Feeling like you’re drowning in a sea of buzzwords and predictions? Like every scroll through LinkedIn brings a new, supposedly revolutionary concept, powered by AI and promising to upend everything we know about consumer behaviour? We’re all there. But is this just noise or something brands are actually facing? 

This article aims to cut through that noise. By separating the hype from reality, I'll explore whether these are truly seismic shifts requiring brand pivots, or simply new labels for an ongoing evolution. The answer lies not in chasing every shiny new object, but in a renewed focus on the fundamentals of a holistic, resilient growth strategy.

AI search is the new marketing frontier 

It’s true, consumer behaviour is reshaping the search landscape, but it’s no reason to panic. While Gartner predicts organic traffic could drop by 50% by 2028, that doesn’t mean users are disappearing – they’re just discovering differently. Google’s dominance is being challenged by AI search tools and social platforms, especially in early discovery stages. Although Google remains a key revenue driver, new platforms like ChatGPT and Gemini are gaining traction, particularly for professional tasks. Commercial use may be limited now, but it’s a space poised for growth, with monetisation already on the horizon.

At the same time, AI Overviews are contributing to more “zero-click” searches, which answer queries directly in search results, reducing traffic to websites. But this doesn’t make traditional SEO obsolete – it just demands an evolution. Optimising for AI-search means creating clear, useful content that improves user experience across channels. The real business shift lies in how we measure success: moving beyond click-based models and toward a more holistic understanding of fragmented, multi-touch user journeys.

How you can prepare for AI Search changes:

• Prioritise digital PR, strategic partnerships, and content strategy: Focus on these core areas as they not only optimise LLMs but also strengthen overall marketing and business performance.
• Adopt a holistic growth strategy: Avoid getting distracted by less impactful efforts; stay aligned on long-term, cross-channel growth.
• Monitor AI-Search developments: Stay informed, but don’t divert significant resources unless there's a solid strategic foundation.
• Build on strong, stable fundamentals: Build on strong, stable fundamentals
  

Learn more about the rise of AI Search and what it means for you with our Connecting the Dots podcast episode.

Social is the new search

An overused phrase but one that is fundamentally true. 

There has been a sharp rise in visual- and community-led discovery, and data consistently shows a growing number of consumers initiate their purchase journeys on social media. They are drawn to the authenticity of user-generated reviews and the ability to see products in a real-world context. 

Algorithms are also getting smarter, making it easier for consumers to discover new brands and products. TikTok has paved the way here with the FYP (for you page), which is an endless, algorithmically curated stream of videos from creators across the platform. We see other platforms adopt similar methods with Instagram Reels or YouTube Shorts. The impact on consumer expectations is vast – users expect hyper personalisation, immediate entertainment and a never-ending stream of novel content.

This makes it hard for brands to keep up. The tendency to create polished ads, and the subsequent long lead times and meticulous approval process that brings, is often at odds with the chaotic, fast-paced, and authentic nature of social discovery. 

How can you optimise for search via social channels: 

• Strengthen your organic social presence: Prioritise authentic, consistent content to build trust and brand consideration.
• Integrate organic social with SEO strategy: Treat social platforms as part of your search ecosystem – this alignment boosts discoverability.
• Create content that answers user queries: Use common search terms as inspiration to craft content that captures intent and drives visibility.
• Use social search data to inform strategy: Let insights from social search behaviour guide your content planning across both social and web channels.

Learn more about creative best practices for Meta advertising in this article.

Creative is the new targeting

An evolution from “content is king”. Here’s a very simplistic example of why this is true: One client tended to attract a male-dominant audience and they wanted to appeal to more women. Including women in the ads, unsurprisingly, increased engagement from women.

The lesson? Humans are complex. We have many interests and they evolve over time. I’m not interested in your brand because you have a woman in the ad, I am interested because it speaks to me as an individual. Discovery isn’t something you can optimise for – it’s something you engineer with hyper-relevant creatives. 

How to take a modern approach to ad creative: 

• Adopt a ‘test and learn’ mindset: Embrace experimentation and relinquish some control – let data and platform algorithms guide optimisation.
• Maximise creative variation: Produce a high volume of diverse creatives and allow the algorithm to determine which performs best for each audience.
• Act fast on cultural trends: Engage with TikTok trends and cultural moments in real-time to stay relevant – speed is critical.
• Use UGC and influencers authentically: Prioritise natural, relatable content over polished production – effective UGC should feel organic, not like a traditional ad.
• Use image generation to place products in varied contexts: 
  • Use video AI to bring static assets to life.
  • Utilise AI-powered creative optimisation from Meta & Google
  • Upload a handful of assets (images, videos, text) and let the platforms auto-generate and test hundreds of ad variations to find the most resonant combinations in real time.

Discover how ecommerce brands can succeed with our latest study on the effectiveness of TikTok advertising strategies.

Wrapping up

The biggest trends in consumer discovery all point in the same direction: a growing demand for authenticity, community, and trust. The shift toward conversational, distributed search and the rise of social discovery aren’t threats – they’re signals to create more human, helpful content. AI-powered creative gives us the scale and speed to meet this moment, but the core mission remains unchanged. Success lies not in chasing every new trend, but in building a resilient brand and a marketing engine rooted in real connection – ready to lead through whatever comes next.

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