Weekly Update: Developments in Online Marketing and AI

In this weekly update from TMC Media, we go over the latest and most relevant developments in online marketing and artificial intelligence (AI). This week we look at smart AI agents from Adobe, the rise of AI-driven search, and how marketers are leveraging AI for personalized content. Find out below what's going on and what it may mean for the future of your online strategy.

‍

Adobe launches AI agents for online marketing tools

Adobe recently introduced artificial intelligence (AI) "agents" that help brands guide consumers on their Web sites. These AI agents can tailor marketing messages to different users based on their online activities. For example, content can be tailored to a younger audience coming to a website via a TikTok ad, as opposed to an older audience coming via a search. These tools help websites effectively manage chatbots and personalized suggestions, improving user interaction and decision-making. In addition, marketing professionals can set goals for website improvements, with the AI agents making recommendations and implementing changes. This development is designed to speed up processes that previously required significant time and resources.

‍

Potential implications: The integration of AI agents into marketing tools can lead to more personalized and efficient customer interactions, allowing companies to respond more quickly to customer needs and preferences.

‍

AI searches are changing the traditional search landscape

AI search is rapidly transforming the way consumers search online, moving from Google's traditional "ten blue links" to AI chatbots performing searches for them. According to Adobe research, AI search queries to U.S. retail websites increased by 1,300% during the 2024 vacation season. Users referred via AI search spend 8% more time on websites, view 12% more pages and exhibit a 23% lower bounce rate compared to traditional search referrals. Despite early flaws and controversies surrounding AI search platforms such as Google's AI Overviews and Perplexity, the trend is gaining momentum.

‍

Potential implications: The shift to AI-driven search could lead to a more personalized and efficient search experience for users, affecting the way businesses approach their online presence and SEO strategies.

‍

Marketers embrace AI for personalized content

Using AI for personalization is seen as a critical challenge in the rapidly changing world of marketing, according to HubSpot's "The State of Marketing 2025" report. Marketers are building agile teams to stay ahead, from embracing AI to reaching millennials and Gen Z. AI enables marketers to analyze customer data and deliver personalized content, increasing customer engagement and loyalty.

‍

Potential implications: Integrating AI into marketing strategies can lead to more personalized customer interactions and more effective campaigns, ultimately improving customer satisfaction and business results.

‍

How TMC Media can support your business

At TMC Media, we constantly monitor and analyze these developments so that you stay ahead. Want to know how AI can strengthen your marketing? Get in touch with us.

‍