Another month, another wave of digital updates shaking up the marketing landscape. It might not be the Wild West, but it is definitely uncharted territory, filled with new algorithms and shifting rules.
In May, the major platforms made one thing clear: AI is no longer just a tool, it is becoming the interface itself. From Bing introducing its Copilot-powered search experience to ads appearing inside chatbot conversations, search and performance marketing are evolving quickly — and not always in predictable ways.
Let’s take a closer look at what these changes mean for marketers across the UAE.
If you have opened Bing recently, you might have noticed a major change in how search results look and work.
On April 4, Microsoft launched Copilot Search, a new experience that combines traditional search results with an interactive AI chat panel. It feels like Bing’s answer to Google’s AI Overviews, offering summaries of results, suggested follow-up questions, and an AI assistant that stays visible as you browse.
This update is part of Microsoft’s wider shift toward making Copilot central to the search experience for both personal and business users. It is already live in the UK and US, with Arabic language support expected soon.
In short, Bing is moving toward a more conversational, AI-driven search experience that turns every query into a dialogue rather than a list of links.
Because of course they did.
Google is now testing AdSense placements inside AI chatbot conversations. The company has already trialled this with AI search tools such as iAsk and Liner and plans to expand access to more chatbot providers soon. According to Google, this falls under its “AdSense for Search” programme, although “search” now includes asking a chatbot for dinner recommendations at 7 p.m. on a Friday.
If Gemini is not already being monetised in this way, it likely will be soon.
For marketers, this signals a shift toward more detailed chatbot ad formats appearing in AdSense dashboards in the near future.
OpenAI wants a piece of the ecommerce pie.
ChatGPT’s shopping features now include categories like fashion, electronics, home goods, and beauty. It’s all based on structured third-party data, not ads (yet). But it’s still early days, and we wouldn’t be surprised to see affiliate links or product ads sneak in down the line.
What’s exciting about this: it’s conversational, remembers your preferences, and doesn’t require keyword gymnastics. Basically, it’s shopping with a very helpful friend and one who knows your style and doesn’t judge your purchases.
Brands, take note: structured data and accurate product feeds are more important than ever.
Big PSA for Shopify users: if your Google tags live in old checkout scripts, you will lose data unless you migrate. Don’t wait. Missing conversion data can throw off months of reporting and campaign optimisations.
Shopify’s updating its checkout flow and deprecating legacy analytics and ad scripts. To keep your GA4 and Google Ads tracking intact, you’ll need to switch to their official Google & YouTube app.
Shopify Plus stores: migrate by August 28, 2025
All other stores: deadline is August 26, 2026
Great news for data nerds (we say that lovingly): Google just gave the Search Console API the glow-up we’ve all been waiting for.
You can now access hour-by-hour data for the past 10 days, including impressions, clicks, CTR, and average position. This update is ideal for analysing campaign performance spikes and refining time-based strategies with greater precision.
You’ll need to use a new [hour] dimension and the [hourly_all] data state to access it. It’s not 100% complete (some hours may be partial), but it’s still a major win.
More granularity = better insight = smarter decisions.
Meta’s not messing around in 2025. After testing in select markets (the US & Japan), ads are now live globally on Threads which is their answer to X, minus the chaos.
With over 350 million monthly users, Threads is now a significant digital channel worth your attention. It’s a legitimate ad platform now, and placements are fully integrated into Meta Ads Manager, so if you’re already running campaigns on Instagram or Facebook, Threads is just a checkbox away.
Bonus: Meta added Inventory Filters so you can control the type of content your ads sit next to. Smart, given how unpredictable social media can get.
Why test Threads placements?
Text-first audience = great for short-form copy and real-time ads
Lower CPMs (for now)
A fresh format before everyone else piles in
AI and automation continue to reshape the digital landscape, and this time it is more than just noise. These changes reflect real shifts in how people search, shop, and engage with content.
Here is what to keep in mind this month:
Structured data is now at the core of AI discovery, so make sure yours is accurate and complete.
Ad formats are evolving in unexpected places, from chatbots to Threads, bringing new opportunities for brands willing to experiment.
If you are not yet tracking your search performance by the hour, now is a good time to start.
We will be back next month with more updates, but if you need help keeping pace or want to explore new ideas, our team is ready to help.