It’s been a big couple of weeks for AI in the marketing world: Google’s adding more ads to its AI search, while Meta has announced fully automated ad creation. But not everyone’s on board, as some brands are stepping back and putting the spotlight on real, human-made content. Here’s what you need to know.

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1. Meta Plans Full AI-Driven Ad Creation by 2026

Meta is gearing up to offer fully automated ad creation and targeting tools by the end of next year. The platform will let brands generate entire campaigns by simply uploading a product image and setting a budget.

Although it’s great for small businesses, especially those who have limited budgets for a dedicated virtual marketing manager, it’s not good news for everyone. Traditional advertising agencies are understandably on the edge, as this could cut them out of the process entirely.

Despite Meta’s public reassurances that agencies still matter, the immediate stock decline at major firms like WPP, Publicis, and Havas seems to say otherwise.

What this means for you:

This news might change everything you know about marketing your services. If Meta can automate campaign creation, your value isn’t in making ads anymore – it’s in the creative thinking and planning that AI still can’t replicate.

Focus on learning the stuff that actually requires human insight: brand strategy, cultural understanding, and making strong connections with your audience.

2. Google Adds More Ads to AI Search

While we’re on the topic of AI, another tech giant, Google, is now testing ads in its AI-powered search tool, AI Mode. Soon, aside from the standard chatbot response, you might also get a “helpful ad” – like a suggestion to use a particular platform if you’re asking how to build a website. Don’t worry, the ad will come with a “sponsored” label.

The giant is also expanding its ads in AI Overviews (the AI-generated summaries that appear at the top of search results) to include desktop devices. Ads for AI Overviews on desktop have already started rolling out to US users, but Google plans to bring them to more countries this year.

What this means for you:

Google has once again proven it’s smarter than most of us. While traditional search has declined, the company has presented its AI engine as the new prime real estate for ads – and your ad spend will likely need to account for these new placements.

Make sure to present your products as the logical answer to relevant queries. Consider adjusting your product descriptions and landing pages so they’re optimised for AI chatbots.

3. TikTok Promotes Itself Amidst Looming Teen Ban

With a nationwide social media ban for under-16s on the horizon, TikTok is making a last-resort effort to market itself to Australia. In a recent ad, the platform tried to portray itself as a place that promotes teen literacy, STEM learning, and outdoor hobbies like fishing (yes, fishing).

One can’t help but see TikTok’s sudden focus on educational content as an attempt to follow YouTube’s lead, especially after the latter managed to secure an educational exemption from the ban.

We’ll find out in six months whether TikTok can pull off the same feat – if the ban actually goes ahead.

What this means for you:

If you’re targeting younger audiences online, it’s a good time to come up with a backup plan that doesn’t just rely on social media reach. Government regulations can change anytime; as we can see, any platform-dependent strategy can fail overnight. So, diversify your marketing efforts before any ban hits.

4. Authenticity Becomes a Selling Point on Social Media

Finally, even though AI has become a “staple” in social media marketing, not everyone is convinced it’s the best way forward. While many brands jumped at the opportunity to use AI for quick, trendy content, consultant Rachel Karten predicts a counter-movement she calls “proof of reality” – brands deliberately showing behind-the-scenes, human-centred content that stand out from automated posts.

It’s true that smaller businesses find AI tools useful for creating professional-looking content without a big budget. Still, this push for authenticity seems to resonate, especially as consumers become more aware of AI-generated posts… and consider them lazy and insincere.

What this means for you:

We’re facing a choice between efficiency and authenticity – and the answer is not black or white. Then again, it just might be worth balancing the convenience of AI with genuine human touches that showcase your brand’s personality and effort.

Quick AI-generated content can fill gaps every now and then, but don’t underestimate the value of candid moments or authentic stories that connect on a real level. It’s a great way to differentiate yourself as everything else starts looking more or less similar.

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