Published: September 1, 2025 | Last updated: September 1, 2025
In short? ChatGPT-5 sets a new AI standard, the online advertising market in Poland is growing rapidly, Digital Out-of-Home is gaining traction, and security and personal branding are becoming key topics in digital marketing.
Marketing in August 2025 brought not only the launch of the most intelligent version of ChatGPT-5 yet, but also record-breaking online ad market results and changes in social media platforms' data protection and safety policies. If you run an e-commerce business within the SME sector and want to stay competitive—you need to know these changes.
This article discusses the most important events, trends, and data from August 2025. You'll discover how to leverage artificial intelligence in marketing, current growth in online advertising spending in Poland, and how social media security is evolving in practice. We'll also present the role of personal branding and the impact of digital out-of-home on marketing campaigns. All with practical tips for e-sellers.
Table of Contents
- ChatGPT-5 launch: What does it mean for e-commerce and marketing?
- Is online advertising in Poland breaking records? Latest data
- Digital Out-of-Home: Outdoor advertising in the digital era
- Social media security: Meta’s new rules and data protection
- ChatGPT in Poland: How many users, and how do they use it?
- Influencer marketing and personal branding — new reports, new insights
- How can e-sellers implement AI today?
- Frequently Asked Questions (FAQ)
- August 2025 marketing: summary at a glance
- ChatGPT-5 sets a new benchmark in AI — multimodal capabilities, million-token context, and deep Google tools integration.
- Online ad market in Poland grew by 18% in Q1 2025, with significant contributions from SEM, mobile, and video ads.
- Social media security is becoming a priority — Meta introduces sweeping changes for minors and expands brand protection tools.
- Personal branding among leaders strongly impacts company performance — 61% of CEOs recognize its role in business growth.
ChatGPT-5 launch: What does it mean for e-commerce and marketing?
ChatGPT-5 is currently the most advanced language model available to e-sellers, creators, marketers, and data analysts. It was introduced by OpenAI in August 2025, and its capabilities are making a strong impression in the Polish market as well.
Multimodal capabilities and contextual memory
The new model supports multimodal data: text, images, voice, and even video. Moreover – it can analyze all of them within a single session and recall context across a million tokens. It's a game changer for marketers using AI for content creation.
Integrations with the Google ecosystem
ChatGPT-5 integrates with Gmail, Calendar, and Google Drive. For e-commerce, this enables automatic product description generation, promotional content, and newsletter writing based on sales data, promotion calendars, and competitor activity.
Multiple communication style modes
Four chat "personalities" (from formal to creative) help tailor communication tone to a specific audience – whether B2C customers or B2B partners.
Value for e-commerce sellers
- Shorter time for producing product and campaign content.
- Better understanding of customer needs from comments and reviews.
- Automatic customer inquiry analysis and response generation.
For comparison: GPT-4 could write coherent texts. GPT-5 creates full strategies, campaign scenarios, and dynamically adapts communication based on results.
Is online advertising in Poland breaking records? Latest data
The online advertising market in Poland is seeing record growth — according to IAB Polska/PwC, the market reached PLN 2.3 billion in Q1 2025, an 18% increase year-over-year.
Leading channels and formats
- Video ads: strong growth, supported by Q4 2024 pricing trends.
- SEM: still the key conversion driver.
- Mobile, programmatic, and social media: average growth around 20%.
Top sectors in online ad spending
- Retail (largest share).
- Financial services (biggest spending growth).
- Real estate and automotive (increasing local and retargeting campaigns).
Good news for SMEs: the rise of programmatic and self-service platforms lowers the barrier to entry into digital advertising. A small company, with well-set PPC campaigns (SEM, Google Ads, Facebook Ads), can effectively compete with larger players.
Digital Out-of-Home: Outdoor advertising in the digital era
Digital out-of-home (DOOH) is gaining ground as part of integrated marketing campaigns. In Q2 2025, its value hit PLN 64.9 million, marking 8.8% growth.
Why is DOOH gaining popularity?
- Geo-targeting: ad delivery adjusted to location and time of day.
- Automated programmatic sales.
- Integration with online-collected data converted into impactful offline campaigns.
