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Digital News to Watch: Google rolls out AI-powered overviews in the US

After months of SGE speculation, Google have finally launched AI-powered overviews of search results in the US, aiming to answer questions directly. This feature is part of a broader set of changes to search, including a new “web” filter to display only text-based results and the addition of crawlers to find images and videos more efficiently. Advertisers are expressing distrust in Google due to an ongoing lawsuit, while Tesco is looking to expand its in-store advertising to rival television. Finally, with Universal Analytics ending in July, users are advised to archive their historical data.

Google rolls out AI-powered overviews in the US

Google officially launched AI overviews in the US last week to incorporate their much anticipated AI generated responses directly into the SERPs. The new AI overviews feature is designed to show information to users quickly, from multiple sources across the web, to attempt to answer their questions right there in the SERP, removing the need to visit multiple websites. It will be interesting to see how this pans out for CTR and how users engage with the new feature as this continues to roll out across other countries in the coming months.

You can read our initial thoughts on AI overviews on our blog from last week: Google launches AI overviews in the US.

Why advertisers can no longer trust Google

The Department of Justice’s antitrust case against Google reveals harmful practices towards advertisers, including cost increases and manipulation of ad auctions. Search marketers express deep distrust, citing Google’s deceptive practices and prioritisation of profit over fairness. Key figures like Sarah Stemen, Boris Beceric, and Chris Ridley criticise Google’s lack of transparency and manipulation of auction systems. Trust in Google is rapidly eroding, making it difficult for advertisers to rely on its recommendations. This distrust complicates the relationship and effectiveness of ad spending, leaving major advertisers feeling deceived and questioning Google’s integrity.

Google launches new ‘web’ filter in search results

Google rolled out a new “web” filter globally for search results so users can find a simplified, text-only based list of search results – much like our SERPs used to look before Google added rich snippets, image carousels and shopping ads – to name a few. The new filter seems like a tacit admission from Google that they recognise the frustrations some users are experiencing with the new AI generated responses occasionally showing inaccurate responses.

We are yet to see how this will be reported in Search Console and whether we’ll be able to differentiate between the normal SERP currently reported as “web” in the tool and the new Web filter. It would be interesting to see how many users navigate to this to get rid of new SERP features and AI generated responses, or if they even notice it.

Tesco tells suppliers retail media will be ‘bigger than TV’ by 2025

Tesco has informed suppliers that by 2025, retail media will surpass TV, with plans to install 6,000 digital advertising screens in stores by year-end. At an IGD event, Tesco announced it would boost ad media spending by nearly £80bn by 2025. The retailer aims to enhance the shopping and advertising experience through personalisation and AI-driven next-generation handheld scanners. Tesco recently expanded its in-store ad screens to 1,800 and plans further growth. This move follows similar initiatives by rivals like Morrisons. The Interactive Advertising Bureau has introduced guidelines to standardise and assess the impact of retail media investments.

Google adds two new Googlebot crawlers

Google have added two new web crawlers to their Googlebot family:

  • GoogleOther-Image
  • GoogleOther-Video

The new crawlers are to be used for fetching image and video content more efficiently. Google have announced this so that anyone checking their log files should not be alarmed and be reassured these new crawlers are real Google crawlers.

How to archive your Universal Analytics historical data

On 1st July, Google is set to delete all historical data from Universal Analytics. If you’ve not started by now, you need to start thinking about how to archive your historical data yourself. Rather than just download everything that you probably won’t even look back on, our advice would be to prioritise the data you actually need and most regularly report on and may want to compare retrospectively to – such as conversion and sales data. You should also think about the time frame you want to download from – do you really need data from as far as 10 years ago?

For more information on any of these stories, or for help with any of your digital marketing efforts, get in touch with our team. We have a team of specialists in PPC, SEO, affiliate marketing and lots more. We also specialise in digital marketing recruitment, send us an email to

Kylie Moody - Modo25
Kylie Moody
Kylie Moody - Modo25
Kylie Moody

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