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
Baidu’s Ernie Bot will be free starting April 1
- Starting April 1, Baidu will offer its AI chatbot, Ernie Bot, free of charge on both desktop and mobile platforms, thanks to technological advancements and reduced operational costs.
- On the same date, Baidu plans to launch a complimentary advanced search function with enhanced reasoning capabilities and tool integration, aiming to provide expert-level responses.
- This move comes as Baidu contends with rivals like DeepSeek, a startup offering free AI chatbot services that claim performance on par with leading systems at a lower cost.
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AI in digital
Platforms
91% of AI news responses show issues
- A recent BBC study reveals that leading AI chatbots, including ChatGPT, Copilot, Gemini, and Perplexity, frequently provide inaccurate or misleading information when responding to news-related queries.
- The investigation found that 51% of the AI-generated answers contained “significant issues”, such as factual errors, misquoted sources, and outdated information.
- Specific instances include chatbots incorrectly stating that Rishi Sunak and Nicola Sturgeon were still in office and providing erroneous NHS advice about vaping.
- BBC's chief executive for news, Deborah Turness, expressed concern that these inaccuracies could undermine public trust in accurate news reporting, highlighting the need for collaboration between AI companies and media organizations to enhance the reliability of AI-generated news content.
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AI in digital
7 million sessions show AI chatbot referrals lead to increased conversions
- A recent study analysing over 7 million sessions reveals that AI chatbot referrals lead to higher user engagement and conversion rates compared to traditional search methods.
- Users arriving via AI chatbots exhibit longer session durations and lower bounce rates, indicating deeper interaction with content.
- Marketers are encouraged to integrate AI chatbots into their digital strategies to capitalise on this trend and boost conversion metrics.
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AI in digital
Platforms
Yahoo Search adds “learn more” links to AI answers
- Yahoo Search has started adding "Learn more" links to its AI-generated answer boxes, providing users with direct access to source content.
- This update enhances transparency and allows users to verify information directly from its origin.
- The inclusion of source links aligns Yahoo Search with other search engines that prioritise source attribution in AI-generated responses.
- Marketers should monitor this development, as it may influence SEO strategies and content visibility on Yahoo's platform.
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Platforms
New Member Pricing and Sales markup
- Google has updated its structured data guidelines, allowing merchants to display various pricing types—such as sale prices, member-exclusive deals, and strikethrough pricing—directly in search results.
- The new properties, priceType and validForMemberTier, enable businesses to highlight discounted rates and loyalty program offers, enhancing visibility and appeal to potential customers.
- These enhancements align Google Search capabilities with existing Merchant Center features, ensuring consistent and comprehensive pricing information across platforms.
- Merchants should review and implement the updated structured data guidelines to take full advantage of these new features, potentially boosting engagement and sales.
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Platforms
Google Ads Updates Navigation Quality Metrics
- Google has updated its ad quality metrics to better assess the user navigation experience on landing pages. This enhancement aims to ensure that users find relevant and easily accessible content after clicking on ads.
- Improved Prediction Model: Google's new model more precisely evaluates whether a Search ad's landing page offers a satisfactory navigation experience, reducing instances where users encounter unexpected destinations.
- Emphasis on Relevant Content: The update highlights the importance of providing relevant and easily navigable content on landing pages to enhance user satisfaction.
- Impact on Advertisers: Advertisers are encouraged to review their landing pages to ensure they facilitate easy navigation, thereby improving user experience and potentially boosting ad performance.
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AI in digital
Influencer Marketing 2025: Navigating Platform Shifts and Industry Expansion
- Potential TikTok Ban: With a possible TikTok ban in the U.S., brands are diversifying their strategies across multiple platforms to mitigate risks.
- LinkedIn's Emergence: LinkedIn is gaining traction as an influencer platform, especially for professional content, offering new opportunities for brands to engage with a highly engaged audience.
- Pharma's Entry: The pharmaceutical industry is increasingly adopting influencer marketing, utilizing patient and medical influencers to share authentic health experiences and information.
- Elevated Measurement Standards: As investments in influencer marketing grow, there's a heightened focus on advanced metrics to assess campaign effectiveness, including awareness, purchase intent, and brand recall.
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AI in digital
OpenAI Announces Operator, an AI-Powered Browser Assistant
- AI that acts for you: Operator browses the web, fills forms, and completes tasks independently. Available for U.S. Pro users.
- Smart & adaptable: Uses the CUA model to see, click, and type on websites, self-correcting when needed. • Customisable automation: Users can personalise workflows and run multiple tasks at once.
- Business & public sector use: Partnering with Instacart, Uber, and OpenTable, plus city services for real-world applications.
- Safety-first: Built-in safeguards prevent misuse, limit sensitive actions, and ensure user control.
- Coming soon: API access, expanded availability, and improved task handling.
