Digital Digest
Marketing Intelligence Weekly
Weekly updates on the digital marketing news you need to know, including data reform, AI, cookie deprecation and platform updates.
AI in digital
Platforms
ChatGPT goes all in on agentic AI
- ChatGPT just graduated to a proper “agent”: It can now research, browse, create slide decks, fill out forms, manage spreadsheets, and more, using its own virtual computer to take action from start to finish.
- Roll‑out limited to paid tiers (Pro, Plus, Team) for now: Pro users get priority access, with enterprise and education accounts coming soon.
- Security front and centre: Any sensitive step (like emails, purchases or financial moves) needs your thumbs up, plus safeties against prompt‑injection and shady actions have been added.
- Smart AI with human oversight: Designed to behave more like a teammate than an autopilot, it acts independently but will ask for approval and lets you pause, tweak or stop tasks mid‑flight.
- Read more
AI in digital
Platforms
Key findings from Semrush study on Google’s AI Mode
- AI Mode loves sidebars: 92% of its answers include one, usually linking to about 7 different domains. These match up with Google’s top 10 results around half the time.
- Organic links aren’t dead: When AI Mode adds extra links under its answers (in just 7% of cases), they align with Google’s top 10 results nearly 90% of the time.
- Reddit’s still the kingpin: It consistently shows up as a major citation source across all LLMs tested.
- What you're asking changes how much you get: Commercial queries get about twice the response length compared to straight-up informational ones.
- AI Mode feels more like ChatGPT than Google’s AI Overviews: It’s clearly built to go head-to-head with other big AI search tools, not just tweak existing Google features.
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AI in digital
40% rarely or never click on source links in AI
- Widespread scepticism: Around 82% of web users are at least somewhat sceptical of AI‑generated overviews, with only 8% always trusting them.
- Frequent errors: Over 42% have encountered inaccurate or misleading info in AI summaries, and nearly 17% received unsafe or harmful advice.
- Low fact‑checking: Despite doubts, more than 40% rarely or never click through to source links, with just 18% usually or always doing so.
- Convenience trade‑off: Most users recognise possible downsides but continue using AI summaries; only 37% would turn the feature off.
- Demand for better content: Over half of users are less likely to engage with content labelled as AI‑generated, and 74% want to see less AI‑created material moving forward.
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Platforms
Demand Gen ads appearing in Gmail Promotions tab
- Google is piloting a new “Demand Gen” ad format inside Gmail’s Promotions tab, transforming it into a mini e‑commerce storefront with rich product visuals, pricing, star ratings, and promo badges like “Free shipping”.
- Ads appear as visual hero units, which can expand into multi‑tile carousels directly within the inbox — enabling users to browse products without ever leaving Gmail.
- E‑commerce marketers stand to benefit, as this format combines Google’s Demand Gen targeting with Shopping‑style layouts — great for DTC and retail brands aiming to increase conversions in a non‑transactional space.
- Next steps expected: If testing goes well, this ad format could be rolled out more widely across Gmail and even into other Demand Gen surfaces like YouTube and Discover.
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Platforms
Google Ads Smart Bidding Exploration for tROAS campaigns
- AI-powered expansion within existing campaigns: This feature gives Google’s AI the flexibility to bid slightly below standard tROAS thresholds—without changing campaign structure or budgets—to uncover untapped but valuable search queries.
- Strong early performance signals: Internal Google data shows an average 18% uplift in unique converting query categories and a 19% increase in overall conversions during March–April 2025.
- Easy opt‑in at campaign or portfolio level: Advertisers can simply check a box in Google Ads settings to allow exploration with a configurable ROAS flexibility of 10–30%.
- Ideal for mature, high-volume campaigns: This feature works best in well-optimised, non-budget-constrained campaigns with stable conversion tracking, aiming to increase scale by trading slight efficiency for volume.
- Read more
AI in digital
Platforms
Google Search can call local businesses for you with AI
- Google Search now lets users get AI to call local businesses on their behalf – ideal for pricing or availability enquiries (pet groomers, dry cleaners, auto shops). The AI transparently introduces itself and sends a summary via text or email.
