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
Key stories and quick summaries from Google I/O 2025
- Search is now an AI conversation: With the full US rollout of AI Mode and the global expansion of AI Overviews, Google Search is becoming a dynamic, conversational partner. Powered by Gemini 2.5 expect users to ask longer, more complex questions.
- Features like Deep Search for in-depth reports and Search Live for real-time visual queries will transform user interaction.
- Performance marketing gets an AI co-pilot: Google is integrating ads directly within these new AI experiences, including AI Overviews and soon, AI Mode. The global rollout of “AI Max for Search Campaigns” aims to leverage AI for smarter ad matching, text customisation and URL expansion.
- E-commerce & “Agentic AI” - search that does things: New features like AI-powered “Try it on” for fashion are set to revolutionise online retail. Beyond that, Google showcased “Agentic AI” (Project Mariner) capabilities where Search can complete multi-step tasks for users, like booking reservations or handling aspects of online checkout.
- AI-driven creativity & the evolving measurement landscape: Google unveiled powerful new generative AI tools like Veo 3 for video, Imagen 4 for images, and Flow for AI-assisted filmmaking.
- Read more
AI in digital
Platforms
Google AI Mode reporting coming to Search Console
- AI Mode data is coming to Search Console: Google has confirmed that reporting for AI Mode will soon be available in Search Console, allowing marketers to track performance metrics related to AI-generated search results.
- Data will be integrated under 'Web' search type: AI Mode impressions and clicks will be grouped within the existing 'Web' search category, rather than having a separate filter or category.
- Limited granularity in reporting: As with AI Overviews, there may not be a dedicated filter to isolate AI Mode data, potentially making it challenging to assess its specific impact on traffic and engagement.
- Read more
AI in digital
Marketing by numbers
Half of Singapore concerned about losing human-touch with AI content
- Consumer Concerns: Nearly half of consumers in Hong Kong, Singapore, and Indonesia are uneasy about losing the human touch in AI-generated content, with Singaporeans expressing the highest concern at 50%.
- Generational Divide: Baby Boomers are more apprehensive (61%) about AI's impact compared to Gen Z (43%), indicating a generational gap in comfort levels with AI.
- Trust in AI News: Trust varies by region; 30% of Hongkongers trust AI-generated news more, while only 45% of Singaporeans share this sentiment.
- Preferred AI Content Formats: AI-generated imagery is the most accepted format in brand marketing (48%), whereas audio and video content generated by AI are less comfortable for consumers (40%).
- Regulatory Expectations: A significant majority (around 80%) believe it's important to disclose AI usage in content, and over half feel current regulations are insufficient, especially in Singapore (58%).
- These insights highlight the importance for marketers to balance AI integration with maintaining human elements in content to build trust and meet consumer expectations.
- Read more
AI in digital
Platforms
Study insights from 8,000 AI citations
- Citation Sources Vary by Query Type: AI engines cite different sources depending on the query. B2C queries often reference media outlets and user-generated content platforms like YouTube and Reddit, while B2B queries favour industry-specific blogs, official company websites, and professional communities such as LinkedIn.
- Platform-Specific Preferences: Different AI platforms have distinct citation patterns. ChatGPT frequently cites Wikipedia, Google's engines show a strong affinity for Reddit, and Perplexity often favours industry-specific review sites like NerdWallet and Consumer Reports.
- Read more
Cookies
Help desk
Platforms
Critical GA4 alert: Google changed cookie format without notice
- GA4 alert: Google changed cookie format without notice. Check your implementations now.
- There was a possible change to the GA4 cookie format that occurred around May 6. This change may silently break data collection, attribution, or integrations that depend on specific cookie formats.
-
Required actions:
1. Audit your GA implementations immediately
2. Review analytics data for unexpected drops or anomalies
3. Update implementations to use Google's official APIs instead of direct cookie parsing
4. Avoid relying on undocumented features for critical tracking infrastructure
- Get in touch if you need help with your audit and implementation.
AI in digital
Marketing by numbers
Platforms
Less than 20% of mobile and 10% of desktop users click AI Overviews links
- Users skim, don't scroll: The median scroll depth for AI Overviews is just 30%, meaning most users only read the top third of the AI-generated answer before moving on.
