How AI is shaping online productivity

AI is rapidly changing the way we work online in the digital age. From transforming workflows to streamlining tasks and enhancing productivity, users are engaging with AI more than ever before. In this article we dive into how users are engaging with AI.

How is AI being used?

Mobile search currently dominates web traffic, with latest figures suggesting over 63% of web traffic is coming from mobile. Despite this, as stated by Search Engine Land’s latest article over 90% of AI search traffic comes from desktop.

This is likely because AI is mainly being used for providing detail and information for people who are using it to enhance performance during the working day, thus the high percentage of desktop users. When searching on mobile, users are still largely using Google to answer their queries, whether this be informational or transactional queries. 8.5 billion searches are accounted for on Google daily, whereas ChatGPT has around 600 million monthly active users according to recent data.

How marketers can use AI day-to-day

There are a number of tasks AI can assist with to help digital marketers improve workplace performance.

• Creativity and Content Creation AI can be used to inspire creativity and generate content ideas. However, it is important marketers don’t simply let AI start producing their content for them, as Google can see this taking place and penalises sites that rely heavily on AI-generated content potentially negatively affecting search rankings.

• Automation of tasks AI can be used to automate certain repetitive tasks, such as automating emails, data entry and even summarising meeting notes. This helps to save time and let marketers focus on more time-consuming or creatively demanding tasks.

• Instructional Guide Ever been given a task at work that you’ve got stuck with, perhaps you’ve been given a task you haven’t done in a while that you have forgotten how to do, or you have been asked to try out something new for the first time. Asking AI, such as ChatGPT, how to complete a task and it will give you a comprehensive guide detailing all the steps you should take.

As AI continues to evolve and change the way we work, it’s important for marketers to make sure they are using AI in the right way to collaborate and automate to improve their workplace performance. Digital Marketers should still rely on their own human elements of creativity, not overusing AI to create content which could be detrimental if Google sees them to be abusing it.

As YouTube experiments with a new ad format — 30-second non-skippable ads in standard campaigns — marketers and brands alike should take note. This update could reshape how we use the platform, opening up premium ad inventory that was previously harder to access. But is it right for your brand?

Here’s what you need to know.

Why This Change Matters

Until now, 30-second non-skippable ads on YouTube were mainly reserved for high-budget, upfront “reservation” buys — limiting access to brands with long lead times and deep pockets. This test changes that. YouTube is now making this format available through standard auction-based campaigns, giving advertisers more flexibility and control.

These longer ad slots give brands more space to tell a story and make an impact, without the viewer being able to skip. It’s a format traditionally seen during premium TV-style placements — and now, potentially available to more advertisers through everyday campaigns.

YouTube’s Growing Role in the Media Mix

YouTube isn’t just a video platform — it’s a key player in the digital advertising ecosystem. With over 2 billion logged-in users every month and growing viewership on connected TVs, YouTube ads have become a go-to for brand awareness, product discovery, and even conversions.

In many of our client strategies, YouTube fills the gap between top-of-funnel attention and mid-funnel engagement. It’s highly targetable, increasingly measurable, and trusted by users. This new ad format simply adds another tool to the kit — one that brings the impact of longer-form video into more accessible campaigns.

Making Non-Skippable Ads Work

That said, non-skippable doesn’t mean guaranteed success. In fact, it raises the stakes. If a viewer is required to watch your ad, the creative has to hold attention and deliver value from the first second to the last.

This isn’t about louder ads — it’s about smarter ones. Clear messaging, audience relevance, and emotionally engaging content are critical. For brands that get it right, this format could be a powerful way to cut through the noise and make a lasting impression.

Since its debut, ChatGPT has captured the imagination and clicks of businesses and consumers. Roughly 79 per cent of all visits to generative AI chatbots still flow to ChatGPT, down from 87.5 per cent six months ago. Its ease of integration into everyday workflows means teams rarely look elsewhere. Key reasons for its dominance include:

• Ease of use across content calendars and support desks
• Seamless integrations with tools like Slack and WordPress
• Strong brand recognition – “ChatGPT” is almost synonymous with AI writing

Despite a slight dip, daily visits remain in the quarter-million range, confirming that once ChatGPT becomes part of your routine, it’s hard to displace.

Google’s AI: steady gains

If ChatGPT has been the hare, Google’s AI offerings – including Bard and AI-powered Search – have taken the tortoise approach. In the past six months, Google’s share rose from around 5 per cent to 8 per cent. AI results now surface directly within search pages, and organisations tied into Google Workspace can pilot Bard for internal Q&A or brainstorming without juggling extra logins.

What is the future of Google AI?

