Welcome to our blog, where innovation meets strategy in the dynamic realm of digital marketing! In this post, we’ll examine the latest developments and emerging trends that are transforming the digital landscape. From recent updates in social media algorithms to AI-powered marketing techniques, these changes offer exciting possibilities for brands and marketers.
Get ready to learn how these advancements can revolutionize your campaigns, broaden your reach, and boost your ROI. We’ll analyze the key developments shaping the future of digital marketing, offering detailed insights to help you stay ahead in this rapidly evolving field. Don’t miss this comprehensive look at the current trends and news that are at the forefront of digital marketing!
Artificial intelligence
Key data for your SEO with AI
The emergence of AI-powered tools and search engines is revolutionizing the already competitive world of online search. One surprising aspect of this new paradigm is the fact that more than 90% of referral traffic to AI search engines or tools such as ChatGPT or Perplexity comes from desktop computers, a figure that contrasts with the reality of traditional search, where mobile devices are the main gateway.
This was revealed in a recent study by BrightEdge, which analyzed traffic from the leading AI-based search engines and assistants, including both traditional search engines (such as Google and Bing) and conversational or generative platforms (such as ChatGPT or Perplexity), in both North America and Europe. However, much of this traffic does not correspond to traditional searches comparable to those on Google, but to other uses such as writing, programming, or contextual assistance.
Desktops dominate AI search
In general, mobile devices dominate as the main device for accessing online search, but this changes when it comes to accessing AI search engines. In this context, desktops are the clear winners.
The most notable case is Perplexity.ai, as 96.5% of its traffic comes from desktop computers, while only 3.4% comes from mobile devices. The figures are similar for Bing (95% desktop vs. 4% mobile), ChatGPT.com (94% desktop vs. 6% mobile) and Google Gemini (91% desktop vs. 5% mobile).
This pattern is only interrupted when we look at Google Search results, where mobile traffic (53%) narrowly beats desktop traffic (44%).
It is important to note that this does not mean that AI tools such as ChatGPT or Gemini are not used on mobile devices. In fact, many are used primarily through apps. But desktop web traffic dominates because users tend to use these tools for more complex tasks (programming, writing, etc.) that are usually performed on computers. Furthermore, in the case of mobile apps, content is usually consumed within the interface without generating referral traffic to other sites.
The Google paradigm, an opportunity for Apple
As the only AI search engine that accounts for a significant percentage of mobile traffic, Google has managed to position its AI Overviews (available for desktop and mobile versions) as the main option in this context.
On the other hand, it should be noted that Google is the default search engine in most browsers and that more than half of its mobile traffic comes from iPhones. This means that Apple is in a favorable position where it could change the rules of the game with a single action. From applying AI-driven changes to Safari, its browser, to changing its default search engine, taking all that traffic away from Google.
Advice from Sundar Pichai, CEO of Google, to young workers
During Sundar Pichai’s two-decade career at Google, he has worked on many of the company’s major products, including Google Chrome, Gmail, Google Maps, and Chromebook. In 2019, he became CEO of Alphabet and its subsidiary Google. His current net worth is estimated at around $1.1 billion.
As one of the most powerful leaders in technology, Pichai recently reflected on how he got to where he is in his career. In a recent Podium VC podcast, he said he had “a lot of luck along the way,” but added that “it’s important to listen to your heart and see if you really enjoy doing it.”
Although Pichai sits at the helm of one of the world’s largest technology companies, his path to the top was not entirely smooth. His advice to young people who aspire to one day hold leadership positions like him is to surround themselves with people who outshine them.
“At various points in my life, I worked with people who I thought were better than me,” Pichai said. “Put yourself in a position where you work with people who you feel are expanding your capabilities. [That’s what helps you grow. [Put yourself in uncomfortable situations. I think you’ll often surprise yourself.”
How Sundar Pichai became CEO of Google
Pichai was born and raised in Chennai, India, to an electrical engineer father and a stenographer mother. Pichai told Yahoo Finance that he was lucky to grow up in a home where education was valued.
He said he had minimal access to computers during his childhood, and even recalled being on a waiting list for five years to get a rotary phone. He says that experiencing technology for the first time changed his life.
