Digital Marketing News, Trends & Updates

September 2025 has been a pivotal month in the digital marketing, e-commerce, and AI landscape. From AI infrastructure deals and breakthrough chip launches to updates in Google’s algorithm, SEO practices, and social media ad formats, businesses need to stay agile to remain competitive. Shopify and other platforms continue to push AI-powered tools for content creation and store management, while rapid growth in quick commerce in markets like India signals evolving consumer expectations. Across PPC, Meta Ads, and UI/UX innovations, the focus is clear: smarter automation, improved customer experiences, and AI-driven efficiencies are shaping the way brands operate online.

Artificial Intelligence (AI)

• Oracle and Meta Eye $20B Cloud Deal
  Oracle is negotiating a massive $20 billion deal with Meta to supply AI cloud infrastructure. If finalised, this would give Meta the horsepower to train and deploy its next-generation AI models at scale. For Oracle, it’s a chance to position itself as a leader in enterprise AI cloud services, competing more directly with Microsoft and AWS. Such a deal could reshape the global landscape for AI infrastructure.

• Huawei Launches Atlas 950/960 SuperPoDs
  Huawei has unveiled its most powerful AI chip clusters, called Atlas 950/960 SuperPoDs, designed to compete directly with Nvidia’s dominance in the sector. These supercomputing systems provide advanced capabilities for AI training and inference, targeting both research and enterprise use. By strengthening China’s hardware ecosystem, Huawei hopes to reduce reliance on U.S. chip technology. This could shift global supply chains in AI data centres.

• China’s First Thousand-Card AI Model Debuts
  At Huawei Connect, DeepSeek introduced its R1-Safe model, China’s largest AI system trained using over a thousand GPUs. It’s built to push domestic AI innovation while maintaining safety and reliability in performance. The project signals China’s commitment to developing homegrown large-scale AI systems independent of Western tech. This model is seen as a milestone in the country’s AI self-sufficiency journey.

• Nvidia Invests $5B in Intel.
  Nvidia has made a $5 billion investment in Intel, signalling a rare but strategic alliance between two chipmaking rivals. The partnership focuses on strengthening AI hardware offerings for both PCs and datacentres. Intel brings deep chip manufacturing capabilities, while Nvidia dominates the AI accelerator market. Together, they aim to create synergies that challenge other tech giants and enhance innovation.

SEO (Search Engine Optimisation)

• Google Tests AI Query Rewriting
  Google is experimenting with AI that rewrites search queries into full sentences, making them more natural and context-aware. The change could help the search engine better understand the intent behind fragmented or keyword-heavy queries. For marketers and SEOs, this shift may affect how content should be written to align with these rewritten queries. If rolled out widely, it could transform the search experience.

• Google Spam Update Still Causing Ranking Shifts
  Google’s August 2025 spam update is still causing volatility in rankings, weeks after its release. Many sites with thin, duplicate, or low-quality content are seeing significant traffic declines. Businesses with stronger, high-value content have generally fared better. SEOs are closely monitoring these shifts to adjust strategies in line with Google’s new spam filters.

• Entity-Based SEO Guidance Released
  Google has emphasised the importance of optimising for entities—such as people, places, and concepts—rather than focusing only on keywords. This guidance pushes SEOs to structure content around relationships and context, improving relevance in semantic search. The shift means content should answer intent-driven queries more holistically. It’s a step toward making search smarter and more human-like.

• Warning on Login Pages in SERPs
  Google has warned that login or gated pages showing up in search results can hurt site performance. When such pages get indexed, they waste crawl resources and disrupt how Google processes a site. The company recommends fixing this issue through robots.txt or meta tags to block login pages from indexing. Webmasters who ignore it risk lower visibility and crawl efficiency.

Social Media Marketing

• Meta Adds AI Text Replacement for Ads
  Meta has launched an AI tool that automatically replaces text within ad images to improve performance. By dynamically adjusting text to fit audience preferences, the tool aims to boost engagement rates. Advertisers get more creative flexibility without needing multiple image versions. It’s another sign of Meta doubling down on AI-driven ad personalisation.

• Improved Lead Forms on Facebook and Instagram
  Facebook and Instagram now offer upgraded lead forms with better metrics for advertisers. Marketers can track WhatsApp channel follows, display richer business information, and analyse flexible formats. These improvements are designed to increase lead quality rather than just volume. The update is especially useful for businesses looking to streamline conversion funnels.

• Ads Launch on Threads Feed
  Meta has introduced ads into the Threads feed, giving brands access to more than 300 million users on the app. Advertisers can target audiences with the same advanced tools used across Facebook and Instagram. This move turns Threads into a more significant ad platform, extending Meta’s overall ad inventory. For marketers, it’s a new opportunity to reach engaged, fast-growing communities.

Shopify (E-commerce Updates)

• Shopify Introduces Horizons and AI Store Builder
  Shopify’s Horizons framework brings a more flexible theme system alongside new AI-powered store-building tools. The update also includes stronger B2B features and global selling upgrades. It’s part of Shopify’s ongoing push to simplify store setup and customisation. For merchants, it means faster store launches and a broader range of capabilities.

