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Hi there, this is your daily ☕️ MarketingShot.
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In today's MarketingShot:
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🛍️ Meta is turning live video into a shopping channel 🤖 TikTok's feed has an AI slop problem 📍 Google will start using EU users' IP addresses for ads 🔍 ChatGPT keeps changing its product picks 🛒 Why every customer is now an impulse shopper 💡 + 5 strategies & tactics 🎁 + 5 other news & articles you might like
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🛍️ Meta is turning live video into a shopping channel
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- Meta is expanding its Live Video Ads worldwide on Facebook and adding them to Instagram, letting businesses promote livestreams to bigger audiences and drive sales straight from live shopping experiences inside the apps.
- In the U.S., Meta is working with live commerce providers including CommentSold, Firework, LiveMeUp, Sprii and TalkShopLive, letting sellers turn eligible livestreams into ads that reach potential customers beyond their existing audiences.
- Facebook's Live Shopping Tools let viewers browse products, view pricing and find items to buy without leaving the livestream, supporting Meta's push to convert product discovery into completed purchases.
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🤖 TikTok's feed has an AI slop problem
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- A new report from Kapwing found that 59% of the videos served to a brand-new TikTok account are AI slop, about three times the rate the same test produced on YouTube.
- Kapwing built a fresh account on each platform and checked the first 500 videos, finding 294 AI-generated clips on TikTok versus 104 Shorts on YouTube, which puts that platform's rate at 21%.
- Kids' content topped every category at 57% AI-generated, with #cartoonkids hitting 97 out of 100, while Fashion, Music, and Fitness each sat below 2% because those formats rely on real, on-camera presence.
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📍 Google will start using EU users' IP addresses for ads
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- Google has told advertisers it will start using EU, UK and Swiss users' IP addresses for ad measurement and personalization on or shortly after August 3, 2026, a first for these regions where IP addresses count as personal data.
- Google already receives these IP addresses through customer tags, SDKs, HTTP calls and uploads to route traffic and deliver ads, but the new purpose, identifying devices for personalization, triggers consent requirements under UK and EU law.
- Google's customer email shifts the compliance burden onto advertisers, reminding them they stay bound by its EU User Consent Policy and must get valid consent from users in the affected regions before such tracking happens.
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🔍 ChatGPT keeps changing its product picks
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- ChatGPT changed its product recommendations 80.2% of the time when search was turned on, according to a study of 20,000 responses run by Jeff Oxford, founder and CEO of Visibility Labs.
- Oxford tested 1,000 prompts 10 times with search enabled and 10 times disabled, and found only 19.8% of products picked without search also showed up when search was turned on.
- Products named in ChatGPT's cited sources tended to have higher Visibility Scores, showing a 0.4 Pearson correlation, though the observational study did not prove cited sources caused the recommendations.
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🛒 Why every customer is now an impulse shopper
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- New Adobe for Business research finds that unplanned online buying is now the norm in the United States, with 86% of shoppers making at least one impulse purchase every month, upending old ideas about how people reach buying decisions.
- The survey of 1,003 consumers found that over 20% complete five or more unplanned purchases monthly, nearly one in five spends more than $1,800 a year this way, and beauty closes fastest, with 48% buying within minutes or seconds of discovery.
- Adobe reports that 71% of shoppers bought after first finding a product through organic content on non-commercial platforms, with YouTube cited as a discovery channel by 45% of respondents, Instagram by 38%, and Facebook by 30%.
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Strategies & Tactics
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> One Metric for Total Marketing Payoff: Track total revenue against total marketing spend to see whether your store's entire promotional effort is profitable, not just individual campaigns.
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Other
news & articles you might like
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Adobe embeds agentic AI workflows across Creative Cloud, shifting from media generation to production orchestration
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Yahoo DSP is launching an ‘agent network’
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Anthropic’s updated Claude Design gives vibe coders—and their design overlords—more control
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How to rank in AI search results: Expert best practices
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LinkedIn adds GIF support
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