AI models, tools and agents from a marketing and business perspective.
A field experiment confirmed that AI Mode and AI Overviews take clicks away from websites. At the same time, more than half of AI citations come from pages outside the top ten results.
Google has started paying publishers for content that genuinely shapes AI answers, but won't say how it judges that. The same week, another study showed that AI Overviews take roughly one in four clicks from heavily exposed sites.
Ad strength in Google Ads says nothing about results: in a large study, campaigns rated “poor” did better than those rated “excellent”. On top of that, the ChatGPT ads panel does not yet let you exclude keywords.
AI Overview now leads straight into a conversation with AI, and just over 1% of people click the source links. In the same week, OpenAI and Anthropic showed models that carry out tasks on a computer by themselves.
