[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fhow-online-platforms-are-adapting-and-implementing-ai-video":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":14,"coauthors":15,"class_list":18,"acf":30,"head_links":619,"breadcrumbs":620,"reading_minutes":178,"category":628,"head":633},"2025-08-22T12:40:05",{"rendered":6},"\n\u003Cp>Learn how major marketing platforms like Google and Meta are integrating AI to change the way we advertise. Nick Handley and Aaron Dicks explain the profound shifts happening behind the scenes and how marketers need to adapt. \u003C\u002Fp>\n\n\n\n\u003Cp>In this video, you’ll learn: \u003C\u002Fp>\n\n\n\n\u003Cul class=\"wp-block-list\">\n\u003Cli>Google’s AI Evolution: Discover new AI-driven features like AI Max for Search and Product Studio. See how these tools are moving beyond keywords to a more intent-based approach, allowing you to create personalised product imagery and more. \u003C\u002Fli>\n\n\n\n\u003Cli>Meta’s Advantage+: Get an inside look at how Meta’s new Advantage+ system uses AI to optimise creative assets for different audiences, sizes, and platforms. \u003C\u002Fli>\n\n\n\n\u003Cli>The Shift in Control: Understand why platforms are taking more control from marketers, and why this means your focus should shift from managing the tools to feeding them with high-quality data. \u003C\u002Fli>\n\n\n\n\u003Cli>The New Marketing Mindset: Learn why the most important role for marketers is becoming that of a data curator and strategist, ensuring the AI systems have the right inputs to deliver the best possible results.\u003C\u002Fli>\n\u003C\u002Ful>\n\n\n\n\u003Cfigure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\">\u003Cdiv class=\"wp-block-embed__wrapper\">\n\u003Ciframe loading=\"lazy\" title=\"How online platforms are adapting and implementing AI with Aaron Dicks & Nick Handley\" width=\"700\" height=\"394\" src=\"https:\u002F\u002Fwww.youtube.com\u002Fembed\u002F_c9o00WN1bo?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen>\u003C\u002Fiframe>\n\u003C\u002Fdiv>\u003C\u002Ffigure>\n\n\n\n\u003Ch2 class=\"wp-block-heading\" class=\"wp-block-heading\" id=\"transcript\">Transcript\u003C\u002Fh2>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> Let’s jump into Google to start with. There are a few things there that are actually quite important and big changes. We’ve also had AI Max for search, which is probably the first time we’ve had a fully targeted AI solution for search ads. It’s becoming less keyword-based and is going to become more intent-based, especially with AI Overviews. It feels like a nice move forward. It feels a bit scary, but quite nice and something that people should be testing.\u003C\u002Fp>\n\n\n\n\u003Cp>I think one of the bigger things that’s probably more important is looking at \u003Cstrong>Product Studio\u003C\u002Fstrong>. If anyone doesn’t know what Product Studio is, it’s the ability to change creative within the platform in Merchant Centre, instead of having to move elsewhere or have a creative studio. We’re seeing great success with it; we’re using it to change product imagery and to create different backgrounds. Obviously, Google is getting more personalised, so the ability to do that without having to bother clients or book out a whole studio space to do product imagery again is actually quite useful for us.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> We know Google have come out and said they’re an AI-first company, and we’re definitely seeing AI and machine learning being introduced across all of their platforms, aren’t we? In Google Analytics in particular, and also when we’re looking at the attribution data inside \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fppc\u002Fgoogle-ads-management\u002F\">Google Ads\u003C\u002Fa>, we’re definitely seeing a lot more machine learning as well. Now, some of that’s forced because of the attribution challenges we have, but I think we need to get more comfortable with using that synthetic, manufactured data for making our decisions. So, we’re definitely seeing that in all of the platforms outside the ads as well.\u003C\u002Fp>\n\n\n\n\u003Cp>I guess let’s change gears a little bit. We’ve looked, I guess, quite a lot at Google. There are plenty of other ad platforms out there as well. What’s happening in Meta?