Parse notes
Google is expanding AI Overviews for some queries, showing a fuller AI answer and the “Ask anything” box by default instead of requiring users to click “Show more”. This pushes traditional organic results further down the page, giving publishers and SEOs less visibility while Google steers more searches toward AI Mode.
The FTC and 22 state attorneys general sued Amazon on Monday, alleging it secretly overcharged advertisers by more than $20 billion through hidden auction surcharges dating back to a 2019 rule change. Amazon had told advertisers its second-price auction system only charged the minimum bid needed to win, but the FTC says Amazon quietly added an undisclosed "soft reserve price" that pushed costs higher. Amazon calls the lawsuit misguided and says its auction system saved advertisers $8 billion between 2021 and 2025, with a trial set to test which version holds up.
Black Friday marketing starts well before the sale for high-consideration products. SparkToro's research found LED skincare shoppers spend months comparing products, reading reviews, and researching results. They use search, AI tools, YouTube, Reddit, and beauty publications. Brands can use this research phase to answer key questions and influence buying decisions early. That way, BFCM campaigns can focus on converting shoppers instead of introducing the product.
ChatGPT and Google are reducing visibility for the listicles and comparison pages that have powered many agency AI visibility programs since 2024. ChatGPT citations for listicles fell 50.5%, from 15.77% to 7.80%, after its August 6 update, while product pages rose to 16.39% of retrieved pages. Brands should audit citation performance by page type and invest more in primary product and pricing pages that provide specifications and real information directly on the vendor's domain. AI visibility now favors useful source material over pages built mainly to match "best," "top," or "vs" queries.
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Archive's Archie is an AI agent for creator sourcing in Slack or Teams. Tag @archie with a campaign brief, and it finds creators across platforms. It vets each candidate for brand safety, competitor conflicts, posting consistency, and bot patterns. You get a pre-checked list of creators ready for outreach. Archie is currently invite-only, with a waitlist open for access.
This live masterclass will cover how to expand channels ahead of Black Friday and Cyber Monday to drive sales. Speakers from Ridge, HexClad, AppLovin, and Haus will share strategies for holiday gift campaigns, acquiring new customers, and measuring incrementality. It's happening September 10 from 4-5 PM EST and will include a step-by-step channel expansion playbook.
More than 7,300 US stores closed last year, the most since 2020, while store openings held just as strong, evidence that retail formats are evolving rather than physical stores disappearing. The actual weak point is the merchant model, which has retailers forecasting demand and owning inventory months before they know if it will sell. A growing number of retailers are shifting to a store-in-store setup instead, renting curated space to brands that carry their own inventory risk, the way Harrods lets luxury labels run their own sections and set their own prices. AI shopping agents are pushing the shift further, since faster demand swings raise the cost of the merchant model's forecasting bets.
Marketing problems often stem from internal misalignment rather than weak marketing strategy. Product, Sales, leadership, and Marketing can tell different stories about the customer, problem, differentiation, and value, which creates confusion that campaigns cannot fix. A simple alignment test is to ask five leaders to describe the company in one sentence and compare their answers across five questions about the target customer, problem, differentiation, brand reputation, and buyer beliefs. Marketing becomes more effective when the business first agrees on what it stands for and what buyers need to understand.
Showing users the cost or remaining capacity of each AI prompt can lead to more intentional usage and better outcomes. Researchers analyzed 1.8M+ prompts from 61,000+ users and found that users spent 5% more time refining prompts and 8% less time generating duplicate image variants when usage costs were visible. AI products should make consumption easier to understand by showing prompt costs, token usage, or remaining prompts instead of abstract quotas. Teams using AI should also expose usage limits so employees make more deliberate choices about when and how they prompt.
Use a Google Search Console filter for "site:” to find the exact queries ChatGPT 5.6 is using.
SEOs need to know how to diagnose traffic drops, solve indexing issues, and optimize for AI Search.