The return to work comes loaded with changes for the advertising industry. While many disconnected over the summer, digital marketing has continued to evolve: platforms are rolling out new features, artificial intelligence is redefining processes, and consumer habits are shifting faster than ever.
This new season begins with a landscape full of challenges and opportunities that will impact advertising, SEO, content creation, and, above all, the way brands connect with their audiences.
Meta: New Rules in the EU
Meta is in the midst of reconfiguring its advertising ecosystem. Starting in October 2025, it will no longer allow political, electoral, or social issue ads within the European Union. This decision comes in response to new European regulations requiring greater transparency and stricter targeting limitations.
This will significantly affect many companies, especially those running campaigns on social issues or with public-sector entities. Adjusting messages and formats will be key to complying with the new rules and avoiding being banned.
OpenAI and ChatGPT: The Era of GPT-5
In August, OpenAI launched GPT-5, the newest version of its AI language model. It stands out for its greater accuracy, speed, and tone customization, with direct integration into tools such as Gmail and Google Calendar.
New features include “Auto,” “Fast,” and “Thinking” modes, along with preconfigured personalities that adapt conversations to different contexts.
However, not everything has been celebratory: many users missed the more human style of GPT-4, which led OpenAI to restore it as the default model for paying subscribers. The question remains: where will the next updates lead?
Google and the Rise of Zero-Click Search
Google search is undergoing a historic shift. With the rollout of AI Overviews (formerly Search Generative Experience), more queries are being answered directly on the results page—without users clicking any links.
It’s estimated that zero-click searches already account for over 60% of queries and could surpass 70% in 2025. This reduces traffic to websites, posing a new challenge for brands and digital strategies heavily reliant on SEM campaigns. Over the coming months, the evolution of this trend will be key to forecasting what digital marketing might look like in 2026.
Changes in Google’s Algorithm
This year, Google rolled out two core updates (March and June), along with improvements to its anti-spam systems and signals for helpful content.
The trend is clear: rewarding high-quality, well-referenced content created by demonstrable experts in the field. The message is consistent—quality and relevance are valued over unreferenced, shallow pages.
These latest updates make it essential for companies to pay closer attention to the relevance and quality of their content if they want to maintain top rankings in search results.
Video Marketing: The King Still Reigns
Video as the leading format is nothing new, but it remains impossible to leave it out. It continues—and will continue—to be the most influential medium in purchase decisions.
Platforms like TikTok and YouTube are beginning to overtake Google as search engines for new products. The integration of direct-purchase options, such as TikTok Shop, is significantly increasing conversion rates. If video is not yet part of your marketing strategy, now is the time to include it.
From Meta’s new ad policies to the growth of zero-click searches, the season kicks off with changes that brands, agencies, and businesses must factor in as they prepare for the final quarter of the year.