- Citations get little love: Only 19% of mobile users and 7.4% of desktop users clicked on the citations within AI Overviews, indicating a low engagement with source links.
- Clicks are dropping: The presence of AI Overviews has led to a significant decrease in click-through rates—desktop CTRs have halved, and mobile clicks have fallen by a third when an AI Overview is present.
- Read more
AI in digital
Platforms
Google announces Peak Points, using Gemini AI for YouTube ads
- AI-driven ad placement: YouTube's Peak Points uses Gemini AI to identify emotionally engaging moments in videos, placing ads immediately after to maximise viewer impact.
- Enhanced targeting: The AI analyses video frames and transcripts to pinpoint when viewers are most attentive, aiming to increase ad effectiveness.
- Pilot program rollout: Currently in testing, Peak Points is expected to launch more broadly later in 2025, offering advertisers a new tool for precise audience engagement.
- Read more
Marketing by numbers
Aussie’s don’t care about your brand
- Brand Loyalty Is Waning: A significant 69% of Australian consumers report having no brand loyalty, highlighting a shift towards brand agnosticism.
- Privacy and Communication Preferences: While 58% of Australians prefer email communication, they are less receptive to high-frequency messaging. Only 8% and 9% favour push notifications and SMS updates, respectively.
- Skepticism Towards Traditional Loyalty Programs: Tiered and subscription-based loyalty programs attract minimal interest, with just 9% and 5% of Australians preferring them, respectively.
- Younger Demographics Seek Value Alignment: Among younger Australians, 27% feel brands aren't doing enough to earn their loyalty, while 39% remain loyal to brands that align with their values, particularly concerning sustainability.
- Trust and Transparency Are Crucial: Brands that offer genuine trust, low-friction incentives, and timely, relevant communication are more likely to foster loyalty among Australian consumers.
- Read more
Platforms
Google “Discussions” beta feature spotted
- Google is testing a “Discussions” feature that allows users to add comments directly within search results, aiming to foster on-platform conversations.
- User comments are public and may appear across various Google services, including Maps, Search, and YouTube.
- This move is seen as a potential strategy to reduce reliance on external forums like Reddit, especially as Reddit enhances its own AI-driven search capabilities.
- The feature is currently labelled as beta and is being tested on mobile search results, with a dedicated “Discussions” button available for users to view and participate in conversations.
- Read more
AI in digital
Platforms
Google unveils AI Max for Search campaigns
- AI Max leverages Google’s AI to tap into new, high-intent queries beyond your current keyword set. Early adopters are seeing up to 14% more conversions at similar CPA/ROAS, and up to 27% if you're still relying on exact or phrase match keywords.
- The new “asset optimisation” panel uses AI to auto-generate headlines and descriptions based on your landing pages and keywords, ensuring your ads stay relevant as search intent evolves.
- AI Max introduces features like “locations of interest” targeting and brand controls at both campaign and ad group levels.
- AI Max enters open beta later this month.
- Read more
AI in digital
Marketing by numbers
Platforms
ChatGPT dominates with >80% of AI Search
- ChatGPT dominates AI search: OpenAI’s ChatGPT now commands 80.1% of the AI search market, rebounding from 77.6% last month.
- Traditional search engines decline: Google Search -2% YoY. while other traditional search engine use declines further.
- Marketers need to adapt: The rise of AI search emphasizes the importance of optimising content for AI-driven platforms to maintain visibility.
- Read more
AI in digital
Marketing by numbers
Platforms
Semrush study shows how fast AI Overviews are expanding
- AI Overviews are expanding fast: By March 2025, 13.14% of all search queries triggered an AI Overview—more than double the 6.49% seen in January.
- Informational content is key: A whopping 88.1% of AI Overviews are triggered by informational queries, especially those starting with “how” or “what”.
- Industries most impacted: Science, Health, and People & Society saw the largest growth in AI Overview appearances, with increases of 22.27%, 20.33%, and 18.83% respectively.
