The second semester of 2025 has not yet begun, but the scenario already points to decisive innovations for the business, e-commerce, retail, and marketing sectors. As a powerhouse in the industry, Meta has anticipated the trends, and among the most evident is that Artificial Intelligence (AI) is gaining more ground than SEO (Search Engine Optimization) strategies when it comes to boosting markets. Search engine optimization techniques are making way for LLM (Large Language Models) or the optimized version, LLMO. “AI has been trained to process a vast amount of data, analyze and understand texts, images, and videos, with a ‘look’ closer to human,” evaluates Camila Renaux, an expert in Strategic Marketing and Artificial Intelligence.
The professional cites as an example the AI LLama 4, which was demonstrated “in action” during Meta’s Summit. In the showcase, they used a specific brand’s yellow armchair as a case study. With just a few simple prompts, the tool read, described, and found the product. “In other words, the major trend for the next semester will be how to optimize your brand’s presence in language models, and for that, much more than creativity will be needed. It requires analysis, organization, and knowledge for activation,” explains the expert.
Camila explains that this trend has already materialized in recent months with a market shift from search engines to the use of agents like ChatGPT. “People no longer ask Google; they’ve started questioning AI. That’s why the market no longer needs to be noticed by ‘search’ but by GPT, leading Google, for example, to place a more ready-made answer at the top of searches, created by its AI,” she illustrates.
This migration is also proven by the numbers. In the research presented by Meta, social networks (which have incorporated AI in recent months) have become the main channel for searching for brands and products, indicated by 47% of respondents. They surpassed internet search engines, which had been pointed out as the primary research means for the past six years.
Camila says that those who bet everything on SEO tactics don’t need to hastily recalculate their route or adopt every miraculous solution that appears. “The most important thing now is to understand more about this innovation and that producing strategic content, aligned with your objectives, multiplatform and multiformat—textual and audiovisual—remains the best strategy to be indexed in search engines or by AI agents,” she points out. To conclude, the expert also suggests betting on the integration of the brand’s social networks with other communication channels. “Today, there is no longer a main channel. It’s strategic integration that changes the game and ensures reaching precisely those who are genuinely interested in your product or service,” she reveals.
