Practical insights from the front lines of AI-driven marketing. No fluff.
Google is rolling out asset group theming for Performance Max, letting advertisers copy an asset group and apply a consistent theme across text and images using Google AI. It is a small feature with meaningful implications for how you structure and control creative within PMax campaigns.
Google is testing a white background for AI Overview citations, removing the blue shading that has visually separated AI-generated content from standard results. This subtle design shift carries real implications for how prominently cited sources appear - and how brands should be thinking about earning those citations.
Google Web Guide is a dynamically-generated, magazine-style SERP that curates AI summaries alongside organic results - and it works differently from AI Overviews or AI Mode. For brands investing in AI visibility, it introduces a new content surface that demands a rethink of how pages are structured and signalled.
Google has never penalised AI-generated content itself - it penalises content that is thin, unhelpful, and spammy, and AI simply makes that easier to produce at scale. For brands trying to appear in AI-generated search results, the implication is significant: quality signals matter more than ever when the systems doing the citing are optimised to surface genuinely useful sources.
Google has confirmed that AI Max for Search will eventually replace Dynamic Search Ads, marking a fundamental shift from keyword syntax to intent matching. Here is what that transition means in practice and how to manage your campaigns through it.
AI search engines like ChatGPT, Perplexity, and Google AI Overviews are now the first port of call for millions of users, yet most brands have no strategy for appearing in their outputs. These five GEO approaches give your brand a concrete path to being cited, recommended, and trusted by the AI systems your customers are already using.
Generative Engine Optimisation is rewriting the rules of organic visibility. Here's what it means and why it matters now.