As Google cements its AI foothold, we can expect deeper integration and more powerful capabilities across its products:

• Search evolution: AI snapshots will become richer and more interactive, blending text, images and video summaries right on the results page
• Workspace enhancements: smarter compose and draft-generation tools will expand beyond Gmail and Docs into Sheets, Slides and Meet
• Enterprise push: Vertex AI and related platforms will make it easier for businesses to build custom generative solutions without heavy infrastructure
• Marketing tools: expect AI-driven ad creative suggestions, automated SEO audits and real-time analytics insights baked into Ads and Analytics

For marketers, this means preparing content not just for classic search but for AI-powered answer boxes and collaborative drafting experiences in Google’s ecosystem.

DeepSeek: a moment in the sun

DeepSeek rocketed to an 8.1 per cent share three months ago before settling back to 5.3 per cent. Its focused research interface won favour with B2B teams hunting data points and white papers. While some users have drifted back to the giants, DeepSeek’s breakout quarter shows clear appetite for specialised tools.

The long tail of challengers

X’s Grok peaked at 2.7 per cent and now sits at around 2.1 per cent, while Perplexity and Anthropic’s Claude each hold roughly 1–2 per cent. These platforms serve niche use cases such as coding support or privacy-focused chat sessions. They may not move the needle for mainstream campaigns, but are worth tracking for experimental initiatives.

More people than ever are turning to AI chatbots. Daily visits climbed from 212,900 on 28 March to 252,300 by 6 June 2025, a rise of about 18 per cent in just over two months. This growing audience is comfortable talking to AI and engaging with AI-driven features throughout their customer journeys.

What marketers should do now

• Continue using ChatGPT for rapid drafts, social media copy and brainstorming
• Optimise content for AI-driven search by structuring FAQs and product pages for chat-style snippets
• Pilot integrations with Google’s AI and challengers such as DeepSeek or Grok to compare lead quality
• Tag AI referrals in analytics so you can track which chatbot sources deliver genuine traffic, leads and sales

Balancing the dependable power of ChatGPT with early experiments on rising rivals will keep your marketing fresh and effective in this rapidly evolving AI landscape.

Data provided by https://www.similarweb.com/corp/wp-content/uploads/2025/06/attachment-Global-AI-Tracker.pdf

Your website isn’t just a brochure

We recognise the common misconception that a website is that it doesn’t need to be frequently updated with content in order to deliver for the audience. However, that’s just untrue. Yes, a business’s website should absolutely include information regarding the services or products they sell, but it also needs to offer value beyond that.

A website needs to serve its users but also evolve with them in order to retain them. This can be through taking part in trends, creating content optimised for search engines, to add additional value and keep customers returning.

Fresh Content Signals to Google That Your Site Is Active

Search engines tend to favour websites that are regularly updated with fresh and valuable content. Google, for instance, will actually have a preference in how ‘fresh’ content is, depending on how timely the subject matter being handled is. A few examples of timely content include news articles, studies and trends.

This is a consideration that needs to be made when creating content. Having an appreciation for Google’s tendency to favour fresher content for its results, allows you to better strategies how to keep content fresh. If your competitor updates their blog monthly and you haven’t touched your site in 2 years, guess whose site gets crawled more often?

Updated Content Builds Trust with Visitors

It’s apparent when content is dated, whether that’s due to price changes that aren’t reflected in the content, or specific times are included in the content that date it.

Fresh content reinforces the impression that the reader gets, which is that it’s professional, demonstrating an attention to detail, and that your content is relevant. This is especially important in industries like beauty, healthcare, and dentistry, where trust and credibility are key.

Your customer’s questions and concerns will always evolve, which creates an opportunity to constantly make new, useful and fresh content that builds trust with the audience. So even if your services stay the same, your customers’ needs and search habits shift.

There are a handful of instances where content will need to be updated, some examples of this include changing regulations in various industries, any aftercare advice, or seasonal new treatments and industry trends.

Blogging Isn’t Just for SEO — It Shows You’re an Expert

Whilst blogging does serve your business’s SEO needs, it should also showcase your business’s understanding and expertise. Tap into this, create content that demonstrates that level of expertise, whether that’s giving a behind-the-scenes look into a process, sharing case studies, or partaking in client interviews.

Having an active website can do a lot of work for your business; having a dormant site can negatively impact performance and your audience’s trust. Need help identifying where your site content could use a refresh? Let’s review it together!

Many websites struggle to attract organic traffic from Google Search, leading to frustration and confusion among site owners. Google’s Search Liaison, Danny Sullivan, has provided guidance on improving visibility and success through three core strategies: creating high-quality content, diversifying traffic sources, and building an engaged audience.

