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AI is revolutionizing B2B SEO, but the fundamentals still apply. By strategically using AI and focusing on SEO content, B2B marketers can leverage AI tools to stay ahead of algorithm changes and AI-powered models.

According to an October 2024 Pipeline360 and Demand Metric survey, 38% of B2B marketers in the UK and the US rely on SEO and search engine marketing (SEM) for lead generation, ahead of webinars, content syndication, and events. SEO budgets should reflect that up to 90% of search activity still occurs on traditional platforms like Google and Bing.

Artificial intelligence (AI) is helping transform connected TV (CTV) into a performance marketing channel, giving paid search and social media a run for their money. CTV ad spend will reach $32.57 billion in the US next year, and AI is helping to boost its potential for advertisers. Here are three ways AI is doing that.

Puma might also consider expanding the campaign into different digital channels鈥攕uch as growing its search engine marketing efforts, investing in display advertising, and focusing on mobile advertising鈥攖o reach customers at as many touchpoints as possible.

Search engine marketing costs are on the rise in 21 of 23 industries: New analysis finds that Google Ads are getting more expensive.

Google will fall below a 50% share of the US search advertising market next year for the first time since we started tracking it in 2008, per our forecast. It鈥檚 a pivotal time for paid search, with Google鈥檚 ad dominance threatened by generative AI, social media, retail media, and lawsuits. Meanwhile, ad-averse consumers are becoming hesitant to click search ads. Here are four trends our exclusive KPI data reveal about Google, retail media, and the future of paid search.

The opportunity is sizable given that 61% of B2B marketers worldwide cite search engine marketing as the paid channel producing the best results, per the Content Management Institute (CMI). This article is part of 蘑菇AV鈥檚 client-only subscription Briefings鈥攄aily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends.

GenAI is taking the search market by storm, but market dynamics will stay largely the same this year.

GenAI adoption complicates retailers鈥� customer acquisition strategies: Brands are struggling to optimize their websites and product listings to account for rising traffic from genAI tools.

This is the Q1 2025 installment of our quarterly 鈥淎d Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Until Google rolls out generative search to all users, most consumers won鈥檛 adopt the technology. That means AI isn鈥檛 driving search ad spending鈥攜et.

By buying The Search Monitor, Similarweb adds compliance firepower, but integration hurdles and pricing shifts may test smaller clients

Amazon sees 18% YoY growth in ad services: While economic headwinds could slow growth, maintaining a presence on Amazon will help advertisers emerge stronger.

YouTube tests new AI features: The updates, including video carousels in search results and AI video summaries, promise innovation but require adaptation.

OpenAI introduced product recommendations into ChatGPT on Monday, creating a potential opportunity for advertising鈥攁nd a threat to affiliate marketing sites.

For publishers, genAI is changing everything from search referrals to the way they produce content.

This is the first installment of our biannual 鈥淯K Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

AI is transforming B2B content marketing, but trust and differentiation remain critical. Buyers seek authenticity from peers, influencers, and industry experts. Marketers must balance AI, human expertise, and bold strategies to drive engagement and growth in 2025.