to an end. Meta has now deprioritised links and their algorithm now favours videos and engagement based content. This means link posts barely gain any traction. If you have a massive following today, your referral traffic is likely declining. Consumer attention is being kept on social media platforms because there’s no need for the platforms to link out. 

Key trends:

• Meta is shifting away from links.
• Search Generative Experience is keeping users on Google.
• Brands and publishers report record lows in referral traffic.

What this means for marketers:

• Your website and email list are now your powerhouse.
• First-party data is gold—own your audience.
• Video and engagement-based content outperforms link posts.

When it comes to digital marketing trends, everyone is creating content in this age – and we get completely sucked in. Consumers today are now drowning in digital noise. The brands that win aren’t the ones that shout the loudest, but who speak to the right individual with the right message at the right time. 

Key strategies:

• AI-powered micro-segmentation.
• Personalized messaging at scale.
• Dynamic content and smart automation.
• Predictive analytics for precise targeting.
• Conversational and interactive engagement.