- Zero-click searches aren’t necessarily rising: Despite concerns, the study found that zero-click rates slightly decreased from 38.1% to 36.2% after AI Overviews were introduced for the same keywords.
- Top rankings don’t guarantee AI Overview inclusion: Only 46% of top-ranked desktop results appeared in AI Overviews, and just 34% on mobile—highlighting the need for content that directly supports AI-generated summaries.
- Read more
AI in digital
Platforms
Apple explores AI integration in Safari as usage declines
- Apple eyes AI search integration: Apple is exploring adding AI-powered search engines like ChatGPT, Perplexity AI, and Anthropic to Safari, aiming to diversify beyond its $20B annual deal with Google.
- Decline in Safari searches: Apple's Eddy Cue testified that Safari search usage declined for the first time, attributing it to users shifting towards AI tools over traditional search engines.
- Potential impact on Google: The move could disrupt Google's dominance, especially as the Department of Justice scrutinizes its default search agreements in an ongoing antitrust case.
- AI search not default—yet: While Apple plans to offer AI search options in Safari, they may not replace Google as the default immediately, but signal a strategic shift towards AI-driven search experiences.
- Read more
Marketing by numbers
Platforms
36% of consumers now start their search on Pinterest, not Google
- A recent Adobe survey found that 36% of consumers—and nearly 4 in 10 Gen Z users—now start their searches on Pinterest instead of Google, drawn by its visual-first, curated experience.
- 73% of users say its visual nature makes it better than traditional search, and 61% feel the results are more tailored—rising to 71% among Gen Z.
- 80% of brands using Pinterest say it drives more engagement than other platforms, including Google Search, Facebook, and Instagram.
- Read more
Cookies
Data privacy
Platforms
Google’s u-turn on cookies leads Amazon to halt its privacy plans
- Amazon has pulled the plug on its planned integration with Google’s Privacy Sandbox following Google's decision to retain third-party cookies in Chrome.
- Amazon Publisher Services (APS) had been preparing to launch an API supporting Google's Protected Audience API (PAAPI) but has now halted these plans in response to Google's cookie policy reversal.
- Google's decision to maintain third-party cookies has caused disruptions across the digital advertising landscape, prompting companies like Amazon to reassess their strategies and investments in cookieless technologies.
- Despite the setback, Amazon remains committed to developing privacy-centric advertising tools, aiming to provide publishers with effective alternatives to third-party cookie-based targeting.
- Read more
AI in digital
Platforms
ChatGPT adds Shopping, plus WhatsApp integration
- Conversational Shopping Now Live: ChatGPT has rolled out organic product search features—think images, prices, reviews, and direct links—without ads or affiliate bias. It’s available to all users, even those not logged in.
- WhatsApp Integration: Users can now access ChatGPT’s search by messaging 1-800-CHATGPT on WhatsApp, expanding its reach into everyday messaging platforms.
- Memory Feature Coming Soon: A new memory function will allow ChatGPT to remember user preferences and past interactions, offering more personalised responses. This feature will roll out to Plus and Pro users in the coming weeks, excluding certain regions due to privacy laws.
- Read more
Help desk
Platforms
Payer name now visible for Google Ads
- Payer Names Now Visible: Starting May 2025, Google will display the payer name—sourced from the advertiser’s billing profile—alongside ads in the My Ad Center and Ads Transparency Center. This applies when the billing name differs from the verified advertiser name.
- Client Implications: For agencies managing multiple clients, the client's payment profile will be shown as the payer name. Agencies incorrectly listed as direct advertisers must re-verify their accounts by May 31, 2025, to avoid misrepresentation.
- Manual Edits Available Soon: From June 2025, advertisers can manually edit the payer name in their account's verification settings. New accounts will default to using the billing name unless updated during verification.
- Enhanced Transparency: These changes aim to increase public visibility into who is actually funding ads, impacting brand perception, trust, and compliance. Accurate payer naming is essential to avoid misattribution and reputational risk.
- Read more
AI in digital
Platforms
Meta introduces standalone AI app to rival ChatGPT
- Meta has introduced a standalone AI assistant app, powered by its latest Llama 4 model, aiming to compete directly with ChatGPT.
