Google AI Mode and ChatGPT changes reshape how brands are tracked and cited
Google has begun feeding fake data and paywalls into third-party rank tracking tools, disrupting keyword tracking for SEO teams. The company also launched Gemini 4 Argon inside AI Mode and made further changes to links in AI Mode and AI Overviews, though it will not expose click data for those links.
Google is testing an AI Mode left sidebar on the main search results page and has confirmed that Discover will become a personalised concierge. Bing is experimenting with Microsoft-Decision-1 and has added a Topics Portfolio to its Webmaster Tools AI reporting.
On the advertising side, Google Ads is rolling out channel prioritisation and budget allocation controls, a combined search terms and ad combinations report, and automotive model feeds for vehicle top ads. The Google Ads API will now update twice a month instead of once, and version 26 is available.
OpenAI has dropped UTM parameters from ChatGPT results and is assigning ChatGPT Ad Manager representatives to advertisers. For brands trying to earn citations in AI answers, the loss of UTM tracking removes a key way to attribute traffic from ChatGPT, while Google's AI Mode link changes keep click data out of reach.
Reported by Search Engine Roundtable ↗
Topics: AI Mode, ChatGPT, Measurement