October 2025 in Marketing
)
🤖AI & Martech
Adobe unveils AI Foundry for brand‑trained models
Adobe launched AI Foundry, a service that lets companies build generative models using their own images, video, audio, and graphics. Early adopters include Home Depot and Disney Imagineering. It will give enterprise businesses greater control over content creation and accelerate the production of on-brand media across image, video, audio, vector, and 3D formats.
What it means for marketers: Faster, on‑brand asset production without handing IP to third parties.
Buy it in ChatGPT” edges to retail reality
OpenAI’s new Instant Checkout plus a Walmart partnership will let people find and buy Walmart products inside ChatGPT. Walmart says “soon.”
What it means for Marketers: Prepare product feeds, attribution, and customer service for conversational commerce.
🖼️Platforms & Ads
Instagram adds stronger teen protections
Meta introduced auto‑on teen content filters and stricter defaults for under‑16s; rollout starts in the EU and UK.
What it means for Marketers: Expect reduced reach to minors; ensure age‑appropriate targeting and creative.
This comes after Meta’s push to move teens into Teen Accounts. In April, Meta began using AI to detect under-18s and automatically place them in Teen Accounts with stricter privacy and messaging limits. The rollout expanded globally in September.
TikTok in the US
The current U.S. plan would create a U.S.-controlled TikTok, with a new company, backed by American investors including Oracle, Silver Lake, and Andreessen Horowitz, taking over U.S. operations. Under the proposal, the company would rent TikTok’s recommendation algorithm from its Chinese parent, ByteDance.
The White House says Oracle would oversee and retrain the system on U.S. data to address national security concerns. However, lawmakers argue that any ongoing license still gives China influence and are pushing for a fully U.S.-built algorithm instead. An executive order on Sept 25 opened a 120-day window to finalise the deal.
What it means for Marketers: Be ready for either a U.S. TikTok shutdown or a feed that changes significantly. Spread campaigns across Reels, Shorts, and creators, and keep your audience data in formats you can transfer between platforms.
👩⚖️Policy & Regulation
EU spotlight on Google’s AI answers in Search
In the EU, Google’s “AI Overviews” feature, where an AI-generated summary appears at the top of search results, often above normal website links, is facing formal investigation. For example, Italian publishers claim it reduces traffic to news sites and have filed a complaint with European Commission regulator AGCOM.
Key issues:
-
Publishers say the summaries use their content without consent and offer no effective opt-out without losing search visibility.
-
Data show sharp drops in visits to news sites after the summaries rolled out. Studies suggest “zero-click” searches (where user gets the answer without clicking through) have increased.
-
Regulators are evaluating whether Google’s feature violates EU laws on competition (the Digital Markets Act) and media diversity (the European Media Freedom Act).
What it means for Marketers:
-
Paid and organic search strategies may need revisiting: you may allocate more budget to ads or alternative channels.
-
Content optimisation will matter more: you might need to ensure your brand appears in the AI summary-context, or on platforms beyond Google Search.
-
Monitor traffic trends for your brand’s content closely, if click-rates drop but impressions stay, it might signal the summaries are diverting users.
Google Ads’ new dishonest pricing rules start 28 Oct
From 28 October 2025, Google is enforcing an update to its “Misrepresentation” advertising policy focused specifically on pricing.
-
Advertisers must clearly disclose the full cost a user will pay, both before and after a purchase.
-
Ads cannot advertise a low price and then charge more or force users into a pricier offer (“bait-and-switch”).
-
Advertising an app as “free” when payment is actually required is prohibited.
-
Free trials must clearly state the trial length and when charges begin if automatic renewals apply.
-
Enforcement will ramp up over about four weeks after the start date; Google will issue warnings (at least 7 days) before suspending accounts for repeated breaches.
What it means for you: Audit all offers now. Make total costs and auto‑renew terms obvious.
ICO: direct marketing guidance refresh enters consultation
The ICO (Information Commissioner's Office) is updating its public guidance on direct marketing and the rules under the Privacy and Electronic Communications Regulations 2003 (PECR). The refresh is driven by the Data (Use and Access) Act 2025, which took effect on 19 June 2025.
Key facts:
-
The ICO’s “Plans for new and updated guidance” page states that the direct-marketing guidance is in drafting stage and will undergo a public consultation from October 2025.
-
The final version of the updated guidance is expected in winter 2025/2026.
