Search Spend Trends: How GenAI Is Reshaping Ad Spend
The rapid upheaval around Search — specifically with Google’s AI Overviews, ChatGPT, and other generative AI platforms producing more and more zero-click results — has been obvious to users.
Now, signs are starting to show the effect on advertising spend as well.
The recently released 2025 H2 Market Report from Mediaocean found that half of the marketers surveyed are maintaining their Search spend, up from 40% in November 2023, while only 42% are planning on increasing their Search spend, down from 55% during that same time.
AI Overviews Cutting Publisher Clickthrough Rates By 50%, New Report Finds
Publishers are seeing a per-query clickthrough rate loss of almost 50% when AI Overviews appears, according to a new study. The research, by AI search and SEO platform Authoritas, measures the impact of AI Overviews on UK publishers’ web traffic, assessing the clickthrough decline across both mobile and desktop.
OpenAI’s AI Job Impact Predictions from 2023 Were Scary Accurate, According to Microsoft
Waaay back in the ancient year of 2023, OpenAI published a list of predictions of what jobs will be the most impacted from AI. Well, Microsoft just analyzed 200K real AI conversations to see what people actually use AI for at work. Ethan Mollick pointed out this wild overlap between what experts thought would happen and what’s actually happening. The 2023 paper predicted which jobs AI would affect most, and Microsoft’s data confirms it — with correlation so high it’s almost suspicious. The punchline: Those predictions were 90% accurate.
Top jobs targeted by AI: Interpreters and translators (basically doomed), customer service reps, writers and journalists (ouch).
The 2025 B2B Marketing Edge: How Data-Confident Marketers Are Accelerating Growth
Data confidence and revenue growth are closely linked. Marketers who trust the data they use are 3x more likely to see revenue growth. This group also sees more desirable outcomes in pipeline growth, optimization of ROI, and time-to-market.
