As platforms roll out new features and search gets a major overhaul, one thing’s clear: automation is changing how stories get told – and who gets to tell them. From spam creeping into Google’s AI summaries to brands chasing mentions in chat tools, here’s what you need to know.

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1. Search is Out, AI Suggestions Are In

With more people turning to tools like ChatGPT to shop, marketers are beginning to learn that success is no longer just about ranking high on search – it’s about actually being mentioned online.

Now, you can’t simply rely on keyword stuffing or lightning-fast load times to win customers. Instead, brands need to cultivate brand mentions across the web, whether it’s a customer review or a comment from a Reddit forum. AI models will synthesise these mentions and regurgitate them as recommendations to users.

The shift is not drastic but already measurable, with Amazon topping the list of domains that ChatGPT sends users to (accounting for over 9% of its referral traffic).

What this means for you:

Basically, it’s your brand presence and credibility being built outside your website – an experience that is both parts exciting and terrifying. While you still need to work on useful, relevant content, you need to pay attention to what is being said about your brand across platforms where real conversations happen.

2. Meta Launches Video Ads for Threads

Meta is officially back in the video ad game, recycling some old ideas and testing a few new ones. The company is testing ads within trending Reels and bringing video ads to Threads for the first time – while reviving Facebook Live from 2022, rebranding it as “Facebook Live Partnership ads” where brands can pay to boost creator streams.

They’re also making it easier for advertisers to keep up with trends and find creators who can promote social media campaigns, with Instagram’s Creator Marketplace that now features real-time trend tracking and better talent scouting skills.

What this means for you:

If you’re running video campaigns, keep an eye on Reels and Facebook Live again. With Meta leaning hard into short-form content and creator partnerships, there’s a fresh opportunity to test new ad placements and creator tools that were previously Instagram-only.

Plus, start experimenting with Threads video ads now while it’s new – chances are competition is still light and costs are presumably lower.

3. Google’s AI Max Rethinks Search

We’ve all read about how AI is reshaping search, how people are skipping Google in favour of chatbots, and how old-school keyword strategies just aren’t cutting it anymore. AI Max for Search is Google’s answer to all that. An attempt to future-proof search, it uses – you guessed it – AI to deliver better answers and more relevant brand info amidst the clutter.

The tool is designed to steer people towards more accurate, up-to-date information, which sounds great for users but also puts more pressure on brands to clean up their data. Google’s new model has the potential to control not just how you show up in search but also what happens after someone clicks. For example, if AI Max promises your product is in stock for $50 but your site shows it’s on back-order status for $75, you might lose the customer forever.

What this means for you:

It’s time for some digital housekeeping. Go through your website with fresh eyes and fix outdated inventory counts, pricing that don’t match your ads, descriptions with errors, and broken links. Google’s AI Max is basically a very thorough fact-checker, so any inconsistency between what you promise and what you deliver will get exposed quickly.

Make sure everything is accurate and up-to-date, with important information presented in clean, well-structured content. This will not just help you show in AI results but will also keep customers from bouncing after they click through.

4. Spam Problems Hit Google’s AI Overviews

On the other hand, just as AI Max is poised to make search smarter and more helpful, Google’s very own AI Overviews is being ridden with spam. Instead of showcasing reliable content, results seem to repeat inflated claims, highlight low-effort listicles, and sometimes cite outdated – or outright wrong – info.

The system is so flawed there are even some reports of AI Overviews displaying incorrect business numbers even when Google’s own Business Profiles have the correct information.

The irony is almost painful, as Google did spend years preaching about E-E-A-T (expertise, experience, authoritativeness, and trustworthiness) and cracking down on low-quality content. The company says fixes are coming, but for now, it’s clear the promise of AI-enhanced search still has a huge problem to solve.

What this means for you:

This just might serve as a reminder – a warning even – to actively check how Google’s AI mentions your brand and competitors, because there’s a good chance it’s pulling from some questionable sources or outdated information. Set up regular searches for your company name and key industry terms to spot AI Overview errors before your customers do.

In the meantime, while you can’t directly control what appears externally, you can still focus on building genuinely credible content to combat any misinformation online.

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