The second half of 2025 has not yet begun, but the scenario already points to decisive innovations for the business, e-commerce, retail, and marketing sectors. A powerhouse in the industry, Meta has anticipated trends, and among the most evident is that Artificial Intelligence (AI) is gaining more ground than Search Engine Optimization (SEO) strategies when it comes to boosting markets. Search engine optimization techniques are giving way to LLM (Large Language Models) or LLMO, in the optimized version. ‘AI has been trained to process a massive volume of data, analyze and understand texts, images, and videos, with a ‘closer-to-human’ perspective,’ evaluates Strategic Marketing and Artificial Intelligence specialist Camila Renaux.
The professional cites the AI LLama 4 as an example, which was demonstrated ‘in action’ during the Meta Summit. In the showcase, they used a specific brand’s yellow armchair as a case study. With few and simple prompts, the tool read, described, and found the product. ‘In other words, the big trend for the next semester will be how to optimize your brand’s presence in language models, and for that, it will require much more than creativity. Analysis, organization, and knowledge for activation are needed,’ explains the specialist.
Camila explains that this trend has already materialized in recent months with a market trend that has shifted from search engines to the use of agents, such as ChatGPT. ‘People no longer ask Google questions; they have started to question AI. Therefore, the market no longer needs to be noticed by ‘search,’ but rather by GPT, causing Google itself, for example, to have inserted a more ready response at the top of searches, made by its AI,’ she exemplifies.
This migration is also evidenced through numbers. In the research presented by Meta, social media (which have started to include AIs in recent months) have become the main channel for searching for brands and products, being pointed out by 47% of the respondents. They have surpassed internet search engines, which in the last six years were pointed out as the main means of research.
Camila says that those who relied solely on SEO tactics do not need to recalculate their path in haste or adopt any miraculous solution that appears. “The most important thing now is to understand more about this innovation and that producing strategic content, coherent with your objectives, multi-platform and multi-format – textual and audiovisual – continues to be the best strategy to be indexed by search engines or AI agents”, she indicates. To conclude, the specialist also suggests investing in integrating the brand’s social networks with other communication channels. “Today there is no longer a main channel. It is strategic integration that changes the game and ensures reaching precisely those who are truly interested in your product or service”, she reveals.