- Everyone in the U.S. gets access, with Google AI Pro/Ultra subscribers enjoying higher usage limits; business owners can opt out if they prefer not to receive these calls.
- Read more
AI in digital
Content Independence Day: Cloudflare to automatically block AI crawlers
- Cloudflare just changed the default setting for the open web (overnight). Now, all new domains using Cloudflare will automatically block AI crawlers unless they explicitly opt in.
- Web publishers now have control. New Cloudflare customers must choose whether to allow AI crawlers, with “block by default” as the starting point.
- AI companies must identify and justify crawler use (e.g. for training, inference, or search), supporting transparency and fair use.
- This addresses a broken value exchange. Previously, AI crawlers scraped data without sending referral traffic or revenue to creators.
- Cloudflare powers 20% of global web traffic and has already seen over 1 million customers opt to block AI crawlers since introducing the feature in 2024.
- This is part of a broader shift toward sustainable monetisation and licensing models for publishers and creators, including Cloudflare’s upcoming “Pay Per Crawl” model.
- This shift is being described as a Content Independence Day, aimed at restoring balance between creators, AI companies, and Internet users.
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Platforms
Core Update: Google Search June 2025 Core Update
- Google has released a Google Search Core Update on 1st July 2025 (to those of us in Aus), called the June 2025 Google Core Update.
- Google Search Central posted about the update on LinkedIn, stating: This is a regular update designed to better surface relevant, satisfying content for searchers from all types of sites.
- You may see your rankings fluctuate more than usual over the coming three weeks as a result.
- Contact us if you have any questions or concerns
AI in digital
Platforms
Cloudflare introduces Pay Per Crawl for AI bots
- Monetisation Model Introduced: Cloudflare's "Pay Per Crawl," currently in private beta, allows publishers to charge AI bots for content access, offering an alternative to unrestricted access or complete blocking.
- Flexible Access Controls: Publishers can set site-wide rates and choose to allow, charge, or block specific AI crawlers, providing nuanced control over content access.
- Technical Framework: The system utilises HTTP status codes, notably reviving the 402 "Payment Required" response, to manage and signal payment requirements for AI crawlers.
- Default AI Crawler Blocking: Cloudflare now blocks known AI crawlers by default for new domains, addressing concerns over unauthorised content scraping by AI entities.
- Industry Support: Major publishers, including The Associated Press and Stack Overflow, are participating in the initiative, highlighting a collective move towards fair compensation for content used in AI training.
- Read more
AI in digital
Platforms
Study: ChatGPT appears to have switched from using Bing Search to using Google
- ChatGPT appears to have switched from using Bing Search, to using Google.
- In a study by Alexis Rylko from iProspect France, he concludes: “With all the examples I've studied, there's no doubt that SearchGPT today uses search results from Google and not Bing.”
- The study showed the similarity rate between SearchGPT URLs and Bing URLs is only 30%, while the similarity rate between SearchGPT URLs and Google URLs was 90%.
- ”That is to say, 9 out of 10 pages retrieved by SearchGPT from an external search engine are found among the first results of Google.”
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Platforms
New Google Search Console Insights Report
- New 'Search Console Insights' Report: Google has introduced a new report in Search Console that provides a streamlined view of your site's performance on Google Search.
- Key Metrics at a Glance: The report highlights essential metrics such as clicks, impressions, click-through rate (CTR), and average position.
- Simplified Data Presentation: Designed for clarity, the report presents data in a user-friendly format, making it easier to interpret and act upon.
- Accessible to All Users: The new report is available to all Search Console users, ensuring widespread access to these valuable insights.
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AI in digital
Marketing by numbers
Platforms
Study: Zero-click searches have risen from 56% to 69% (YOY)
- Zero-Click Searches Surge: Since the introduction of Google's AI Overviews in May 2024, zero-click searches have increased from 56% to 69% by May 2025, indicating users are finding answers directly on the search page without clicking through to websites.
- Decline in News Site Traffic: Organic traffic to news websites has dropped significantly, from over 2.3 billion visits in mid-2024 to under 1.7 billion in May 2025, largely due to the rise in zero-click searches.
- ChatGPT Referrals Increase: While Google referrals have declined, ChatGPT has become a growing source of traffic for news publishers, with referrals increasing 25-fold year-over-year.
