This week’s updates are all about adapting to inevitable changes in the industry. We’re looking at search engines and social media platforms evolving to accommodate AI and optimising content for a new generation of users. Here’s what’s happening and what it means for you.

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1. Meta Promotes Transparency for AI-Generated Ads

In an effort to improve advertising transparency, Meta is rolling out a new labelling system to tag images and videos that are created or heavily edited with its in-house AI tools.

The labels will appear next to the “Sponsored” tag or within the three-dot menu, depending on the level of AI usage. If the ad features a photorealistic AI-generated human, the label will be more prominently placed (next to the “Sponsored” label and not hidden in the menu).

On the other hand, if there are no significant edits done or if the image does not include a photorealistic human, the AI label may not appear.

This is just the beginning of a broader effort, as Meta also plans to expand these labels to cover AI-generated content from third-party tools. To be clear, however, AI-made ads are not going anywhere, but at least now you’ll know when you’re looking at one.

What this means for you:

While nothing here suggests the removal of AI-generated ads, the labelling system may have some impact on user trust and engagement. If you’re using AI-generated images for your ads, consider that the labels might affect how your audience perceives your brand.

That said, it’s also worth noting that minor AI tweaks won’t trigger the label, so there’s still room for subtle enhancements. Just don’t overdo it.

2. Google Downranks Ads With Irrelevant Landing Pages

In other news, Google has recently updated its search ad quality system to combat a common frustration: clicking an ad only to land on an irrelevant, hard-to-navigate page. To reduce the instances of disgruntled users, a new prediction model now helps filter out ads that lead to poorly designed landing pages.

With this system, ads that promise one thing but deliver something else (like a promotion instead of a signup or login form) will receive a lower Google ranking.

What this means for you:

Clear and relevant landing pages are more important than ever. Like Meta, Google is not banning misleading ads, but they are definitely not rewarding them. If you don’t want your page to be downranked, make sure your landing pages are relevant, easy to navigate, and actually deliver what the ad promised.

3. AI is Changing Search, But SEO Still Matters in 2025

We’ve talked about how AI has radically changed the way search works, but according to a recent Forbes article, this does not spell the end of SEO.

AI-powered chatbots excel at top-of-funnel research, where users prefer quick answers delivered in a conversational manner.

However, when it comes to product searches, comparisons, and purchases, search engines will still have the upper hand. In these cases, users might not want direct answers. Instead, most would still prefer long-form content with in-depth analyses and recommendations.

Most people actually enjoy the process of discovery when shopping, and this is one experience that AI chatbots aren’t able to replicate yet. As long as people need these, search engines – and SEO – will remain critical.

Then again, SEO strategies will still need to evolve. According to the author, aside from traditional methods like blogs, it’s also crucial to optimise content for multiple search and chat platforms.

AI chatbots aren’t replacing search engines anytime soon, but they did make the market more complex and competitive.

What this means for you:

Rather than choosing between AI or traditional search, the smart thing to do is optimise your content for both. Create conversational, direct-to-the-point answers to capture early-stage research traffic from AI chatbots. At the same time, develop in-depth content for the perusal of interested users. When people are actually ready to buy and need help in finalising their purchase, that’s where your long-form, SEO-friendly content comes in.

At the end of the day, it’s about meeting your audience where they are, whether it’s at the beginning or the final stage of their decision-making process.

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