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AI in digital
Platforms
Authenticity: The Key to Social Media Success in 2025
- With AI-generated and fake content on the rise, audiences now demand authenticity on social media, favouring genuine and relatable content over polished, insincere posts.
- The FTC has cracked down on fake reviews and AI-generated testimonials, forcing brands to reassess influencer partnerships for compliance.
- To stand out, marketers must prioritise original content that builds trust and real connections rather than relying on spammy or overly promotional posts.
- Google’s algorithm also rewards authentic, helpful content, making it essential for brands to focus on sincerity in their social media strategies.
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Data privacy
Platforms
Google’s AI Answers Are Stealing Clicks
- Google’s AI Overviews (AIOs) are reducing click-through rates (CTRs) for both organic and paid search results, as users get answers directly from the search page.
- Organic CTRs have dropped significantly for queries with AIOs, falling from 1.41% to 0.64% year-over-year.
- Paid search ads are also seeing lower CTRs, though this could be due to broader changes in search result layouts.
- Brands featured in AIOs are benefiting, with organic CTR rising from 0.74% to 1.02% and paid CTR increasing from 7.89% to 11%.
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AI in digital
Japan Moves to Regulate AI
- Japanese Prime Minister Shigeru Ishiba has called for legislation to address the risks of artificial intelligence while promoting its safe and effective use.
- Speaking to lawmakers on Friday, Ishiba stressed that AI could help solve key challenges in Japan, including low productivity.
- “We need to create a basic plan on how we can promote research and development as well as the use of AI in a safe and secure manner,” he said.
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AI in digital
Platforms
OpenAI unveils its ‘Operator’ AI agent
- OpenAI has unveiled 'Operator', an AI agent designed to autonomously perform web-based tasks like filling out forms, ordering groceries, and creating memes.
- Currently in research preview, Operator is available to Pro users in the U.S., with plans to expand access over time.
- Operator uses a model called Computer-Using Agent (CUA), built on GPT-4o, to interpret screenshots and interact with websites using typical browser controls like a cursor and mouse.
- OpenAI is collaborating with companies like DoorDash, Instacart, and Uber to enhance Operator's capabilities and ensure it meets real-world needs.
- This development represents a significant step towards AI agents that can autonomously handle complex tasks, potentially transforming daily workflows and business operations.
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AI in digital
Platforms
Threads introduces ads in Japan and the US
- Meta's Threads has introduced image-based ads into its home feed, starting with a limited test in the U.S. and Japan.
- This move comes as Threads surpasses 300 million monthly active users since its launch in July 2023.
- Initially, a small percentage of users will see these ads, with plans for a broader rollout based on test performance.
- Businesses can extend their existing Meta ad campaigns to Threads without additional resources, streamlining the advertising process.
- Meta is also testing an AI-enabled inventory filter to help advertisers control the sensitivity level of content adjacent to their ads, enhancing brand safety.
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AI in digital
Platforms
Chinese AI DeepSeek rivals US models
- Chinese AI startup DeepSeek has developed the R1 model, which rivals leading U.S. AI models at a fraction of the cost, shaking up the tech industry.
- The emergence of DeepSeek's R1 has led to significant declines in major U.S. tech stocks, with Nvidia's shares dropping nearly 18%, as investors reassess the competitive landscape.
- DeepSeek's AI Assistant has surpassed ChatGPT as the top free app on the U.S. App Store, highlighting its rapid rise in popularity and potential to disrupt established AI applications.
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Platforms
Microsoft Clarity now integrates with Google Ads
- Microsoft Clarity has rolled out a new integration with Google Ads, enabling marketers to directly link campaign performance with user behaviour insights. Key highlights:
- Direct Integration: Connect your Google Ads account to Microsoft Clarity for seamless data sharing.
- Enhanced Dashboard: Access a new advertising-focused dashboard that provides real-time tracking of user interactions post-click.
- Campaign-Specific Metrics: Dive into engagement metrics tailored to each Google Ads campaign, including features like heatmaps and session recordings.
- Intent Tracking: Monitor user intent by campaign to better understand and optimise ad performance.
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Platforms
PMax labels low-volume searches as “private”
- Google Ads has introduced a new feature in Performance Max campaigns that labels search terms with fewer than 50 unique searches in a 90-day period as "private".
- This update provides advertisers with insights into low-volume queries, offering a glimpse into previously hidden search term data.
- By identifying these "private" search terms, businesses can better understand the composition of their search traffic, particularly in niche markets or specialised campaigns.
- This move aligns with Google's ongoing shift towards privacy-first advertising and automated, aggregate-level optimisation, moving away from granular keyword-level management.
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Platforms
TikTok ban delayed
- The TikTok ban has been delayed with Trump announcing that he would give the social media platform 90 days to find a buyer.
