Breaking news: two tech giants have upped the AI stakes this week with tools that will change “search” as we know it. Here’s everything you need to know about ChatGPT and Google’s new search engines, recent Google ad updates, and value-driven marketing in an ad-saturated landscape.

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1. AI-Powered Search Takes Over 

This was an exciting week for search and AI—something we owe to the release of new AI-powered search tools from ChatGPT and Google.

ChatGPT recently introduced ChatGPT Search, a platform that promises search results that blend conversational AI with real-time data on things like news, sports, and the stock market. Future improvements may include personalised answers to more nuanced topics like travel and shopping.

Initially available to ChatGPT Plus, Team, and SearchGPT waitlist users, this feature will roll out more widely in the coming months.

Not to be outdone, Google has also expanded its AI Overview feature to 100 new countries after debuting in the US earlier this year. The feature delivers summarised AI-generated answers on top of your regular search results. Since it is not designed to replace traditional search, these summaries may only appear for more complex queries.

Following previous hiccups (if we can call incorrect summaries as such), Google has tweaked the algorithms and has since seen a rise in engagement. The company hopes more users worldwide will find the feature helpful–-or, at least, accurate.

What this means for you:

Whether you’re using ChatGPT or Google, these tools can improve the way you research. That said, it’s crucial to maintain a healthy scepticism and keep those fact-checking habits sharp.

2. More Changes to Google Ads This Week

Google has again rolled out more changes this week, and call ads seem to be the latest casualty. These ads, which are designed to encourage direct phone calls, will be phased out soon and migrated to responsive search ads. The platform has cited several benefits, like flexibility and increased reach, as advertisers will now be able to capture both phone and online interactions.

Meanwhile, Google’s Optimisation Score now highlights competitor activity and how it affects your campaigns (i.e. how major players like Amazon are affecting your impression share). This new feature aims to help you make more informed decisions about your ad spend.

What this means for you:

The transition from call ads to responsive search ads will definitely require you to adjust your campaigns to fit the new format.

On the other hand, while the Optimisation Score update might give you some fresh insight on the competition, be careful not to blindly follow the suggestions. Instead, take time to research your competitors before making necessary budget adjustments.

3. Value-Driven Marketing is King

To echo what was mentioned last week, SEO is changing. With consumers demanding actual value beyond keyword-optimised content, traditional SEO tricks just might become obsolete. So, how do you stay relevant?

This Forbes article suggests complementing your static content with more interactive tools, apps, or guides, as users now prefer on-the-spot solutions instead of plain information.

Value-driven marketing also plays an important role in fighting ad fatigue. Contrary to popular belief, repetitive advertising overwhelms consumers and drives them away. In fact, in a recent study, over half of viewers decide not to buy from a brand after seeing the same ads too frequently.

Rather than being urgent and intrusive, ads today need to be more mindful, tailored, and engaging. This means understanding your customers and delivering a message that resonates—because relevance will always trump repetition.

What this means for you:

It’s a brand new world out there, and you can’t rely on old-school marketing tricks anymore. The rise of value-driven SEO and the rejection of digital noise may mean rethinking your entire approach. No more keyword stuffing, no more barrage of promotional emails. Instead, focus on depth over breadth. That’s the strategy.

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