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Google AI Mode rolled out to all US users and will be incorporated into the main search
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
Google to roll out AI Max for all advertisers in early Q3
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
Google testing Audio Overviews in Search Labs
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
Google adds new structured data for loyalty programs
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.
  • Read more
Mistral introduces Magistral its new AI model with multilingual capabilities
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.
  • Read more
Microsoft’s Copilot Vision launches on Windows
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.
  • Read more
Results and our recommendations on the latest IAB Australia report for Q1 2025
Help desk Marketing by numbers

Results and our recommendations on the latest IAB Australia report for Q1 2025

  • 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.

  • 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.

  • 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.

  • 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.

  • 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.

  • 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
Meta to enable ads created and run entirely by AI
AI in digital Platforms

Meta to enable ads created and run entirely by AI

  • Meta is set to revolutionise digital advertising by enabling brands to create and target ads entirely through AI by the end of 2026.
  • Full AI-Powered Ad Creation: Meta plans to allow businesses to input their marketing objectives and budgets, with AI generating complete ad campaigns, including visuals, copy, and targeting, across Facebook and Instagram.
  • Hyperpersonalised Targeting: Leveraging extensive user data, Meta's AI can deliver tailored ad variations based on individual user behaviours, such as age and engagement patterns, enhancing ad relevance and effectiveness.
  • Read more
Google rolls out clearer reporting for PMax campaigns
Platforms

Google rolls out clearer reporting for PMax campaigns

  • Google is rolling out channel-level performance reporting for Performance Max (PMax) campaigns, offering advertisers deeper insights into how their ads perform across Google's various platforms. Here's what you need to know:
  • Enhanced Visibility Across Channels: Advertisers can now see detailed performance metrics for each Google channel—Search, Display, YouTube, and more—within PMax campaigns, enabling more informed optimisation decisions.
  • Improved Asset and Search Term Insights: The update includes better asset relevance data and search term analysis, helping marketers identify underperforming creatives and eliminate wasted spend
  • Beta Rollout Caveats: As this feature is still in beta, some users may experience incomplete data or reporting gaps as Google continues to refine the rollout.
  • Strategic Implications: This move marks a significant step towards demystifying PMax's "black box," allowing advertisers to tailor strategies more effectively across different channels.
  • This development is a notable shift towards greater transparency in Google's advertising tools, offering marketers more data to refine their campaigns strategically.
  • More to come. Stay tuned.
  • Read more
Google and Bing integrate short videos in AI search results
AI in digital Platforms

Google and Bing integrate short videos in AI search results

  • Short Videos in AI Results: Both Google and Bing now feature short videos (similar to YouTube Shorts) within AI-generated search summaries, offering users quick, visual insights alongside text-based answers.
  • Enhanced User Engagement: This multimedia approach aims to boost user engagement by providing diverse content formats, potentially increasing time spent on search platforms.
  • Implications for Content Strategy: Marketers should consider incorporating short-form video content into their SEO strategies to align with these evolving search result features.
  • Read more
TikTok announces slew of new AI tools for advertisers
AI in digital Platforms

TikTok announces slew of new AI tools for advertisers

  • New AI Tools for Advertisers: TikTok introduced the Search Ads Center, providing keyword suggestions, creative previews, and negative keyword filtering to help brands optimise campaigns.
  • Market Scope Dashboard: This visual analytics tool maps user journeys—awareness, consideration, conversion—allowing brands to tailor strategies effectively.
  • Enhanced AI Integration: Smart+, TikTok's automated media buying tool, now integrates with Symphony, enabling AI-driven video creation and real-time localisation. Combined with Catalog Ads, brands can turn product feeds into shoppable ads targeting ready-to-buy users.
  • Read more
Social media overtakes Google for Gen Z product discovery
Marketing by numbers Platforms

Social media overtakes Google for Gen Z product discovery

  • Among Gen Z (ages 18–27), Instagram (30.4%) and TikTok (23.2%) are the top platforms for finding new products, surpassing Google (18.8%) and YouTube (14.5%) .
  • Short-form content drives engagement: Gen Z prefers the easily digestible, short-form content on Instagram and TikTok, which blends seamlessly into their feeds, making product discovery feel organic and less like traditional advertising.
  • Influencers hold significant sway: 60% of Gen Z trust influencers more than friends or family for product recommendations, valuing shared lifestyles and niche expertise over follower counts
  • Older generations stick with Google: Millennials (42.4%), Gen X (41.1%), and baby boomers (55.9%) still rely primarily on Google for product searches, highlighting a generational divide in discovery habits.
  • Social commerce is growing: While Gen Z leads in product discovery via social media, millennials are more likely to make purchases through these platforms, with 42% buying through social apps at least once per week compared to 38% of Gen Z.
  • Read more
Google resolves bug that showed AI Mode traffic as “Direct” in Analytics
AI in digital Platforms