- What happened? TikTok stopped working for users in the US on late Saturday. By Sunday, they started restoring service to US users.
- TikTok said: “We thank President Trump for providing the necessary clarity and assurance to our service providers that they will face no penalties providing TikTok to over 170 million Americans and allowing over 7 million small businesses to thrive. It’s a strong stand for the First Amendment and against arbitrary censorship. We will work with President Trump on a long-term solution that keeps TikTok in the United States.”
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Marketing by numbers
Platforms
Google’s global market share dips below 90%
- Google's global search market share dipped below 90% in the last quarter of 2024, marking the first time since 2015 that it has fallen under this threshold.
- This decline was particularly noticeable in Asia, significantly contributing to the overall decrease in Google's market share.
- In the U.S., Google's search market share peaked at 90.37% in November but dropped to 87.39% in December, indicating a potential shift in user preferences.
- Competitors like Microsoft Bing, Yandex, and Yahoo have gained some of Google's lost market share during this period.
- This trend suggests that users are exploring alternative search engines, which could have implications for marketers relying heavily on Google-centric strategies.
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AI in digital
Platforms
No value for marketers in answer engines, but AI agents look promising
- Paul Hewett, CEO of In Marketing We Trust, discusses the evolving search landscape and its implications for marketers with Mumbrella.
- Shift from Search Engines to Answer Engines: Traditional search engines direct users to external websites, while answer engines like ChatGPT provide direct responses, reducing traffic to publishers and marketers.
- Challenges with Answer Engines: These platforms leverage existing content without proper attribution, diminishing the visibility and value for content creators and marketers.
- Emergence of AI Agents: The next phase involves AI agents capable of executing tasks such as bookings and transactions, offering new opportunities for marketers to engage consumers directly.
- Restoring Value for Marketers: AI agents can re-establish a balanced value exchange by facilitating direct interactions and transactions, thereby benefiting both users and marketers.
- Strategic Adaptation: Marketers are advised to diversify content strategies and prepare for the integration of agent-based platforms to stay relevant in this evolving ecosystem.
- In summary, while answer engines pose challenges by bypassing traditional content pathways, the rise of AI agents presents promising avenues for marketers to re-engage audiences and maintain value in the digital landscape.
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AI in digital
Platforms
Gemini AI to integrate real-time news with The Associated Press
- Google has partnered with The Associated Press (AP) to integrate real-time news into its Gemini AI chatbot.
- This collaboration enables Gemini to provide users with up-to-date news content sourced directly from AP, enhancing the chatbot's information accuracy and relevance.
- This partnership reflects a broader trend of AI companies collaborating with news organisations to license content, aiming to improve AI performance and address concerns about unauthorised use of journalistic material.
- While such deals provide news outlets with additional revenue streams, experts caution that they may also reduce publishers' control over their content.
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AI in digital
Opinion: The impact of AI on SEO
- AI isn’t just changing SEO; it’s fundamentally reshaping the search landscape. From how users interact with search (think: keyword searches vs. conversational prompts) to the platforms they use (traditional engines, social search, AI agents), the game has changed.
- CEO, Paul Hewett’s latest article, digs into how these shifts impact marketers and businesses. A few highlights:
- Fragmented user behaviour: Search journeys are no longer linear, and understanding platform nuances is critical.
- Zero-click results: AI-powered answers challenge traditional visibility models for brands.
- Paid search disruption: Siloed data and automation are rewriting ad delivery, targeting, and measurement.
- This isn’t just an evolution; it’s a total rethink of how search works. The marketers who adapt now will lead the pack.
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AI in digital
Platforms
Perplexity AI makes bid for TikTok
- Perplexity has officially made a play for TikTok.
- With a 90-day reprieve of the ban, TikTok must find a buyer or risk shutting down in the US.
- On Saturday Perplexity made a play for TikTok submitting a bid to its parent company, ByteDance, to create a new merged entity combining Perplexity, TikTok U.S. and new capital partners.
- According to CNBC: “The new structure would allow for most of ByteDance’s existing investors to retain their equity stakes and would bring more video to Perplexity, according to a source familiar with the situation, who asked to remain anonymous due to the confidential nature of the potential deal.”
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Platforms
Travel by numbers
Tripadvisor unveils 2025 Travelers’ Choice Awards
- Tripadvisor has unveiled its 2025 Travelers' Choice Awards, highlighting the top destinations globally, based on millions of traveller reviews. Key insights include:
- London has clinched the top spot as the world's leading destination, celebrated for its rich history, vibrant arts scene, and exceptional culinary offerings.
- In the United States, New York City leads as the premier destination, renowned for its iconic landmarks, diverse cultural experiences, and dynamic dining scene.
- Osaka, Japan, has emerged as the top Trending Destination, attracting travellers with its renowned food culture, shopping districts, and lively nightlife.
