Streets Ahead: Google’s AI Driven Search, Apple Business Connect
In this week’s Streets Ahead update, we discuss Google’s new AI-driven search features and updates to Apple Business Connect that expand business presence to the Apple ecosystem.
Google Introduces New Search Features
The News Google is introducing AI-driven enhancements to its search features, focusing on providing diverse and intuitive ways for users to interact with information:
- Visual and Voice Search with Google Lens: Google Lens has become a popular tool, especially among younger users, for visual and voice-based searches. Users can now point their cameras or speak queries to receive AI-generated insights. This also includes AI’s ability to interpret objects in videos, allowing users to ask questions about moving elements.
- Enhanced Shopping Experience: Shopping through Google Lens has been refined, enabling users to identify, compare, and explore products they see in the real world more seamlessly.
- AI-Organized Search Results: Google is applying AI to better organize information for open-ended searches. For example, AI-enhanced recipe searches allow users to explore meal ideas more efficiently. These AI-driven summaries are starting to direct more traffic to websites, as Google’s Overviews include prominent links.
- AI-Driven Ads: Google is experimenting with integrating ads into these AI Overviews, making it easier for users to find relevant products and services during their search journey. This change aims to blend AI-generated content with commercial offerings, enhancing the shopping experience.
Why This Matters For marketers, these advancements from Google are significant. AI-driven search capabilities offer an opportunity to enhance visibility, allowing a broader range of content to be highlighted. With the integration of ads into AI Overviews, marketers gain a more direct route to connect with users, making it vital to optimize content for these new AI-driven formats and utilize emerging touchpoints in search. This evolution emphasizes the need for tailored content strategies to stay competitive in an AI-enhanced digital landscape.
Apple Unveils New Tools to Enhance Local Business Presence
The News Apple has broadened its suite of business tools via Apple Business Connect, aimed at boosting local visibility across its ecosystem. Initially centered around managing listings on Apple Maps, Business Connect now extends to apps like Siri, Spotlight, Safari, and more. This expansion allows businesses to personalize their profiles with elements such as logos, cover photos, and promotions, while also adding service-specific action buttons like “order pickup.” Notably, these tools are accessible to all businesses, including those without a physical location, supporting fully online and service-oriented companies in connecting with local audiences.
Beyond local presence, Apple is enhancing branded interactions across its products. Features such as Branded Mail, Tap to Pay, and anticipated integrations with the Apple Phone app enable businesses to strengthen their identity during customer engagements. For example, branded emails can include logos and customized headers, and payment interfaces will display recognizable business names and icons, fostering consumer trust. Additionally, Apple’s platform offers insights into customer interactions, enabling businesses to refine their strategies and better understand user behavior across the Apple ecosystem.
Why This Matters These tools are essential for marketers as they open up new opportunities to boost brand visibility and credibility across one of the most influential digital ecosystems. With Apple’s platform reaching over a billion devices, it’s a critical area for businesses to manage both local and digital presence. These innovations allow marketers to enhance brand recognition, engage customers more effectively, and establish trust through Apple’s vast network of apps and services.