• Shopify Magic Expands to Content Creation
  Shopify’s AI assistant, Magic, can now generate product descriptions and blog posts in addition to other tasks. This expansion gives merchants built-in content creation capabilities that help maintain a consistent brand voice. Instead of outsourcing copywriting, sellers can quickly produce SEO-friendly text at scale. It’s a major productivity boost for small and mid-size businesses.

• Exchanges Enabled for Facebook Orders
  Shopify has rolled out the ability to process exchanges for orders made through the Facebook channel. Previously, merchants had limited options for post-purchase modifications. This new feature streamlines customer service workflows, making returns and exchanges smoother. It’s designed to improve customer satisfaction while saving merchants time.

• Upgraded Analytics Dashboard Launched
  Shopify introduced a new analytics dashboard with improved reporting and KPI tracking. Merchants now have access to deeper insights into customer behaviour, product performance, and sales trends. The update allows businesses to make smarter, data-driven decisions. It reflects Shopify’s effort to become not just a sales platform, but also a decision-support tool for retailers.

UI/UX 

• Framer: Fit Image (product update)
  Framer released a Fit Image sizing option that automatically adapts image frames to uploaded assets, reducing manual aspect-ratio work and enabling richer responsive layouts. This feature simplifies handling dynamic CMS-driven images and supports more flexible compositions for designers. Fit Image improves reliability when templates display user-uploaded or variable-sized media. The update helps teams scale design-to-production workflows with fewer layout breaks.

• Design Pages (product update)
  Framer launched Design Pages to let designers iterate on a freeform canvas with vector editing, P3 colour support, masking, and quick export. It shifts Framer toward a true design environment (not just a page builder), letting teams prototype highly visual layouts and then publish them as live pages. The feature speeds concept-to-production handoffs while keeping responsiveness in mind. Designers gain tighter control over pixel-level detail without leaving the Framer workspace.

• Samsung One UI 8 rollout (device UX update)
  Samsung started rolling out One UI 8 to Galaxy S25 users, bringing deeper personalisation, proactive suggestions, Galaxy AI integrations, and privacy upgrades. The release includes a redesigned lock screen, 'Now Brief' personal summaries, and enhanced on-device AI tools for creative tasks and accessibility. These UX changes prioritise both personalisation and user control, reflecting the industry trend of embedded AI in device-level experiences. The phased rollout will reach additional Galaxy devices through October.

PPC (Pay Per Click)

• Google deploys AI to cut click fraud
  Google deployed LLM-driven and multimodal detection systems to identify and block invalid or fraudulent ad clicks, reporting roughly a 40% reduction in deceptive traffic patterns. The system analyses richer signals before ads are served, improving protection for advertisers and raising the quality of campaign metrics. Reduced fraud directly improves ROI and lowers wasted spend for large advertisers, while also forcing fraud operators to adapt.

• Performance Max: gender-exclusion controls (test)
  Google began experimenting with more granular audience controls in Performance Max campaigns, including the ability to exclude specific gender audiences. The test gives advertisers finer control over where the budget is allocated and helps reduce wasted impressions on low-value segments. This represents a shift toward hybrid automation — letting AI optimise while preserving certain manual constraints. Advertisers should monitor testing outcomes and update audience strategies if the control is rolled out.

• Video Action Campaigns replaced by Demand Gen
  Google consolidated its video ad formats, migrating Video Action Campaigns into the multi-format, discovery-driven Demand Gen experience. Demand Gen prioritises discovery-style placements across YouTube, Discover, and Gmail and brings expanded creative and audience signals. The change forces advertisers to adapt creative assets and bidding strategies to a more visually driven, AI-optimised format. Early results indicate stronger top-of-funnel performance but require creative format readiness.

Meta Ads 

• Enhance Media Text (AI tool for ad creatives)
  Meta launched 'Enhance Media Text', a beta AI feature that automatically swaps or adjusts the text within ad images to better match audience signals and ad copy. The tool aims to raise engagement without creating multiple static creatives, but it raises transparency and brand-control questions for advertisers. Early beta supports English (and selected languages) and lets teams test dynamic variations without extra design iterations. Advertisers should validate messaging and review approvals when using auto-modified image text.

• Ads arrive on Threads feed (global rollout)
  Meta expanded its ad inventory by enabling placements in the Threads feed, giving brands access to over 300 million monthly users with Meta’s existing targeting and measurement tools. The move brings text-first, conversational inventory into advertisers’ media mixes and extends Reels/Feed strategies to the Threads environment. Marketers can test lightweight, engagement-led formats and repurpose short-form creative for higher reach. Measurement and attribution will reuse Meta’s cross-platform signals.

• Catalogue ads move toward Advantage+ (automation)
  Meta shifted catalogue campaigns toward Advantage+ automation, removing certain manual audience selections in favour of algorithmic optimisation. The change simplifies campaign setup but reduces manual segment control — Meta's systems now select audiences to maximise catalogue performance. Brands relying on precise audience segmentation will need to adapt with clearer creative and feed hygiene to keep ROAS predictable under Advantage+.

