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 adds automatic end screens to video ads
How it works:
Google Ads is introducing automatic end screens for video ads. After a video finishes, Google will automatically add an interactive card encouraging users to take an action, such as visiting the website. These cards are generated automatically and may replace any manually added end screens in the video ad.
What’s the benefit:
This feature helps guide viewers towards a conversion after the ad finishes. By automatically adding a call-to-action screen, advertisers can see better engagement and more conversions from their video campaigns without manually designing end screens.
Google adds AI voice-overs to Performance Max video ads
How it works:
Google Ads is introducing AI-generated voiceovers for Performance Max video ads. The system can automatically add realistic narration to video ads using AI voice models. Advertisers will be automatically enrolled in the feature unless they choose to opt out.
What’s the benefit:
This makes it easier for advertisers to create engaging video ads without recording their own voice-overs. It can save time and production costs whilst making ads easier for viewers to understand.
Google Ads API Enforces Minimum Daily Budget
How it works:
From 1st April 2026, Google Ads will require a minimum daily budget of £5 for any Demand Gen campaigns when managed via the Ads API. In the UK, this means campaigns need a daily budget of roughly £4–£5. Any campaign set below this will not run until the budget is increased.
What’s the benefit:
This ensures campaigns have enough budget to deliver meaningful results. UK advertisers using API tools will need to check and update any low‑budget Demand Gen campaigns to avoid delivery issues.
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.”
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