According to Publicis Groupe, digitization of outdoor advertising formats will dominate in upcoming years—especially in major cities, shopping malls, and public transport.
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Social media security: Meta’s new rules and data protection
Meta is strengthening its regulations—not only in the US or Asia but also globally, including Central and Eastern Europe.
Key security policy changes at Meta:
- Parental control for children's and teens' accounts (minimum age: 13).
- VR interaction tracking for safety reasons.
- Ban on platform usage by individuals with criminal records related to sexual offenses.
- Improved brand protection tools — easier reporting of infringements, better ad filtering against impostor brands.
What does this mean for SMEs? If your brand has ever fallen victim to a fake campaign, profile, or product, you can now act faster and more effectively. Meta is simplifying the reporting process.
ChatGPT in Poland – who's using it, how, and for how long?
According to Gemius and PBI, in June 2025, ChatGPT had 9.3 million users in Poland (about 1/3 of internet users).
ChatGPT user profile in Poland:
- 60% are under 34 years old.
- 52.8% are women.
- 39.6% are rural residents.
Average usage time per user is 2 hours per month, and up to 2 hours and 42 minutes for the 25–34 age group.
Generative artificial intelligence in marketing is no longer a buzzword—it's a daily tool for campaign creation, customer service, and SEO.
Influencer marketing and personal branding — new reports, new insights
Influencer marketing: Example from “Travels with Żubr” campaign
Bank Pekao combined fintech products (payment rings) with travel storytelling in a campaign featuring Maria Jeleniewska and @spaniewvanie. Takeaways:
- Authenticity and niche thematic reach > lower costs, higher effectiveness
- Story-driven marketing: presenting the product through experiences and challenges of the protagonists
Personal branding of leaders — Impact Relations report
The report “Business Leaders’ Personal Branding 2025” reveals:
- 61% of decision-makers see personal branding directly impacting company growth.
- 1 in 3 regret not starting personal branding efforts sooner.
- 1 in 4 leaders attracted investors or clients thanks to personal brand recognition.
How can e-sellers implement AI today?
1. AI for marketing campaign creation
- Analyzing sales data and automatically planning promotions.
- Running remarketing campaigns using behavior prediction.
2. ChatGPT-5 for customer service
- Building GPT-5-based chatbots with fully personalized communication.
- Automated generation of store FAQ and user manuals.
3. AI SEO — ChatGPT + analytics tools
Using AI in SEO (ChatGPT + SurferSEO, Semrush, Ahrefs) enables:
- Analysis of niche long tail keywords.
- Creation of optimized blog content.
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Frequently Asked Questions (FAQ)
1. What is Digital Out-of-Home?
It’s the digital version of traditional outdoor advertising that combines screen technology, data, targeting, and programmatic ad sales.
2. Is it worth investing in voice and VR campaigns?
If your target audience includes younger generations (13–30), and your brand leverages immersive channels—such campaigns can significantly increase engagement.
3. What are the cheapest ways to start influencer marketing?
Working with micro-influencers (1–25K followers) with a high engagement rate. Barter or affiliate campaigns are good entry points.
4. What AI tools are best for online stores?
ChatGPT-5 + automated payment and fulfillment via API and integration with Shopify/PrestaShop/WooCommerce. Other useful tools include Jasper, Writesonic, Copy.ai.
August 2025 marketing: summary at a glance
Artificial intelligence, data security, authentic influencer marketing, and rising ad spending are the main pillars of marketing efforts in the second half of 2025.
- ChatGPT-5 brings full-scale AI into marketers' daily work.
- Online advertising is growing faster than other media — e-sellers should optimize their campaigns.
- Though more expensive, DOOH offers measurability, localization, and an offline “wow” factor.
- Personal branding and influencer marketing are investment opportunities, not expenses.
Convenient payment methods for your customers are a chance to grow your business.
Sources
- IAB Polska/PwC AdEx 2025 Report
- DoubleVerify: Global Insights 2025
- Gemius/PBI: ChatGPT Users in Poland (June 2025)
- Meta: Terms & Security Updates 2025
- Impact Relations: Personal Branding Leaders 2025
- OpenAI: ChatGPT-5 — Press Release
- Mediapanel: Internet Users in Poland – July 2025
