Big platform updates don’t just change dashboards, they directly affect where and how customers discover your brand.
Meta
What’s New: Meta has opened its ad ecosystem to third-party AI tools
including ChatGPT and Claude, via a new AI Connectors programme in
open beta. Advertisers can now manage campaigns, pull cross-channel
insights, and optimise spend directly through their preferred AI tools, without leaving their existing workflow.
→ Take Action: More automation means more speed, but also more room
to scale in the wrong direction, fast. As AI handles more of the execution
layer, the value of having experienced eyes on strategy, creative, and
performance interpretation only increases. The question isn't whether to
use these tools. It's whether the thinking behind them is sound.
What’s New: Google has made ads inside AI Mode a primary placement in
2026. Shopping ads now appear directly inside conversational AI search
results, and AI Max campaigns have removed keyword targeting entirely,
using Gemini to match ads to landing pages based on user intent signals.
→ Take Action: This is a structural shift in how search works, not just a new
ad format. Brands that show up in AI Mode will be the ones with clean,
well-organised product data and strong landing page content, the
foundations that determine whether Google's AI can even find you.
Platform: Klaviyo
What’s New: Klaviyo can now turn Instagram comments into subscribers.
When someone comments on your post, they automatically receive a DM
with an opt-in link – adding them to your email, SMS, or WhatsApp list
without leaving Instagram.
→ Take Action: Social reach means nothing if you can't follow up. This
turns a fleeting moment of engagement into a customer relationship
you actually own. The opportunity is real, but only if the flows and strategy
behind it are setup to convert it.