Google resolves bug that showed AI Mode traffic as “Direct” in Analytics

  • Google has resolved a bug that misattributed AI Mode search traffic as “direct” instead of “organic” in Google Analytics, potentially skewing marketers' data.
  • The issue stemmed from Google adding a rel="noopener noreferrer" attribute to AI Mode search result links, which blocked referral data, causing traffic to be misclassified as “direct” in analytics platforms.
  • The misattribution may have affected traffic data for several days, potentially skewing conversion tracking, budget decisions, and SEO performance assessments.
  • Recommended Actions: Marketers should audit recent traffic data for unusual spikes in direct traffic, document the affected dates, adjust reporting accordingly, and prepare for accurate tracking of AI Mode traffic moving forward.
  • Read more
Google Ads can appear above, below, or within AI Overviews but not simultaneously
AI in digital Platforms

Google Ads can appear above, below, or within AI Overviews but not simultaneously

  • Google Ads can appear either above/below or within AI Overviews, but not simultaneously in both positions. This ensures a singular ad placement per query.
  • Exact match keywords are prioritised for placements above or below AI Overviews. Broad match keywords may trigger ads within AI Overviews, but if both match types are eligible, the exact match takes precedence.
  • Strategic Implications: Marketers should consider their keyword match strategies carefully, as they directly impact ad visibility within the evolving AI-enhanced search landscape.
  • Read more
Study of 75,000 brands shows what influences Google’s AI Overviews
AI in digital Marketing by numbers Platforms

Study of 75,000 brands shows what influences Google’s AI Overviews

  • Off-site mentions are key: Branded web mentions had the strongest correlation (0.664) with AI Overview visibility, outperforming backlinks and other traditional SEO metrics.
  • Hyperlinked brand mentions (branded anchors) and branded search volume: These also showed significant positive correlations (0.527 and 0.392 respectively), indicating that both the presence of your brand online and the public's interest in it matter.
  • Traditional SEO metrics like backlinks and domain rating: These showed weaker correlations (0.218 and 0.326 respectively) with AI Overview visibility, suggesting that off-site factors may play a more significant role in AI-generated content.
  • Paid search efforts: Factors such as branded ad traffic and ad cost exhibited weak correlations (0.216 and 0.215 respectively) with AI Overview mentions, indicating limited impact from paid campaigns.
  • Brand visibility disparity: Brands with the most web mentions received up to 10 times more AI Overview mentions than those in the next quartile, while 26% of brands had zero mentions, highlighting a significant visibility gap.
  • Read more
New Promoted Pins ads in Google Maps
Platforms

New Promoted Pins ads in Google Maps

  • Promoted Pins now available in Demand Gen campaigns: Advertisers can leverage Promoted Pins on Google Maps within Demand Gen campaigns to increase visibility and drive foot traffic to physical store locations.
  • Utilises existing image assets: These pins repurpose existing image assets from campaigns and appear in key spots on Maps, such as Browse, Directions, and Place Details modes, enhancing visibility during “browse-worthy” moments.
  • Aims to convert digital interest into physical visits: By appearing when users explore locations and businesses on Maps, Promoted Pins help convert online engagement into in-store visits, blending digital advertising with real-world outcomes.
  • Read more
Google says ad revenue from AI Overviews is on par with traditional search
AI in digital Platforms

Google says ad revenue from AI Overviews is on par with traditional search

  • Google asserts that AI Overviews generate ad revenue on par with traditional search results, based on A/B testing comparing identical queries with and without AI Overviews.
  • AI Overviews have expanded globally, now reaching over 1.5 billion users monthly across more than 200 countries, indicating rapid adoption and user engagement.
  • Advertisers are provided with flexible ad placement options within AI Overviews, including positions above, below, or integrated within the AI-generated content, adhering to Google's quality guidelines.
  • Read more
Key stories and quick summaries from Google I/O 2025
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
Google AI Mode reporting coming to Search Console
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
Half of Singapore concerned about losing human-touch with AI content
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
Study insights from 8,000 AI citations
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
Critical GA4 alert: Google changed cookie format without notice
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.
Less than 20% of mobile and 10% of desktop users click AI Overviews links
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
Google announces Peak Points, using Gemini AI for YouTube ads
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
Aussie’s don’t care about your brand
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
Google “Discussions” beta feature spotted
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
Google unveils AI Max for Search campaigns
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
ChatGPT dominates with >80% of AI Search
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
Semrush study shows how fast AI Overviews are expanding
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
Apple explores AI integration in Safari as usage declines
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

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