Welcome to our blog, where innovation meets strategy in the dynamic realm of digital marketing! In this post, we’ll examine the latest developments and emerging trends that are transforming the digital landscape. From recent updates in social media algorithms to AI-powered marketing techniques, these changes offer exciting possibilities for brands and marketers.
Get ready to learn how these advancements can revolutionize your campaigns, broaden your reach, and boost your ROI. We’ll analyze the key developments shaping the future of digital marketing, offering detailed insights to help you stay ahead in this rapidly evolving field. Don’t miss this comprehensive look at the current trends and news that are at the forefront of digital marketing!
The Alliance of Independent Publishers sues Google
Google faces a new antitrust case in the European Union, this time because of the effect of its AI Overviews. The Independent Publishers Alliance has filed a complaint against the tech giant with the European Commission, alleging that its AI-generated views are damaging website traffic and revenue.
AI Overviews arrived in Spain and eight other European countries in March 2025, almost a year after their launch in the United States. This feature uses generative AI to create views composed of text and relevant links from web information, which can be used to respond quickly and concisely to queries in the Google search engine.
The launch of these AI-generated views has quickly caught on with users, thus affecting web traffic. According to a report by the SEO platform BrightEdge, since the activation of AI Overviews in the United States, CTR has decreased by 30%.
In Europe, its effects are also being felt, and SEO professionals are trying to prepare for the consequences. For its part, the Independent Publishers Alliance has decided to take Google on directly, through a lawsuit to which Reuters has had access.
The document filed by this group of independent publishers is dated June 30 and accuses the tech company of “misusing web content for Google’s artificial intelligence overviews in Google Search, which has caused and continues to cause significant harm to publishers, including news publishers, in the form of lost traffic, readers, and revenue.”
They also point out that “publishers using Google Search do not have the option to prevent their material from being ingested for training Google’s large AI language model or crawled for summaries without losing their ability to appear on Google’s general search results page.”
The lawsuit also requests that the European Commission apply provisional measures to prevent damage, which, according to the Independent Publishers Alliance, could be irreparable.
Digital Marketing
Google defends its AI Overviews
At Google I/O, the online search giant made its intentions clear about what the future of search will look like. And now it’s taking a step closer to that future: Search Live in AI Mode.
This AI Mode has been controversial because, unlike the AI-generated view already available in Spain—which provides links to the websites from which it “collects” information—this new mode offers hardly any links, focusing instead on the text generated by its large language model.
Hoping to move one step closer to reshaping its search engine, Google is now rolling out Search Live in AI Mode, this time including links to web pages.
It’s somewhat similar to Gemini Live but embedded within the Google app on both Android and iOS. For now, it’s only available in the United States, just like the current AI Mode.
As with Gemini Live, it allows for a smooth, natural conversation with Google Search. Google claims it’s the best way to search for something quickly or when you’re multitasking.
You simply open the Google app, tap the “Live” button, and ask your question. You can follow up with another as Search Live continues responding to your query.
What Search Live does is provide easy access to on-screen links so you can continue exploring the content on the web. In a video shared by Google on its blog, you can see how the search flows from one query to the next using link cards.
Best of all, according to GSMArena, this new search experience with natural conversation through Search Live can run in the background, even while using another app.
The transcription feature can switch to text mode, and there’s an option to view your AI Mode history to revisit a specific response and pick up where you left off.
Search Live uses a custom version of Gemini with advanced voice capabilities, according to Google’s blog announcement. The next step in the experience will be using the camera to show what you’re seeing in real time.
This was the live demo showcased at Google I/O to illustrate the future of search with Search Live—one that, hopefully, will continue providing users with quality links.
For its part, Google has defended the usefulness of its AI Overviews, pointing out that they also serve to drive traffic to the sources on which they are based. “New AI experiences in search allow people to ask even more questions, creating new opportunities to discover content and businesses.”
In addition, its spokesperson pointed out that fluctuations in web traffic can be the result of numerous factors, thus absolving its AI-generated views of responsibility. “The reality is that sites can gain and lose traffic for a variety of reasons, including seasonal demand, user interests, and regular algorithmic updates to Search.”
