[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fgoogle-opal-seo-industry-reaction":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":425,"breadcrumbs":426,"reading_minutes":162,"category":434,"head":437},"2025-11-11T15:39:31",{"rendered":6},"\n\u003Cp>In November 2025, Google announced that it has added a new tool to its arsenal. A \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fopal.google\u002F\">Google Labs project called Opal\u003C\u002Fa>, you might have already seen some news and opinions about it… not all of them positive. The immediate reaction can be summarised as ‘indignation’. How can Google justify launching a tool that will enable people to abuse its own terms of service?\u003C\u002Fp>\n\n\n\n\u003Cp>When I first heard about this development, I was sceptical. That said, our team embodies our core \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fabout\u002F\">company values\u003C\u002Fa>: we are respectful, fair, and open to change. With this in mind, let’s critically review all the available information and consider our strategic response. Can this new tool genuinely raise the bar for SEO performance?\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"table-of-contents\">\u003Cul>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-is-google-opal\">What is Google Opal?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#how-does-google-opal-work\">How does Google Opal work?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h3\">\u003Ca href=\"#what-can-it-be-used-for\">What can it be used for?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#why-is-the-seo-industry-unhappy-with-google-opal\">Why is the SEO industry unhappy with Google Opal?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-do-seos-really-think-about-opal\">What do SEOs really think about Opal?\u003C\u002Fa>\u003C\u002Fli>\u003Cli class=\"heading-h2\">\u003Ca href=\"#what-comes-next\">What comes next?\u003C\u002Fa>\u003C\u002Fli>\u003C\u002Ful>\u003C\u002Fdiv>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-is-google-opal\">\u003Cstrong>What is Google Opal?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Google Opal is an experimental, no-code AI tool launched by Google on 24th July 2025 and was rolled out to 160 countries, including the UK, on 6th November 2025. The tool has been developed to simplify the creation of complex, multi-step AI applications. \u003Cbr>\u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"how-does-google-opal-work\">How does Google Opal work?\u003C\u002Fh3>\n\n\n\n\u003Cp>Opal uses Google’s advanced Large Language Models, including Gemini, to build automated “mini-apps” using natural language instructions. \u003C\u002Fp>\n\n\n\n\u003Cp>The LLM doesn’t truly understand the language, but it understands how words are connected. LLMs like Gemini are statistical prediction machines, which is why the human comprehension of prompts and review of outputs is absolutely essential. The true power of LLMs lies in speeding up processes. The ability to provide a logical output empowers a non-coder to ask the LLM to “Generate five blog post titles that will answer commonly asked questions about [PRODUCT]. \u003C\u002Fp>\n\n\n\n\u003Ch3 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-can-it-be-used-for\">What can it be used for?\u003C\u002Fh3>\n\n\n\n\u003Cp>Of course, Google has marketed Opal as the ultimate creation tool. As long as you can explain what you want, you’re only limited by your imagination. The mini apps you can create with the tool are scalable automation engines that empower you to design and build workflows, to do research, or create content. \u003C\u002Fp>\n\n\n\n\u003Cp>Using your own words, as a user, you can create complex, multi-step logic without code. This could look like: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Step 1: “Build a tool that researches [TOPIC]”\u003C\u002Fli>\n\n\n\n\u003Cli>Step 2: “Write a draft for a blog post about [TOPIC]” \u003C\u002Fli>\n\n\n\n\u003Cli>Step 3: Save the draft in this folder [FOLDER]\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cp>You can use it for personal projects, but as a \u003Ca rel=\"noreferrer noopener\" href=\"\u002F\">performance marketing agency\u003C\u002Fa>, we are most interested in how it can be used to make our marketing better. \u003C\u002Fp>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"why-is-the-seo-industry-unhappy-with-google-opal\">\u003Cstrong>Why is the SEO industry unhappy with Google Opal?