1. Agency Moves and Media Account Shifts
- Major brands such as Marks & Spencer and Morrisons are actively reassessing and reallocating media accounts and agency relationships to better address evolving audience behaviours and improve campaign effectiveness in a crowded marketplace.
2. YouTube Tightens Monetization Rules on AI-Generated and Repetitive Content
- YouTube has updated its monetization policies to crack down on low-quality, repetitive, or mass-produced videos often linked to AI content farms. This update encourages creators to add original value and disclose AI use responsibly, influencing how marketers should approach video content creation on the platform.
3. YouTube Introduces AI Age Verification Technology
- Starting August 2025, YouTube will use AI to verify users’ ages and enforce restrictions for minors more effectively, enhancing platform safety and compliance.
4. Instagram and TikTok Expand Social Commerce and Visibility
- Instagram’s public posts and reels from professional accounts are now indexed by search engines, opening new discovery channels for brands. TikTok’s shoppable live streams and short-form video commerce continue to be major drivers of in-app sales, pushing brands to innovate social commerce strategies
5. Meta’s AI Monetization Drives Market Confidence
- Meta reported strong growth driven by monetization of AI-powered solutions, particularly in ads and personalized content. This success has bolstered market confidence in Meta’s AI strategy, with expectations for continued investment to maintain its AI lead.