- The app offers personalised responses by leveraging data from users' Facebook and Instagram accounts.
- A unique feature is the 'Discover' feed, allowing users to view and interact with AI-generated content shared by friends, adding a social dimension to AI interactions.
- Read more
AI in digital
Platforms
Google AI Mode goes live in the US
- AI Mode exits Labs: Google has begun testing AI Mode directly in Search for a select group of U.S. users, removing the need for Labs access or a waitlist.
- Enhanced search features: The new mode introduces product and place cards, offering real-time details like prices, reviews, and local inventory, enhancing shopping and local business searches.
- History panel added: A history tab now allows users to revisit past AI Mode searches, facilitating easier follow-ups and reference.
- SEO implications: AI Mode's detailed responses and citations can impact traditional search rankings, offering new opportunities for visibility, especially for content previously buried in search results.
- Potential for broader rollout: With Google I/O approaching, there's speculation that AI Mode could soon be available to a wider audience, signaling a significant shift in search experience.
- Read more
Data privacy
The European Commission withdraws ePrivacy Regulation proposal
- ePrivacy Regulation Withdrawn: The EU's proposed ePrivacy Regulation, intended to modernise privacy rules for electronic communications, has been officially withdrawn due to lack of consensus and perceived obsolescence in light of recent legislative developments.
- Industry Influence Noted: The withdrawal highlights the significant influence of industry stakeholders and certain member states in shaping EU privacy legislation, often prioritising commercial interests over individual privacy rights.
- Continued Advocacy for Privacy: “The European Commission's withdrawal of the ePrivacy Regulation proposal is a major setback for privacy rights in Europe, driven by pressure from industry interests and national security concerns. However, EDRi remains committed to advocating for stronger privacy protections, challenging commercial and state surveillance in future legislative efforts.”
- Implications for Marketers: Marketers should stay informed about ongoing discussions and potential new proposals in EU privacy legislation, as future regulations may impact data collection, user consent, and digital advertising practices.
- Need for Proactive Compliance: In the absence of updated regulations, it's crucial for marketers to proactively adopt best practices in data privacy and user consent to build trust and ensure compliance with existing laws like the GDPR.
- Read more
Marketing by numbers
Platforms
Google rewrites 76% of title tags
- Google rewrote 76% of title tags in Q1 2025, marking a 25% increase from two years prior. This trend indicates a shift towards prioritising clarity and user intent over strict keyword optimisation.
- Brand names were removed in 63% of modified titles, especially in health-related searches. Google appears to favour concise, informative titles that directly address user queries, often at the expense of brand visibility.
- Informational content saw a significant drop in keyword retention, with only 6% of original titles containing target keywords. Google is focusing on creating titles that clearly explain the content’s topic, rather than adhering to traditional SEO keyword strategies.
- For YMYL (Your Money, Your Life) content, Google modified titles at the same rate (76%) but retained keywords in only 19.63% of cases. This suggests a heightened emphasis on accuracy and user protection over keyword optimisation in sensitive content areas.
- Marketers should adapt by crafting clear, user-focused titles that align with the content's intent and avoid over-reliance on brand names or keyword stuffing. Emphasising readability and relevance can help maintain visibility in search results despite Google's title rewrites.
- Read more
AI in digital
Marketing by numbers
Platforms
Google AI Overviews reach 1.5 Billion+ monthly users
- Google's AI Overviews now reach over 1.5 billion monthly users, highlighting how rapidly the feature has scaled across search results globally.
- Marketers need to rethink their SEO strategies, as AI Overviews often prioritise summarised content over traditional organic results, potentially reducing direct traffic.
- Google claims AI Overviews boost user satisfaction, but there’s an ongoing debate among SEO professionals about transparency, accuracy, and the impact on website clicks.
- Read more
AI in digital
Platforms
YouTube testing AI-generated Overviews
- YouTube is now testing AI-generated overviews in search results to help users get quick summaries before diving into videos or deeper content.
- The AI overviews are currently available to a small group of users in the US, focusing mainly on educational topics like science, maths, and history.
