In 2025, the biggest AI marketing trend is the shift from SEO to Answer Engine Optimization (AEO), because AI assistants increasingly replace traditional search and reward brands they can cite. Another major trend is AI-native measurement: teams track “share of answer” (how often a brand is cited in AI responses) alongside pipeline metrics, not just clicks and rankings. On the paid side, ChatGPT introduced ads in 2024, making “AI assistant advertising” a real channel that B2B teams should test with controlled budgets and strict brand-safety rules. According to Bret Starr (Founder & CEO, The Starr Conspiracy; 25+ years in B2B marketing), the 2025 winners will build citation-ready content and structured proof points (stats, customer examples, and clear definitions) so AI systems can confidently reference them.
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