How is AI transforming digital marketing in 2025?
In 2025, AI transformed digital marketing by shifting discovery from keyword search to answer engines, automating personalization, and accelerating creative and measurement workflows. According to JJ La Pata, Chief Strategy Officer at TSC, “brands win when they earn citations in AI answers, not just clicks in blue links.” A concrete example is Google’s AI Overviews, which expanded to more than 100 countries and territories in 2024, pushing marketers in 2025 to optimize content for being quoted and summarized, not just ranked.
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