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Digital news to watch: Google adds AI Mode traffic to Search Console reports

In this week’s digital news, Google updates documents to show that it now includes AI Mode traffic in Search Console Performance reports. Google’s December 2025 core update is now done rolling out, it took 18 days and 2 hours to complete.

In 2026, digital marketing shifts from experimentation to execution: doing proven innovations well. New reporting suggests OpenAI is actively exploring how advertising could be integrated into ChatGPT responses.

Table of Contents

Google adds AI Mode traffic to Search Console reports

Google has officially integrated traffic data from its “AI Mode” directly into standard Search Console performance reports, blending these metrics into existing web search totals. Under this new reporting structure, clicks and impressions generated within Google’s interactive AI interface are recorded using standard measurement rules, though they are not currently available as a separate filter. This move aims to provide a unified view of how users interact with content across both traditional search results and conversational AI journeys.

A significant technical detail of this integration is how Google handles follow-up questions, treating each subsequent interaction in AI Mode as a fresh query for attribution purposes. While Google asserts that this traffic often represents higher user intent and engagement, the lack of a dedicated reporting category means SEOs must rely on analysing conversational query patterns to estimate their AI-driven visibility. Despite these reporting changes, Google emphasises that eligibility for AI features still relies on standard SEO best practices rather than specialised technical markups.

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Google December 2025 Core Update has finished rolling out

Google has officially concluded its December 2025 Core Update, the third and final major algorithm refresh of the year. The rollout began on December 11 and took just over 18 days to reach full completion on December 29. While Google described the update as a standard effort to improve search relevance, the timing caused significant end-of-year volatility across global rankings, Google Discover, and featured snippets.

Industry analysis indicates that the update heavily impacted content-heavy sites and news publishers, with some sectors experiencing dramatic shifts in visibility. Following the completion, Google maintains that there is no specific “fix” for sites that saw a decline in rankings. Instead, site owners are encouraged to focus on long-term quality improvements and ensuring their content provides a helpful, human-centric experience for users.

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The top 10 digital marketing trends for 2026

In 2026, digital marketing shifts from experimentation to execution: doing proven innovations well. Key trends include conversational, “zero-click” search reshaping SEO; video becoming a direct commerce channel; and privacy-first strategies making first-party data and consented identity a competitive edge. Retail media networks move into the core media mix, while creators evolve from paid amplification to true cocreation. Community and authenticity become defensible moats. AI becomes marketing’s operating system, automating workflow, targeting and optimisation with human governance. As attribution weakens, MMM returns for ROI measurement. Immersive, gamified experiences grow. Success ultimately depends on upskilling and culture.

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OpenAI are reportedly planning to make ChatGPT “prioritise” advertisers in conversations

New reporting suggests OpenAI is actively exploring how advertising could be integrated into ChatGPT responses. Internal discussions have reportedly included giving sponsored answers preferential placement, raising concerns about ads overshadowing factual information. With ChatGPT claiming around 900 million weekly users, the scale and impact could be significant. OpenAI appears aware of the trust risk, testing approaches that limit ad exposure, such as showing ads only after multiple prompts. References to ad features found in beta code reinforce these plans. The company maintains that any advertising would be designed to preserve user trust and experience.

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Google’s predictions for 2026

This year, marketers must respond to a consumer mindset shaped by emotional fatigue, instant gratification, and AI-driven exploration. Audiences are seeking immediate value, not long-term promises, requiring brands to shift loyalty programs and messaging toward short-term rewards. Gen Z and Alpha expect to engage with brands as creators, prompting a pivot to participatory storytelling. Nostalgia continues to perform, but success lies in reimagining legacy assets, not just recycling them.

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OpenAI bets big on audio as Silicon Valley declares war on screens

OpenAI has unified several engineering, product, and research teams over the past couple of months to overhaul its audio models. The company is reportedly preparing to launch an audio-first personal device in about a year. Its new audio model will sound more natural, be able to handle interruptions, and even speak when users are talking. The entire tech industry seems to be headed toward a future where screens become background noise and audio takes centre stage.

Read more here.

For more information on any of this week’s stories or for support with your digital marketing efforts. Our friendly team would be more than happy to discuss your requirements. Drop us an email at team@modo25.com

Author

Luke Hickling

Author

Luke Hickling

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