Digital Industry Updates
At Embryo we keep a log of key industry updates within the digital marketing landscape. The updates cover changes with Google and algorithms and platforms that affect SEO, PPC, as well as social platforms such as Facebook, Pinterest, TikTok, and LinkedIn.
If you would like to contribute, then please contact h.middleton@embryo.com or e.murray@embryo.com.
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Google’s February 2026 Discover core update has completed
Google has confirmed that the February 2026 Discover core update rollout has completed. It started on 5th February and finished on 27th February. This is the first confirmed Search update of 2026 and notably, the first core update that only impacts Google Discover.
The update only applies to English-language users in the USA, however Google has confirmed this will expand globally in the coming months.
Google says the update was designed to improve the Discover experience by:
- Prioritising locally relevant content from publishers based in the users country
- Reducing sensationalist headlines and clickbait
- Elevating original and timely content from sites with clear topical expertise
Importantly, expertise is assess topic by topic, not just at domain level, which means broad publishers can still perform well, but only where Google recongises genuine authority.
Read moreGoogle Search Console announces AI assistant
Google Search Console launched a new AI powered feature this week, allowing users to configure the performance dashboard through a chat box with the AI assistant. This new feature simplifies comparing time periods, setting up a custom regex, and identifying aspects such as CTR for specific pages.
The tool is currently labelled as ‘experiment’ and will continue to be developed over the coming months. Aiming to improve accuracy and determine how effective this feature is for identifying value and areas for improvement across a website’s organic presence.
Hear form GoogleGoogle Tests Shopping Ads In AI Mode
How it works:
Google is testing Shopping ads inside AI Mode, so product ads can show up in AI-assisted search chats, not just regular Shopping or search results.
What’s the benefit?
Marketers can reach shoppers earlier in their buying journey and connect with intent-driven users before they hit standard Google Search results.
Creator monetisation evolution
Social platforms are diversifying monetisation options beyond standard ad revenue, giving creators new ways to earn income:
- Standalone creator platforms like TopFan enable subscription, merch, and livestream revenue.
- In-app monetisation features across Threads, Instagram, and YouTube now include tipping, badges, exclusive content access, and revenue-sharing for short-form videos.
- This shift allows creators to own their audiences and monetise content more directly, reducing dependency on algorithm-driven ad revenue.
Takeaway for brands: Marketers should explore creator partnerships strategically, focusing not just on reach but on engagement and monetisation alignment, tapping into the revenue potential these new tools enable.
Read moreAI transparency & labelling on platforms
Platforms like X are introducing “Made with AI” labels, designed to indicate AI-generated content. The move is a response to increasing concerns about ethics, authenticity, and audience trust.
Implications for marketers:
- Brands must be aware that AI-generated posts may require explicit disclosure, especially for sponsored content.
- Transparency builds credibility; audiences are more likely to engage with content that clearly communicates its source or creation method.
- Platforms are moving toward AI accountability frameworks, meaning marketers need to adapt workflows to comply with content compliance standards, particularly in regulated sectors like finance, healthcare, or e-commerce.
This trend signals that AI is no longer just a creative tool – it’s also a compliance and trust consideration in modern social marketing.
Find out moreManus AI Integration in Meta Ads Manager
Meta has rolled out Manus AI within Ads Manager, allowing advertisers to leverage autonomous AI agents to streamline campaign management. These agents can handle tasks such as:
- Generating and automating performance reports.
- Conducting audience segmentation and analysis, identifying high-performing segments faster.
- Suggesting optimisation actions, like adjusting bids, targeting, or creative placements based on real-time data.
Why it matters: This integration represents a shift toward platform-level AI assistance, where the system not only provides insights but can act on them, reducing manual workload for marketers. For agencies and brands, this means campaigns can be more agile, data-driven, and precise, freeing up human teams to focus on creative strategy and messaging.
Read moreBing Webmaster Tools reporting on AI tracking
Bing has announced it is officially implementing a new insights section on the platform, allowing users to track AI Answers and citations. Although still in BETA, this has now been released within the platform, allowing you see where your content is cited in AI-generated answers across Microsoft Copilot and Bing’s AI summaries.
Microsoft have positioned this launch as “an early step toward Generative Engine Optimisation (GEO) tooling in Bing Webmaster Tools, helping publishers understand how their content participates in AI-driven experiences.”
The new functionality has also been noted to help marketers validate which pages are already being used as references and identify frequently appearing content. Spot opportunities on pages that are cited less frequently.
Quote from Amy Leach, Head of SEO:
“This has been a much-awaited update across the industry, with hopes that Google will soon follow suit in Google Search Console. This information will be incredibly powerful for sites moving forward to understand the “new era of AI” and the real impact this is having on wider digital landscape.”
Read moreGoogle Performance Max built‑in A/B testing for creative assets
How it works:
Google Ads is testing a new feature that lets advertisers run A/B tests on creative assets within a single Performance Max campaign.
Advertisers pick a campaign, create an asset group, and set up a control (existing ad) and a treatment (new ads). Some assets can be shared between them. They can choose how to split traffic (like 50/50), run the test for a few weeks, and then use the best-performing assets.
What’s the benefit?
This lets marketers test creative assets directly in Performance Max campaigns. It shows which headlines, images, videos, or descriptions perform best, cutting guesswork and making optimisation faster and easier.
Google Discover Core Update
Google has begun rolling out its February Discover Core Update, a dedicated algorithm adjustment for the Google Discover feed (separate from traditional search ranking changes). The update aims to enhance the quality and relevance of content shown in personalised feeds by prioritising more locally relevant and expert content while downgrading clickbait style material.
Potential impacts:
- Local content can gain traction: Content tailored to specific regions or audiences is more likely to appear in Discover.
- Clickbait de-prioritised: Exaggerated content and engagement-bait tactics are more likely to lose Discover visibility.
- Depth and expertise rewarded: Original, authoritative and topically focused content is more likely to surface in feeds.
Key takeaway: Prioritising original reporting, topic-focused expertise and honest, accurate content will position any site to benefit as Google Discover’s feed evolves over the coming months.
Hear from GoogleMeta is introducing an ad‑free subscription
Meta is introducing a paid, ad‑free subscription option for UK Facebook and Instagram users. Users aged 18 and over are now seeing in‑app notifications offering the choice to pay monthly to remove ads from their experience.
Pricing:
- £2.99 per month on web browsers
- £3.99 per month on iOS and Android apps
Additional linked accounts in Meta Accounts Center cost £2/month on web or £3/month on mobile.
User experience:
Subscribers will no longer see ads, and Meta says their data won’t be used in personalised advertising systems. Users who don’t subscribe can continue to use Facebook and Instagram for free with personalised ads as before.
Why this matters:
This move follows guidance from the ICO), which pushed for clearer user consent options around personalised ads. The subscription model gives users a choice between paying for privacy and data‑driven personalised ads or continuing with free, ad‑supported access.
Context:
Meta first tested similar paid, ad‑free subscriptions in the EU, but faced regulatory challenges and adjusted pricing following fines and compliance issues. The UK rollout generally offers lower prices and reflects a different regulatory environment.
While this is great for user choice, it introduces strategic considerations for advertisers, as a portion of the audience may opt out of the ad‑supported ecosystem
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