• Demand Gen formal upgrade
  Google's Demand Gen format was promoted as the successor for several video and discovery placements, emphasising visually rich, AI-optimised creatives across YouTube, Discover, and Gmail. Demand Gen blends automated targeting with creative asset mixing and uses Google's audience signals for top-of-funnel demand capture. Advertisers should update creative pipelines and measurement plans to account for cross-surface placements and AI-driven optimisation.

• Performance Max reporting improvements (context)
  Google has rolled out additional insights for Performance Max campaigns, including channel-level performance breakdowns, negative keyword lists, and improved demographic reporting. These changes aim to give advertisers clearer visibility into where spend converts and to reduce blind automation. The updates are incremental but meaningful for optimisation workflows and budget allocation decisions.

• Connected web & app journeys (feature push)
  Google introduced tooling to create more consistent user journeys that span websites and apps — improving attribution and campaign continuity. The features make it easier to target audiences across touchpoints and measure combined web+app performance. Advertisers need to audit tracking and attribution setups to take full advantage of integrated journeys.

Quick Commerce 

• Sector to hit 1 billion orders in 2025
  Industry analysts reported that rapid adoption and expanded dark-store networks will push India’s quick commerce order volume past 1 billion in 2025. Growth is driven by higher SKU selection, festival-season demand, and faster store rollouts from players like Blinkit, Zepto, Instamart, Flipkart Minutes, and Amazon Now. The surge increases operational scale but raises unit economics and logistics sustainability questions for operators.

• Dark-store expansion for Diwali
  Quick commerce firms in India accelerated the build-out of dark stores to meet peak Diwali demand, adding hundreds of micro-fulfilment centres across urban clusters. The expansion aims to cut delivery times, widen assortment, and protect uptime during festive spikes. Companies are optimising assortment mixes and promotions to balance margin pressure with customer acquisition goals.

• Blinkit market-share analysis
  Market research indicates Blinkit holds a dominant share of India’s quick-commerce market, with competitors making tactical moves to close the gap. Continued leadership is tied to aggressive store rollouts, promotions, and partnerships, but competition on pricing and retention will intensify through the festival season.

Large Language Models  

• Anthropic / Claude developments (code and autonomy)
  Anthropic's Claude family received attention for new tooling and code-focused capabilities, including reviews of Claude’s code-interpreter-like capacities and reports that Claude is playing a larger role in authoring and iterating its own development. Industry observers noted extended-run autonomous coding sessions and improved agent workflows, expanding use cases for developer productivity and research. The advances accelerate debate on governance, safety, and developer productivity trade-offs.

• India AI Mission selects eight teams for foundational LLMs
  India’s AI Mission selected eight teams to receive incentives and work on a homegrown foundational LLM, pairing public funding with academic and commercial expertise. The initiative aims to boost domestic capabilities, data sovereignty, and local-language modelling, while creating an alternative ecosystem to global cloud-model offerings. Progress will be watched for model benchmarks, safety guardrails, and deployment plans.

• Meta ecosystem: quantized Llama 3.1 activity (community releases)
  Open-source and vendor-backed quantised builds of Llama 3.1 (8B/70B variants) circulated through model hubs and community packages, enabling developers to run efficient local inference. The quantised artefacts lower hardware barriers and support edge or on-prem experiments, accelerating experimentation but also raising governance questions about derivative datasets and safe deployment.

Google Updates

• August 2025 Spam Update completes rollout
  Google announced the August 2025 spam update had finished rolling out, and site owners were urged to review traffic and spam policy impacts. The update targeted low-quality, spammy pages and caused ranking volatility for affected sites; webmasters are advised to audit thin/duplicative content and follow Google’s spam guidance. The confirmation closes a 3–4 week period of algorithmic flux for many publishers.

• AI query-rewriting experiments observed
  SEO monitors reported Google testing a query-rewriting mode that transforms short or fragmented queries into full-sentence, context-rich inputs for AI-overview treatment. If enacted widely, this could change query patterns and content-optimisation practices because engines would infer more conversational intent before matching pages. Publishers should consider more natural, conversational content structures.

• New store widgets for merchants
  Google introduced new store widgets that merchants can add to websites (store rating widget, generic store widget, and Top Quality options) to surface trust signals and policies directly on product pages. These widgets aim to improve conversion by building shopper confidence and allowing merchants to display ratings, policies, and review summaries backed by Google signals. Implementation requires merchant enrollment and accurate feed data.

The digital ecosystem is evolving faster than ever, and September 2025 underscores the importance of staying informed and adaptable. Whether it’s leveraging AI for ads, optimising for Google’s changing search algorithms, or harnessing new e-commerce tools, businesses that combine strategic insight with technological adoption will gain a decisive edge. Keeping a finger on emerging trends—from AI infrastructure to quick commerce expansions—will be key to not just surviving, but thriving, in the months ahead.

Also read: Google August 2025 spam update done rolling out