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> Yeah, Meta is interesting. I think \u003Cstrong>\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fwhat-is-meta-advantage-suite\u002F\">Advantage+\u003C\u002Fa>\u003C\u002Fstrong> is one of the biggest things that we’re seeing improvements in with AI. We’re actually using it across the majority of our clients, and we’re getting pretty decent results. It still requires a lot of input, which is quite nice. It gives us the creative tools and freedom to be able to test different creative, but then allows Meta to manipulate that creative to fit different ad sizes and to fit different people’s intent as well. It’s a pretty cool product, and I feel like that’s the way we’re going.\u003C\u002Fp>\n\n\n\n\u003Cp>One of the biggest challenges we’re going to have with \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fpaid-media\u002Fpaid-social\u002Fmeta-ads-agency\u002F\">Meta\u003C\u002Fa> is that they want to remove even more control from us. It was announced earlier in 2025 that they want to change how advertising works and make it so somebody can enter a budget and provide creative, and then let AI do the rest. I actually think it takes away from what the platform is built for and why people like it. It allows hyper-personalisation with insanely good targeting, and taking that away from people is actually a big negative, in my opinion.\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Aaron Dicks:\u003C\u002Fstrong> I think that’s an important step, isn’t it, as well, to understand how marketers are having to exist within this AI-enabled ecosystem. It’s not necessarily now about what we’re doing inside the platform. It’s more about how we’re feeding the platforms. That one step prior, a kind of \u003Cstrong>curatorship\u003C\u002Fstrong>, almost. What you put in is becoming super important versus what you can actually do inside the platforms, because I think that is the control that we’re losing, isn’t it?\u003C\u002Fp>\n\n\n\n\u003Cp>\u003Cstrong>Nick Handley:\u003C\u002Fstrong> 100%. It’s more like data guardianship and data curatorship over actually being on the tools all the time. It’s what we’re teaching our teams and telling people now, as clients, is that we need better quality data to put in, and we’ll get better quality outputs back out. This isn’t new; it’s been around for a while, but it’s been really sped up with the evolution of AI within ad platforms themselves.\u003C\u002Fp>\n\n\n\n\u003Cfigure class=\"wp-block-image size-full\">\u003Ca rel=\"noreferrer noopener\" href=\"\u002Fget-in-touch\u002F\">\u003Cimg loading=\"lazy\" decoding=\"async\" width=\"3840\" height=\"540\" src=\"https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F03\u002FGeneric_Banner_01.jpg?auto=compress%2Cformat&q=90\" alt=\"\" class=\"wp-image-27527\"\u002F>\u003C\u002Fa>\u003C\u002Ffigure>\n",false,"standard",[10,11,12,13],39,284,36,40,[],[16,17],51,235,[19,20,21,22,23,24,25,26,27,28,29],"post-34304","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","category-digital-strategy","category-paid-social","category-ppc",{"page_content_modules":31,"hero":175},[32,119],{"acf_fc_layout":33,"reduced":34,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":34,"title":35,"content":6,"authors":36},"blog_post_content",true,"How online platforms are adapting and implementing AI [Video]",[37],{"id":38,"path":39,"display_name":40,"job_title":41,"description":42,"avatar_url":43,"acf":44},73,"\u002Fabout\u002Four-team\u002Fmike-wickham\u002F","Mike Wickham","Executive Director, Paid Media","I have over ten years' experience in Paid Media, mostly working across international e-commerce businesses.","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":41,"full_bio":45,"specialist_service_links":46,"photo":64},"\u003Cp>Executive Director, Paid Media. Joined Impression in May 2021.\u003C\u002Fp>\n\u003Cp>I have nearly ten years of experience in Paid Media, mostly working across international e-commerce businesses. I graduated from The University of Sussex with a Masters in Technology & Innovation Management before starting my career at a large London agency where I focused mostly on branding campaigns across Facebook. However, I decided that I wanted to specialise more in performance marketing and moved to a specialist agency where I spent nearly 7 years leading large Paid Search accounts.