In the space of a few weeks, Apple, OpenAI and Google have redefined the rules of the game. Each in its own way, they have anchored AI in users' daily lives, in interfaces, tools and behaviors.
For marketing teams, these announcements are not simply technical evolutions. They directly affect the way we build a presence, deliver a message, create impact.
This article brings together the key elements you need to know to understand what's really changing and, above all, what you need to adjust in your practices.
In the space of a few weeks, Apple, OpenAI and Google have redefined the rules of the game. Each in its own way, they have anchored AI in users' daily lives, in interfaces, tools and behaviors.
For marketing teams, these announcements are not simply technical evolutions. They directly affect the way we build a presence, deliver a message, create impact.
This article brings together the key elements you need to know to understand what's really changing and, above all, what you need to adjust in your practices.
Apple has unveiled Apple Intelligence as a layer of personal intelligence natively integrated into iOS, macOS and iPadOS.
No flashy chatbot, no dedicated interface: the AI infiltrates the apps everyone already uses, Messages, Mail, Notes, Safari, Photos...
It summarizes your e-mails, rewrites your messages, cleans up your calendar, sorts your notifications and helps you prioritize what matters.
All this, with a clear positioning: you own your data and it doesn't leave your devices (unless you request it).
Apple automatically reduces the noise for the user. As a result, every marketing message, every push, every interaction will have to pass a stricter attention filter.
With a real logic of context and continuity. If tomorrow your customers ask questions on their phone instead of Googling, you need to be in the answers, not just in the ads.
Apple is playing the privacy card, and this speaks to a growing number of users. For brands, this implies a repositioning: more transparency, less hidden tracking, more explicit authorization.
ChatGPT version 5 is not so much a spectacular leap forward as a highly controlled refinement.
On the menu: a long memory that retains context between sessions, better tone management, finer understanding of visuals and voice, and a more flexible API for integration into complex workflows.
But the real change is its native presence in iOS, directly accessible from Siri or Spotlight.
Users no longer need to open an app to interact with AI: it's there, available, integrated into their daily lives.
You can create a specialized assistant, linked to your brand, product or service. It's no longer a chatbot sitting in a corner of your site: it's an autonomous agent that can exist outside your ecosystem.
We no longer expect information, but immediate usefulness. AI must be clear, synthetic and coherent. If you offer content, it must be designed for these formats: modular, contextual, structured.
If you don't control the conversational experience around your product, a generic assistant may well respond instead. And then you lose the relationship. It's no longer enough to be visible: you have to be present in the interaction itself.
At Google, AI is no longer a product. It's an infrastructure.
Gemini is now integrated everywhere: in Gmail, to write replies. In Docs, to generate content. In Meet, to take notes. In Ads, to write ads. And above all, in Search, where it makes all the difference in terms of visibility.
With Search Generative Experience (SGE), Google no longer just provides links. It produces a direct synthesis, generated by AI, from several sources, without necessarily displaying the original sites.
The user asks a question, and gets a clear, organized, immediate answer.
No need to click. And therefore, potentially, fewer opportunities for your brand to exist in the journey.
SEO no longer necessarily aims for visits, but for visibility in the summary.
Your website can be read without being visited. It's therefore important to take care with structuring (titles, lists, short paragraphs) so that Google can extract the essential information.
It's no longer enough to attract. You have to be immediately useful. This requires clear, short, well-targeted content. And it means rethinking the ROI of an editorial marketing strategy that no longer seeks only to generate traffic.
Usage is changing fast. We click less, we interact more.
Interfaces are becoming conversational, synthetic and contextualized. It's no longer the page that creates the experience, but the ability to respond in the right way, at the right time.
Content can no longer be designed solely for a query. It must adapt to a context, an intention, a sequence of micro-interactions.
The brands that make the difference will be those that focus on:
It's also important to invest where attention moves: in personalized assistants, intelligent workflows, API integrations that connect the right content at the right time.
In this changing landscape, the role of an agency is not to impose tools.
It's about deciphering usage, testing the right levers, prioritizing what really counts for your users and your objectives.
At if/else, we don't sell trends.
We design useful presences integrating AI into HubSpot.
And we help you choose the right condition at the right time.
Credit : Picture of Google DeepMind on Unsplash