Nội dung
- ChatGPT tests expanding its role in advertising with an overview tab, drafts and new formats
- YouTube expands Ask YouTube AI search experience to U.S. desktop users
- Google expands public labels for AI-generated ads across Search, YouTube and Discover
- The new competition is in the “AI decision layer,” not just search results
- A Google Business Profile review display bug could distort local trust
- Google drops “Next” from Merchant Center, unifying the platform name
- Generative AI reporting in Search Console begins expanding beyond the UK
- Google Ads tests showing favicons in sponsored result sitelinks
- What this means for the Vietnamese market
- References
The SEO market is entering a phase of change faster than usual as Google, YouTube and AI tools continuously test, expand features and tighten how information is displayed. For Vietnamese marketers, this is not just a tool update, but also a signal that search behavior, advertising and performance measurement are shifting very strongly.
- Key points:
- Google and YouTube continue to expand AI display layers, directly affecting how users search and make decisions.
- Updates to advertising, Merchant Center and Search Console show that the search ecosystem is being restructured in an “AI-first” direction.
- The experience on Google Business Profile, Google Ads and search results is seeing more new interface tests, affecting CTR and user trust.
- Vietnamese businesses need to closely monitor traffic sources, visibility data and brand credibility across both search and AI platforms.
ChatGPT tests expanding its role in advertising with an overview tab, drafts and new formats
According to Search Engine Land, ChatGPT Ads is being tested with a series of notable changes such as a new overview tab, ad draft suggestions and additional new ad formats. Although it is not yet a common standard in the market, this move shows that AI platforms are moving further from a content-support role to directly participating in the advertising ecosystem.
For marketers, the biggest significance lies in the fact that AI tools can not only help create content but also shape how ads are built, presented and optimized. That forces marketing teams to prepare a new way of working: optimizing for traditional ad platforms while also learning how to operate in an environment suggested and organized by AI.
Source: Search Engine Land, “ChatGPT Ads new overview tab, suggested ad drafts, new ad formats and more”.
YouTube expands Ask YouTube AI search experience to U.S. desktop users
Search Engine Land says the Ask YouTube AI search experience has been expanded to desktop users in the U.S. This shows that YouTube continues to upgrade its role from a video platform to a new starting point in the information search journey.
For SEO and content marketing, this change is highly notable because users are no longer just “watching videos” but are “asking” YouTube in a way that is closer to traditional search queries. With AI placed at the center of the experience, video content has a chance to be recommended by context rather than by keywords alone. Brands doing video SEO need to pay more attention to content structure, titles, descriptions and the ability to answer viewers’ questions directly.
Source: Search Engine Land, “Ask YouTube AI search experience expands to U.S. desktop users”.
Google expands public labels for AI-generated ads across Search, YouTube and Discover
Google is expanding notices and disclosure labels related to AI-generated ads across Search, YouTube and Discover, according to Search Engine Land. This is an important step as users increasingly care about the transparency of advertising content and how AI is involved in message creation.
For advertisers, this change is a reminder that performance comes not only from personalization but also from trust. As users can more clearly see which content is created or assisted by AI, brands need to focus on creative quality, honesty and relevance to the display context. Transparency is no longer a “nice to have” but is becoming part of the modern ad experience.
Source: Search Engine Land, “Google expands AI ad disclosures across Search, YouTube, Discover”.
The new competition is in the “AI decision layer,” not just search results
The analysis “Winning the AI decision layer: From AI discovery to agentic commerce” on Search Engine Land emphasizes that AI and autonomous agents are gradually becoming the intermediary layer that decides which brands are recommended, compared or even purchased. In other words, the game is no longer only about ranking position, but about whether AI systems see your brand as a trustworthy choice.
The article cites data from Adobe and Salesforce to show the growing influence of AI in digital commerce, but what matters more for marketers is the logic behind it: AI evaluates trustworthiness, relevance, authority and transaction readiness before making recommendations. Businesses therefore need to invest simultaneously in content, structured data, brand coverage and credibility across multiple verified sources.
Source: Search Engine Land, “Winning the AI decision layer: From AI discovery to agentic commerce”.