- For those seeking romantic getaways, Mauritius is recognised as the leading Honeymoon Destination, offering pristine beaches and luxurious resorts.
- Seoul, South Korea, is highlighted as the top Solo Travel Destination, praised for its safety, public transport, and vibrant urban experiences.
- These rankings are determined by the quality and quantity of reviews for accommodations, restaurants, and attractions, reflecting genuine traveller experiences over the past year.
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Help desk
Platforms
Broken Google Business Profiles in Google Maps
- There have been reports of Google Business Profile listings appearing broken on Google Maps. Issues include flickering screens, missing business names, and incomplete information displays.
- Some listings show photos and reviews but lack essential details like name, phone number, and address. The screen may also flicker when viewing these profiles.
- The problem seems to affect a number of listings without a clear pattern, and it's uncertain if Google is aware of or addressing the issue.
- Marketers should monitor their Google Business Profiles to ensure information is displaying correctly and consider reaching out to Google support if issues arise.
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Platforms
Budget reallocation experiments for PMax campaigns
- Google Ads has introduced a feature that allows advertisers to run controlled experiments, reallocating budgets from Dynamic Search Ads (DSA) or Display campaigns to Performance Max (PMax) campaigns.
- This enables marketers to assess the impact of budget shifts and optimise ad spend for better performance.
- To set up an experiment, navigate to the Campaigns section in your Google Ads account, select Experiments, and choose "Test vs. Search or Display campaign." From there, you can configure the control and treatment groups, define traffic splits, and schedule the experiment.
- This data-driven approach leverages Google's AI to dynamically serve ads across various properties, enhancing efficiency and potentially improving Return on Ad Spend (ROAS).
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AI in digital
Platforms
Retail Ad Service by Amazon enables retailers to display ads on their own websites
- Amazon has launched the Retail Ad Service, allowing other retailers to use its advanced advertising technology to display contextually relevant ads on their own websites.
- This move enables retailers to tap into Amazon's machine learning models, trained on extensive shopping data, to enhance ad relevance and effectiveness.
- Early adopters of the service include online Asian supermarket Weee!, party supplies seller Oriental Trading Company, and wellness retailer iHerb.
- By integrating with Amazon's advertising network, retailers can offer brands the opportunity to place ads on third-party sites, potentially increasing their revenue streams.
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Platforms
New advertising solutions by Microsoft Ads
- Microsoft Advertising has introduced "Curate for Commerce" and "Sponsored Promotions by Brands (SPB)" to help brands and retailers boost revenue through targeted advertising solutions.
- Curate for Commerce allows retailers to monetise first-party data, attract non-endemic advertisers, and simplify operations via a centralised platform.
- Sponsored Promotions by Brands (SPB) enables cost-per-sale ad placements across Microsoft Edge, Bing, and retail sites, connecting brands with high-value customers efficiently.
- Both tools enhance shopper experiences with relevant, data-driven campaigns with a focus on personalisation.
- Curate is in pilot mode, and SPB will roll out later in 2025.
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Data privacy
Platforms
More regulations for businesses in the UK
- The UK’s Competition Markets Authority (CMA) will launch probes this month into three types of digital platforms under the Digital Markets, Competition and Consumers Act (DMCCA).
- This month, the CMA will designate certain platforms or companies as having “strategic market status” (SMS), which would allow regulators to impose restrictions on their business.
- Platforms with the SMS designation may be prevented from promoting their products over competitors and using customer data to gain unfair advantage.
- The CMA will start designating businesses in January and conclude in about 9 months.
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Platforms
Google December 2024 spam update has finished rolling out
- Google has completed its December 2024 spam update, which rolled out from December 19 to December 26.
- This global update targets websites violating Google's spam policies, aiming to enhance search result quality.
- Many site owners reported significant impacts, including deindexing and ranking drops, during the rollout.
- The update's timing, coinciding with the holiday season, added challenges. Google advises sites experiencing ranking changes to review and comply with its spam policies, noting that recovery may take several months.
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AI in digital
Platforms
Google outperforms ChatGPT across 62 search queries
- A recent analysis compared ChatGPT search and Google across 62 queries to evaluate their performance.
- Overall Performance: Google outperformed ChatGPT search, scoring 65% compared to ChatGPT's 55%.
- AI Overviews: Google's AI Overviews, when present, enhanced its performance, achieving a 70% score.
- Query Types: ChatGPT search excelled in content-related queries, while Google led in local searches and fact-checking.
- Accuracy and Reliability: Both platforms had inaccuracies, but Google's results were generally more reliable.
- User Experience: Google's integration of AI Overviews provided a more seamless user experience.
- This analysis highlights the strengths and weaknesses of both search platforms, offering valuable insights for marketers aiming to optimise their strategies.
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