Artificial Intelligence
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Google 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 GoogleBing 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 moreOpenAI introducing ads in ChatGPT
OpenAI is preparing to introduce ads into ChatGPT, marking a major shift for marketers who’ve so far relied on organic visibility within AI platforms. Brands will now need paid strategies alongside AI optimisation, with ads clearly labelled and kept separate from sensitive topics. As conversational AI becomes a new discovery channel, marketers must rethink how they show up – blending trust, relevance and paid visibility in AI-driven journeys.
Read moreAdobe move to acquire Semrush
Adobe is acquiring Semrush for roughly £1.6 Billion, a move that signals where SEO and digital marketing tools are headed as AI-driven search reshapes discovery and visibility.
The acquisition aims to combine Semrush’s search-intelligence capabilities with Adobe’s content and marketing stack which will help brands handle both traditional SEO and newer GEO channels.
As AI-powered search gains traction, the deal underscores a wider consolidation trend in the industry as marketers want unified platforms that track visibility across both classic search engines and AI-driven answer engines.
OpenAI launch “Buy it in ChatGPT”
OpenAI launched “Buy it in ChatGPT” with Instant Checkout on 29th September 2025.
OpenAI has introduced Instant Checkout in ChatGPT, powered by the Agentic Commerce Protocol, enabling US users to purchase directly from Etsy sellers in chat. Shopify merchants are next in line.
What’s new
- In-chat purchases for Etsy, with Shopify brands (Glossier, SKIMS, Spanx, Vuori, etc.) coming soon.
- Single-item checkout now; multi-item baskets and more regions planned.
- Protocol is open-sourced, hinting at adoption beyond ChatGPT.
Why it matters for marketers
- AI as a sales channel: ChatGPT shifts from awareness to direct conversion.
- Reduced friction = higher conversion potential: Purchases happen without site visits.
- Attribution challenges: Traditional analytics may not capture AI-driven sales journeys.
Next steps for digital marketers
- Audit your product feeds: Ensure your listings (Etsy, Shopify) are optimised for AI discovery.
- Experiment early: Test Instant Checkout readiness to benchmark performance vs traditional funnels.
- Revisit attribution models: Plan for gaps as AI platforms handle more of the buyer journey.
- Monitor protocol adoption: Stay ahead as the Agentic Commerce Protocol spreads to other platforms.
OpenAI adds Shopify as a shopping search partner
OpenAI has integrated Shopify as a third-party search partner to enhance its shopping search capabilities, allowing for more comprehensive set of shopping results.
This partnership, which was not formally announced, was quietly added to OpenAI’s ChatGPT search documentation on May 15, 2025. Shopify joins Bing as a third-party search provider, a few weeks after OpenAI’s enhanced shopping experience was introduced on April 28.
Aleyda Solis LinkedIn postYouTube rolls out generative AI tools to more creators
YouTube has announced it will expand access to Google’s Veo 3 generative AI tools for Shorts later in the summer.
The tools were first introduced to select creators in February and allow users to generate short videos from text prompts. YouTube CEO Neal Mohan shared the update at the Cannes Lions Festival, highlighting how these tools can empower more users creatively.
Find out moreOpenAI upgrades ChatGPT search with shopping features
Users can now search – and buy – products through Chat GPT, Open AI has announced.
ChatGPT will now offer product recommendations, images, reviews and include direct links for users to buy the products.
This doesn’t include paid-for results but instead organic search results with plans down the line for AI to feed relevant results to users based on prior searches.
What does the update mean for PR strategies?
The update emphasises the importance of product PR as part of your approach.
If you’re not already, incorporating product placements, samples and reviews into your always-on activity will be key in gaining visibility in AI search.
While backlinks were once used to judge website performance, LLMs are prioritising context and relevance of brand mentions, making product PR the perfect tactic.
To support this, expert commentary remains an important trust signal so balancing this with product PR will be key in building an authentic, trustworthy brand in the eyes of LLMs.
Find out moreYouTube are Testing AI Overviews in Search Results
Today, it’s been reported that YouTube are starting to test AI overviews within their search results, in order to highlight what they deem “the most relevant clips” for individual users; based upon their search.
We predict that this will not only impact user interactivity with watching longer videos in full, but may also cause a shift in search behaviour from within the YouTube platform. In theory, by delivering this type of snapshot video content, users will be delivered touristic and local content much quicker, as well as when carrying out product research related searches too.
YouTube will expand the rollout of their AI overviews test based upon the results of a small subset of YouTube Premium members’ feedback, in the US initially.
Find out more on Search Engine JournalGoogle claims “EEAT Can’t be Added to Web Pages”
At a recent conference in New York, Google’s John Mueller claimed that “EEAT is not something SEOs can add to their pages.” He went on to discuss the role of EEAT and stated that adding keywords or metadata to content is, in fact, not what EEAT is about. Mueller emphasised that EEAT is more significant for YMYL (Your Money or Your Life) content, such as finance or healthcare, where accuracy and trustworthiness are paramount.
Non-YMYL content, like blogs, on the other hand, should step away from EEAT signals as they are not a significant factor in Google’s ranking assessments.
So what does this mean for SEO?
Many SEOs base their strategies on hitting as many EEAT signals as possible, but Mueller’s message is that this overlooks the bigger picture. SEOs should instead focus on demonstrating real trust and expertise, not just fabricating it with imaginary industry experts and AI-generated images.
Instead, we should go back to basics: content should be high-quality, informative, and genuinely useful to the user. This is what Google truly values—not web pages that simply tick off a list of points the algorithm supposedly favours. You might think this is basic knowledge, but the recent rise of AI has led many SEOs to abandon strategies that produce content unique, targeted, and personal to the user.
Expert opinion
Cara Dudgeon, Senior Content Writer
