The digital landscape gets a shake-up
In the wake of AI, new platforms, and Virtual Reality, 2025 increasingly looks like the year the digital world turns upside down. The fall appears to be no exception.
Let’s take a look:
iOS 26 is approaching rapidly, Google’s new AI model is making headlines – and TikTok will soon allow tracking without pixels.
Stay fully up to date with the September edition of Xtracts, your digital news roundup.
iOS 26 will be here soon
Whenever Apple releases a new update to their operating system, it makes waves in the marketing world – and the latest update is no exception.
This time, SMS marketers should pay extra attention. The new update introduces filtering features that allow users to receive messages from unknown numbers in a separate inbox. Your marketing messages could now end up in a place the user checks less frequently – or even automatically deletes.
Additionally, there are updates to Apple Intelligence, their AI system, which can summarize emails so users don’t need to open the full message – an obvious challenge for anyone sending newsletters.
Source: Ometria
Meta and Midjourney join forces
For anyone who has followed Meta’s not-so-smooth AI journey, there’s good news. Meta is partnering with Midjourney to strengthen and expand the capabilities of its own AI tools.
The collaboration aims to enhance text and image generation – great news for advertisers already using Meta’s AI tools, and a significant step for Meta in the ongoing “AI race.”
Details of the partnership are still limited, but it’s already clear that Midjourney will remain independent. In other words, this is not an investment by Meta, even though they have previously been in talks regarding a potential acquisition.
Source: TechChrunch
OpenAI is building a competitor to Chrome
With AI features like AI Overviews becoming more common in browsers, it’s no surprise that AI is increasingly shaping the browsing experience. But now, OpenAI is shaking things up by integrating a full browser into the AI ecosystem.
In simpler terms, OpenAI is reportedly preparing an AI-powered browser designed to compete directly with Google Chrome. Sources say part of the browser’s interface will resemble ChatGPT, offering a significantly different user experience – something that, combined with OpenAI’s large user base, positions it as a serious challenger to Chrome.
Advertising could be a major advantage for OpenAI. ChatGPT already has around 500 million weekly users, and if many of these adopt the new browser, OpenAI will gain access to a vast amount of user data – data that could form the foundation for highly effective, targeted advertising.
Source: Reuters
Google unveils new AI model
If you enjoy seeing AI models beyond ChatGPT make headlines, August was your month. While the release of ChatGPT-5 was a minor sensation, Google ultimately captured most of the positive attention.
The new Gemini 2.5 Flash Image model gives users sharper control over image editing – without sacrificing details or realistic faces. In other words, you can upload a photo of a house, ask the model to change the wall color, and receive an output where everything else remains intact.
This is welcome news for anyone using AI in their daily image work.
Sources: TechCrunch
New tracking capabilities from TikTok
As privacy concerns grow, traditional tracking becomes more challenging. Regulations and restrictions have made it harder to use tools like browser pixels to capture data on what users do after clicking an ad – and TikTok now offers a solution.
TikTok’s new Engaged Session allows advertisers to track users’ post-click engagement without relying on pixel tracking. The tool lets you see, for example, how many visitors stay on a landing page for at least 10 seconds and the cost of reaching these engaged users with your ads.
Engaged Sessions thus opens up opportunities for effective retargeting of users who have already shown interest and engagement. The feature is currently being tested, and TikTok has not yet announced when Engaged Sessions will be officially available to advertisers.
Source: Content Crip