The second half of 2025 has not yet begun, but the outlook already indicates key developments for the business, e-commerce, retail, and marketing sectors. Superpower of the sector, Meta 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. The techniques for improving search engines open space for LLM (Large Language Models) or LLMO, in the optimized version. "AI has been trained to process a huge volume of data, analyze and understand texts, images, and videos, with a 'look' closer to that of humans," 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 Meta's Summit. In the exhibition, they used a yellow armchair from a specific brand as a case. With few and simple prompts, the tool read, described, and found the product. In other words, the main 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 necessary. Analysis, organization, and knowledge are required for activation, explains the specialist.
Camila says that this trend has already materialized in recent months with a market shift from search engines to the use of agents, such as ChatGPT. "People no longer ask Google; they now question AI. Therefore, the market no longer needs to be noticed through 'search,' but rather through GPT, causing Google itself, for example, to place a more ready-made answer at the top of search results, generated by its AI," he explains.
This migration is also confirmed by the numbers. In the survey presented by Meta, social networks (which have incorporated AI in recent months) have become the main channel for searching for brands and products, cited by 47% of respondents. They surpassed internet search engines, which over the past six years were considered the main means of research.
Camila says that those who bet everything on SEO tactics don't need to recalibrate their route hastily or adopt every miracle solution that appears. "The most important thing now is to understand more about this innovation and that producing strategic content, coherent with your objectives, multiplatform and multi-format – textual and audiovisual – remains the best strategy to be indexed in search engines or by AI agents," he indicates.Finally, the specialist also suggests investing in the integration of the brand's social media with other media outlets. "Today, there is no longer a main channel. It is the strategic integration that changes the game and ensures precise targeting of those who are truly interested in your product or service," he reveals.