- Google's Stance: Google maintains that the web is thriving and questions the methodologies of studies highlighting the decline in clicks, though it hasn't provided detailed breakdowns of impressions versus clicks from AI Overviews.
- Read more
AI in digital
Marketing by numbers
AI bots scraping more but sending less traffic
- Cloudflare CEO Matthew Prince has raised the alarm on how AI bots are reshaping web traffic—and not in publishers’ favour.
- Google now crawls 18 pages for every visitor it sends to a publisher (up from 2:1 a decade ago). OpenAI’s ratio is 1,500:1, and Anthropic’s is a staggering 60,000:1.
- With Cloudflare handling approximately 20% of all internet traffic, this is worth a listen.
- Read more
AI in digital
Platforms
Semrush study: AI Mode vs Google Search
- AI Mode’s citation overlap with Google’s top 10 results is moderate, with a 54% domain and 35% URL match, suggesting it sources information more independently than traditional search.
- Reddit emerges as a leading citation source across all platforms, indicating the growing influence of user-generated content in AI search results.
- Commercial and transactional queries elicit longer responses, averaging twice the length of informational ones, highlighting the importance of detailed content for these query types.
- AI Mode’s response format typically includes a sidebar with links, featuring about seven unique domains, compared to three in AI Overviews, offering users a broader range of sources.
- Navigational queries in AI Mode show high overlap with traditional search results, with 89% domain and 80% URL match, indicating consistency in directing users to specific destinations.
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Cookies
Data privacy
Platforms
New consent signal ratings in Google Analytics
- Consent Signal Ratings in GA4: Google Analytics now assigns a 'Good' or 'Excellent' rating to each data stream, evaluating the implementation of Consent Mode.
- Impact on Ad Performance: A 'Good' rating may indicate incomplete or incorrect Consent Mode setup, potentially affecting ad performance and data accuracy, especially in regions with strict privacy regulations like the EU.
- Location of the Feature: The Consent Signal Rating can be found in GA4 under Admin > Data collection and modification > Consent settings.
- Importance of Correct Implementation: Proper implementation of Consent Mode is crucial, as Google may block conversion tracking for advertisers who don't comply, impacting measurement and targeting capabilities.
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AI in digital
Platforms
Google testing AI Mode in Australia
- Google appears to be testing AI Mode in Australia.
- It was reportedly seen in a signed out experience in Google Search.
- Google has so far rolled out AI Mode throughout the US and India.
- Read more
Platforms
Google offering first-time customer promotions in Shopping Ads
- Google has introduced '1st Order Promotions' for Shopping ads, enabling merchants to automatically offer exclusive discounts to first-time customers.
- Exclusive Discounts for New Customers: Merchants can now offer either percentage or dollar amount discounts to first-time buyers directly within their Shopping ads, with no minimum spend required.
- Integration with Merchant Center: To utilise this feature, campaigns must employ the 'New Customer Acquisition Goal' and have promotions approved via the Merchant Center through the promotion feed, builder, or API.
- US-Only Rollout: Currently, this feature is limited to allowlisted merchants in the United States, indicating a phased rollout strategy by Google.
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AI in digital
Platforms
AI Mode traffic now available in Google Search Console
- Google’s AI Mode traffic is now in Search Console – clicks, impressions and positions from the new AI-powered search experience are automatically counted alongside your regular organic search data.
- No separate breakdown available – Google lumps AI Mode metrics into the overall “Web” report, with no filter or tab to isolate them.
- Metrics align with standard rules – visits from AI Mode are counted using your usual impression, click and position calculations, including carousel and image blocks.
- Rollout timeline & impact on reporting – AI Mode data began filtering into reports around mid‑June, with Google updating documentation on June 17 to confirm the change.
- SEO implications – while no fresh schema is needed, marketers should monitor shifts in traffic and CTR carefully, since AI Mode could redistribute visibility across subtopics via “query fan‑out”.
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Platforms
WhatsApp introduces ads in “Updates” tab
- Brand-new ad rollout: WhatsApp has begun showing ads in its “Updates” (Status) tab—disappearing posts from friends will now include sponsored content from businesses.
