Tuesday, June 23

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⚡️ Today’s Headlines ⚡️

🧰 Reddit is rolling out new AI-powered ad tools built on community conversations. The suite of new ad products are powered by Reddit’s Community Intelligence engine and are designed to help brands tap into the platform’s plethora of consumer conversations.

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🦾 Snapchat is launching AI-powered ad creation tools. Snapchat’s new AI-powered additions include a chatbot-guided ad setup process, dynamic product ads, and updated creative tools.

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🎨 LinkedIn’s new brand kit feature lets users set core brand rules. The quiet development of the function enables marketers to set their core brand colors, font, and even brand voice which LinkedIn’s system will then use in AI generations of future promotions and content.

💡 Today’s Insight 💡

New Study: Google AI Overviews cite self-serving listicles, but recommend competitors 69% of the time

🗞 TL;DR - A new study of B2B software queries by Lily Ray found that Google’s AI Overviews cite brand-created “best of” listicles but exclude the brands behind them from recommendations in 69% of cases. While brands have used self-serving listicles to influence AI search results, Google’s often been citing those pages while recommending competitors instead.

💡 Insight - This new study highlights a surprising reality of AI search: Google often prioritizes content that comprehensively answers a user's question, regardless of whether it exclusively promotes the publisher's own product.

For example, a SaaS company publishing a "Best Project Management Tools" article may earn AI citations even if its own product is listed alongside competitors. The research suggests that AI systems value completeness, credibility, and usefulness more than overt self-promotion.

Of the 80 prompts that triggered an AI Overview, self-promotional listicles were cited 323 times. In 224 cases, Google cited a brand’s own page but didn’t recommend that brand.

The article challenges a common assumption among marketers that branded comparison content should only feature their own solution. Instead, AI search appears to reward pages that demonstrate expertise and provide balanced evaluations of the market.

Another key finding is that AI Overviews frequently pull information from listicles, comparison articles, and buying guides because these formats are easy for AI systems to extract, summarize, and cite. In some cases, brands gained AI visibility by creating content that helped users make decisions, even when that content directed some users toward competitors.

The broader implication is that marketers may need to rethink content strategy. Rather than creating purely promotional assets, brands should focus on becoming trusted educators and category experts.

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