This is not the first lawsuit Google has faced over its AI Overviews. Earlier this year, US educational technology company Chegg filed a lawsuit against the company, accusing its AI Overviews of harming its web traffic and, therefore, its revenue.
artificial intelligence
ChatGPT-5 is coming this summer, with advertising?
Sam Altman, CEO of OpenAI, confirmed in the company’s latest podcast episode that the next version of its artificial intelligence model, GPT-5, will be released this summer. No specific date has been set yet, but the current CEO assured listeners that the new version will incorporate major advances over GPT-4.
In addition, during the conversation with podcast host and former OpenAI employee Andrew Mayne, Altman did not rule out the possibility of advertising on ChatGPT, the generative artificial intelligence agent.
Will there be advertising on ChatGPT?
Although Altman does not rule out the idea (he said he is “not totally against it”), he has warned that a very careful approach would be required so as not to compromise the user experience and ensure that it remains optimal. “I think the bar would have to be set very high,” he said, insisting that usefulness for the user would be key.
The current CEO of OpenAI has emphasized that modifying the tool based on who pays for the ad would destroy user trust. Altman has also made it clear that under no circumstances would monetization options alter responses based on advertising interests. As an alternative, he has suggested displaying ads outside the language flow, for example, on the interface itself. He has not specified the format or location (which could be on the home page, on the sides, or in the footer).
This possible shift by the company comes at a complex time for OpenAI. The US company not only faces fierce competition, but also ongoing scrutiny of its own progress. In addition, it has unresolved legal issues in its dispute with The New York Times over alleged copyright infringement. The issue opens up the debate about the boundaries between privacy and the needs of developers to continue updating this technology.
The ChatGPT business model
Until now, most of ChatGPT’s revenue has come from premium subscriptions, which are paid for by users who want to expand the platform’s capabilities. This gives them access to additional features such as faster responses, file analysis, real-time web browsing, and image generation with DALL·E. At the moment, the bulk of subscribers are business customers who enjoy these advantages in the chatbot in their professional field.
However, Altman’s latest announcement raises the possibility of transforming the current business model into a system in which advertising revenue takes center stage.
Digital Marketing
The battle of the summer: Burger King vs. McDonald's
The two major fast-food chains have started a marketing war this summer with influencer campaigns to connect with new generations.
- McDonald’s: They have partnered with content creator Plex to launch the Traveler’s Menu under the hashtag #LosImprescindiblesDelVerano. It focuses on creating an emotional experience with new products such as pistachio McFlurry.
- Burger King: Four influencers (LolaLolita, RoRo, CeciArmy, and Dj MaRiiO) are competing to make their own personalized menu the best seller. The campaign includes raffles and exclusive prizes. The winner (Grand King) will be announced on July 30.
Coincidence or strategy? Both brands have opted for product customization and active user participation. Similar but not the same. And our question for you is: which of the two do you think will have the most impact?
Latest Tech and Digital Marketing Updates
📌TikTok will launch a new version of its app in the US on September 5 due to recent issues between the US and China.
📌Perplexity Max available for $200 per month. Perplexity has launched its most exclusive subscription for those who want the best in AI: unlimited access to Labs, use of advanced models such as o3-Pro and Claude Opus 4, Comet…
📌What’s new in WhatsApp Business. Meta is updating it so you can manage your marketing campaigns centrally, covering WhatsApp, Instagram, and Facebook. They are also adding calls and voice messages for large companies.
📌Threads continues to update. They are celebrating their 2nd anniversary by incorporating direct messages and “The Threads Highlighter” to highlight trending topics (similar to Twitter’s trending topics). Available in a mobile version.
📌Mango Stylist, your AI fashion assistant. Mango has introduced a virtual AI-powered fashion assistant that offers personalized product recommendations and complete looks. It works like a chatbot and helps you with outfits.
📌Lego is going strong with Formula 1. At the last British Grand Prix, the trophies for the top three finishers were made entirely from LEGO pieces. And they’re pretty cool, to be honest.