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Ffundamentals\u002Fusing-gen-ai-content\">In their own generative AI guidelines\u003C\u002Fa>, Google says, “using generative AI tools or other similar tools to generate many pages without adding value for users may violate \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Fsearch\u002Fdocs\u002Fessentials\u002Fspam-policies#scaled-content\">Google’s spam policy on scaled content abuse\u003C\u002Fa>.”\u003C\u002Fp>\n\n\n\n\u003Cp>SEO industry experts have been quick to criticise the product, pointing out that this is somewhat hypocritical of Google. The point that has raised the most consternation is that Google is directly promoting that this tool can help people generate marketing assets like blogs and videos.\u003C\u002Fp>\n\n\n\n\u003Cp>We can see scenarios where Opal could be hugely beneficial as my colleague, Charlie points out: \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp class=\"has-small-font-size\">“Google has a lot of people to please, and for one-person marketing teams already spinning lots of plates, this tool is going to be really helpful for them (if used in the right way).” – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fcharlie-cheyette\u002F\">Charlie Cheyette\u003C\u002Fa>, SEO Strategist\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cp>\u003Cstrong>Google’s advice is:\u003C\u002Fstrong> don’t use generative AI to create content, with the most recent announcement providing their very own means to generate AI content. There is a delicious irony that isn’t lost on the SEO community, although Google’s counter to this criticism is that people should focus on \u003Cem>intent\u003C\u002Fem> and \u003Cem>value\u003C\u002Fem>, not the tool itself. \u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-rich is-provider-twitter wp-block-embed-twitter\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Cblockquote class=\"twitter-tweet\" data-width=\"550\" data-dnt=\"true\">\u003Cp lang=\"en\" dir=\"ltr\">Optimized AI blog posts that will later get your site tanked by our own algorithms, got it \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ft.co\u002F9YvaASlAue\">https:\u002F\u002Ft.co\u002F9YvaASlAue\u003C\u002Fa>\u003C\u002Fp>— Lily Ray 😏 (@lilyraynyc) \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Ftwitter.com\u002Flilyraynyc\u002Fstatus\u002F1987437300901376343?ref_src=twsrc%5Etfw\">November 9, 2025\u003C\u002Fa>\u003C\u002Fblockquote>\u003Cscript async src=\"https:\u002F\u002Fplatform.twitter.com\u002Fwidgets.js\" charset=\"utf-8\">\u003C\u002Fscript>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-do-seos-really-think-about-opal\">\u003Cstrong>What do SEOs really think about Opal?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>We haven’t had a chance to play with it yet because, despite the tool being apparently available in the UK since last week, most of us are still seeing a message that the tool isn’t available in our country yet! \u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-large\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"2812\" height=\"1406\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F11\u002FGoogle-Opal-Screenshot.png?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-35230\"\u002F>\u003Cfigcaption class=\"wp-element-caption\">Screenshot of Google Opal on 11th November 2025 taken in the UK.\u003C\u002Ffigcaption>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cp>Our \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">SEO team\u003C\u002Fa> holds a range of opinions. Most of us are curious about how it will work in practice. \u003C\u002Fp>\n\n\n\n\u003Cp>We definitely acknowledge that there will be those who are angry about businesses and individuals being penalised or pushed into obscurity by “AI slop” when it is clearly against Google’s own guidelines. It is clear that some may see this as a cynical and unfair move by Google. \u003C\u002Fp>\n\n\n\n\u003Cp>For me, this made me think about the early days in my career when ‘content spinning’ was a challenge to face when trying to be legit against a lot of less legit practices. \u003C\u002Fp>\n\n\n\n\u003Cp>Article spinning involved generating bulk content quickly by making small changes to existing articles so that people could create lots of “unique” versions. It worked primarily by swapping words and phrases with synonyms. By