Cookie Comebacks, Gen Z, and the AI Video Surge

3 min to read

Why AI, Social, and Video Are Forcing a Marketing Reset

Codedesign CEO Bruno Gavino on the new rules for relevance in 2025

In this week’s sit-down, Marketing Dive's editor caught up with Bruno Gavino, CEO of Codedesign, to unpack how shifting data policies, Gen Z behaviors, and AI innovation are reshaping digital strategy. “We’re not just pivoting tools—we’re rewriting what it means to be useful,” says Gavino.

Q1: What does Google's cookie U-turn really mean for brands?

It’s a stay of execution, not a pardon. Google's reversal on third-party cookies gives marketers more time—not more certainty. We get to keep familiar targeting methods for now, but the consumer pushback on surveillance isn’t going away. Smart CMOs are using this window to double down on first-party data. Think loyalty programs, gated content, or community-driven email lists.

Takeaway: Use this delay to build owned data muscle. Please don't waste it chasing retargeting ROIs from 2019.

Q2: How should marketers adapt to Gen Z's discovery habits?

Gen Z doesn’t browse—they stream and scroll. The eMarketer report makes it plain: if you're not discoverable on TikTok, Instagram, or YouTube, you’re invisible. But presence alone isn’t enough. It’s about format-native storytelling. A polished brand video won’t cut it on TikTok; raw, creator-driven content will.

Takeaway: Treat social like TV: cast the right characters (influencers), write for the format, and test obsessively.

Q3: Can AI-generated content really replace human creativity?

AI helps, but it doesn’t feel. Tools like ChatGPT and Jasper are productivity enhancers, not originality engines. The Semrush study shows that half of marketers are using AI for SEO, but search algorithms still reward depth and nuance. At Codedesign, we use AI to draft, outline, and iterate—but final content always goes through human polish.

Takeaway: Think of AI as your junior copywriter. Useful, but not ready to publish solo.

Q4: What are we underestimating about AI-driven advertising?

We’re overlooking its potential to deepen echo chambers. Meta’s new AI agent promises better personalization—but if that means tighter targeting based on existing behavior, we risk reinforcing biases and missing out on audience expansion. Personalization must be paired with discovery strategies that still allow for serendipity.

Q5: Lightning Round

Trend to watch? Video search.
Overrated metric? Impressions!!
Underrated channel? Branded YouTube series.
First AI tool to try? Midjourney for creative inspiration, but it's getting complicated to choose.
What to stop doing? Posting the same content across platforms.

Action Checklist

Audit your first-party data strategy—prioritize channels you control like email, web, and app.

Test one native video format on TikTok or Reels.
Brief your team on responsible AI usage policies.
Analyze your current SEO content for search intent alignment.
Revisit your video ad spend in light of mobile viewing trends.

The future of digital marketing won’t be written by AI—but by the brands bold enough to use it wisely.

Thoughts by Bruno Gavino

Bruno Gavino is the CEO of Codedesign, a Lisbon-based digital marketing agency, with offices in Boston, Singapore, and Manchester (UK). He plays a pivotal role in shaping the agency's growth and direction, particularly in the realm of digital marketing. Codedesign has built a strong team of dedicated professionals, including marketers, developers, and creative thinkers, with a mission to help businesses grow online.

Bruno's expertise extends to various aspects of digital marketing, and he has been active in sharing his insights on the impact of significant global events on the digital marketing landscape. His contributions to the field extend beyond his role at Codedesign. Bruno Gavino is known for his broad perspective on digital strategies and innovative solutions that drive the company's vision.

Follow Bruno Gavino on Linkedin

Codedesign

Codedesign is a digital marketing agency with a strong multicultural and international presence, offering expert services in digital marketing. Our digital agency in Lisbon, Boston, and Manchester enables us to provide market-ready strategies that suit a wide range of clients across the globe (both B2B and B2C). We specialize in creating impactful online experiences, focusing on making your digital presence strong and efficient. Our approach is straightforward and effective, ensuring that every client receives a personalized service that truly meets their needs.

Our digital agency is committed to using the latest data and technology to help your business stand out. Whether you're looking to increase your online visibility, connect better with your audience, get more leads, or grow your online sales. For more information, read our Digital Strategy Blog or to start your journey with us, please feel free to contact us.

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