A lot already shifted before the week even started; big AI updates, new ecommerce consumer trends, and one of the wildest creator collapses we’ve seen in a while.

Here’s what you should know this Monday… 👇

YouTube launched a Gemini-powered “Ask” button that lets you summarize videos, extract key moments, and ask custom questions without watching the full thing. It analyzes audio, visuals, and captions to deliver instant insights, giving marketers a fast way to scan competitor content and optimize long-form videos ahead of BFCM. The update is part of Google’s broader push to bring Gemini across devices and deeper into video analytics. Why it matters (POV): Marketers get faster intelligence, but creators lose the luxury of slow buildups. If your opening isn’t strong, AI will surface it immediately. Expect long-form videos to be redesigned for AI-first viewing, not passive scrolling.

Snapchat shared new research showing what creators want from social platforms and brand partnerships. Nearly half of creators now repost the same content across multiple apps. The tools creators value most are live streaming (39%), creative tools (37%), and analytics & insights (36%), underscoring that creators want better ways to experiment, understand performance, and engage directly with audiences. When it comes to brand deals, creators prioritize high-quality brands, value alignment, collaboration + open communication, and authenticity. Many also prefer long-term partnerships. Why it matters (POV): Creators want platforms that actually help them grow and brands they trust. For marketers, this means two things: invest in better creator experience and build longer-term relationships, not one-off sponsored posts. 

Google released a deep technical guide breaking down how Responsive Search Ads (RSAs) use AI to build and serve the best headline + description combinations for every search query. With 15% of daily searches being completely new, RSAs assemble creatives dynamically: analyzing query context, generating combinations, removing duplicates, scoring variations, and serving the strongest assets to auction. Google emphasizes that Ad Strength is a setup quality signal, not an auction factor, but improving it (diverse headlines, keyword relevance, unique descriptions) directly correlates with better outcomes. Google reinforces its recommended trifecta: RSAs + Smart Bidding + Broad Match for AI-ready account structures. Why it matters (POV): RSAs are no longer an optional format; they’re the way to stay competitive as query behavior changes daily. 

Most SEOs underuse GSC because they only add a domain-level property. By creating hundreds of subfolder-level properties (up to 1,000 per account), you can massively expand indexation insights, crawl diagnostics, and click/impression granularity without paying for expensive tools. This multi-property setup lets large sites bypass API limits (e.g., 20 subfolder properties = 40,000 URLs/day), pinpoint indexation pipeline issues (Crawled vs. Discovered but Not Indexed), and improve query-level analysis far beyond the default 16-month window. Why it matters (POV): GSC is powerful but painfully constrained. For large ecommerce brands, scaling properties is the difference between flying blind and understanding how Google actually crawls, indexes, and ranks your content. If you rely only on one domain property, you're getting a tiny fraction of the data. 

Report shows that AI referrals account for just 1.08% of total web traffic across 10 major industries, but within that small slice, ChatGPT drives a massive 87.4% of all AI-generated visits. Despite the rise of AI traffic, organic search still delivers the majority of visits. Crucially, AI models cite very different brands than Google: retail giants dominate consumer queries, authoritative institutions lead YMYL categories, and tech/big consulting firms lead B2B. The report also found that 25% of Google queries now trigger AI Overviews. Why it matters (POV): AI is already shaping brand visibility, even if the traffic is small today. Ranking in Google doesn’t guarantee visibility in ChatGPT, Perplexity, or AI Overviews. Brands need to treat AI answer optimization as a new distribution channel, not a future trend.

Survey found delivery expectations are higher than ever. Shoppers now see real-time parcel tracking, accurate ETAs, flexible delivery options, and transparency as standard, not premium features. Younger shoppers are far more willing to pay extra for tracking than older demographics. The report also identifies the biggest failure points across the supply chain (order fulfilment, first mile custody gaps, sorting centre blind spots, and last-mile ETA issues) and highlights how automation and visibility are becoming essential to maintaining trust. Why it matters (POV): The customer bar has moved. Fast shipping isn’t impressive anymore, certainty is. Brands that invest in visibility, accurate ETAs, and transparent tracking will win loyalty. 

The companies winning with out-of-home advertising flip the script: they don’t advertise themselves, they advertise other people. Brands featuring real users, employees, or customers on billboards trigger massive social sharing. Because the value isn’t foot traffic, it’s when someone posts a photo online. Loops took the concept further: they let startups submit their logos for a “Times Square feature,” rotated them through a cheap 2-hour billboard slot. This turned the campaign into hundreds of warm leads for ~$2K. The strategy works because being seen on Times Square feels like a personal achievement. People share it instantly and broadly. Why it matters (POV): Billboards aren’t about reach anymore, they’re about reactions. If you want viral amplification, make the audience the hero. For marketers, this is a reminder that user-led storytelling outperforms self-promotion every time.

Hawk Tuah Girl went from a viral street-interview clip in June 2024 to a multi-million-follower creator in under a year. She capitalized quickly: merch, a podcast, brand deals, and a growing Gen Z fanbase that saw her as relatable and self-aware. But the acceleration turned disastrous when she launched a memecoin, $HAWK, in December 2024. The token hit a $500M market cap, then crashed 88% in hours, wiping out huge sums for fans. The launch lacked risk disclosures, transparency, or safeguards, leading to accusations of a “rug pull” and eventually FBI and SEC investigations. Why it matters (POV): Viral fame creates pressure to monetize fast, but without guardrails, the fallout can be permanent. For marketers, the lesson is: momentum means nothing if you violate trust. One wrong monetization play can erase your entire brand.

— Sam C.