Welcome to another week of digital news to watch. The team at Modo25 have rounded up their top digital marketing stories, from the top brand campaigns and a big pharmacy data scandal, to lots of Google updates and announcements. Here’s everything you need to know.
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Google CEO warns society to brace for the impact of AI acceleration
Google CEO Sundar Pichai said that we all need to get ready for the far-reaching impact of A.I. and that we aren’t prepared for the advancements. Pichai said laws that guardrail AI advancements are “not for a company to decide” alone. He also warned of consequences, he said AI will impact “every product of every company.”
McVities, Kettle Chips and Heinz – what are the latest campaigns launched?
McVities has launched a national campaign with to reinstate the office tea and biscuit break, following research revealing that overworked employees are so busy that nearly half (47 per cent) don’t have room in their day to take the breaks they need. Heinz is developing and launching a new red tattoo pigment using non-harmful ingredients, in direct response to legions of fans who show their love through tattoos. Kettle Chips is calling all crisp aficionados and code crackers to celebrate its new flavours, by launching a pop-up escape room in Shoreditch.
Google Ads script that uses ChatGPT to write RSAs
It was bound to happen eventually, but we’re quickly seeing ChatGPT integrations for Google Ads come through. This new script uses GPT-3 language models to generate ad headlines and descriptions, increasing the efficiency of the ad creation process. The script also allows advertisers to set parameters for the ad copy, such as character limits and brand messaging, to ensure that the generated ads align with their brand guidelines. ChatGPT and other conversational AI is expected to streamline the ad creation process for advertisers and improve the performance of their Google Ads campaigns.
LloydsPharmacy shared customers’ sensitive data for targeted advertising
According to a report from The Guardian, the pharmacy chain shared sensitive customer data with third-party marketing companies who used it for targeted advertising on platforms like TikTok and Facebook. The data included information about customers’ health conditions and medications, raising concerns about the privacy and security of personal data. Lloyds Pharmacy has since apologised for the incident and stated that they are taking steps to ensure that it doesn’t happen again. However, the incident serves as a reminder of the importance of protecting personal data and the potential risks associated with sharing sensitive information with third-party companies. With a focus on customer data, advertisers will also need to ensure that they have the correct permissions in place to use their website data.
Google release the April 2023 Reviews Update
Google’s April 2023 Product Review Update is accompanied by a new Google Search Central documentation that offers direction to the kind of content that Google’s Reviews System Algorithm may be looking for.
Google’s latest release leans heavily on signals of experience, particularly the E-E-A-T framework which was formally introduced by Google in December 2022.
The new documentation lists the following signals of experience:
- Visual evidence
- Audio
- Links to evidence of experience
- Quantitative measurements
Those signals of experience are evidence that the product has been handled, tested, used and measured.
Google planning new search engine powered by AI
Google is in the process of building an ‘all-new search engine’ powered by AI, while at the same time working on adding new AI -based features to its current search engine under the project name Magi.
The new search engine would “learn what users want to know based on what they’re searching.” In addition, it would “offer lists of preselected options for objects to buy, information to research and other information.”
At the same time, Google are working tirelessly on Project Magi, which incorporates adding new features to the existing Google Search such as enabling searchers to complete financial transactions. According to reports, this could be released as early as next month to a subset of users.
If you’d like support navigating these Google challenges, from algorithm changes affecting SEO to campaign performance in paid search. Our team of specialists are more than happy to help, get in touch by sending us an email to team@modo25.com