\u003C\u002Fp>\n\u003Cp>My role at Impression revolves around operations and processes within the department, striving to drive innovation and efficiency to help our clients grow faster.\u003C\u002Fp>\n\u003Cp>\u003Cb>Something that I’m really proud of:\u003Cbr \u002F>\n\u003C\u002Fb>I once did a cycle across Uganda for charity, and managed to not get eaten by a lion.\u003C\u002Fp>\n\u003Cp>\u003Cb>Outside of work:\u003Cbr \u002F>\n\u003C\u002Fb>I enjoy lots of sports and activities, with climbing being my most recent obsession.\u003C\u002Fp>\n",[47],{"page":48,"link_text":53},{"ID":49,"post_author":50,"post_date":51,"post_date_gmt":51,"post_content":52,"post_title":53,"post_excerpt":52,"post_status":54,"comment_status":55,"ping_status":55,"post_password":52,"post_name":56,"to_ping":52,"pinged":52,"post_modified":57,"post_modified_gmt":57,"post_content_filtered":52,"post_parent":58,"guid":59,"menu_order":58,"post_type":60,"post_mime_type":52,"comment_count":61,"filter":62,"url_path":63},169,"98","2020-12-17 10:02:30","","Paid Media","publish","closed","paid-media","2026-06-15 15:58:53",0,"\u002F?page_id=169","page","0","raw","\u002Fpaid-media\u002F",{"ID":65,"id":65,"title":66,"filename":67,"filesize":58,"url":68,"link":69,"alt":52,"author":70,"description":52,"caption":52,"name":71,"status":72,"uploaded_to":58,"date":73,"modified":73,"menu_order":58,"mime_type":74,"type":75,"subtype":76,"icon":77,"width":78,"height":79,"sizes":80},7376,"Mike-Wickham","Mike-Wickham.png","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&q=90","\u002Fmike-wickham-3\u002F","12","mike-wickham-3","inherit","2021-06-24 12:33:53","image\u002Fpng","image","png","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",696,600,{"thumbnail":81,"thumbnail-width":82,"thumbnail-height":82,"medium":83,"medium-width":84,"medium-height":85,"medium_large":86,"medium_large-width":87,"medium_large-height":88,"large":89,"large-width":90,"large-height":91,"1536x1536":92,"1536x1536-width":93,"1536x1536-height":94,"2048x2048":95,"2048x2048-width":96,"2048x2048-height":97,"post-thumbnail":98,"post-thumbnail-width":99,"post-thumbnail-height":100,"12_col":101,"12_col-width":102,"12_col-height":103,"default_landscape":104,"default_landscape-width":105,"default_landscape-height":79,"default_portrait":106,"default_portrait-width":79,"default_portrait-height":105,"6_col_and_margin_short":107,"6_col_and_margin_short-width":99,"6_col_and_margin_short-height":103,"11_col_and_margin":108,"11_col_and_margin-width":109,"11_col_and_margin-height":103,"9_col_rectangle":110,"9_col_rectangle-width":111,"9_col_rectangle-height":112,"11_col":113,"11_col-width":114,"11_col-height":103,"staff_image_696_600":115,"staff_image_696_600-width":78,"staff_image_696_600-height":79,"rectangular_thumbnail":116,"rectangular_thumbnail-width":117,"rectangular_thumbnail-height":118},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=172&q=90&w=200",200,172,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=662&q=90&w=768",768,662,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1324&q=90&w=1536",1536,1324,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=scale&h=1766&q=90&w=2048",2048,1766,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FMike-Wickham.png?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":120,"reduced":34,"top_overlap":121,"bottom_underlap":121,"disable_observer":-1,"heading":122,"cta_text":123,"cta_link":124,"items":125},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[126,146,161],{"type_key":20,"title":127,"excerpt":128,"to":129,"postedAt":130,"readingTime":131,"image":132,"authors":133,"category":143},"Impression x Meta: The Metrics That Matter – Key takeaways","\u003Cp>This event took place in partnership with Meta in London on the 1st of October 2026. If you couldn’t make it, here is what each speaker covered.  Introduction to the event, hosted by Liam Wade The session opened with a chess story. In 1996, renowned chess grandmaster Gary Kasparov beat IBM’s Deep Blue supercomputer in […]\u003C\u002Fp>\n","\u002Fblog\u002Fthe-metrics-that-matter-key-takeaways\u002F","2026-10-06T12:41:30",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F10\u002Fandrei-zolotarev-tPn5zuS9DpU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[134,137,140],{"name":135,"image":136},"Liam Wade","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FLiam-Wade_New.