Tuesday, July 14

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⚡️ Today’s Headlines ⚡️

🏷️ Google Ads is requiring AI-generated content be disclosed. Advertisers using third-party AI tools must disclose when AI was used to create or edit an ad during their creative review process before campaigns go live.

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🗑️ Meta removed Instagram’s AI remix option. The decision comes less than a week after it introduced the controversial feature that allowed users to use AI tools to remix other public IG posts after swift user backlash.

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💰 Instagram will charge for AI access. IG’s Chief Adam Mosseri confirmed that as Instagram is shifting to a more defined subscription model for its Meta AI tools and users will have to soon pay for access to future in-app features.

💡 Today’s Insight 💡

New Study: ChatGPT sessions are tied to a 9% drop in traditional search use

🗞 TL;DR - A new study of U.S. desktop browsing observed Comscore clickstream data to gain insights into how access to ChatGPT has impacted traditional search usage. We’ve got the highlights from the study below 👇

💡 Insight - Here are a few of the top findings from the study:

• ChatGPT directed people to outside websites in 5.2% of sessions, compared to 31.3% for Google searches

• When users click out from ChatGPT, they often visit more reference and knowledge sites, tools, SaaS platforms, and academic or developer sites than visitors referred by Google

• Ad-supported sites make up 27.6% points less of ChatGPT’s referral traffic

• Google’s referral traffic mostly points to popular destinations like YouTube, Reddit, and Wikipedia while ChatGPT directs visitors toward smaller, specialized sites (non-profits, subscription-based, and freemium platforms)

• Broader access to ChatGPT Search reduced weekly traditional search queries by 9.4%, with the reduction reaching 17% after 20 weeks

  • When compared with groups already using ChatGPT, the decrease was 4.9% on average

• The biggest decline was in searches for informational content with academic research referrals dropping 32.8% and references 26.5%

The moral: ChatGPT sends fewer referrals than Google and directs people to different parts of the web. AI isn’t replacing search overnight, but it is changing the way people search on the internet and what they click on.

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