- This move aligns with Google’s broader Search Generative Experience (SGE), hinting that more AI-driven summaries might soon be the norm across Google properties.
- Read more
Cookies
Data privacy
Platforms
Google decides to continue eating third-party cookies in Chrome
- Google has decided not to move away from third-party cookies in Chrome.
- Last year, Google announced it would be deprecating third-party cookies.
- Now, companies can still use third-party cookie targeting in Chrome (the world’s most popular browser).
- ”We’ve made the decision to maintain our current approach to offering users third-party cookie choice in Chrome, and will not be rolling out a new standalone prompt for third-party cookies,” wrote Anthony Chavez, vp Privacy Sandbox at Google.
- Read more
Marketing by numbers
Platforms
AI agents to shrink ad opportunity at consideration stage
- Emarketer reports AI agents could shrink ad opportunities at key stages of the buyer journey.
- According to research conducted by Emarketer, AI agents will likely limit ad opportunities during the consideration stage of the buyer journey, but increase opportunity during the awareness stage.
- Emarketer’s research predicts that AI agents will have a neutral effect on conversions during the consumer journey.
- Read more
Marketing by numbers
Platforms
Google ad revenue up 8.5% year-on-year
- Ad revenue climbed 8.5% year-over-year, hitting $66.9 billion, with overall revenue up 12% to $90.2 billion.
- Net income soared 46% year-over-year to $34.54 billion, while Services revenue jumped 10% to $77.3 billion; Other Bets revenue dipped 9%.
- Investors are happy, with Google’s stock jumping almost 5% after-hours following the reported earnings.
- Read more
AI in digital
Platforms
Baidu launches AI model Ernie 4.5 Turbo
- Baidu just launched its latest AI model "Ernie 4.5 Turbo", claiming significant improvements in memory, logical reasoning, and task performance to stay competitive in China's fast-evolving AI race.
- The announcement was timed with Baidu's annual tech event, where CEO Robin Li positioned Ernie 4.5 as on par with OpenAI’s top models — a clear move to reinforce Baidu's leadership at home.
- Read more
AI in digital
Platforms
Google directs search quality raters to rate AI generated content “Lowest” quality
- Google has updated its qaulity rater guidelines, directing human quality raters to potentially rate AI-generated content as “Lowest quality”.
- The “Lowest” rating is described as: “Almost all MC is copied or paraphrased with no effort or added value”, while “Low” quality is defined as: “Some MC is reused, but there is at least minimal effort to curate or modify it.”
- In a visual of the Search quality raters guidelines shared by John Mueller at Search Central Live Madrid, it says “The Lowest rating applies if all or almost all of the MC (main content) on the page (including text, images, audio, video, etc.) is copied, paraphrased, embedded, auto or AI generated, or reposited from other sources with little to no effort, little to no originiality, and little to no added value for visitors to the website. Such pages should be rated Lowest, even if the page assigns credit for the content to another source.”
- Read more
Platforms
Instagram is upgrading search functionality to compete with TikTok
- Instagram is revamping its in-app search to surface more relevant and timely video results, directly taking aim at TikTok’s discovery model.
- The update focuses on surfacing keyword-related short videos, including Reels, in search results, not just profiles or hashtags.
- It’s part of Meta’s broader push to position Instagram as a search and discovery platform, particularly for Gen Z users who often use social apps instead of Google.
- Early testing is already live in English-speaking markets, with plans to expand globally, and Instagram is also testing a “visual search” function.
- For marketers, this shift means greater discoverability potential through keyword-optimised Reels — so SEO now matters on Insta, not just hashtags.
- Read more
Platforms
Google now subscribes to your emails to update your listings in Google Shopping, Search, and Maps
- Google is now viewing content from your email campaigns to update your listing in Google Merchant Center.
- It will look for content on sales, promotions, social profiles, etc. to update what it shows in Google Search, Shopping, and Maps.
- This is similar to how Google already looks at your website to find this information, only now it’s subscribed to your emails too.
- Google automatically opted users in to this feature on April 3, 2025. Users can opt out however in their Merchant Center settings.
- Read more