-
The guidance covers things like: identifying when an activity is “direct marketing”, lawful bases for processing data, how to collect data fairly, respecting opt-outs, cookies and tracking technologies, business-to-business marketing, and sharing or selling data.
What this means for Marketers:
Check you have:
-
Clear records of how you collect, use and store marketing-contact data.
-
Opt-out mechanisms that are easy for people to use.
-
A lawful basis for using personal data for marketing (consent or legitimate interest) and it’s appropriate for your activity.
-
Transparency about cookies/tracking, especially if you use them for marketing.
-
As the guidance evolves you’ll likely need to update policies, training, partner/supplier agreements, and possibly how you handle lists and profiling.
-
Use the consultation period as an opportunity: provide feedback if you see ambiguous parts. This means you’ll be better prepared for the final version when it drops.
đź’°Agencies & Holding Companies
WPP’s new CEO strikes a $400m AI deal with Google
Under Cindy Rose, WPP agreed a five‑year, $400m expansion with Google to embed Gemini, Veo and more across its stack.
What it means for you: Expect faster, AI‑assisted production and new measurement offers across WPP agencies.
Latest News
-
)
Envisioning a future without third-party tracking cookies raises crucial questions for data-driven marketing. Marketers face significant challenges in reimagining customer acquisition strategies. Yet, ... -
)
Trends were once the purview of the press and the brands that paid them. Now, social media has laid waste to this top-down approach to popular culture and consumers have taken much of the power back, ... -
)
Take a peek into the future with this presentation about the challenges that digital marketers will face, and how to address them today, with Dimitrios Rokos, Chief Commercial Officer of WayMore. Key ... -
)
As competition within marketing channels becomes fiercer, numerous firms are overlooking an essential resource: their existing structured data. This talk shed light on the frequently underestimated op ... -
)
Are your B2B campaigns falling short? Chris Frampton from 6sense shares key insights! -
.png/fit-in/500x500/filters:no_upscale())
Claire Ferreira, Founder and Chief Marketing Officer of "Mums in Marketing," shared key insights into the transformative power of digital communities for brands and retailers during her conference at ... -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Influencers have become influential drivers for brand growth and audience expansion. This Technology for Marketing session on influencer marketing, led by Gordon Glenister, a global influencer marketi ... -
)
Uncover the secrets behind the Financial Times' success in mastering content personalisation through automation. -
)
Replicating an intimate in-store customer experience on digital platforms has become a pivotal focus for brands. Josh Dawe, Martech Lead at French Bedroom, unravelled the nuances of achieving this dig ... -
)
When it comes to perfecting your digital strategy, it's crucial to grasp and tackle the hidden costs of bounce rates. -
)
In a landscape dominated by AI, understanding the reasoning behind the algorithms is not just a choice but a strategic advantage for marketers. -
)
The landscape of customer communication is undergoing a profound transformation, and at the heart of this evolution is the rise of rich messaging channels. -
)
Ian Gibbs presents The CMO Effectiveness Toolkit, a valuable resource designed to empower marketing professionals with tools and insights crucial for demonstrating the true value of marketing spends. -
)
Explore the nuanced challenges of purposeful branding in this session by Scott Somerville, CMO of E.ON U.K., as he delves into the pitfalls of perfectionism and the strategic use of imperfections to f ... -
)
The role of in-house agencies has evolved into a powerhouse of creativity and innovation. Julia Arenson, the Head of Creative Operations at Specsavers, took centre stage at the Technology for Marketin ... -
)
Gain insights from industry leaders on the power of authenticity in influencer marketing, the impact of emotional content, attention-grabbing PR stunts, and the significance of consistency in influenc ... -
)
Navigating the intricate world of content marketing in the tech industry demands a strategic approach. Gavin Jordan's insights from The Drum's Open Mic provide a roadmap for tech companies to create c ... -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Customer Experience (CX) stands at the forefront of business priorities, and at Technology for Marketing, Benjamin Honorato, a Solutions Engineer at SurveyMonkey, illuminated the path to mastering thi ... -
)
Jazmin Beale, Head of Marketing and Brand at Queen Elizabeth Olympic Park, shared the secrets behind the park's transformation into London's fastest-growing cultural hub during a recent keynote sessio ... -
)
In the fast-paced digital landscape, where trends come and go, one tool has stood the test of time and continues to wield considerable influence: email. Access the exclusive Keynote insights from Tech ... -
)
