December made one thing unmistakable: AI is no longer just an add-on to marketing—it’s the underlying engine determining what gets surfaced, what gets ignored, and what earns credibility. Search behavior moved further into zero-click territory. Paid placements lost some of their most valuable on-page positions. Influencer content evolved into a true full‑funnel driver. Platforms rolled out new tools while quietly increasing their control. Meanwhile, security and data ownership shifted from theoretical worries to concrete business risks. This roundup unpacks what actually mattered in December and how to adapt before these changes solidify heading into 2026.
Key Takeaways
Google ramped up AI‑first search with Gemini 3, AI Mode, and AI-enhanced Search Console reporting.
AI Overviews and AI Mode are depressing both organic and paid click-throughs, forcing a rethink of SERP strategy.
Influencer marketing moved beyond Gen Z, drawing in older, higher‑value audiences to creator ecosystems.
LinkedIn leaned harder into video and events, cementing its role as the B2B growth platform.
Security issues like Google Ads MCC hijacks intensified, pushing account governance to the forefront.
Search & AI
AI is now filtering what gets attention before a user ever clicks. December’s changes highlight Google tightening control over discovery and nudging brands to compete for visibility inside AI-driven experiences.
Search Console Adds AI-Driven Reporting
Google introduced AI-powered configuration in Search Console, letting users generate custom reports via natural language prompts. Instead of manually combining filters, teams can now pose questions the same way they think about performance.
Our POV: This reshapes who can access meaningful insight. Reporting no longer has to bottleneck around…