This Month in Digital Marketing: From AI-powered browsing shifts to the rise of vibe marketing and Instagram’s new user controls, November brought major changes to how brands connect, create, and convert. Here’s what you need to know and how to stay ahead.
- ChatGPT Atlas is changing search. Browsing is now AI-led. Content must serve users and AI agents.
- Vibe marketing is on the rise. Small teams using AI can launch faster, more innovative campaigns.
- Instagram is testing Reels controls. Users can filter content. Relevance matters more than ever.
Browsing is becoming delegation, not discovery
With the launch of ChatGPT Atlas, OpenAI is turning the browser into an AI-powered assistant. Users can now give prompts and let the browser read, navigate, and complete tasks for them—transforming the act of browsing into full delegation.
This is a major shift: from “you search and click” to “AI finds and acts.”
What this means for marketers:
The traditional SEO funnel is changing. It’s no longer just about rankings and clicks; it’s about creating content that’s structured, scannable, and actionable enough for AI to select and use. Think: structured data, summaries, trust signals, and content built for machines and humans.
“The launch of Atlas is a seismic change: we have not seen a new browser with any impact in a long time! But “Browser” does not mean “Search engine,” and we should keep that in mind. In a world where we optimize for Google, we don’t optimize for Chrome.
What I think is happening is what Google did when releasing Chrome: cementing their leadership position as the search engine 97% of people use, because they then better understood how people search and navigate the internet overall (beyond search engines). OpenAI is releasing a Browser to understand people’s behaviour better and control the narrative all the way, cementing their LLM as the leader of all LLMs and providing a better user experience since ChatGPT will be “built-in” to Atlas.
The hope for SEOs is that their next step is to create their own search console so we can also analyze when and how our brands are mentioned and how ChatGPT navigates our website to optimize it in a way that suits our purpose.”
Vibe Marketing: Small Teams, Big Impact
Vibe marketing is gaining momentum as brands ditch traditional workflows in favour of faster, AI-assisted creativity. Inspired by Andrej Karpathy’s concept of “vibe coding” (“I see something, I say something, I run something, I paste something—and it usually works”), marketers are working faster and more intuitively than ever.
Instead of building campaigns manually, teams now prompt AI, refine the output, and test multiple variations at once.
What it looks like in practice:
- Running short, AI-driven campaign sprints
- Personalizing messaging using live customer data
- Using no-code tools to automate without dev support
- Turning competitor analysis into instantly deployable concepts
- Letting AI handle execution so marketers can focus on strategy
Incorporate the vibes in your marketing strategies
- Start with a prompt: Need a campaign idea, hook, or subject line? Ask your AI tool. Iterate on the results in real time.
- Build quickly with no-code: Use platforms like Zapier, Make, or Airtable to launch simple automations without waiting on dev teams.
- Test fast and often: Launch five variations of an ad or email and see what sticks—then double down.
- Swipe and remix: Spot a great idea in a competitor campaign? Feed it to your AI to generate your own tailored version.
- Stay intuitive: Follow your instincts, move fast, and let the tools catch up to your ideas.
It feels like there’s a new and improved Vibe coder every day. The service is growing at an incredible pace, both exciting and a little terrifying. The term no-code worries me, because these platforms still generate code, often more than necessary. The ability to turn an idea into a proof of concept in minutes is amazing and will lead to some incredible creations, but it’s not quite ready to replace your developers just yet.
This isn’t about replacing marketers. It’s about amplifying creativity—so you can do more, with less, and make it feel effortless.
Instagram gives users more control over Reels
Instagram is testing new Reels controls that let users tap “see more” or “see less” on specific types of content. This move signals a shift toward user-driven feed curation, reducing reliance on algorithms alone.
Why it matters for marketers:
If your content doesn’t align with user preferences, it risks being actively filtered out. Relevance, tone, and timing are more important than ever.
What to consider now:
- Focus on delivering real value, not just chasing trends.
- Avoid over-promotion or generic content that gets ignored.
- Refine your Reels strategy to resonate with specific audience interests.
As user control increases, only the most relevant, engaging, and intentional content will earn a lasting place in the feed.
The bottom line: Innovative, audience-focused strategies win.
AI is no longer on the sidelines; it’s reshaping how people browse, how marketers build, and how platforms serve content. From ChatGPT Atlas redefining search, to vibe marketing empowering lean teams, to Instagram giving users more control over what they see, one thing is clear: adaptability is the new advantage.
Marketers who embrace AI tools, prioritize relevance, and move quickly will lead—those who don’t risk being filtered out by algorithms, users, and the competition.
Follow us on LinkedIn and tell us which trend you’re most curious about.
