Google Eyes AI Mode as the Next Default Search
What's New:
Google signaled that AI Mode may soon replace classic Google Search as the default experience. Right now, AI Mode lives in its own tab, but this shift would put AI-generated summaries, follow-up prompts, and embedded ads at the center of every search.
Why does it matter for marketers?
SEO: More answers will be delivered directly in Google’s results, meaning fewer clicks to your site. Content needs to be structured and authoritative so it gets cited in AI summaries.
Paid Media: Google is testing ad placements inside AI Mode. This could extend reach, but expect CTRs to look different as user behavior shifts.
Analytics & Tracking: Google Search Console currently lumps AI Mode with regular search, limiting visibility. Success metrics will need to expand beyond clicks to impressions, visibility, and assisted conversions.
Marketers should prepare now:
Structure content for AI readability — FAQs, bullets, clear comparisons, and expert commentary that Google can cite.
Test into AI Mode ads early — take advantage of Google’s reach before formats become saturated.
Reframe measurement — clicks won’t tell the full story. Add impression share, dwell time, and conversion assists into your KPIs.
Bottom line: AI Mode will change how users interact with search. Treat it as a new channel within SEO, media, and analytics — and start experimenting before it becomes the default.
TikTok Unlocks AI Audience Insights & UGC at Scale
What's New:
At its advertiser summit, TikTok launched Insight Spotlight, an AI tool that filters trends by demographics and buying stage, and suggests ad concepts and keywords. Alongside it, the Content Suite makes it easier to turn UGC into polished, ad-ready assets. Source: The Verge.
Why It Matters:
TikTok is making it easier to find what’s trending and launch creative at speed. Advertisers can now match emerging content trends with AI-driven targeting and spin UGC into campaigns faster than ever. This shortens the cycle from discovery to deployment, making weekly creative refreshes more accessible to performance marketers.
The playbook:
Use Insight Spotlight weekly to identify trend-driven keywords and content hooks.
Source top-performing UGC through Content Suite.
Rapidly test UGC-based ads in short-form campaigns, doubling down on what wins.
Speed + relevance is TikTok’s edge. Marketers who embrace this rhythm will see better creative-market fit and performance lift.
Consumers Are Skeptical of AI Search
What's New:
A new Gartner survey shows that most U.S. consumers remain skeptical of AI-powered search. 53% of U.S. consumers do not trust the reliability or impartiality of AI-powered search summaries, with 41% saying AI results are more frustrating than traditional search, and 61% wishing they could toggle AI summaries off. While skepticism is high, more than half of consumers admit AI already influences their search behavior.
Why It Matters:
Marketers are navigating a split consumer mindset—many remain wary of AI results, yet a majority acknowledge AI is shaping how they search. Only 10% use AI exclusively, while 42% blend AI with standard results. This dual behavior means brands must show up credibly in both AI-driven and traditional search experiences.
To build trust and stay visible:
Prioritize authoritative, accurate content with expert validation.
Optimize for dual discovery—traditional SEO and AI Engine Optimization (AEO).
Track performance separately across AI summaries and organic listings.
Humanize AI touchpoints with transparency and credibility signals.
Skepticism may slow adoption, but credibility wins in both environments. Marketers who invest in trust today will capture the AI-enabled search traffic of tomorrow.
Meta Adds Control to AI Ad Copy
What's New:
Meta introduced a Restricted Words feature in its Advantage+ AI ad tool, letting marketers block specific words or phrases from AI-generated copy. This update comes as AI creative tools accelerate—Google’s Gemini 2.5 Flash now powers high-quality real-time image edits, while Veo 3 can transform still photos into smooth, audio-synced video clips. Source: Social Media Today.
Why It Matters:
AI creative is advancing quickly. Features that were experimental months ago are becoming production-ready, lowering costs and speeding up iteration. But control matters—without the right guardrails, brands risk off-brand messaging or compliance issues.
Lean into AI creative, but stay strategic:
Audience insight still leads—tools can’t replace deep customer understanding.
Build on what performs—use AI to multiply proven creative, not guess from scratch.
Apply automation with intent—Meta’s word filters keep messaging fast but brand-safe.
The creative frontier is shifting fast. Marketers who blend AI scale with human strategy will build a competitive edge.
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