Insights From The Future

This week, Google collapsed the funnel into a single AI-driven pane, deprecated search schema without warning, and made organic reach contingent on dialogue. If your team treats these as separate updates, you're already behind. Here's what changed, why it matters, and how to respond.

The marketing ecosystem is accelerating again. Google, Meta, TikTok, and the analytics stack all pushed updates that reshape data flow, creative velocity, automation, and organic visibility. In Nova, Volume 3, FTF breaks down the platform moves that matter, why they change your funnel, and how to stay ahead as marketing enters its next evolution.

AI isn’t coming for marketing. It’s already here. In the past week, WPP launched self-serve AI creative tools, Google’s data reporting froze, and automation reached new heights with Pomelli and API-powered campaign generation. Volume 2 of Nova breaks down what happened, why it matters, and how to stay ahead as AI takes the wheel.

Google's AI Overviews are facing EU legal challenges as publishers protest traffic loss, and it's already impacting organic CTR. Meanwhile, Google Ads API v22 brings generative creative tools (and broken scripts), YouTube gets attribution credit, and Meta's AI starts using chat data to personalize feeds. Here's what changed this week and what to do about it.