In this week’s digital news, OpenAI’s ChatGPT agent changes SEO expectations for content and adds agentic interaction optimisation as a new consideration. Google’s June update is over. Two interesting changes at Google may partially explain what changed.
Google is making AI Max a requirement for using brand controls in new Search campaigns, tightening its push toward full automation. Mediaocean’s H2 2025 Market Report shows AI, CTV, and identity strategies are now essential in digital marketing, with AI-led planning rising, search ad spend down 22%.
TikTok has introduced Bulletin Boards, a broadcast-only messaging tool that allows creators to share text, images, and videos directly in followers’ inboxes. TikTok produced $33 billion across all non-China markets. Despite a 120% sales increase in the US this year.
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OpenAI ChatGPT agent marks a turning point for businesses and SEO
OpenAI has launched its ChatGPT Agent, marking a turning point in how users interact online. Combining autonomous agents (Operator and Deep Research) with ChatGPT’s natural language interface, the Agent can browse websites, complete multi-step tasks, run code, and integrate with third-party apps via secure connectors.
From analysing competitors to planning trips and summarising inboxes, it automates complex workflows that previously required manual effort. For SEO, this means structured, clearly labelled on-page content has never been more crucial. AI agents rely on headings, tables, labelled forms, and consistent product data to retrieve and act on information accurately. As agent-driven automation becomes part of daily personal and professional tasks. Websites optimised for agentic AI will gain a competitive edge. OpenAI’s ChatGPT Agent rollout begins this week for Pro users. With broader access coming soon, heralding a major shift in user expectations and SEO best practices.
Read more here.
Google’s June 2025 update analysis: What just happened?
Google’s June 2025 Core Update officially finished rolling out, as of 17th July. Two key backend advancements underpin this update: MUVERA and the Graph Foundation Model (GFM). MUVERA, a new retrieval algorithm, improves efficiency by retrieving fewer, more relevant pages with greater precision, enhancing how Google ranks content. Meanwhile, GFM is an AI breakthrough enabling Google to analyse complex relational data structures. Strengthening its understanding of trustworthiness, authority, and user relevance. Combined, these technologies likely refine how Google surfaces high-quality, satisfying content without widespread ranking upheavals.
Early observations noted sites impacted by previous Helpful Content Updates saw ranking recoveries. Suggesting Google’s ongoing goal of promoting genuinely useful content. Overall, this update reinforces the importance of relevance, authority, and structured optimisation, and signals Google’s rapid integration of advanced AI into search.
Read more here.
Google Ads moves brand controls under AI Max in new search campaigns
Google now requires advertisers to use AI Max in new Search campaigns to access brand inclusion and exclusion controls. This shift, effective from 27 May 2025, embeds brand targeting within AI Max settings, making automation a prerequisite for full brand control. While existing campaigns can retain legacy brand lists, new additions demand AI Max activation. The change highlights Google’s deeper integration of automation into campaign setup, reducing manual control and pushing advertisers towards its AI-powered system.
Read more here.
Marketing methods respond to cookie and AI changes
Mediaocean’s H2 2025 Market Report highlights how digital marketing like AI, Connected TV (CTV), and identity strategies are now core tools rather than experiments. Over 70% of marketers prioritise AI for tasks like media planning and content creation. With cookies declining, identity-based targeting is rising, aided by a mix of data sources. CTV is seeing increased ad spend due to better targeting, while search advertising has dropped 22% as AI reshapes search behaviour. Marketers now seek unified data strategies and more culturally sensitive messaging, adapting quickly to change with a focus on tech, data, and personalisation.
Read more here.
TikTok Bulletin Boards: What they are, how they work, and why they matter
TikTok has introduced Bulletin Boards, a broadcast-only messaging tool that allows creators to share text, images, and videos directly in followers’ inboxes. Early access has been given to major publishers, celebrities, and select creators. Posts bypass the algorithm and create a consistent communication channel that complements the For You Page. Bulletin Boards resemble Instagram’s Broadcast Channels and reflect a broader shift toward private content streams across social platforms.
Read more here.
TikTok continues to face challenges with its in-stream shopping push
TikTok produced $33 billion across all non-China markets. Despite a 120% sales increase in the US this year, TikTok’s eCommerce rollout is faltering in key regions like Indonesia due to higher fees and content format shifts. Western consumers continue to resist integrated shopping within social apps.
Read more here.
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