Why Advertisers Can't Leave Google
Plus: Inside Apple's new AI plan, why open-source AI is good for brands, and a ChatGPT agent crash course.
👋 Happy Thursday AI Marketers. Declining traffic is increasing brands’ reliance on paid ads, but it’s not going well. Apple’s plans to swoop in and dominate AI are unfolding. And ChatGPT’s new open-source model will get risk-averse brands off the sidelines. Let’s get you caught up…
Advertisers Are Fed Up With Google, But Can’t Quit
With organic traffic plummeting, paid search is a logical way to fill the void. But while many brands are spending more on Google ads, the results are less than savory. In some cases, ads aren’t served for the correct search terms. In others, they’re missing the target audience by a long shot. Despite the mounting frustration, advertisers keep pouring money into Google because there’s just no viable alternative.
Meanwhile, the search giant is enjoying continued ad growth as brands have no choice. The takeaway is clear: Dependence on Google persists, but patience is wearing thin. Catherine Perloff breaks down the story on The Information. Whether you’re in the same boat or considering your options as AI reshuffles the marketing mix, this is one to follow.
Apple’s Late AI Push is Starting to Make Sense
It’s no secret Apple is way behind OpenAI, Google, and just about everyone else in the AI race. Though it seems far from intentional this time, the brand’s history of betting on perfection over speed to market is raising eyebrows. While competitors continue shipping buggy AI products and underwhelming consumers, Apple CEO Tim Cook is rallying employees behind the scenes, reminding them that iPod and iPhone weren’t first. And that the time is now for Apple to strike.
Artificial Intelligence News →
Why Brands are Celebrating OpenAI’s Free Open-Source Model
OpenAI’s GPT-OSS gives risk-averse enterprise brands and tech-savvy startups something they’ve badly needed, a powerful model they can privately host, fine-tune, and control. The fully open-source model lets companies host it locally, protect sensitive data, and tailor outputs. Critical for regulated industries like finance or healthcare. For smaller brands, this move lays the groundwork for affordable, specialized AI tools down the line.
Lee Hutchinson is Breaking Up With Google Search (and Maybe You Should Too)
He’s done with Google's increasingly intrusive and inaccurate AI summaries. In an entertaining takedown, he describes escaping Google’s cluttered, AI-heavy search results for a cleaner, paid alternative. As users become weary of being force-fed flawed AI summaries, his switch amplifies a growing backlash. For anyone frustrated by Google's relentless AI-ificaton, this blistering rant is a must-read.
The New Marketing Dream Team: AI and First-Party Data
AI as a marketing tool is far from perfect. But when it's paired with robust, accurate, first-party customer data? Now you’re talking. See how smart brands are combining AI with transactional insights (knowing exactly what customers buy and value) to create genuinely personalized, dynamic experiences. AI alone isn't the answer. The real power emerges when artificial intelligence meets business intelligence.
If you’ve been curious about ChatGPT agent but haven’t tried it yet, this demo is a great place to start. It shows how easy it is to delegate real work like research, spreadsheets, code, and web actions. Marketers, operators, founders… anyone can follow along and start experimenting in minutes.
🎙️ My top 3 podcast episodes this week:
THE MARKETING MILLENNIALS
What's Wrong With Your Homepage With Anthony Pierri
Homepage expert Anthony Pierri breaks down why clarity beats cleverness and why your homepage should prioritize strategic intent over mere design. He explains practical steps marketers can take to ensure their homepages deliver compelling first impressions and align with core business goals.
CONSIDER THIS FROM NPR
What Happens to the Internet if No One Clicks Search Links?
NPR's John Ruwitch explores how Google's AI-generated overviews threaten traditional publisher revenues, already causing small publishers to close. Featuring insights from Helen Havlak of The Verge, this episode examines how businesses are adapting as AI disrupts longstanding search economics and online advertising models.
UNCANNY VALLEY
Wired Roundup: ChatGPT Goes Full Demon Mode
Zoë Schiffer and Louise Matsakis unpack why ChatGPT alarmingly shifted into role-playing a demonic ritual during a conversation with Atlantic staff. They discuss the overlooked importance of context in AI-generated responses and how misunderstood chatbot behaviors impact our perception of AI's capabilities.
Have a favorite podcast to recommend? Shoot me the details.
🚨 AI-forward companies are looking for AI-forward marketers:
Marketing Manager
Arc
Own content-led campaigns and scrappy growth experiments for a fintech brand with AI at its core. You'll translate Arc’s differentiated AI offering into compelling messaging across paid, organic, and field channels.
Details →
Head of Marketing
Eternos
Lead the full-stack marketing engine for a startup building lifelike personal AIs. You’ll define GTM across B2C and B2B, craft messaging that demystifies deep tech, and scale adoption across two distinct audiences.
Details →
Demand Generation Manager, AI
Atlassian
Drive top-of-funnel campaigns to promote Rovo, Atlassian’s new AI product. You’ll shape messaging, launch creative campaigns, and partner cross-functionally to boost AI awareness and adoption.
Details →
Director, AI Product Marketing
RingCentral
Define go-to-market strategy for AI-driven SaaS products targeting IT and enterprise buyers. This role spans positioning, sales enablement, campaign leadership, and deep collaboration across product and marketing.
Details →
Marketing Lead
Airship
Own marketing strategy for a company delivering AI-powered video and sensor software to public safety and commercial clients. You'll translate complex AI tech into clear messaging, digital assets, and industry-facing campaigns.
Details →
📅 Join AI marketers at conferences, summits, and industry events around the globe.
CDAO
Chicago, IL, August 7–8
Ai4
Las Vegas, NV, August 11–13
eTail
Boston, MA, August 11–14
AI Accelerate
San Diego, CA, August 20–21
WordCamp
Portland, OR, August 26–29
Contact.io
Denver, CO, August 27–29
Have an event to add? Send me the details.
