AI Marketing Pulse: Key Developments from 17 June 2025

Ahrefs' research shows marketers using AI content are seeing modest gains in growth, but not without nuance. Meanwhile, tools from Semrush and Reddit suggest we’re only scratching the surface in understanding where traffic originates and what users actually want.Google Ads' move to bring Target CPC to Demand Gen and Salesforce’s warning over CRM AI reliability both indicate a broader pattern — automation without control isn’t the solution. You still need skilled humans steering the ship.And perhaps most surprisingly, soft skills made a comeback this week. In an age of AI and data overload, the ability to empathise, narrate, and adapt may be your most strategic asset.AhrefsWelcome to Zero-Click Search. Please Leave Your Traffic at the Door.Louise Linehan examines how the rise of zero-click searches and AI-powered features are reducing website traffic from Google. The article outlines the main drivers, including AI Overviews and SERP features, and offers seven practical responses for marketers, such as focusing on product-led content and human-driven research.Why It Matters:Web traffic is declining not due to ranking drops, but because users are getting answers on the SERP itself.Suggested Actions:* Shift focus toward product-led content with embedded CTAs* Create standout content not easily summarised by AIRead the articleAuthor: Louise LinehanThe Great Decoupling (or Why Your Clicks Are Down and Impressions Up)Ryan Law analyses the disconnect between rising impressions and falling clicks in Google Search Console data. The shift is attributed to AI Overviews, which generate more impressions but fewer clicks, and changes in user behaviour. Law suggests adapting strategies to account for this new reality in SEO performance measurement.Why It Matters:AI Overviews are inflating impression counts but absorbing user intent, which skews performance insights.Suggested Actions:* Redefine success metrics beyond CTR* Use scroll depth and on-page engagement to benchmark impactRead the articleAuthor: Ryan LawWebsites Using AI Content Grow 5% Faster [+ New Research Report]Ryan Law presents findings from a survey of 879 marketers, showing that websites using AI-generated content have grown 5% faster on average. The report covers ranking performance, perceived risks, and the comparative value of AI versus human-created content.Why It Matters:AI content, when used well, can scale efficiently — but quality and originality still matter.Suggested Actions:* Experiment with AI for early drafts, human for editing* A/B test content types to track impactRead the articleAuthor: Ryan LawSearch Engine Land3 soft skills that are critical for SEOs in 2025Rob Tindula discusses the importance of soft skills for SEOs, highlighting the need for storytelling, empathy, and adaptability. As technical and AI-driven tasks increase, the ability to communicate insights, understand audiences, and respond to change is becoming essential.Why It Matters:AI can optimise, but it can’t persuade. Human insight is still your differentiator.Suggested Actions:* Train SEOs in presentation and narrative-building* Encourage cross-team collaboration to broaden perspectiveRead the articleAuthor: Rob TindulaTarget CPC bidding comes to Google Ads Demand GenAnu Adegbola reports on Google’s introduction of Target CPC bidding for Demand Gen campaigns. This update gives advertisers more automated control to achieve clicks at a consistent average cost, supporting more predictable campaign outcomes.Why It Matters:It blends automation with predictability, addressing a pain point for performance marketers.Suggested Actions:* Test the new bidding strategy on high-volume campaigns* Monitor performance relative to previous bidding modelsRead the articleAuthor: Anu AdegbolaReddit unveils social listening tool and conversation add-onsReddit has launched Community Intelligence tools that leverage 20 years of conversations to provide actionable insights and new ad features for brands.Why It Matters:Marketers get access to authentic, unfiltered consumer dialogue — a goldmine for messaging.Suggested Actions:* Use Reddit data to test campaign language* Track sentiment and themes in niche communitiesRead the articleAuthor: Anu AdegbolaSemrushNew AI Traffic Tool: Stay Ahead in the Era of AI-Powered DiscoverySemrush has introduced a new dashboard in its Traffic & Market Toolkit, enabling marketers to track traffic from AI assistants such as ChatGPT, Copilot, Gemini, and Perplexity. The tool allows users to monitor which brands are gaining visibility via AI, compare traffic share, and detect shifts in volume and share over time.Why It Matters:AI assistants are sending traffic — but most analytics don’t catch it yet.Suggested Actions:* Start benchmarking AI-sourced traffic separately* Use these insights to adjust your content visibility strategyRead the articleAuthor: Semrush NewsroomMarTechStudy shows AI agents struggle with CRM and confidentialityConstantine von Hoffman reports on a Salesforce-led study revealing that AI agents succeeded in only 58% of simple CRM tasks and 35% of multi-step processes. The findings highlight ongoing challenges with CRM integration and data confidentiality in AI deployments.Why It Matters:Automation is still fragile in high-stakes workflows, particularly where privacy is involved.Suggested Actions:* Use AI for internal triage, not client-facing CRM* Audit AI systems for data compliance regularlyRead the articleAuthor: Constantine von HoffmanMobile marketing with RCS: What you need to knowMike Pastore covers the adoption of Rich Communication Services (RCS) in mobile marketing, noting that Infobip has rolled out RCS across four major US carriers. The article details the benefits and potential of RCS for marketers.Why It Matters:RCS offers higher engagement potential — think branded carousels and video — without an app download.Suggested Actions:* Test RCS for time-sensitive campaigns* Align formats with user behaviour in mobile-first segmentsRead the articleAuthor: Mike PastoreSearch Engine JournalDaily Search Forum Recap: June 17, 2025Barry Schwartz recaps discussions from the search forums, including Google Search Console now counting AI Mode data, issues with knowledge panel links, an updated Google Ads conversion setup, and interface changes in Google Business Profiles.Why It Matters:Small UI and tracking changes can create blind spots if not addressed.Suggested Actions:* Audit your Search Console and Ads setup for new metrics* Review knowledge panel content to avoid brand dilutionRead the articleAuthor: Barry SchwartzCitations* Ahrefs: Louise Linehan, Ryan Law. ahrefs.com/blog/zero-click-search/, ahrefs.com/blog/the-great-decoupling/, ahrefs.com/blog/* Search Engine Land: Rob Tindula, Anu Adegbola. searchengineland.com/3-soft-skills-that-are-critical-for-seos-in-2025-457088, searchengineland.com/* Semrush: Semrush Newsroom. semrush.com/news/409158-new-ai-traffic-tool-stay-ahead-in-the-era-of-ai-powered-discovery/* MarTech: Constantine von Hoffman, Mike Pastore, Melissa Reeve. martech.org/* Search Engine Journal: Barry Schwartz. seroundtable.com/recap-06-17-2025-39604.html Get full access to Jon’s Substack at indexify.substack.com/subscribe