The essentials People appear to be moving away from very short searches and towards longer, more specific queries. A recent analysis of Google Ads data shows that three- to four-word searches are gaining significantly in impressions and conversions, while one- and two-word queries are declining. Google has also said that queries submitted through AI Mode...
The Essentials Google Chrome has introduced new metrics designed to measure how much advertising users actually encounter on websites. The number of visible ads, the share of screen space they occupy, their network weight and the CPU resources they consume can now be observed through real-world browsing data. Google has not set any quality thresholds,...
The Essentials Companies have massively automated customer relationships to cut costs, speed up responses and handle more requests. Forms, FAQs, self-service areas, chatbots and automated assistants have made many customer journeys smoother. But this simplification has a downside: some customers now struggle to speak to a person when their situation falls outside the expected scenario....
The Essentials Sam Altman has told OpenAI employees that the company is prepared to slow the development of some artificial intelligence systems if safety concerns require it. The statement matters less because it announces a pause than because it introduces an idea that has long seemed almost incompatible with the logic of the industry: speed...
The Essentials Advertising is coming to ChatGPT, but OpenAI is drawing a clear line: advertisers cannot modify, rank or influence the answers produced by the model. Ads are generated by a separate system and may appear beneath a response, clearly identified as sponsored content. Yet their selection can depend on the context of the current...
The Essentials John Ternus is officially taking over as Apple CEO after Tim Cook’s fifteen-year tenure. The change goes far beyond a management succession: Apple must replace a leader who, without embodying the brand in the way Steve Jobs once did, ultimately became inseparable from its business model, culture and approach to growth. The company...
The Essentials Google can now automatically expand certain AI Overviews into much longer answers without waiting for users to click to see more. The consequence is very concrete: organic results are pushed further down the page and can disappear from the first screen entirely. For SEO, the change therefore goes beyond the already familiar question...
The Essentials For twenty years, digital marketing has largely been about securing a place in the customer’s field of vision: Google, comparison sites, marketplaces, social platforms and advertising. AI assistants introduce a new stage. Users no longer always compare twenty solutions themselves; they can ask directly which ones are worth considering. The selection therefore begins...
The Essentials With AI Overviews and AI Mode, Google no longer simply ranks pages: it selects sources, combines information, prioritises arguments and increasingly delivers a direct answer. For users, the benefit is obvious: fewer clicks, less comparison and faster access to information. But that convenience also moves part of the choice upstream, into a layer...
The Essentials The product that built a brand is not necessarily the product that should carry its future. A historic reference can become less profitable, age the company’s image, slow innovation or cannibalise more promising offers while remaining almost untouchable because it represents part of the organisation’s identity. The difficulty begins when attachment to the...
