Practical insights from the front lines of AI-driven marketing. No fluff.
The release of Google Ads API version 24 is one of the most substantial updates in recent memory, with changes spanning Demand Gen, conversion types, shopping, and reporting. What the breadth of those changes tells you is more useful than any single feature on the list.
Microsoft's framing of the web as three distinct eras - human, LLM, and agentic - is one of the clearest articulations yet of where paid search is heading. For UK brands running AI-powered campaigns, the implications go well beyond platform features.
As AI shopping agents begin making purchase decisions on behalf of users, the traditional model of brand loyalty is under real pressure. Brands that understand how agents evaluate and recommend products will be better placed to stay in the consideration set.
Zero-click search isn't a ranking problem - it's a business model problem. If Google or an AI engine can answer what you do without sending anyone to your site, no amount of optimisation will save you.
ClearScore has published an open protocol that lets AI assistants participate in regulated credit broking journeys without becoming regulated entities themselves. We built reference implementations to test it.
Google has updated the Performance Max channel performance report to show spend over time per channel, giving advertisers a clearer view of where budget is actually going. This is a meaningful shift for anyone trying to manage PMax with more precision.
AI search engines don't reward rankings - they reward answers. Closing the content gaps that matter to AI means starting from the prompts people are actually typing into ChatGPT, Perplexity, and Google AI Overviews.