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Digital news to watch: Google says AI visibility hinges on content people actually want to read

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Digital news to watch: Google says AI visibility hinges on content people actually want to read

In this week’s digital news, Google’s VP of Search says publishers losing traffic to AI need only write content people actually want to read. Meta has announced two updates at Cannes for advanced AI ad features.

Desktop and mobile clickthrough rates are splitting, according to new benchmark data. Clicks are growing on desktop while declining on mobile. Walmart has agreed to acquire CTV advertising platform Vibe.co in a deal reported to be worth around $1 billion, expected to close by the end of fiscal year 2027.

Google says AI visibility hinges on content people actually want to read

In a recent interview, Google’s VP of Search, Liz Reid, addressed publisher concerns regarding traffic loss, arguing that the decline is not solely attributable to AI but also to changing user preferences. Reid urged creators to move away from generic, “copycat” content and focus on producing unique, expertise-driven material that users genuinely seek out. She emphasised that while AI-driven search is the new reality, the fundamental rule for visibility remains unchanged; if you want users to click through, you must create content that offers a distinct “take” that they cannot find elsewhere.
This guidance serves as a critical strategic pivot for SEO professionals, effectively narrowing the path to AI visibility. Google’s systems are prioritising content that displays depth, richness, and human insight. For brands, this means that “optimisation” for AI is less about technical hacks and more about operationalising the creation of high-value, non-commodity content that provides an interesting perspective, thereby encouraging the user to click through rather than remaining within the AI’s summary.
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Meta has announced two updates at Cannes. First, a new end-to-end creative testing solution is rolling out within Ads Manager, allowing advertisers to generate and test AI-created ads informed by their own brand style, past performance and platform-wide creative trends. Enhanced text generation tools are also included, covering headlines, captions and improved language translation. Second, Meta is merging its Creator Marketplace and Partnership Ads Hub into a single “Meta Creator Marketing Hub,” launching later this year. The consolidated platform will cover more than 5 million Instagram creators, with Facebook creators also being added, making it easier to move from creator discovery to activating partnership ads.
Read more here.
 

Google desktop CTR climbs while mobile dips, report finds

New benchmark data from Advanced Web Ranking (AWR) reveals a surprising trend. While the general narrative has focused on eroding click-through rates (CTR) due to AI Overviews, desktop CTR has actually increased across top positions in the last quarter. In contrast, mobile CTR, particularly at the number one spot, has weakened, dropping by 2.20 percentage points. This indicates that the search landscape is no longer uniform across devices, and relying on blended CTR estimates may now lead to inaccurate forecasting and flawed SEO strategies.
The impact of this finding is a significant shift in how marketers should measure success. Previously, mobile performance was often used as a proxy for the broader search experience, but this data shows that desktop and mobile are moving in opposite directions. For visibility, this requires brands to stop relying on aggregated metrics and instead conduct device-specific analyses. SEO teams should now be prepared to tailor their conversion and content strategies based on the device where their audience is most engaged, as the “rules” for traffic capture are currently diverging between desktop and mobile experiences.
Read more here.
Walmart has agreed to acquire CTV advertising platform Vibe.co in a deal reported to be worth around $1 billion, expected to close by the end of fiscal year 2027. Vibe, which positions itself as a self-serve CTV platform for SMEs, brings over 10,000 mid-market advertisers to the table. Walmart Connect aims to combine Vibe’s activation tools with its own commerce data and closed-loop measurement to attract more SME ad spend. The deal follows Walmart’s $2 billion-plus Vizio acquisition and broader integrations with DV360, Magnite and Yahoo as it expands its retail media footprint.
Read more here.

New Writesonic data shows AI citations have 11–15 day shelf life

Citation durability matters more than citation volume because most AI visibility disappears quickly unless brands keep earning trust. Writesonic found that 44% of cited pages appeared only once before disappearing, and the typical AI citation lasted just 11 to 15 days. Brands should track which pages stay cited over time instead of counting one-time appearances. Original research, expert insights, detailed content, and strong third-party coverage on sites like YouTube, Reddit, G2, and industry publications help brands keep AI visibility longer because new citations usually replace existing ones instead of expanding the answer.

Read more here.

EU de minimis exemption ends on 1 July 2026

From 1 July 2026, the European Union will remove the €150 customs duty exemption (known as the de minimis threshold) for low-value imports entering the EU from non-EU countries. As a result, goods valued at €150 or less will no longer be exempt from customs duty. A temporary flat rate customs duty of €3 will apply to low-value consignments, alongside existing VAT requirements.

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The change will affect UK fashion and textile businesses selling directly to EU consumers, potentially increasing landed costs and creating additional customs administration requirements. Businesses should review pricing, fulfilment models, customer communications and customs processes ahead of implementation. UKFT encourages members exporting to EU markets to ensure they are prepared for these new requirements from July 2026.

Read more here.

If you need more information on any of these stories, or you’d like support on any of your digital marketing campaigns. Get in touch with our team of experts by dropping us an email to [email protected] 

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