Embark on a journey into the fascinating intersection of neuroscience and digital content creation with Harry Sumner, the Head of SEO and Content at Roast. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Discover a career journey from corporate to charity, AI and LinkedIn insights, and the future of marketing from an industry influencer. -
)
It’s just a few days until Technology for Marketing, and our 300+ exhibitors are gearing up to offer you the best solutions in the industry. Who do you want to meet? -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Meet Gordon, a seasoned entrepreneur consultant, author, and podcast host, sharing expert insights on influence and community building. -
.png/fit-in/500x500/filters:no_upscale())
Storytelling is one of the most important tools in the kit box for everyone focused on creating a successful marketing campaign. Ann the Storycoach teaches you to spot the storytelling in TV. -
.png/fit-in/500x500/filters:no_upscale())
In order to keep your business competitive and successful, it is important to carve out the time to create a strategic approach to your marketing. -
)
A review of the latest trends to inform your digital marketing approach -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
.png/fit-in/500x500/filters:no_upscale())
Meet Julia, a creative powerhouse who embarked on a transformative journey in the advertising industry. Learn more about how she's working to build a future-proofed in-house agency at Specsavers. -
)
Understanding your audience is key to developing impactful marketing. Here's how James Sharman leverages consumer insights and personalisation to craft empathetic marketing campaigns. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
-(2000-×-600px)-(1920-×-1080px).png/fit-in/500x500/filters:no_upscale())
Technology for Marketing is excited to launch the Top 100 Marketing Influencers Index for 2023 to recognise those in the industry that use social media to influence, educate and innovate our sector. -
)
From zero to a million, the story of how Laura Riches co-created a brand from nothing in three months, and set out to reinvent how to market wine creatively. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Looking at a few marketing campaigns, Ann the Storycoach teaches you to spot the storytelling and bring your customers into a different world with creative communication. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
A talk about what it mean to have a genuine message in an industry faced with scrutiny, and how to craft impactful campaigns based on honesty and transparency, while not allowing perception to stand i ... -
London, 18th January 2023: CloserStill Media, the producer of market-leading business events, exhibitions and conferences, today announced it has purchased a majority stake in CommerceNext, a leading ...
-
28 September 2022 - The UK’s biggest eCommerce and marketing technology events returned in-person, with a successful debut at London ExCeL, welcoming thousands of leading retailers and brands on day o ...
-
Digital commerce and the future of e-commerce as we know it: Pre-keynote interview with Karl Lillrud
It is often said that the best business people are those who live to solve problems - not just sell products. But sometimes it can be hard to see the wood for the trees. Organisations can struggle to ... -
It costs 80% less to keep a customer than to acquire one, yet brands are continuing to fall short in how they build relationships with their customers. Customer Relationship Management (CRM) is essent ...
-
)
The exhibition floor and conference theatres were jam-packed, as thousands of retailers and marketers joined the UK’s biggest two-day eCommerce and marketing technology event. London, 30 September 202 ... -
)
Paul Brett, Executive Producer at Flying Tiger, delves into the dynamic landscape of movie marketing and its intricate dance with cutting-edge technologies. -
)
Pepsi unveiled anew logo for the first time in 14 years, starting a new era for the brand by channeling a sense of nostalgia. What branding lessons can we take away from it? -
)
Laura Riches and her Laylo Co-founder Laura Rosenberger were the Marketing Director and Chief Operating Officer of Naked Wines during a period of rapid growth. So, when they launched their own wine br ... -
)
Roberta's tenure at Condé Nast emphasises social media, partnerships, and brand empowerment. Join her at Technology for Marketing for insights into renewing content and effective brand positioning. -
)
Bite-size updates on what happened in marketing this month, to keep you ahead of the curve and inform your campaigns. -
)
Pasta Evangelists, the UK's premier fresh pasta company, has become a household name for foodies nationwide since its inception in 2017. With a turnover hitting £40m, their journey from the Dragon’s D ... -
)
By consolidating all your marketing tools under one roof (including AI capabilities, analytics, ads, and more), you’ll be fully equipped to give your visitors an exceptional experience. With Siteimpro ... -
)
1. SEO isn’t dead, It’s Just evolving (Episode 91) Straight from the horses’ mouth: "SEO isn’t dying, it’s just evolving." - Sam Dunning, E91: SEO Can't Die and Won’t Die Takeaway for 2026: Stop feedi ...
