In this weeks digital news, Google has launched Meridian, an open-source marketing mix model (MMM), to help marketers make smarter budget decisions. The launch of DeepSeek, a low-cost AI model, marks a major shift in artificial intelligence adoption. By reducing computing costs by 90%, it makes advanced AI solutions more accessible, transforming marketing strategies from customer engagement to campaign optimisation.
Google have updated their Search Quality Rater Guidelines to provide more clarity around the use of AI-generated content and when this is ok. Enterprise SEO platform BrightEdge have published a new study on AI Search trends to show that Google AI Overviews (AIO) are expanding their presence for complex search queries including multiple keywords.
The discussion in Davos built on the report “AI Beyond Efficiency” suggested a new framework for AI in marketing and communications. One in four American adults placed a bet on last February’s Super Bowl, and online sports books are angling to best even that this year.
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Meridian is now available to everyone
Google has launched Meridian, an open-source marketing mix model (MMM), to help marketers make smarter budget decisions. It offers customisable insights, modern methodologies like Bayesian causal inference, and better performance media measurement across Google Search and YouTube.
Key benefits include transparent, adaptable modelling, enhanced budget allocation, improved reach and frequency measurement, and integration of real-world experiments. A partner programme with certified experts is available to support implementation.
Read more here.
So, what happens in marketing if DeepSeek makes AI 10 times cheaper?
The launch of DeepSeek, a low-cost AI model, marks a major shift in artificial intelligence adoption. By reducing computing costs by 90%, it makes advanced AI solutions more accessible, transforming marketing strategies from customer engagement to campaign optimisation. Lower costs democratise AI, enabling businesses of all sizes to experiment and integrate AI into everyday operations. However, challenges like reliability, data sovereignty, and implementation risks remain. The marketing industry will split between those using AI to cut costs and those leveraging it to redefine customer engagement. Success will depend on innovation in application rather than mere access to AI
Read more here.
Google Updates Search Quality Rater Guidelines: What To Know
Google have updated their Search Quality Rater Guidelines to provide more clarity around the use of AI-generated content and when this is ok. This comes under the guidelines for Scaled Content Abuse which refers to spam practices that some site owners abuse to generate many pages at once for the primary benefit of the website owner and not helping users. Whilst using AI to assist content production and speed up processes is generally fine, it is important that the finished content piece that is published is providing genuine help for users and demonstrating expertise and authenticity, rather than being basic and mass produced.
Read more here.
AI Overviews Data Shows Massive Changes In Search Results
Enterprise SEO platform BrightEdge have published a new study on AI Search trends to show that Google AI Overviews (AIO) are expanding their presence for complex search queries including multiple keywords. AIO have started to show more in-depth answers as opposed to their previous featured snippet style responses, showing confidence in AIO answers. AIO appear to be increasingly relying on the authoritativeness of content, which does not just mean being a big brand, but being a go-to source of information on a particular topic across the internet to be pulled into the results.
Read more here.
Can AI Help Brands Address “Fundamental Human Needs”?
So much of the communications profession’s discussion around the impact of artificial intelligence has focused on efficiency—a focus that has excited some observers with the promise of greater efficiency and made others nervous by suggesting that AI might replace them.
But technology public relations firm Hotwire says that by “solely focusing on efficiency as a guiding principle for AI strategy, brands limit themselves from participating in an unprecedented revolution,” and convened a discussion at this year’s World Economic Forum to look at ways in which brands can use AI to build different—and potentially deeper—relationships with their stakeholders.
Read more here.
How sports gambling apps are betting on a record Super Bowl
One in four American adults placed a bet on last February’s Super Bowl, and online sports books are angling to best even that this year. Nearly 68 million American adults — about 1 in 4 — plan to bet on this year’s Super Bowl, setting a record by a wide margin, according to the gambling industry’s national trade association. Figures released Tuesday by the American Gaming Association include bets placed with legal outlets, as well as with illegal bookies and online operations in other countries. The volume of betting participation is projected to be 35% higher than last year, which was the previous record.
Read more here.
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