In June, Lisbon and Porto bid farewell to the smell of grilled sardines and street parties, Portugal lifted the Nations League trophy, and temperatures rose significantly. But if you think the heat is only outside, think again: here in the digital world, AI, social media, and automation continue to boil.
Between updates that continue to challenge traditional SEO, new ad features, AI tools spreading across all platforms, and TikTok increasingly focused on sales, there's a lot melting away, starting with a lot of people's organic traffic! Maybe it's time to go ahead with that podcast or jump right into Trump's favorite network, following Truth Social.
This is our summary of what really made an impact this month, with context, impact, and practical ideas you can apply right away.
1. Artificial Intelligence and Automation
The impact of AI on digital tools continues unabated. In this chapter, we bring you the latest changes to Google platforms, from search to Gmail to YouTube, and what this means for your visibility, automation, and data analysis.
What happened?
- About 49% of Google searches already display AI Overviews, which reduce CTR by up to 57%, despite increasing impressions by ~49%. A kind of give-and-take that has left GA4 flashing red.
- YouTube is also testing a new format: AI Carousel, which displays videos suggested by artificial intelligence at the top of the search results, reinforcing Google's commitment to direct and contextual responses.
- Gmail now automatically adjusts the tone of your replies. Watch out for unexpected changes!
- Gemini is already being integrated into Maps, Docs, and Photos, anticipating a leap in intelligent automation within Google tools.
Why it matters
These changes show how AI is reshaping the digital ecosystem: from how people search to how brands measure results and interact with everyday tools.
Challenge
Fewer clicks on websites means less traffic, even with a good ranking on Google.
Opportunity
With more useful and reliable content, you have a better chance of being highlighted by AI. Maybe it's time to start putting into practice strategies that have been put on the back burner... like that podcast or joining TikTok?
What you can do in practice:
- Rewrite pages with objective questions and answers, lists, and concrete examples.
- Reinforce signs of trust: authors, testimonials, external sources.
- Stay tuned for new Gemini integrations in everyday tools.
Sources:
- AI Overviews Xponent21
- YouTube AI Carousel Economic Times
- Gmail Tone Matching The Verge
- Gemini in Maps, Docs, and Photos Google Blog
- GA4 Key Events Update Google Support
2. Instagram, Facebook, and WhatsApp
Meta continues to integrate AI into its platforms and launch tools that promise to facilitate content creation, automate responses, and optimize campaigns. In this section, we bring you the most relevant news and how it can be applied to your business.
What happened?
- The Instagram Edits app continues to be updated (every single week) with new effects and creative filters powered by AI.
- Meta AI has been integrated with Instagram, Messenger, and WhatsApp, with automatic content suggestions, editing, and voice interactions.
- WhatsApp has launched the first AI summaries for active groups (available in the US, in English... for now).
- Meta has introduced Opportunity Score: a new metric (0–100) that assesses the potential for improvement in your advertising campaigns.
- Other new features: Value Rules, voiceover with automatic translation, expansion of the commercial verification seal, and the Early Access Program.
Why it matters
Meta is evolving into an ecosystem of AI-powered creation, management, and automation. Opportunity Score can help you identify blind spots or areas for optimization.
Challenge
It's easy to lose focus when trying to use everything at once, and blindly following automatic recommendations can lead you down less relevant paths. Don't forget... at the end of the day, platforms want to become more profitable, so not everything they invite you to do will necessarily be beneficial for your brand.
Opportunity
Choosing the right tools and integrating them into your strategy with control and understanding can improve performance and give you a real competitive advantage.
What you can do in practice:
- Try out the new Instagram Edits filters for more dynamic reels.
- Use Meta AI to generate captions, content ideas, or interactions in DMs.
- Evaluate your Opportunity Score and compare it with your own data. Use it as a reference, not as a rule.
- Explore Value Rules to customize bids.
- Enable translated voiceovers in multilingual campaigns.
- If you are a verified brand, take advantage of the extra visibility. If you are not, maybe it's time to add it to your monthly budget...
Sources:
- Instagram Edits Beebom
- Meta AI App Meta
- WhatsApp Summaries Cinco Días
- Opportunity Score Goal for Business
3. SEO and Organic Search
The way users interact with search engines is changing. Fewer clicks, more instant answers. This section explores the impacts of this trend, Google updates, and what you can do to remain relevant and visible.
