The Future of AI, Marketing, and Media: Adaptive Websites and Personalised Content?

We’ve all seen it by now – that annual Spotify Wrapped update. It’s fun to look back on the year’s favourite tracks, artists, and listening trends. This year, however, there was a new twist for me. My Spotify Wrapped featured an AI-generated podcast that delved into my music preferences, explaining everything from my most-played artists to why certain songs caught my attention. The podcast was created by a tool called Notebook LM, which got me thinking about where AI in media and content creation is headed.

I’ve used Notebook LM before – it’s impressive. I uploaded four months’ worth of decks in PDF form, and it instantly understood the content. It didn’t just process it; it took all the details – the client brief, strategy, audience, results – and turned it into a 48-minute podcast that accurately covered everything. And as much as I was impressed by it, I couldn’t help but think: If AI can already analyse and create content like this, how long until we see Google Search doing something similar?

At the moment, Google rewrites around 60-70% of meta descriptions. But what if a simple AI script was added to every website? Imagine this: A major event happens, say, a development burns down overnight. Before most people even wake up, the website could have adapted, automatically pulling in the relevant keywords and publishing all necessary press releases and updates. This would happen in seconds, all thanks to adaptive content driven by AI. And I truly believe that the future of websites will be these ‘adaptive’ sites that adjust in real-time to serve personalised content – making them quicker, smarter, and more user-focused. Able to read PDFs, and able to adapt to a desire audience in a moment's notice.

So, where does that leave Google Search or SEO? For years, we’ve relied on optimising websites and content to rank higher in search engines. But with AI becoming so adept at creating personalised, on-the-spot content, will SEO as we know it even exist in the same way? As algorithms grow more advanced, what’s to stop AI from bypassing traditional search methods entirely, offering hyper-targeted content directly to users based on their specific needs and interests?

And this doesn’t just apply to websites. What about media channels like radio? If Notebook LM can already produce a personalised podcast tailored to someone’s unique tastes and interests, then surely we’re looking at a shift in how we consume audio content. Imagine a world where radio, as we know it, is replaced by personal ‘radio stations’ that play music, news, and conversation we actually care about. AI could create custom content for each listener, with voices reading the news they’re most interested in and playing tracks they’re likely to love. The traditional radio format may not stand a chance against this hyper-personalisation.

Now, let’s consider the full scope of what’s happening. We can already generate human-sounding voices and AI can produce increasingly realistic video content (remember the Coca-Cola Christmas ad this year, entirely AI-generated?). So, how long until these two technologies merge? Picture this: an individual writes a prompt for AI to create a fully-tailored, 10-episode TV series, designed around their exact preferences. Within moments, it’s done. Fully personalised content, from storylines to characters, could be created in real-time. This isn’t science fiction; it’s already on the horizon.

So, where does that leave marketing in the traditional sense? If AI begins to dominate content creation, potentially replacing entire industries like radio, TV, and film, traditional marketing channels could take on even more importance. Billboards, press ads, social media, and more will need to be more optimised than ever to stand out. The digital space may become oversaturated with AI-generated content, and people might begin to trust on-screen ads and social media posts less. That’s where traditional marketing – the physical, offline channels – could hold more value. It’ll be about making sure that every ad, every interaction, creates genuine trust and connection.

In short, while the rise of AI and adaptive technology will transform the landscape of media and marketing, it also opens up exciting possibilities. From websites that adapt in real-time to personalised content delivery through AI, we’re entering an era where content is more tailored and instantaneous than ever. The challenge for businesses, marketers, and content creators will be staying ahead of this rapidly evolving tech while ensuring their traditional methods still deliver real, trustworthy connections with their audiences.