Ready for May's highlights (and lowlights)?

Let's dive into the developments that will define your strategy this month. Featuring news on Google's Gemini integration, Instagram's original content shift, and a massive 48% conversion boost from AI-driven traffic.

The digital landscape is moving faster than ever, and May has been a full month for anyone navigating the intersection of search, AI, and social media.

Ready for the highs (and lows) of May’s digital marketing news?

The TL:DR you need:

  • AI search traffic is converting 48% better than traditional traffic, though accuracy issues persist with fake brands and declining citation counts.
  •  Gemini is now integrated directly into Chrome and Google Maps, while Microsoft Clarity is offering deeper insights into how AI bots cite your content.
  •  Instagram is aggressively cracking down on aggregator accounts to favour original creators, while LinkedIn is seeing a massive engagement lead for document-based carousels. Reddit is rapidly becoming a primary search engine with a 30% jump in search volume, while the legendary Ask Jeeves has officially shut down.

AI Search News for May

The integration of AI into browsing is accelerating, but transparency and accuracy remain works in progress.

  • Brand Integrity and Accuracy: A study by SE Ranking revealed that AI search engines can still be manipulated by fake brands. Perplexity was the fastest to index new content, while Gemini was the most likely to misidentify brands.
  • Monitoring AI Citations: Microsoft Clarity is expanding its AI Visibility features, allowing webmasters to see exactly which of their pages are being cited by bots and how often they appear in AI-driven answers.
  • Browsing Experience: Chrome has begun a worldwide rollout of Gemini, adding an “Ask Gemini” button to the interface. Additionally, a new AI Mode side-by-side view allows users to open web pages within the same tab to keep browsing seamless.
  • Local and Retail Features: “Ask Maps” is now live for all users in the US and India, providing Gemini-powered local recommendations. Meanwhile, Bing Shopping is testing AI-based recommendation carousels with top-right citations, and Google has enabled “agentic” restaurant bookings through partners like OpenTable.
  • Data and Advertising Trends: Analysis from Lily Ray and Olivier de Segonzac shows ChatGPT’s latest model provides 20% fewer citations than previous versions. On the business side, OpenAI’s new OAI-AdsBot suggests the platform is preparing for deeper ad integration.
  • Performance Metrics: AI traffic is proving highly valuable, converting 48% better than non-AI traffic for US retailers. Nearly 40% of customers surveyed admitted to using AI tools for shopping.

Trad Search News for May

Traditional search platforms are experimenting with UI changes and transparency features to keep up with shifting user expectations.

  • SERP Innovations: Google is testing the full integration of AI Mode into the main “All” search tab, moving it from a separate feature to a core component. Bing is also testing nearly transparent “Sponsored” labels, continuing their trend of subtle ad styling.
  • New Content Formats: Google is expanding “Audio Overviews” to more users outside of Search Labs. In Germany, Google Business Profiles now display how many reviews have been deleted due to violations of local defamation laws.
  • Analytics and Tools: In a move toward simplification, Google has rebranded Looker Studio back to its original name, Data Studio. In the UK, regulations have shifted to allow certain performance and optimization cookies to be set without prior consent.
  • End of an Era: After 25 years in the industry, the pioneer search engine Ask Jeeves has officially closed its doors.

Social Media & Platform Updates for May

Meta Updates for April

Meta is doubling down on original content and enhancing the direct communication tools on both Instagram and Threads.

  • Instagram’s algorithm now prioritises original creators, making aggregator accounts that repost content ineligible for recommendations. Adam Mosseri noted that raw, creative messages often resonate more with audiences than high-production value.
  • New tools include a native teleprompter for Reels, the ability to schedule “trial” Reels, and a potential voiceover feature for Stories. Users can also now edit comments and may soon be able to edit Stories after they are live.
  • Instagram is selling “Trending Ads” for viral cultural moments and confirmed that “likes” are best for nurturing current followers while “shares” drive reach to new audiences.
  • Threads is continuing to evolve, bringing DMs to the desktop version and testing “Live Chats,” which function like Broadcast Channels where subscribers follow a conversation between designated collaborators.YouTube Updates for April

YouTube, TikTok and LinkedIn Updates for May

Video and professional platforms are evolving to include AI assistance and more structured content delivery.

  • YouTube: The platform is testing “Ask YouTube,” an AI chatbot search tool. To compete with traditional television, they are launching “Stations,” beginning with Coachella TV. Creators also gained the ability to “like” comments in bulk.
  • TikTok: Brands can now better manage discovery by blocking or suggesting specific keywords for their videos. TikTok is also expanding its partnership with HubSpot for ad management and has begun developing its own original TV shows.
  • LinkedIn: Documents, aka carousels, continue to lead the platform in engagement. LinkedIn is also moving away from spontaneous livestreams, requiring all “Lives” to be scheduled in advance.

More Social Media Updates for May

The broader social landscape is seeing a shift toward curated content and a decline in public posting.

  • Search and Citations: Reddit, YouTube, and LinkedIn are currently the three most-cited domains in AI search results. Reddit specifically has seen a 30% year-on-year increase in users utilising it as a search engine.
  • User Behaviour: Data from Ofcom shows that public posting in the UK has dropped to 49%, down from 61% in 2024. While social media remains the top source for news among Gen Z, overall trust in social media news has declined due to “AI slop” and misinformation.
  • Emerging Apps: New entries include “SaySo,” a short-form video app focused on news trust, and “Divine,” which offers an archive of half a million original Vine videos. Netflix has also launched “Clips,” a TikTok-style feed to help users discover content.

Come back in June for all the latest news and updates.