Sullivan emphasizes the importance of long-term SEO practices, moving beyond quick fixes and focusing on creating content that resonates with readers. Diversifying traffic sources and engaging directly with audiences through various channels are also crucial for sustainable growth. Finally, understanding that Google’s ranking system uses a variety of signals can help site owners develop a comprehensive SEO strategy.

Build for your audience

Building an engaged audience is crucial for long-term success. Sullivan shares his experience of growing websites from zero to authoritative entities through email lists, social media, and direct engagement. Cultivating a loyal audience requires consistent effort and a genuine connection with your readers. This involves not only creating valuable content but also engaging with your audience through various channels.

Developing multiple ways to reach and interact with your audience, such as through newsletters, social media, and community forums, can significantly enhance your site’s reach and influence. An engaged audience is more likely to return, share your content, and contribute to your site’s growth.

Long-term strategy, not short-term hacks

Success in SEO now hinges on a comprehensive approach that encompasses all elements of search engine optimization. This means paying attention to technical SEO, on-page and off-page SEO, user experience, and more. The future of SEO belongs to those who are willing to invest time and effort into understanding and implementing these elements effectively.

A long-term strategy focused on sustainable practices will yield better results than short-term hacks or loopholes. Google’s ranking algorithms are becoming increasingly sophisticated, rewarding websites that provide genuine value to users rather than those that exploit technicalities.

The importance of great content

Creating great content is fundamental to attracting and retaining an audience. High-quality content is not just about meeting SEO requirements; it’s about providing real value to readers. This means producing content that is informative, engaging, and relevant to your target audience.

Great content builds trust and authority, positioning your site as a reliable resource in your niche. It encourages users to spend more time on your site, share your content, and return for more. This sustained engagement helps improve your site’s ranking on Google over time.

Stay up to date with the latest Google Updates

Google frequently updates its algorithms to improve search quality and user experience. These updates can sometimes negatively impact websites that were previously performing well.

For sites affected by these changes, future updates might offer some relief. Danny Sullivan acknowledges that in some cases, issues could be on Google’s end rather than the site’s. It’s important for site owners to stay informed about these updates and adapt their strategies accordingly. Regularly reviewing and updating your content to align with the latest best practices can help mitigate the impact of algorithm changes.

Don’t just rely on SEO

Relying solely on Google Search for traffic is not a sustainable strategy. Successful websites attract traffic from a variety of sources, including direct visits, email referrals, links from other sites, and social media mentions.

Diversifying your traffic sources not only helps ensure a steady flow of visitors but also builds resilience against fluctuations in search engine algorithms.

By promoting your content across multiple channels, you can reach a broader audience and reduce dependence on any single source. This multifaceted approach enhances your site’s visibility and can lead to more consistent and reliable traffic growth.

By focusing on these key areas—high-quality content, diversified traffic sources, and building an engaged audience—site owners can improve their chances of success in Google Search. Embracing a long-term, holistic SEO strategy is essential for sustainable growth and visibility.

Instagram has rolled out new ad formats that prevent users from skipping. Currently, users
are able to scroll or flick past an ad they don’t want to see, whether it is a post, story or reel.
However, the new feature called “ad break” will prohibit such skipping.

How will this impact Instagram’s user experience?

Being able to swipe or scroll past an ad has allowed users to experience a comfortable and
quick UX whilst on the app. The expectation is that these ‘ad breaks’ will appear with a timer,
which will count down to zero before users can continue with their journey. A similar system
is currently employed by YouTube with their non-skippable and 5-20-second ads.

Why is Instagram testing this?

An official press release from Meta has stated that viewers, may on occasion, must “view an
ad before you can keep browsing”. Meta further stated that the move was in part motivated
by a desire to find solutions in a constantly evolving and dynamic ecosystem.
However, increasing ad revenue and results for advertisers is likely the core concern here.
Meta is keen to test new ad formats which will generate greater rewards for brands.
Conversely, users have pushed back, claiming that the company is sacrificing UX for money,
with some even threatening to boycott the platform.
Is this a new concept?
Whilst non-skippable ads are a first for Meta, other competitors in the space have promoted
these formats before. As previously mentioned, YouTube has been pushing non-skippable
formats for years, as do many online publishers. Meanwhile, streaming services such as
Netflix offer a tiered payment system for customers, whereby cheaper subscriptions require
users to watch ads.

Whether this new trial will be a success is still unknown but a recent study from TikTok found
that 70% of viewers were more engaged with brands and ads if they weren’t forced to watch
their content.

