March (and one notable moment on the penultimate day of February) marked a juncture in AI innovation where we saw leading brands and new-to-some names announce interesting and unique advancements.
Without further ado, here are a few top AI news moments from March 2025 that may impact marketing throughout this year.
The Meta, Meta
It’s no surprise that Meta is a frontrunner in the AI race. Meta AI often ranks on lists that compile today’s most popular AI chatbots; however, they haven’t quite managed to dethrone industry originators like OpenAI or IP-heavy brands like Google’s Gemini.
Still, Meta keeps pushing for a top spot, which means they’re trying lots of new ideas to see what sticks. In a previous blog, we touched on one of Meta’s latest announcements, Business AI, which will introduce interactive ads. But on March 21, 2025, Meta unveiled a range of new updates to existing services and platforms, some of which involve AI components. The key AI-related takeaway from the retail-oriented update post revealed “new generative AI use cases for retail, including virtual try-on, background generation for Catalog Ads and more precise text generation.”
A New OpenAI Model That’s “Good at Creative Writing”?
Almost everyone who interacts with generative AI on a daily basis knows different models’ strengths and limitations, and I’m confident that not many people would say creativity is a strength of any model. Well, that could be changing, according to OpenAI’s Sam Altman.
The ChatGPT creator sent out a post on X on March 11, 2025, that said, “We trained a new model that is good at creative writing,” noting, “This is the first time I have been really struck by something written by AI.”
If you’re interested in reading the 14-paragraph AI-generated story Altman was so mesmerized by, you can find it in his post (which I won’t embed here, since it’s so long). The gist of it, though, is that he prompted this unreleased model to “write a metafictional literary short story about AI and grief.”
Now, there’s definitely a difference between what this unreleased model dispensed and what you’d expect to get out of even the most current ChatGPT model — it does read better from a strictly creative perspective. However, I’m hesitant to give it too much credit until the model is publicly available.
Sesame’s New AI Voice Model Is … Uncanny
AI-generated vocals aren’t necessarily new, but a company called Sesame had a viral moment in the last days of February with its virtual assistant called Maya. And in March, Sesame released the open-source model Maya is based on.
Sean Hollister of The Verge says, “Sesame is the first voice assistant I’ve ever wanted to talk to more than once,” because it sounds eerily human — emotional undertones, breaths and vocal disfluencies included.
You can listen to a few optimized samples of what Sesame’s voice models sound like within a recent research post on conversational voice in AI, if you’re inclined.
As far as what this means for marketing, we could be getting closer to AI-enabled voice assistants that act as customer support representatives for businesses, allowing customers to talk and work out issues as they might with a real agent or even a text-based chatbot, but with voice.
Adobe’s New AI Agents for Marketing Tools
Adobe is releasing new AI agents for popular online marketing tools with the idea that users will be able to interact with websites like they do with popular chatbots like ChatGPT. These Adobe agents are meant to have more awareness of users’ interactions on things like social media ads, so when they click through and start interacting with the bot, it can make better recommendations.
While information seems slight on this right now, this reads a bit like what Meta is doing with Business AI, where users can essentially talk to ads, only here, it’s to the website itself. Think of your standard chatbot, but smarter. Adobe says it’s all about delivering “actionable and comprehensive data insights through purpose-built AI agents that power a unified customer experience, with tools to orchestrate engaging experiences across different channels.”
Between all of these March 2025 (and late February) happenings — Meta’s upcoming Business AI, bots better at being creative, more natural AI voices and Adobe’s agents — the future of AI is beginning to feel quite advanced. I’m imagining a scenario where no matter what website you visit, you’re suddenly greeted by a mysterious voice, like when Kitt spoke to Micheal Knight for the first time, asking you how it can help make your browsing experience better.
