Google Rolls out AI Max for Search Campaigns
At the end of May, Google started to roll out new AI features for Search campaigns. The good news? You don’t need to set up anything new as these updates are built right into your existing campaigns. One of the more exciting new features is keywordless targeting. Google will use landing page content and ad assets to match relevant searches, even if those terms aren’t in the keyword list. It works a lot like Dynamic Search Ads but within regular campaigns. Existing keywords still work the same, but there’s now more behind-the-scenes matching happening, especially if broad match is in play. For marketers that decide to test this out, it would be wise to frequently check into the campaign’s search terms report to make sure ads are showing for relevant searches.
Geo targeting is getting smarter too. Advertisers can now target by physical location or search intent at the ad group level, meaning that if someone in New York is searching about Spain, the campaign can pick that up. This is a big win for tourism companies to better target users interested in specific locations.
Reporting is also getting an upgrade to mirror these new features. A new “Source” column shows if a query came from a keyword, broad match expansion, or keywordless AI targeting. There’s also a new view that breaks down which headlines and landing pages were used with those matches.
Early tests show campaigns using AI Max features are getting 14–27% more conversions at similar CPAs, especially when the original setup leaned heavily on exact and phrase match. All of this is optional and can be tested through Google’s draft and experiment tools, but it could be worth testing out if you’re trying to squeeze more out of broad match or scale performance without reinventing your campaign structure.
Google Grows AI Features in Organic Search
In more Google AI news, the company announced major updates to its AI-powered Search experience at its recent I/O Conference. AI Overviews, which provide quick, summarized answers at the top of the search results , are now live in over 200 countries and 40+ languages. According to Google, early data shows a 10% increase in search activity when these overviews are shown. They also addressed concerns around AI accuracy, noting that ongoing updates and training have improved reliability.
In the U.S., users now have full access to AI Mode, which can break down complex questions, run multiple searches at once, and allow for follow-up questions directly in the search bar. Google is also rolling out new tools like Deep Search for in-depth research, visual search via your phone’s camera, and AI assistants that help with tasks like booking tickets or shopping.
For marketers, these updates change how people interact with search. As AI overviews become more common, traditional organic traffic may decline, making it more important than ever to create clear, structured content that AI can surface and summarize. Human-first content still matters, but depth, clarity, and rich formats will help keep websites visible.
HubSpot Launches Deep Research Connector with ChatGPT
HubSpot is now the first CRM to launch a deep research connector for ChatGPT, giving marketers and sales people a powerful way to apply AI-driven insights directly to their customer data. “The HubSpot connector is like having an extra analyst on the team,” said Colin Johnson, Senior Manager of CRM at Youth Enrichment Brands. “For a non-technical user, the fact that it’s easy to use and talks directly to my data is huge.” Within ChatGPT, users can ask complex questions, like identifying high-converting cohorts or forecasting support needs, and instantly take action back in HubSpot.
With over 75% of HubSpot users already using ChatGPT, this launch is a major step toward making advanced tools more accessible for smaller teams. According to HubSpot, the connector respects existing user permissions and ensures customer data stays protected, and that it’s never been used for AI model training. Setup is simple: admins can enable the connector through ChatGPT, select HubSpot as a data source, and authenticate. From there, any user can toggle it on and start running analysis.
“We’re building tools that help businesses lead through the AI shift, not just adapt to it” said SVP of Product and Partnerships, Karen Ng. By making deep analysis fast, secure, and easy to act on, the connector gives marketing, sales, and service teams a new level of intelligence without adding complexity. It’s available now to all HubSpot customers on paid ChatGPT plans.
Digital and Social Updates
The Surge in Ad-Supported Streaming
New data from subscription analyst firm Antenna reported that 46% of streaming service subscribers are now on ad-tier plans across platforms like Netflix, Disney+, Hulu, and HBO Max. Furthermore, over 70% of subscription growth in the past two years has come from these ad-supported plans, mostly from brand-new users rather than people switching from ad-free versions. For marketers, that means a growing, more engaged audience that’s open to ads if it means paying less. Streaming platforms are taking note, Netflix for example, is rolling out interactive ads and AI-powered placements starting in 2026. As more viewers opt for ad-supported plans, streaming is becoming an even more powerful way to reach people through premium content, offering more creative options and flexibility.
Amazon and Roku just struck a surprising partnership that gives Amazon’s DSP exclusive access to Roku’s first-party audience data and ad inventory. This is huge for marketers that are now able to tap into over 80 million U.S. CTV households with improved targeting and control. This is the first time Roku has shared identity signals at the OS level, enabling more precise audience matching without relying on third-party IDs. For marketers, that means better campaign performance, less media waste, and consistent measurement across Roku and Amazon platforms. Roku does plan to reserve some of its premium inventory, like home screen takeovers and interactive Action Ads, however this partnership still marks a major shift toward a more open CTV landscape. It’s also notable reversal from Amazon’s previously closed-off stance in terms of data matching, and a reminder that competition for ad budgets can turn competitors into allies. Announced at Cannes Lions, the partnership is set to roll out in Q4 2025 .
Spotify’s Fake Podcasts Raise Red Flags
Spotify recently received heat after CNN discovered dozens of fake podcasts promoting illegal online pharmacies. These fake podcasts, with names like ‘My Adderall Store” and “Order Xanax 2mg Online,” used AI-generated voices to push drugs like Adderall, Oxycodone, and Xanax according to reports. The podcasts linked directly to shady pharmacy websites, raising serious concerns about user safety and Spotify’s ability to monitor its platform. CNN found that finding these fake podcasts were relatively easy as they showed up at the top of search results for terms like “Adderall” and “Xanax.” Some episodes lasted just seconds, designed to slip past moderation, and many stayed live for months. Even after Spotify removed some of the flagged content, new ones would surface. With eyes on user safety, Spotify is now under pressure to strengthen its content moderation systems, improve detection of AI-generated material, and prevent its platform from being used as a vehicle for perilous marketing.
Texas Moves to Pass Strictest Social Media Ban for Minors
A new bill in Texas could become the strictest social media restriction for minors in the US. House Bill 186, introduced by Rep. Jared Patterson, would ban anyone under 18 from creating accounts on platforms like TikTok, Instagram, and Snapchat. It also requires parental consent to download apps and would force platforms to include warning labels about the risks of social media. The bill passed the Texas House with bipartisan support and is now being considered by the state Senate. While other states have passed age limits or verification laws, none go as far as banning access entirely for those under 18. Patterson argues that social media is addictive and harmful, saying parents can’t compete with the platforms’ algorithms. If passed, the bill would mark a major shift in how states regulate kids’ access to online platforms.