Google has confirmed that performance data from its new AI Mode will appear in Search Console soon. However, you won’t be able to isolate that data to understand how AI Mode is performing on its own.

What is AI Mode?

AI Mode is part of Google’s growing use of generative AI in search results. Instead of showing traditional blue links right away, AI Mode generates a full answer using AI -pulling together information from various websites.

This can appear as a block of text with links, products, or suggestions before standard search results. It’s designed to give users a fast, direct summary or response and it’s a major shift from how search has worked in the past.

AI Mode was initially tested in Google Labs and has now been rolled out more widely in the US.

What’s happening?

When AI Mode first launched in Google Labs earlier this year, it wasn’t included in Search Console reports. Now that it’s out of Labs, Google plans to include it – but you won’t be able to separate AI Mode traffic from standard search traffic.

Just like with AI Overviews, all data will be lumped into the “Web” search type in your Search Console Performance reports.

What Google has said

Google’s John Mueller confirmed that:

• AI Mode reporting is planned for Search Console
• It will appear as part of the existing “Web” search traffic
• There are no plans for a separate reporting view or API changes

The updated Google help document also confirms that sites appearing in AI Mode and AI Overviews are included in general search performance, not as separate categories.

What about bugs?

There was a bug that initially made AI Mode untrackable, but Google has confirmed this issue was fixed on May 28th. That said, you still won’t be able to isolate or analyse that data separately in your reports.

What about ads?

Google is now testing ads inside AI Mode and AI Overviews. However, advertisers won’t be able to see ad performance data broken out by these AI features. This limits the ability to understand how ads are performing in these new environments.

Despite the emphasis on transparency during Google Marketing Live, this is a clear gap.

Why is AI Mode important for marketers?

AI Mode is expected to reshape how users interact with search results. Instead of browsing multiple websites, users may get what they need from the AI-generated summary – potentially reducing clicks to individual sites.

This matters for both SEO and paid media:

• Organic traffic might drop if AI summaries reduce the need to click
• Featured brands in AI Mode could see a rise in visibility
• Without clear data, it’s hard to optimise for AI-driven search
• Paid media performance is difficult to attribute or assess in this format

In short, AI Mode may change how users engage with your content — but you won’t have the data to adapt your strategy effectively.

Why this matters

AI Mode could significantly shape how people search and how your brand appears in results. But for now, you can’t track AI Mode traffic separately, whether it’s for organic results or paid ads. This makes it harder for digital marketers to:

• Understand where traffic is coming from
• Optimise for AI-generated answers
• Track ad performance in new search formats

What can marketers do?

Unfortunately, not much – yet. While Google may add more reporting in the future, there’s no timeline. For now, all you can do is:

• Keep an eye on general traffic changes in Search Console
• Combine Search Console with Google Analytics to spot shifts
• Continue to give feedback to Google

Many in the industry are pushing for better visibility, but we’re unlikely to see big changes soon.

What are AI Overviews

AI Overviews are AI-generated answers on Google’s search engine results page (SERP) that answer consumer queries. This is beneficial to users because it gives a comprehensive answer to queries by pulling information from all the most reliable sources on the web, meaning users no longer have to click through on to web pages and saving the end user time.

How do AI Overviews affect Website Performance

Since the introduction of AI Overviews, many websites have seen a reduction in traffic on their sites as users can now get their answers directly on the SERP. We can see this in Marisa Jones’ article for EMarketer, “Google AI Overviews in search results significantly decrease clickthrough rates (CTRs) for top ranking pages compared to similar informational keywords without AI Overviews. The presence of an AI Overview in search results correlated with a 34.5% lower average CTR.”

This is currently mainly affecting sites that are ranking for informational and question-based searches, as AI Overviews aren’t being used for searches where users are actively looking to buy something.

Googles Latest Comments

Despite the fact that AI Overviews are affecting CTR to sites, Google has claimed this week that AI Overviews generate the same amount of advertising revenue as traditional search. This may come as a surprise to many who have seen a decline in traffic since the introduction of AI Overviews however, Google is expanding AI Overview advertising with ads being integrated in or near AI overviews on a global scale.

Why should Marketers care?

If Google continues to take the position that AI Overviews are not detrimental to PPC advertising and CTRs continue to drop, then this could be a negative for marketers trying to rank for certain informational queries. A good way to try and combat this is to try and rank for non-informational queries where AI Overviews aren’t currently being used, especially when spending advertising budget.

Quality content doesn’t have to be mystified to those who aren’t writers or marketers; the aspects of what makes quality content can make assessing ‘great’ content simpler.