A Google Business Profile review display bug could distort local trust
Search Engine Roundtable reported a new bug on Google Business Profile that caused many business owners to see the message “You have no reviews yet” even though they actually had reviews. This may seem minor, but it can have a major impact on businesses that depend on local credibility, especially stores, service providers and restaurants.
In local SEO, reviews are an extremely important signal for building trust and driving conversions. A display bug like this not only confuses business owners but also disrupts the experience of users who are considering a purchase. For marketers, it is a reminder to closely monitor business profile status and quickly record any anomalies on Google’s platform.
Source: Search Engine Roundtable, “New Google Reviews Bug: You Have No Reviews Yet”.
Google drops “Next” from Merchant Center, unifying the platform name
Google has officially removed the “Next” suffix and now simply calls the platform Google Merchant Center, according to Search Engine Roundtable. This is not a major functional change, but it is an important shift in product positioning and brand recognition within Google’s ecosystem.
For e-commerce and product SEO teams, the rename may not affect existing accounts or settings, but it will help Google’s documentation, interface and communications feel more consistent. In day-to-day operations, marketers should update internal documents, workflows and tool naming to avoid confusion between old and new versions.
Source: Search Engine Roundtable, “Google Merchant Center Next Is Now Just Google Merchant Center”.
Generative AI reporting in Search Console begins expanding beyond the UK
Search Engine Roundtable says Google is expanding controls and reports related to Search Generative AI in Search Console beyond websites in the United Kingdom. If this feature previously appeared mainly on .co.uk sites, there are now signs that it is appearing on some websites in the U.S. and other countries.
This is a very notable signal for SEO professionals because it shows Google is gradually bringing the AI layer into its official measurement system. As this report becomes more widespread, businesses will have more basis to understand how their content appears in AI-assisted search experiences. In the short term, SEOs should closely watch changes in impressions, traffic and how Google interprets content in the context of AI-generated answers.
Source: Search Engine Roundtable, “Google Search Generative AI Controls Rolling Out Beyond UK Sites”.
Google Ads tests showing favicons in sponsored result sitelinks
Search Engine Roundtable spotted Google Ads testing the display of favicons directly in the sitelinks section of sponsored results. Previously, favicons usually appeared only in main results or a few more familiar placements; this test shows Google is continuing to optimize how users recognize brands in advertising space.
In terms of performance, favicons can help improve recognition, create a sense of consistency and make expanded ad links stand out. But for marketers, the key point is to ensure brand identity is aligned across all digital assets, from the website and ads to search results. Even a small detail like a favicon can affect trust and click-through rate.
Source: Search Engine Roundtable, “Google Ads Tests Favicons In Sponsored Results Sitelinks”.
What this means for the Vietnamese market
For businesses and agencies in Vietnam, these updates show that SEO is moving very quickly toward a model that optimizes for both search engines and the AI-driven decision layer. Not only does content need to be better, but business data, local reviews, brand assets and trust signals must also be standardized consistently.
As Google and other platforms continue testing interfaces, AI labels and new display methods, Vietnamese marketers should prioritize three things: regularly tracking traffic and CTR fluctuations, optimizing business information to avoid display errors, and building content that AI can understand, summarize and recommend in the right context. This will be a clear competitive advantage over the next 6–12 months.
See more marketing news and guides at https://marketing365.vn.
Follow more updates from Marketing365 to stay on top of the latest marketing trends.
Read more articles in the same category Digital Trends.
This article focuses on SEO news with a perspective for the Vietnamese market.
References
- ChatGPT Ads new overview tab, suggested ad drafts, new ad formats and more
- Ask YouTube AI search experience expands to U.S. desktop users
- Google expands AI ad disclosures across Search, YouTube, Discover
- Winning the AI decision layer: From AI discovery to agentic commerce
- New Google Reviews Bug: You Have No Reviews Yet
- Google Merchant Center Next Is Now Just Google Merchant Center
- Google Search Generative AI Controls Rolling Out Beyond UK Sites
- Google Ads Tests Favicons In Sponsored Results Sitelinks
