Weekly Marketing Round‑Up (29 July – 5 August 2025)

AI Max: Intent‑based ads

The Boston Institute of Analytics noted that on 31 July, Google quietly rolled out AI Max, an intent‑based advertising feature that targets people based on what they mean rather than what they type[16]. AI Max uses Google’s machine learning to infer user intent from search queries and broader data, allowing advertisers to serve ads tailored to users’ professions or lifestyle. For example, a search for “best shoes for standing all day” might indicate the user is a nurse or teacher, prompting ads for supportive footwear[17]. The feature is still in beta and available at the ad‑group level, but the direction is clear: move beyond keywords to context[18].

Suggested actions to carry out

1. Rethink keyword‑only strategies – start planning campaigns around user intent rather than focusing solely on phrases. Create ad groups that reflect personas and contexts.
2. Leverage first‑party data – AI Max benefits from rich data sets. Use customer relationship management (CRM) data and consented first‑party insights to inform your ad targeting while respecting privacy laws.
3. Strengthen creatives – with more personalised ads, ensure your messaging speaks to individual pain points. Test variations to see what resonates with different segments.

Simplifying healthcare ad enforcement

Google announced that it will remove the Restricted Medical Content label from its Healthcare and Medicines policy in August 2025[19]. The change is an internal enforcement update rather than a policy shift: certified advertisers will still need to meet all requirements to target prescription drug keywords[20]. Google emphasised that the update is intended to streamline enforcement processes without altering permissions[19]. Advertisers will receive a warning at least seven days before account suspension during the transition[21].

Suggested actions to carry out

• Stay compliant: Healthcare advertisers should review current certification and ensure compliance with Google’s broader health advertising rules[22].
• Monitor approval times: The simplification may reduce approval delays[23]. Track any changes to your campaign timelines and be ready to troubleshoot if ads are rejected.
• Educate clients: Agencies working with healthcare clients should communicate that the underlying rules remain unchanged. This reduces confusion and maintains trust.

A press release summarised by Reuters (EZ Newswire) explained how generative AI and the Search Generative Experience (SGE) are reshaping SEO[10]. Structured data feeds large language models, while AI‑driven analysis reveals optimisation moves. Several digital agencies shared insights:

• com emphasised that semantically clean websites and valid code help AI search assistants understand your content[30].
• de combines traditional on‑page signals with AI‑powered audits and prompt‑based content scoring[31]. It uses ChatGPT and Gemini relevance tests to align keywords with user intent.
• com uses proprietary AI models to dynamically adjust budgets and bids in response to real‑time conversion signals[32]. The company plans to launch a predictive bidding system as SaaS.
• Sunset Digital has seen a 40% increase in requests for AI mention audits since the start of 2025 and monitors brand mentions in AI models[33].

Experts predict that AI will move beyond content optimisation to deliver personalised AI experiences, where brands appear in AI agents as recommended products or shopping assistants[34]. To be recognised, businesses must ensure their data is structured, open and accurate[35].

Suggested actions to carry out

1. Audit your website – check that code is valid, headings are clear and schema markup covers products, FAQs and articles. Tools like Google’s Search Console and AI audits can highlight issues.
2. Use AI relevance testing – incorporate prompt‑based evaluations to see how well your content answers likely questions. Adjust content to fit user intent.
3. Track AI mentions – monitor how your brand appears in AI‑generated responses and adjust messaging accordingly. Being referenced in AI Overviews can drive awareness even if it doesn’t yield a click.

Broader AI news with marketing implications

MarketingProfs’ AI Update curated news from the past two weeks. Several items have direct implications for marketing:

1. Anthropic overtakes OpenAI in enterprise market share – Enterprises now prefer Anthropic’s Claude models for reliability, safety and coding tasks[36]. For marketers, this signals a diversification of AI providers. When choosing language models for chatbots or content generation, evaluate providers beyond the mainstream.
2. Meta AI shows signs of self‑improvement – Meta CEO Mark Zuckerberg claimed that Meta AI is independently improving[37]. Experts warn about insufficient safeguards, raising ethical issues. Marketing leaders should consider ethical frameworks and data governance when adopting advanced AI systems.
3. US AI policy changes – The US administration plans to ingest all federal data into US‑built models while restricting chip exports[38]. Such policy shifts can influence cross‑border data usage and availability of AI models. Multinational marketers need contingency plans for technology sourcing.
4. Microsoft tests Copilot smart mode ahead of GPT‑5 – Microsoft is testing a mode that automatically selects the best AI model for tasks, hinting at integration with GPT‑5[39]. Smarter assistants could improve marketing automation and content generation but require careful prompt engineering.
5. Study on jobs most affected by AI – Microsoft analysed 200,000 Copilot conversations and found that roles involving information communication are most impacted by AI, whereas physical labour roles are less affected[40]. Marketing teams should identify tasks that can be automated and upskill staff accordingly.
6. Adobe’s Firefly upgrades to Photoshop – Adobe added Generative Upscale, Harmonize and improved object removal features[41]. These tools let designers quickly enhance images, blend objects seamlessly and replace backgrounds, reducing manual workload. Marketing teams can produce higher‑quality creative assets faster.
7. AI tools for neurodivergent users – Reuters highlighted that individuals with autism and ADHD use AI chatbots to improve communication[42]. Brands should consider accessibility in AI deployments, designing chatbots that support diverse communication styles.
8. Ethical guidance from Pope Leo XIV – The Pope urged developers to use AI to protect human dignity and reject divisive individualism[43]. While this may seem tangential, ethical expectations can affect public sentiment; brands should communicate responsible AI use.
9. China proposes global AI cooperation and builds domestic alliances – Chinese officials called for an international body to coordinate AI governance[44], and domestic firms formed alliances to build AI ecosystems[45]. Growing regional ecosystems may diversify AI tools available to marketers worldwide.

Suggested actions to carry out

• Diversify AI partners: Evaluate AI providers beyond the default choice to reduce dependency and improve safety.
• Establish ethical guidelines: Develop internal policies for AI usage, including data protection, fairness and transparency. Highlight your commitment to responsible AI in communications to build trust.
• Upskill your team: Identify tasks that can be automated and train staff for higher‑value activities. Provide training on prompt crafting and AI oversight.
• Invest in creative tools: Use AI‑powered image and video tools to speed up campaign production, freeing resources for strategy and testing.
• Design inclusive experiences: Consider neurodivergent users when deploying chatbots or interactive content. Simpler interfaces and clear language can broaden your audience.

Friday checklist

For business owners and marketers, here is a checklist for the week ahead:

1. Review your website’s structure: Ensure schema markup is in place and pages are easy for AI to parse.
2. Test new advertising options: Experiment with AI Max (if available), retail media platforms or conversation ads to diversify your channel mix.
3. Stay compliant: Healthcare advertisers should review Google’s policies; all advertisers should monitor changes to privacy and data usage rules.
4. Audit your AI use: Check that your AI‑powered tools align with ethical guidelines and consider diversifying providers.
5. Plan for team development: Allocate time for staff to learn about prompt design, AI oversight and new creative tools.

Integrate these insights and actions into your marketing strategy and stay ahead of the curve while maintaining control and responsibility. See you next Friday for another roundup.