Here are the key aspects of writing strong copy:

Tone: Is how you choose to represent your brand’s point of view or attitude towards a subject. This can be done through the choice of language, the style used, or the way the sentences are structured.

Clarity: The content needs to be clear for the reader to understand, so make it clear and concise.

Brand Alignment: The Content you create should always align with your brand, and make sure the content is relevant to your business. The best way to make sure the content is aligned is to create content that pertains to the subject or service you offer.

The Perfect Content Checklist

1.      Purpose: Does This Content Serve a Clear Goal?

Any content you produce needs to have an objective to it, whether that’s to increase traffic, convert, educate, inspire, or reassure (this would be relevant to medical copy, for instance).

Ensure the call to action you use is aligned with the content’s purpose, so, for example, you’re creating a blog about the effects of a specific product or treatment, you’ll then want to use the call to action promoting the product to encourage sales.

2.      Audience Fit: Is It Written with the Right Reader in Mind?

You need to write to your audience’s needs, fix their problems and answer their questions. Formatting your content with the search queries in mind allows you to better target keywords.

Write to the level of your customer’s awareness around the subject matter, which includes cutting out jargon or any overly complex language.

3.      Clarity: Is the Message Easy to Understand?

Keep the content easy to read through short sentences and use language that isn’t complicated. Keep the formatting clear with headings, bullet points where needed, and utilising paragraphs to create a readable structure.

Pro tip: Can someone skim and still understand the key points?

4.      Structure: Is It Easy to Navigate and Digest?

Any copy needs to have a clear structure to it, and start with your introduction to the subject, introducing the problem or subject. The body will then contain the value, so any solutions or information around a particular subject will be covered in this section. In the conclusion, you’ll summarise the discussion with a CTA. The call to action should have purpose and help you achieve the objective of the content, whether that’s to convert leads or to encourage engagement. 

Make sure that your content is clearly labelled too, utilising sub-headings to section out content. Subheadings are particularly important for making your content easy to scan when reading.

5.      Value: Does It Say Something Useful or New?

Your content needs to provide some value to the reader, whether that’s introducing a new perspective or offering more insight. You can provide more insight utilising data, graphics, video assets or by utilising a different format type, like using audio instead.

6.      Accuracy & Trust: Can This Content Be Taken Seriously?

Make sure the information you provide is factual; the last thing you want is to be creating content containing misleading information. Inaccurate content is not only penalised by Google, but it also demonstrates a lack of understanding to the reader.

Authority is built on the foundation of assurance that the information your website provides is accurate and authentic. Make sure any old statistics are kept up to date to keep your content continuously relevant.

Another aspect of building trust is by garnering a portfolio of positive reviews, quotes, testimonials, case studies and awards.

7.      SEO Essentials: Is It Findable Online?

Another way to assess if content is ‘good’ is whether it includes the keywords that are going to help you rank for a specific subject. Optimising your page title, meta description, and H1 tag will be particularly useful for ranking on the search engine.

Incorporate any internal links where you can, whether that’s leading to a product/ service page or redirecting to other similar content.

Having a checklist can help you, a non-copywriter, sign off on content with ease, by being able to understand the direction and intent of the content produced. Want content that ticks every box? We’ll help you build a library you’re proud of.

Meta, the company behind Instagram and Facebook, has introduced expanded parental controls across both platforms in a bid to make the online experience safer for teenagers. These new features are designed to give parents more visibility and control over their children’s social media activity, while also helping teens form healthier digital habits. Originally launched on Instagram, these tools are now being extended to Facebook and Messenger.

Stronger Controls for Safer Sharing

One of the most significant changes is that teens under the age of 16 will now need parental approval before they can go live or disable automatic filters that blur potentially explicit images in messages. This aims to reduce exposure to harmful or inappropriate content while giving parents a say in what their children can access or share. In addition, all teen accounts will continue to be set to private by default, meaning their content is only visible to approved followers, offering another layer of protection.

Helping Teens Manage Screen Time

Recognising the growing concern around screen addiction and its impact on mental health, Meta is introducing new features to encourage more mindful use of social media. Teens will now receive prompts to take breaks if they’ve been scrolling for extended periods, and notifications will be automatically muted during sleep hours. These features are designed not just to limit screen time, but to foster better habits around how and when young people engage with social platforms.

More Transparency for Parents

To support parental involvement, Meta has updated its supervision tools to allow caregivers to monitor who their teens follow and interact with and even set daily time limits for usage. These updates are part of a wider initiative by Meta to address mounting criticism over teen safety on its platforms. For marketers and business owners, it’s a clear signal that user wellbeing, especially among younger audiences, is becoming a critical part of platform design and brand trust.