creating lots of “unique” articles on an impossible number of websites, bad actors could inflate their link counts and manipulate the system. The 2011 Panda update and Google’s Spam guideline updates explicitly defined content spinning as a violation of its guidelines. \u003C\u002Fp>\n\n\n\n\u003Cp>Of course, Generative AI is different, and if you want to learn more about this, check out my colleague, \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Frhianne-moriarty-837ab060\u002F\">Rhianne Moriarty\u003C\u002Fa>‘s article about \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-optimise-for-generative-ai-search\u002F\">how to optimise for Generative AI search\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\n\u003Cp>I think this is a far more exciting time because, whilst I think that a lot of creative sparks can come in the procedural and manual tasks, by using generative AI tools as a jumping off point, we can bring so much more interesting insights and humanity to our marketing content and really focus on how we delight and enthral our audiences. We have been \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fhow-to-scale-seo-content-with-ai\u002F\">using AI to help us automate content at scale\u003C\u002Fa> for a while now, and there are lots of use cases currently possible, and yet to be developed. \u003C\u002Fp>\n\n\n\n\u003Cp>I asked my SEO colleagues for their thoughts, and they responded with some really thoughtful and insightful comments. \u003C\u002Fp>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp class=\"has-small-font-size\">\u003Cem>“For me, the focus now has to be on differentiation. Efficiency is inevitable, but value will increasingly come from what can’t be automated, human perspective, lived experience, and genuine insight. If we can use tools like this to free up time for that kind of creativity and expertise, then it could be a positive step forward rather than just another wave of sameness.”\u003C\u002Fem> – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fnassim-salhi-796538137\u002F\">Nassim Salhi\u003C\u002Fa>, Senior SEO Strategist\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cp class=\"has-small-font-size\">\u003Cem>“AI tools are now 100% part of any good SEO\u002Fcontent workflow, and Google is simply reacting to that trend with its own tool. Rather than looking at all the ways this can be used by spammers, we should be spending our energy on thinking of ways to use the tool to remove repetitive, manual tasks from SEO workflows and enhance content using AI.”\u003C\u002Fem> – \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fwww.linkedin.com\u002Fin\u002Fnathanldale\u002F\">Nathan Dale\u003C\u002Fa>, SEO Lead\u003C\u002Fp>\n\u003C\u002Fblockquote>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"what-comes-next\">\u003Cstrong>What comes next?\u003C\u002Fstrong>\u003C\u002Fh2>\n\n\n\n\u003Cp>Google and SEO have never stood still, and change in this industry is constant. If you want to use AI to automate content at scale, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fresources\u002Ftools\u002Foapy\u002F\">try out our free tool Oapy\u003C\u002Fa>. This was built in-house by Senior Technical Specialist, Luke Davis and is a fantastic resource. If you want to learn more about how we do \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fgenerative-engine-optimisation-agency\u002F\">Generative optimisation at Impression\u003C\u002Fa>, and what it’s like to work with us, \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">get in touch today\u003C\u002Fa>.\u003C\u002Fp>\n\n\n\u003Cdiv class=\"wp-block-image\">\n\u003Cfigure class=\"aligncenter size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fseo\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FSEO_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"Learn about our approach to SEO\" class=\"wp-image-27530\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n\u003Cblockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\u003C\u002Fblockquote>\n\u003C\u002Fblockquote>\n\u003C\u002Fblockquote>\n",false,"standard",[10,11],323,1,[],[14],237,[16,17,18,19,20,21,22,23,24],"post-35228","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ai","category-seo",{"page_content_modules":26,"hero":158},[27,115],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"The Opal Paradox: Is Google Making SEO worse?",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},142,"\u002Fabout\u002Four-team\u002Flouisa-holman\u002F","Louisa