SEO, Content and Influencer Marketing in 2025

SEO, content and influencer marketing in 2025. Trends, challenges and the new role of AI in positioning strategy

The emergence of generative artificial intelligence a few years ago permanently changed the face of SEO and content marketing. It soon turned out, however, that this was only the beginning of the revolution. Today, specialists have at their disposal unlimited resources of machine learning-based solutions and – as research shows – they are increasingly willing to use them. According to data from the Content Marketing Institute, in 2024 as many as 81 percent of B2B marketers already incorporated AI tools into their work, which is 9 percentage points more than the year before. Their capabilities are used not only in SEO and content marketing, but also in areas such as influencer marketing. There is no doubt that artificial intelligence will set the direction of the industry's development in 2025 as well. In what way? This question is answered by experts from WhitePress – a platform already present in nearly 40 markets that supports SEO and content marketing activities.

AI dominated SEO in 2024

Without a doubt, artificial intelligence is and will continue to be the number 1 topic in the SEO and content marketing industry. Its very broad capabilities are used by specialists from every area of marketing. Research shows that companies are taking the role of AI in everyday work increasingly seriously – while in 2023 as many as 61 percent of organizations had no guidelines or rules for using artificial intelligence tools, in 2024 this percentage had already fallen below 50 percent.

As emphasized by Tomasz Biegun, Head of Content Marketing & SEO and Member of the Management Board at WhitePress, the impact of artificial intelligence on SEO and content marketing so far cannot be assessed unequivocally.

– The impact of artificial intelligence on SEO and content marketing has been both negative and positive. On the one hand, we are dealing with a phenomenon I would call content value inflation – a very large number of low-quality texts of little usefulness to users are appearing online. The problem was noticed by Google, which in March 2024 integrated the Helpful Content system with the search engine's main algorithms. In the near future, further actions should be expected on the path to eliminating thin content. There is, however, also the other, better side of the coin – thanks to machine learning, many tedious and time-consuming processes have been automated. At WhitePress, we already used this potential in 2023 by creating AI Media Planner – a tool that optimizes article publication placements and also selects keywords based on established goals and criteria. Thanks to this, content distribution is 10 times faster – explains Tomasz Biegun, WhitePress.

The growing importance of local SEO and video content

The growing importance of local SEO and video content

The ongoing AI revolution is pushing other SEO-related issues somewhat into the background. Meanwhile, as Tomasz Biegun points out, several of them are worth noting.

– Although for another year we will be watching changes related to artificial intelligence, we must not forget that other things are also happening in the SEO industry. 2024 was a time when the role of local SEO, keyword-optimized video content, and personalization of search results increased. The scale of content creation with AI has influenced and will continue to influence the importance of updating already published content. Constantly improving the quality of texts is a way to maintain or increase their visibility in search engines – says Tomasz Biegun, WhitePress.

AI is not slowing down. The new path of artificial intelligence in SEO

When it comes to trends in SEO and content marketing, there are no surprises – the main player will still be artificial intelligence. As many as 56 percent of B2B marketers admit that in 2025 AI-based automation will be a high or medium priority for their organization. At the same time, specialists' attitude toward generated content is ambivalent. Although content quality is usually assessed as good or fair (a total of 79 percent of responses), most people (67 percent) declare a medium level of trust in the results of generative AI.

Therefore, in the near future we should expect a further increase in the importance of credibility, uniqueness and expertise of content, as well as the authority of the domain and the content author themselves. However, as Agata Gruszka-Kierczak, International SEO Manager at WhitePress, points out, 2025 in the SEO industry will pass primarily under the sign of the influence of artificial intelligence on the shape and operations of internet search engines.

– Significant changes will be associated with the implementation of Search Generative Experience (SGE) in search engines – a solution that uses AI to generate contextual answers even to more complex user queries. In Google, these texts appear between Google Ads and organic search results. Of course, this will significantly affect the SEO industry and positioning strategies, although it must be emphasized that even now the activities of many experts are largely focused on Generative Search Optimization (GSO) and growing traffic from AI tools. It is quite likely that SGE will appear in Poland as early as this year, which I personally hope for – says Agata Gruszka-Kierczak, WhitePress.

The expert adds that the implementation of SGE will be reflected in processes and ways of working. Search Generative Experience will influence the development of new technologies and new tools, which will translate into organizational changes in the industry. We must prepare for new challenges, and this will require considerable flexibility from us.

The impact of AI on influencer marketing

How has artificial intelligence affected influencer marketing?

In 2024, artificial intelligence clearly marked its presence not only in SEO or copywriting, but also in the area of influencer marketing. AI tools are used to personalize content, create entirely new materials, and identify audience needs and interests. For influencer marketing specialists, they are useful in research, the process of analyzing content on profiles, studying audience engagement, or campaign automation. As emphasized by Damian Barański, Influencer Sales Specialist at WhitePress, we will be able to observe the continuation of these trends in 2025 as well. The expert also believes that further development of the idea of so-called virtual influencers should be expected.

– Although the first virtual female influencer appeared as early as 2016, the realization of this idea only gained momentum in the era of artificial intelligence. Currently, although it still stirs up quite a lot of controversy, the use of virtual influencers in the promotional activities of large brands is becoming increasingly common. Some of them serve as brand ambassadors, such as the influencer May created by Maybelline New York. I think that although this trend will certainly gain in importance, virtual influencers will never replace real ones, mainly due to the authenticity of the message. Artificial intelligence in influencer marketing is also used in a similar way as in other industries, including personalizing content, improving analytics, or automating campaigns – says Damian Barański, WhitePress.

What else besides artificial intelligence? The WhitePress expert draws attention to the growing popularity of micro- and nanoinfluencers, the issue of clarifying legal regulations regarding ad labeling, and the changing direction of cooperation between brands and influencers.

– Micro- and nanoinfluencers, despite having fewer followers, have a certain advantage – they build highly engaged communities, which gives brands measurable benefits. Another interesting trend is designing campaigns focused more on values than on the product. For example, the importance of the idea of sustainable development and ecology is growing, to which the CSRD directive had a major impact. Companies will increasingly carry out image campaigns on these topics, cooperating with those influencers who share their values – summarizes Damian Barański, WhitePress

SEO, Content and Influencer Marketing in 2025: Trends, Challenges and the Role of AI