What happened?
- Approximately 58–60% of Google searches do not generate any clicks, known as "zero-click searches."
- Google continues to reinforce the E-E-A-T model and Core Web Vitals as ranking and trust criteria.
- The concept of GEO Generative Engine Optimization is gaining traction, optimizing content for AI beyond traditional search.
Why does it matter?
Even good content needs to adapt to the new way information is served to users.
Challenge
Organic visibility no longer means visits; you need to create relevant and trustworthy content.
Opportunity
Clear, useful, and reliable content is more likely to be highlighted by AI.
What you can do in practice:
- Use question-and-answer format with objective subtitles.
- Includes bullet points, testimonials, and identifiable authors.
- Improve your website's speed and stability (Core Web Vitals).
Note: In July, we will discuss this in more detail and how you can reposition your SEO strategy.
Sources:
4. Google Ads: automation in full force
Google's commitment to advertising automation shows no signs of slowing down. With the launch of AI Max and improvements to Performance Max campaigns, the focus is on making it easier to create and manage campaigns with less manual intervention and more artificial intelligence.
What happened?
- Google has launched AI Max for Search in beta, promising more effective campaigns with less effort.
- It is now possible to see ads in AI Overviews, a new premium space in search results.
- Performance Max campaigns continue to evolve, with reports by channel and more control over negative keywords.
Why it matters
Automation is taking over Google Ads, and knowing how to feed AI systems well is more important than ever.
Challenge
Without good inputs (segmentation, creatives, objectives), AI can waste budget. Yes, it's true. There are still no miracles.
Opportunity
Get a firm grip on your mailing list and your website signals. Strategic managers who master the new features can scale campaigns quickly and with greater control.
What you can do in practice:
- Test AI Max, but review the results critically.
- Create robust lists of negative keywords.
- Use the new reports to see where your money is being invested.
Sources:
- AI Max Accelerated Digital Media
- Advertisements in AI Overviews Search Engine Land
- Google Ads Performance Max
5. TikTok: trends and social commerce
TikTok continues to evolve as a channel for discovery and conversion, with new AI tools and lead generation features. Here are the hottest news and two trends you can take advantage of right now in your communications.
What happened?
- TikTok Shop has surpassed 1 billion global users and grown 120% in sales in the US. Important: it is not yet available in Portugal, but we will not give up on equal access!
- The platform has launched AI tools to generate videos from static images, creating animated Stories based on photos. This feature is now available in Portugal.
- New lead generation tools are being implemented directly in DMs and livestreams, available globally.
Why it matters
TikTok is no longer just a channel for notoriety (or for kids); it's a channel for sales and leads (the good kind!). New tools make it easier to capture contacts and extend the life cycle of content.
Challenge
It requires constant adaptation to the language and rhythm of the platform. Content that is too "corporate" continues to have little reach. But it is possible. Believe it. It is possible!
Opportunity
With the new tools, brands can generate results with less production and more automation.
What you can do in practice:
- Test the functionality of AI-generated videos to transform photos into dynamic content.
- Use DMs and live streams to capture leads directly.
- Create content tailored to current trends with a focus on storytelling.
- Consider a smart repurposing strategy: transform content from other platforms into native formats.
Trends of the month:
- “Fast Cuts POV”: fast-paced videos that simulate the creator's point of view in exaggerated or funny situations, with synchronized subtitles. How to use it for your brand: show a day in the life of an employee, a service in 30 seconds, or behind the scenes of an event with quick cuts and informal subtitles. Ideal for grabbing attention in the first 3 seconds.
- “If I Were…”: creators explore alternative scenarios such as “if I were CEO,” “if I had been born in the 80s” — generating identification and sharing. How to use it for your brand: create a video with an employee or customer saying “if I were a customer of the competition…” or “if I had discovered this brand earlier…”, using humor or creative comparison.
Sources:
- TikTok Shop TikTok Newsroom
- AI Video Tools + Lead Generation TikTok for Business
- Social Commerce Econsultancy
🧠 Need help turning updates into real growth? We're here to help you move from scrolling to strategy.
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