Digital transformation marks SEO trends for 2025 in martech.

The battle for relevance: Generative AI and the new SEO

In recent days, the global digital marketing market has experienced heated debates about the accelerated impact of generative AI on search engines. With Google launching expanded features of SGE (Search Generative Experience) and investing in AI for personalization of results, brands are already noticing an increase in zero-click searches and the need to structure data to feed generative models [ref1][ref2]. Tools like Perplexity and Gemini are leading to a diversification of traffic source flows, signaling a future where SEO transcends Google [ref5][ref6].

Voice search and multimodal SEO: the mobile-first and visual shift

More than half of searches in 2025 will already occur through voice commands or images. This forces companies to redouble their efforts in voice SEO (focusing on real questions and objective content) and in optimizing images using detailed descriptions and multimodal context [ref2][ref4]. The growth of TikTok Now and visual resources in searches indicate increasingly diverse content formats, putting pressure on strategies to deliver rich and instant answers.

User-centric content, data, and integrated automation.

Recent campaigns by players like Magazine Luiza and Mercado Livre demonstrate the importance of personalized content, with strategies based on proprietary data (zero-party data) and workflow automation to scale digital presence across multiple channels. The concept of GEO (Generative Engine Optimization) is gaining traction: content needs to be relevant, transparent, and easily understood by AI engines. Experience sharing (EEAT), constant updates, and intensive use of martech tools are mandatory [ref1][ref9].

Events, announcements and industry trends highlighted.

At Web Summit Rio and Google Search Central Live, the major themes revolved around privacy , with the decline of third-party cookies and the role of CDPs (Customer Data Platforms) in orchestrating omnichannel journeys. Companies reinforced their automation, analytics, and AI stacks as a direct competitive differentiator in SEO, placing Martech & AI at the center of the sector debate.