Monday, February 1

🌟 Today’s Highlights:

• Google is testing third-party endorsements in Search ads

• WhatsApp is getting grilled by the EU

• You don’t need to take on UGC ops all by yourself

• 📊 Stat of the Day: Only 30% of viewable digital ads are actually looked at. (Source: Lumen)

• 💡 Today’s Insight: What 2 million LLM sessions reveal about AI discovery

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⚡️ Today’s Headlines ⚡️

🧪 Google is testing third-party endorsements in Search ads. The new experiment places short endorsements from external publishers under the ad description including the third party’s name, logo, and favicon.

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🇪🇺 WhatsApp is coming under increased scrutiny in Europe. The EU Commission announced WhatsApp now qualifies for its “Very Large Online Platforms” (VLOP) designation, meaning that Meta will have to provide more in-depth performance data and moderation insights for the messaging app.

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🎧 Google launched a new Google Ads insights podcast. If you’re looking to learn more about Google Ads and how they can help boost your business, take a listen to Google’s own Ads Decoded podcast featuring interviews with the Google Ads team.

💡 Today’s Insight 💡

What 2 million LLM sessions reveal about AI discovery

🗞 TL;DR - Previsible and Search Engine Land analyzed nearly 2 million LLM sessions across nine industries from January through December 2025 with a single assumption: ChatGPT dominates, usage patterns are uniform, and the volume is small and inconsequential. Data would show that assumption is wrong… here’s what they found 👇

💡 Insight - Here are some of the top findings from the data:

• ChatGPT commands 84.1% of trackable AI discovery traffic, but it functions primarily as the default tool for broad-market discovery.

• In 2025, Copilot and Claude grew eight to 10 times faster than ChatGPT. Perplexity and Gemini effectively flatlined, or, more accurately, reinforced usage within tightly defined knowledge workflows.

• Copilot wins in B2B verticals where work already happens inside the Microsoft ecosystem.

• Perplexity’s overall growth sits at 1.15x, effectively flat overall, but it does hold a 24% market share in finance. Finance behaves differently because financial decisions demand verification and Perplexity is built for this use case.

• Claude represents just 0.6% of total AI discovery traffic but wins with professionals who research, write, and analyze, not consumers who shop.

• Gemini’s traffic shows a user decline, but that’s most likely an attribution collapse because AI-generated search answers never show up as AI discovery.

The moral of the story: AI discovery isn’t prioritizing one single platform, it’s fragmented by industry, use case, and user intent. Make sure to identify your needs to find the LLM that fits your case best.

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