Holman","Senior SEO Strategist","I joined Impression as a Senior SEO Strategist in January 2023 having worked across agency, freelance and in-house roles since 2009. I am always trying out new hobbies but always come back to reading, playing the piano and painting.","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":59},"\u003Cp>Senior SEO Strategist. Joined Impression in January 2023\u003C\u002Fp>\n\u003Cp>I started out in SEO in 2009 teaching myself before winning my first agency role. I have worked in a few agencies across the East Midlands as well as in-house for a large corporate company. I love how competitive SEO can be and how it requires constant learning and change.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m proud of:\u003C\u002Fb>\u003Cbr \u002F>\n8.5 years playing roller derby – being invited to play in tournaments in Europe and having the privilege to meet some really amazing people.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003C\u002Fb>\u003Cbr \u002F>\nWalking my dog, a Staffordshire Bull Terrier called Freddie. Having a dog is a lifestyle choice with lots of walks and meeting people your dog wants to introduce themself to. I also like reading and leaving lots of arts and crafts projects half-finished.\u003C\u002Fp>\n",[42],{"page":43,"link_text":48},{"ID":44,"post_author":45,"post_date":46,"post_date_gmt":46,"post_content":47,"post_title":48,"post_excerpt":47,"post_status":49,"comment_status":50,"ping_status":50,"post_password":47,"post_name":51,"to_ping":47,"pinged":47,"post_modified":52,"post_modified_gmt":52,"post_content_filtered":47,"post_parent":53,"guid":54,"menu_order":53,"post_type":55,"post_mime_type":47,"comment_count":56,"filter":57,"url_path":58},35,"98","2020-03-12 15:02:03","","SEO","publish","closed","seo","2026-09-10 09:29:45",0,"\u002F?page_id=35","page","0","raw","\u002Fseo\u002F",{"ID":60,"id":60,"title":61,"filename":62,"filesize":63,"url":64,"link":65,"alt":47,"author":66,"description":47,"caption":47,"name":67,"status":68,"uploaded_to":53,"date":69,"modified":69,"menu_order":53,"mime_type":70,"type":71,"subtype":72,"icon":73,"width":74,"height":75,"sizes":76},33331,"Louisa-Holman","Louisa-Holman.png",403804,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&q=90","\u002Flouisa-holman-2\u002F","12","louisa-holman-2","inherit","2025-05-29 11:59:07","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":77,"thumbnail-width":78,"thumbnail-height":78,"medium":79,"medium-width":80,"medium-height":81,"medium_large":82,"medium_large-width":83,"medium_large-height":84,"large":85,"large-width":86,"large-height":87,"1536x1536":88,"1536x1536-width":89,"1536x1536-height":90,"2048x2048":91,"2048x2048-width":92,"2048x2048-height":93,"post-thumbnail":94,"post-thumbnail-width":95,"post-thumbnail-height":96,"12_col":97,"12_col-width":98,"12_col-height":99,"default_landscape":100,"default_landscape-width":101,"default_landscape-height":75,"default_portrait":102,"default_portrait-width":75,"default_portrait-height":101,"6_col_and_margin_short":103,"6_col_and_margin_short-width":95,"6_col_and_margin_short-height":99,"11_col_and_margin":104,"11_col_and_margin-width":105,"11_col_and_margin-height":99,"9_col_rectangle":106,"9_col_rectangle-width":107,"9_col_rectangle-height":108,"11_col":109,"11_col-width":110,"11_col-height":99,"staff_image_696_600":111,"staff_image_696_600-width":74,"staff_image_696_600-height":75,"rectangular_thumbnail":112,"rectangular_thumbnail-width":113,"rectangular_thumbnail-height":114},"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FLouisa-Holman.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":116,"reduced":29,"top_overlap":117,"bottom_underlap":117,"disable_observer":-1,"heading":118,"cta_text":119,"cta_link":120,"items":121},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[122,135,144],{"type_key":17,"title":123,"excerpt":124,"to":125,"postedAt":126,"readingTime":127,"image":128,"authors":129,"category":133},"September Google algorithm and search industry updates","\u003Cp>This month, we bring you exciting developments and updates from the world of search, with a clear focus on changing AI search results in Google and the first move in AI advertising. A major shift is happening in AI, with LLMs like ChatGPT and potentially Gemini moving towards paid advertisements appearing in their responses. 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