“It was a vivid moment for me where I saw how access to technology can make a difference,” Pichai told Yahoo Finance, adding that his limited exposure to computers during childhood is something he has carried with him throughout his career, serving as inspiration for the rollout of Chromebooks to students in the US.
Pichai moved to the US in 1993 to pursue a master’s degree in materials science at Stanford University, in the heart of Silicon Valley. After graduating, he worked briefly for a semiconductor materials company, but then returned to school to earn his MBA from the Wharton School of the University of Pennsylvania. Pichai worked briefly at McKinsey & Co. after earning his MBA and landing at Google in 2004.
“I think it’s hard to find things you love, but I think listening to your heart a little more than your mind [helps] when it comes to figuring out what you want to do,” Pichai said during the podcast.
Artificial intelligence
65% of users already encounter content generated by artificial intelligence
The second edition of the report “Brands under the tyranny of the algorithm” produced by Apple Tree analyzes the social media consumption habits of Spanish users and reveals a profound transformation of the digital ecosystem. By 2025, algorithms, artificial intelligence, and changes in content formats are redefining the rules of the game for brands and creators.
One of the most revealing findings is the growing role of artificial intelligence in the daily user experience: 65.4% say they frequently see AI-generated content, while 24.9% admit they are not sure when they see it. In other words, almost one in four people do not know if what they consume has been created by a machine. This uncertainty raises a challenge for transparency and trust on social media, where the line between the real and the artificial is becoming increasingly blurred.
In addition, AI is beginning to establish itself as a tool for search and inspiration. Although Google remains the leader, 4.5% of users already turn to platforms such as ChatGPT, Gemini, or Copilot to make purchasing decisions, a figure that is still modest but significant. Among those under 30, this use rises to 9.6%, surpassing even sources such as Reddit or specialized forums.
The risks associated with this new reality do not go unnoticed: impersonation and deepfakes are perceived as the main threat, with an average rating of 4.99 out of 5. This is followed by mass disinformation (3.8) and the loss of the human and creative factor (3.6). Although virtual influencers and the saturation of synthetic content are less of a concern, these threats as a whole force brands to use AI with ethical criteria and narrative responsibility.
Formats: Long video, yes; ephemeral, losing relevance
Beyond technology, the report also shows how consumer preferences are changing. Long video is up 112% from the previous year, especially among users over 30 who value context and depth. Meanwhile, ephemeral formats such as stories or images with text are losing relevance. Social media is also establishing itself as a space for active search: 26.9% of young people already use TikTok as a search engine, and 65.6% turn to TikTok or Instagram before buying a product.
In terms of the relationship with brands, trust has shifted towards more authentic and transparent content. Users particularly value the usefulness of content (38.1%), shared values (17.6%) and response and interaction with the community (7.6%). In this context, brands are surpassing influencers in trust for the first time, reinforcing the importance of building a coherent and human narrative.
In short, the Apple Tree report makes it clear that the battle for attention is no longer fought solely on the terrain of visibility, but also on that of credibility. In an ecosystem dominated by algorithms and artificial intelligence, brands that manage to connect through authenticity, real value, and communicative ethics will be the ones that stand out and build loyalty.
Latest Tech and Digital Marketing Updates
📌The latest big controversy on X. Willyrex showed cartoons created with Google’s VEO3 to his daughter, saying that she only wants to watch “her cartoons.” It generated a lot of criticism for the use of AI replacing professionals and the “lack of soul,” although Willyrex defended the immediacy and quality over current children’s content.
📌KFC triumphs for the 4th year. KFC is the most interactive brand on social media in Spain for the fourth year, with 11% of total interactions, according to Epsilon Technologies. Its success lies in humor and authenticity, especially on Instagram and TikTok.
📌Perplexity continues to rise. It reaches 780 million monthly queries, growing 20% each month.
📌News on the TikTok ban. The possible forced sale or ban of TikTok in the US will likely be delayed again by Trump, who is using it as a bargaining chip in trade negotiations with China.
📌Innovation is key. Mahou San Miguel launches New Drinks, an Amazon marketplace for disruptive beverages, including functional and non-alcoholic drinks. The goal is to innovate and identify consumer trends.
📌“Playing dumb” now means something else. Sweden has launched a campaign to change the meaning of this expression: they seek to transform it from “ignoring” to a symbol of climate commitment and sustainability.