- Privacy‑friendly targeting: Ads use minimal info—like country, city, language and activity—to personalise, but WhatsApp won’t tap into chats, calls, groups or phone numbers to target.
- Channels monetisation moves: Alongside ads, WhatsApp’s launching promoted Channels in the Explore tab and paid‑subscription options for exclusive content.
- Strategic pivot: Meta is positioning WhatsApp as a revenue powerhouse—echoing WeChat‑style super‑app ambitions—without compromising end‑to‑end encryption in private chats.
- Read more
AI in digital
Platforms
Google launches “Search Live” in AI Mode within Labs
- Google has officially launched “Search Live”, a real‑time, voice‑activated conversational feature in its AI Mode within the Google mobile app for U.S. users who’ve opted into Labs.
- The feature lets you tap the new “Live” icon, speak your query, get an AI‑generated audio response, and follow up naturally—continuing hands‑free even while using other apps.
- Visuals such as transcripts and web link carousels appear alongside voice replies, empowering users to both listen and dive deeper with a tap.
- Under the hood, it’s driven by a custom Gemini model using a “query fan‑out” technique—pulling in diverse sources, ensuring grounded, citation‑backed responses.
- Google intends to expand Search Live, including adding real‑time camera-based visual search in the coming months, evolving it into a fully multimodal experience.
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AI in digital
Platforms
Midjourney releases V1 Video Model
- Launch of V1 Video Model (Image-to-Video): Midjourney now allows you to animate static images by clicking “Animate” on an existing creation. Choose automatic mode for simple movement or manual mode to input prompts that define the action. Users can also adjust between high motion for dynamic scenes and low motion for subtle animation.
- Flexible extension & uploads: Each generation creates four 5‑second clips, with the option to extend seconds in 4 s increments (up to four extensions). Uploaded images outside Midjourney can be animated by marking them as a “start frame” and adding a motion prompt.
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AI in digital
Platforms
Sam Altman talks ChatGPT-5 and ads
- GPT‑5 will arrive soon (no exact date yet), and promises a “materially better” leap over GPT‑4, according to early testers.
- Sam Altman hinted at introducing ads in ChatGPT, but stressed they’ll be kept separate from the AI’s outputs to avoid undermining trust.
- Any advertising must be high‑value and transparent—likely appearing in sidebars or footers—and never influence the AI’s responses.
- Read more
Data privacy
Marketing by numbers
Platforms
Instagram growing across Asia-Pacific as TikTok growth slows
- Instagram is gaining momentum across Asia‑Pacific, largely thanks to TikTok’s 2020 ban in India—with India’s Instagram user base forecast to grow by ~10% in 2025, and Japan projected to hit 44.4 million users .
- TikTok’s growth is cooling in several APAC markets; Australia’s growth forecast sits at just 1.1% over 2025–2029, stifled by new age‑restriction regulations.
- Instagram’s strength lies in localisation and feature innovation—Reels, shoppable posts, and broadcast channels are helping it resonate with Gen‑Z in India and visual‑first audiences in Japan.
- Regulatory pressures in countries like Vietnam, Malaysia, Indonesia, Pakistan (and tighter online‑safety laws in Australia) are tilting the balance away from TikTok and towards Instagram.
- Read more
AI in digital
Platforms
Google AI Mode rolled out to all US users and will be incorporated into the main search
- AI Mode is now available to all U.S. users, offering a conversational, chatbot-like search experience powered by Google's Gemini 2.5 model.
- For now there is still a separate tab for AI Mode on Google.com but in an interview with Pichai, he stated: that Google will "keep migrating it to the main page.”
- Google will be lumping the AI Mode data in with web search data in your Search Console reports so you can expect to see some differences in those reports.
- Read more
AI in digital
Platforms
Google to roll out AI Max for all advertisers in early Q3
- Google is set to roll out AI Max for Search campaigns to all advertisers by early Q3 2025, following a limited beta phase.
- AI Max is a one-click feature suite that leverages Google's AI to enhance targeting and creative elements in Search campaigns.
- The feature includes search term matching, asset optimisation, and advanced controls such as geographic targeting and brand associations.
- Advertisers can opt in or out of specific features at the campaign or ad group level, providing flexibility in implementation.