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":138,"image":139},"Amy Stamper","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002F4Vy9GYew-Amy-Stamper.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":141,"image":142},"Harriet Fitzgerald","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FHarriet-Howarth.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":144,"name":145},"\u002Fblog\u002Fcategory\u002Fppc\u002F","PPC",{"type_key":20,"title":147,"excerpt":148,"to":149,"postedAt":150,"readingTime":151,"image":152,"authors":153,"category":160},"What’s new in Paid Media: August 2026 industry updates","\u003Cp>Whilst for many of us the summer holidays are in full swing, the ad platforms haven’t taken a single day off. If you’re just heading back to the office after a stint at the beach, here’s what you missed in August. Meta AI rolls out campaign analysis and optimisation in Ads Manager Meta has built […]\u003C\u002Fp>\n","\u002Fblog\u002Fwhats-new-in-paid-media-august-2026-industry-updates\u002F","2026-09-01T12:00:26",6,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Fnikolett-emmert-LFY3Lo-V07A-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[154,157],{"name":155,"image":156},"Joe Turnbull","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":158,"image":159},"Akshaya Korada","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F01\u002FAkshaya-Korada.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":144,"name":145},{"type_key":20,"title":162,"excerpt":163,"to":164,"postedAt":165,"readingTime":166,"image":167,"authors":168,"category":172},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[169],{"name":170,"image":171},"Aaron Dicks","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":173,"name":174},"\u002Fblog\u002Fcategory\u002Fdigital-marketing\u002F","Digital Marketing",{"type":176,"style":177,"heading":35,"date":4,"updatedAt":4,"reading_minutes":178,"image":179,"imageAlt":35,"categories":180,"collections":618},"blog-post","light",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F08\u002F05_how-platforms-are-adapting-and-implementing-AI-min.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[181,362,447,533],{"id":10,"count":182,"description":183,"link":173,"name":174,"slug":184,"taxonomy":185,"parent":58,"meta":186,"acf":187,"head_links":188,"resource_count":189,"yoast_title":190,"yoast_meta":191,"yoast_json_ld":236,"_links":334,"path":173},283,"\u003Cp class=\"p1\">Keeping up to date with the latest digital trends, strategies, and announcements can be difficult. Our experts regularly blog about the digital marketing news that’s stirring up the industry, so check back regularly or \u003Ca href=\"\u002Fnewsletter\u002F\">sign up to our newsletter\u003C\u002Fa> to stay informed!\u003C\u002Fp>\r\n\u003Cp class=\"p1\">\u003Cspan style=\"font-weight: 400\">Impression is a multi-award-winning \u003C\u002Fspan>\u003Ca href=\"\u002Fdigital-marketing\u002F\">\u003Cspan style=\"font-weight: 400\">digital marketing agency\u003C\u002Fspan>\u003C\u002Fa>\u003Cspan style=\"font-weight: 400\"> that provides services\u003C\u002Fspan> that provides services including \u003Ca href=\"\u002Fdigital-marketing\u002Fstrategy\u002F\">Strategy\u003C\u002Fa>, \u003Ca href=\"\u002Fseo\u002F\">SEO\u003C\u002Fa>, \u003Ca href=\"\u002Fpaid-media\u002Fppc\u002F\">PPC\u003C\u002Fa>, \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO\u003C\u002Fa>, \u003Ca href=\"\u002Fpr-social\u002Fdigital-pr\u002F\">PR\u003C\u002Fa>, \u003Ca href=\"\u002Fanalytics\u002F\">Analytics\u003C\u002Fa> and \u003Ca href=\"\u002Fmedia-solutions\u002Fmedia-effectiveness\u002F\">Media Effectiveness\u003C\u002Fa> to its wide range of clients. Browse our latest thinking around digital marketing below, or \u003Ca href=\"\u002Fget-in-touch\u002F\">get in touch\u003C\u002Fa> to discuss how we can help you.\u003C\u002Fp>","digital-marketing","category",[],{"sub_title_override":52,"title_override":52,"hidden":7},[],96,"Digital Marketing Blog | Tips, Advice & Guides | Impression",[192,194,197,200,203,206,209,211,213,215,218,221,224,227,230,233],{"property":193,"content":190},"title",{"property":195,"content":196},"description","Keeping up to date with the latest digital marketing trends, strategies, and announcements can be difficult. 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