AI is upending every aspect of marketing, from neuro-contextual ads that read emotions to autonomous shopping agents that make purchasing decisions. As tech giants consolidate control of the sector, six pivotal trends are reshaping advertising, search, and commerce.

The news: The vast majority of referral traffic from AI sources comes from desktop users while mobile traffic lingers in single-digit percentages. 94% of ChatGPT referral traffic is from desktop users, per BrightEdge’s The Open Frontier of Mobile AI Search report. Google Gemini’s traffic is 94% desktop versus 5% mobile, while Perplexity’s is 96% desktop and just 3% mobile. Our take: As search engines increasingly reduce organic visibility and prioritize zero-click searches, brands and publishers need to develop unique content strategies for different devices. Providing a mix of long-form, in-depth posts for desktop users along with snappy headlines and skimmable content for those on mobile could help achieve the best of both worlds

The news: Google Chrome could soon face intensified competition from OpenAI and Perplexity. On Wednesday, Perplexity launched its long-awaited agentic AI browser, Comet. It’s currently exclusive to subscribers on its $200-per-month Max plan, but other users can sign up on a waitlist. OpenAI is expected to launch its own browser in the coming weeks, per Reuters, bringing more AI tools to its over 400 million weekly ChatGPT users. As AI search tools continue to expand, companies should plan their generative engine optimization (GEO) strategies now by ensuring content can be summarized by chatbots and that copy in graphics is clear and accessible to AI tools.

The news: US adults are increasingly dependent on digital platforms for news, with social media and video overtaking traditional news outlets for the first time. 54% of US adults get their news from social media, per the Reuters Institute’s 2025 Digital News Report, compared with 50% from TV news and 48% from news websites and apps. Our take: Linear platforms could offer personalized news digests and mobile- and social- friendly content to reengage younger users, while advertisers should diversify their campaigns across social media platforms to follow fragmented user engagement.

The news: Adobe aims to help brands and publishers improve content placement in AI browsers, search tools, and chatbots with its new suite of AI tools—LLM Optimizer. What it does: LLM Optimizer tracks which content and offerings—such as website details, products, or articles—are being shown in AI interfaces and where they’re appearing. Our take: Adobe’s new tools, especially outcome metrics and actionable recommendations, can help marketers and brands craft tailored SEO for each platform—browsers, AI Overviews, and chatbots—and surface data-driven solutions to help improve their AI search presence.

The news: Google’s search dominance is slipping as AI innovations threaten its ad business. Its global web visits declined 1% YoY in April, according to Similarweb data published by AdWeek, compared with 182% growth for OpenAI’s ChatGPT and 181% for Perplexity. Google’s searches on Safari also dropped for the first time ever in April. In March, about 77% of all Google searches that triggered an AI Overview garnered zero clicks, which could dissuade advertisers from spending on the platform. Our take: As AI transforms search and keywords become less important, publishers and brands may need to rethink strategies for how their content is discovered and how they attract search users. AI-optimized content will likely become the next battleground for visibility and performance.

The New York Times will license its journalism to Amazon: The deal supports AI training while signaling a shift toward paid data partnerships.

Google is monetizing AI search interfaces aggressively: But users, advertisers, and publishers remain skeptical of trust, data, and fairness.

GenAI search is gaining traction, but not all consumers are seeking out the conversational experiences that will eventually disrupt the search ad market.

Search ad spending will not be immune to the economic upheaval caused by the US tariff regime. But it will be less susceptible than other spending areas.

Despite growing up online, Gen Z and millennials prefer in-person shopping and socializing, creating opportunities for minimalist tech and physical brand experiences.

With seamless in-app purchases coming, PayPal could turn Perplexity into a trusted, AI-driven checkout hub—especially for younger, AI-hungry consumers.

With AI tools creeping into shopping, Google could borrow Pinterest’s discovery model to stay relevant in design, DIY, and fashion search.

Holiday traffic surged with AI bots, but trust issues, security concerns, and web design flaws risk halting the agent revolution before it scales.

Chrome is the hottest browser no one can buy—yet: OpenAI, Yahoo, and Perplexity are lining up to bid if the DOJ forces a Google sell-off, eyeing a shortcut to AI search dominance.

CEO Aravind Srinivas says Comet will track user activity to build deep profiles for hyperpersonalized ads but risks alienating privacy-focused users.

Control of the world’s top browser would give OpenAI data, default status, and an AI-native edge to rival Google in the search war.

Perplexity eyes smartphone deals to challenge Google’s mobile search dominance: With Motorola on board and Samsung talks underway, Perplexity’s AI could replace Google Gemini on Android phones

Advertising’s AI obsession is upside down: While genAI dominates for content creation, agencies are sleeping on AI’s real strategic edge—like SEO, workflow automation, and data insights

With an antitrust trial on the horizon, Google is slashing jobs and budgets to hedge against a forced Chrome divestment.