- AI Max is part of Google's broader strategy to integrate AI into advertising, aligning with initiatives like Performance Max and AI Mode.
- Read more
AI in digital
Platforms
Google testing Audio Overviews in Search Labs
- Google is testing a new feature called Audio Overviews in Search Labs, which transforms certain search queries into AI-generated podcast-style discussions.
- AI-Powered Audio Summaries: Users can now generate audio summaries for specific search queries, providing a conversational and engaging way to consume information directly from search results.
- Integration with Search Results: Users can click through to cited web pages directly within the audio player.
- Current Availability: The Audio Overviews feature is currently being tested in English within the United States, with potential for broader rollout based on user feedback.
- Read more
Platforms
Google adds new structured data for loyalty programs
- New structured data for loyalty programs: Google now supports structured data for loyalty programs, allowing businesses to display details like program name, points, and membership tiers directly in search results.
- Enhanced visibility in search: This markup enables loyalty program information to appear in Google Search, helping users identify and engage with programs more easily.
- Potential benefits for marketers: By leveraging this feature, marketers can improve customer engagement and retention by highlighting loyalty offerings in search listings.
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AI in digital
Platforms
Mistral introduces Magistral its new AI model with multilingual capabilities
- Introducing Magistral: Mistral's Magistral models employ chain-of-thought reasoning, enabling more logical and accurate responses. Magistral Small is open-source with 24 billion parameters, while Magistral Medium is a more powerful, proprietary version aimed at enterprise use.
- Multilingual Capabilities: Unlike many models that primarily operate in English, Magistral can process and reason in multiple languages, including French, Spanish, Arabic, and Simplified Chinese, offering a more efficient approach for global applications.
- European Alternative: Backed by Microsoft and the French government, Mistral is Europe's answer to AI giants like OpenAI and Google. Its commitment to open-source models sets it apart from the predominantly proprietary offerings of its American and Chinese counterparts.
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AI in digital
Platforms
Microsoft’s Copilot Vision launches on Windows
- Microsoft has officially rolled out Copilot Vision for Windows 10 and 11 users in the U.S., allowing the AI assistant to visually interpret shared apps or screens in real time.
- “When you choose to enable it, Copilot Vision can see what you see and talk to you about it in real time. It acts as your second set of eyes, able to analyze content, help when you’re lost, provide insights, and answer your questions as you go.” says the Copilot Team
- Users can activate the feature via a glasses icon in the Copilot app, selecting specific apps or windows to share—similar to screen sharing in Microsoft Teams.
- The feature is also accessible on iOS and Android devices through the Copilot app, expanding its usability across platforms.
- Copilot Vision is part of Microsoft's experimental Copilot Labs initiatives and is available for free, without requiring a Copilot Pro subscription.
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Help desk
Marketing by numbers
Results and our recommendations on the latest IAB Australia report for Q1 2025
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Video advertising surged by 23.3%, reaching AUD $1.165 billion.
Recommendation: Focus on high-quality creative production and explore opportunities in connected TV and short-form video to maximise consumer engagement.
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Search advertising reached an all-time high at AUD $1.896 billion (+10%).
Recommendation: Strengthen keyword strategies, utilise advanced bidding and audience targeting techniques, and prioritise search budget allocation to leverage immediate consumer intent.
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Audio ad spend increased by 17.8% to AUD $77 million.
Recommendation: Test and scale podcast sponsorships and streaming audio ads to reach niche, high-engagement audience segments effectively.
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Social display and video have grown to hold 16.9% of market share.
Recommendation: Optimise segmentation and targeting strategies across platforms like Meta, TikTok, and LinkedIn to leverage precise audience targeting and drive higher ROI.
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Classified ads showed steady growth (+7.8%) to AUD $660 million, notably in real estate, recruitment, and automotive sectors.
Recommendation: Integrate classified placements strategically within broader marketing initiatives, ensuring alignment with consumer journey stages.
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FMCG notably advanced into the top five digital ad spending categories.
Recommendation: Explore innovative digital partnerships, increase investment in data-driven advertising, and align digital strategies with evolving consumer behaviour in FMCG.
- Get in touch if you'd like a copy of the report
