Semrush Study: Super Bowl Ads Are No Longer a One-Night Event
What social engagement, search behavior, and AI-generated answers reveal about who really won the up-to-$10M ad battle
February 13, 2026
The start of 2025 brings fresh opportunities, bold strategies, and... questionable decisions? While industry leaders are busy mapping out the “must-dos” of the year, we’re flipping the script. Here’s a look at the top trends of what NOT to do in digital marketing and business strategy in 2025. Think of it as your reverse road map to success—or a fast track to failure if you dare follow it!
Stuck in the Marketing Time Warp?
Andrew Warden, Chief Marketing Officer at Semrush
DON’T: Assume your 2020s marketing playbook + AI can do all the heavy lifting.
2025 mistake: Over-relying on AI-generated content while ignoring the emotional depth only humans can bring. Spam your audience with cookie-cutter campaigns and irrelevant content, thinking personalization is optional. Bonus points if you’re still using stock photos that scream “meh” and ad copy filled with outdated jargon like “best-in-class” (hello, 2015).
And congrats—you’ve officially become forgettable.
Why this matters: In 2025, consumer behavior will be shaped by faster tech adoption, shorter attention spans, and demand for personalization. Research shows 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Fail to deliver, and your competitors will leave you in the dust.
And congrats—you’ve officially become forgettable.
Why this matters: In 2025, consumer behavior will be shaped by faster tech adoption, shorter attention spans, and demand for personalization. Research shows 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Fail to deliver, and your competitors will leave you in the dust.
The AI Shortcut to SEO Irrelevance
Kyle Byers, Director of Growth Marketing at Semrush
DON’T: Use AI to create tons of “slop” content while forgetting about human readers.
2025 mistake: Using AI to churn out tens of thousands of blog posts with no real value added. Ignoring readability, relevance, and user intent.
Why this matters: Google’s algorithms reward content that’s relevant, helpful, and written with humans in mind.
2025 mistake: Using AI to churn out tens of thousands of blog posts with no real value added. Ignoring readability, relevance, and user intent.
Why this matters: Google’s algorithms reward content that’s relevant, helpful, and written with humans in mind.
The Business Growth Shortcut to Nowhere
Eugene Levin, President at Semrush
DON’T: Treat every new trend like the key to overnight success.
2025 mistake: Jumping on every buzzword bandwagon without asking, “Does this actually make sense for our business?” AI, metaverse, crypto, holographic influencers—sure, they sound cool. But spreading resources too thin chasing trends is the fastest way to turn your growth plan into chaos. Bonus points if you skip measuring ROI and call it “being innovative.”
Why this matters: Growth isn’t about chasing the newest thing; it’s about making the right investments at the right time. Companies prioritizing strategic thinking are 20% more likely to achieve higher ROI. When everything is a priority, nothing gets done well—and that’s a surefire way to lose momentum in 2025’s fast-paced market.
2025 mistake: Jumping on every buzzword bandwagon without asking, “Does this actually make sense for our business?” AI, metaverse, crypto, holographic influencers—sure, they sound cool. But spreading resources too thin chasing trends is the fastest way to turn your growth plan into chaos. Bonus points if you skip measuring ROI and call it “being innovative.”
Why this matters: Growth isn’t about chasing the newest thing; it’s about making the right investments at the right time. Companies prioritizing strategic thinking are 20% more likely to achieve higher ROI. When everything is a priority, nothing gets done well—and that’s a surefire way to lose momentum in 2025’s fast-paced market.
The Rise of AI Overload in Creative
Ben Kendall, VP of Brand Experience at Semrush
DON’T: Hand over the reins of your creative campaigns to AI, thinking it can replace the human soul required for outstanding storytelling. Spoiler: it can’t.
2025 mistake: Over-relying on AI to produce content that’s polished but hollow. Sure, it might churn out visuals, copy, or ideas faster than your team can brainstorm, but that’s where the danger lies. Audiences can tell when a campaign lacks heart. Research backs this up: 69% of U.S. adults prefer human-generated content, and that number isn’t just about personal taste—it’s about trust and connection. Campaigns that feel robotic or detached will never resonate, no matter how sleek the output.
Why this matters: Creativity is about more than efficiency; it’s about storytelling that stirs something deeper. As Ad Age points out, the real magic happens when AI and human creativity work together. AI can elevate the process, but it’s the human touch that builds the emotional connections that audiences remember. If you let AI take over, your campaigns risk becoming a soulless blur, lost in the noise.
2025 mistake: Over-relying on AI to produce content that’s polished but hollow. Sure, it might churn out visuals, copy, or ideas faster than your team can brainstorm, but that’s where the danger lies. Audiences can tell when a campaign lacks heart. Research backs this up: 69% of U.S. adults prefer human-generated content, and that number isn’t just about personal taste—it’s about trust and connection. Campaigns that feel robotic or detached will never resonate, no matter how sleek the output.
Why this matters: Creativity is about more than efficiency; it’s about storytelling that stirs something deeper. As Ad Age points out, the real magic happens when AI and human creativity work together. AI can elevate the process, but it’s the human touch that builds the emotional connections that audiences remember. If you let AI take over, your campaigns risk becoming a soulless blur, lost in the noise.
Making Upskilling Optional
Rita Cidre, Head of Academy at Semrush
DON’T: Assume your team doesn’t need to upskill because they “already know everything.”
2025 mistake: Skipping certifications and professional development entirely. The digital marketing landscape is changing at warp speed with new trends, tools and channels seemingly popping up daily. In order to stay on top of changes (and come out on top) training can’t be optional. Upskilling yourself and your team must be a top priority for 2025, and beyond.
Why this matters: By 2025, 75% of jobs will require new skills. Without continuous learning, your team, and your business, risks falling behind.
2025 mistake: Skipping certifications and professional development entirely. The digital marketing landscape is changing at warp speed with new trends, tools and channels seemingly popping up daily. In order to stay on top of changes (and come out on top) training can’t be optional. Upskilling yourself and your team must be a top priority for 2025, and beyond.
Why this matters: By 2025, 75% of jobs will require new skills. Without continuous learning, your team, and your business, risks falling behind.
BONUS TIPS: How to Tank Your Marketing Strategy in 2025
- Outsource Your Creativity to ChatGPT: Why hire creative humans when you can rely on an AI tool to brainstorm the same clichés everyone else is using?
- Triple Down on Clickbait Headlines: Promise “One Weird Trick to Go Viral” and deliver absolutely nothing of substance. Consumers love being misled!
- Overcomplicate Your Martech Stack: Buy every tool under the sun without figuring out how they integrate. Your team will love juggling 25 dashboards.
- Ignore Ethical Marketing Practices: Everyone’s data is free game, right? Wrong. Prepare for lawsuits faster than you can say GDPR 2.0.
- Disregard Accessibility: Why make your content inclusive when you can alienate large portions of your audience?
Final Thought: Be Bold (But Not Reckless)
The future of digital marketing belongs to those who dare to innovate—but innovation doesn’t mean blindly following every trend or ignoring the basics. Let’s leave these mistakes behind and focus on strategies that drive impact, inspire loyalty, and keep your brand at the forefront.
