Welcome to our May Digital Marketing Updates newsletter! 💌
This month marks a turning point in how we think about search and it’s certainily one of the most impactful digital marketing updates in 2025.
OpenAI has just rolled out shopping features inside ChatGPT, bringing structured product results — with images, prices and reviews — into the chatbot interface. No ads, no sponsored listings.
Just organic, AI-curated suggestions. It’s a big move that confirms what many marketers have already suspected: ChatGPT is becoming more than a research tool, it’s starting to challenge how people shop and search online.
On the Google side, we also see new clarification on E-E-A-T and how it can’t be artificially “added” to your pages, while the platform continues its evolution into an answer engine, not just a list of blue links.
Quick read — here’s what we’re unpacking this month:
Search Marketing Updates: ChatGPT now offers product cards and live shopping integrations. Plus, Google confirms that E-E-A-T isn’t something you can “optimise for”, it’s something you have to earn.
Martech Updates: Notion launches Notion Mail, and Canva drops its biggest AI update yet — six new tools designed to streamline content creation and personalisation.
Social Media Updates: Meta shares new Gen Z engagement insights, and Instagram launches a standalone video editing app to compete with TikTok’s creation tools.
About Frizbit: A new case study is live (13x ROI with Freddy), and we welcome Bite, our first Telco client. Plus, a special mention from Milan Design Week via one of our partner brands.
☕ Ready to dive into this month’s updates?
Let’s get started with this month’s digital marketing updates
Search – Digital Marketing Updates
1. ChatGPT adds native shopping features: is this OpenAI’s move into the search market?
Key highlights:
- ChatGPT now provides product recommendations directly in chat, including images, descriptions, reviews, and purchase links
- These results are organic, based on structured data and reviews — not sponsored or ad-based
- Available to free and paid users, with no login required
- Powered by GPT-4o and live browsing (via Bing), rolled out gradually since April
📌 ChatGPT isn’t just answering questions anymore — it’s starting to replace some product searches.
Shopping in ChatGPT: a new kind of intent capture
ChatGPT now offers a native shopping experience that could change how people research and compare products. Type in a prompt like:
🧥 “Looking for a lightweight spring jacket under €100, preferably waterproof, minimalist design”
…and ChatGPT returns a curated selection with product visuals, descriptions, and links to verified sellers.
This isn’t just affiliate marketing in disguise. OpenAI says results aren’t monetised — yet. The aim is to test utility and user experience first, with monetisation (likely) to follow later.
What makes this significant?
- Search is becoming conversation: Instead of typing keywords, users describe what they want in natural language
- AI answers = new discovery paths: Users may never reach traditional SERPs if they find what they need in the chat
- No ads, for now: This sets a precedent for trust-first interaction — but could evolve rapidly
🚀 Practical tips for marketers:
- Monitor how your product listings appear in AI-powered browsers and ChatGPT
- Use rich structured data (price, reviews, availability) to ensure your products are indexed
- Reframe product content to align with natural-language queries and problem-based prompts
- Test ChatGPT yourself with commercial queries to see what it returns in your niche
- Start thinking beyond SERP: AI assistants may become your next biggest discovery channel
2. Google clarifies a common E-E-A-T misconception: you can’t just “add” it to your pages
Key highlights:
- Google confirms E-E-A-T is not a checklist or a box you can tick
- It’s a holistic concept, more about credibility than formatting
- Only essential for topics affecting users’ money or life (YMYL)
- Cosmetic add-ons like author bios won’t improve rankings alone
📌 Still adding trust badges or expert bios to boost SEO? You might be missing the point. Google’s advice suggests it’s not that simple.
Google’s message: E-E-A-T isn’t a plugin, it’s a perception
Let’s clear something up: you can’t “optimise” for E-E-A-T by simply adding widgets or bios to your content. That was the message from Google’s John Mueller in the latest Search Central Live NYC 2025, responding to growing misconceptions in the SEO world.
He clarified:
“E-E-A-T is one of the ways that we look at page quality. E-E-A-T is experience, expertise, authoritativeness, and trustworthiness. And this is something that we tell the third-party quality raters to watch out for when they’re doing page quality evaluation.”
“It’s something that we take into account when we think the query or a set of pages is on a specific topic where it’s more critical… what we call Your Money, Your Life pages.”
So if your site deals with health, finance, legal advice, or safety E-E-A-T matters a lot. But if you’re publishing everyday content, it’s not an algorithmic priority.
“From a practical point of view, it’s important to look at this, especially if you’re publishing things on these critical topics,” said Mueller.
“But if you’re creating a recipe for cookies, you don’t need to have the sidebar with like, ‘this author has created cookies for 27 years.’ I think most people will be able to understand.”
In other words: don’t “decorate” your content with trust signals unless they’re really needed. Focus instead on real authority, actual expertise, and clarity where it counts.
What does influence E-E-A-T?
- Reputation across the web: including reviews, news mentions, or third-party profiles
- Quality of insight: is the content genuinely useful, unique, and experience-driven?
- Source credibility: clear ownership, transparency, and accountability
- Consistency: authority is built over time, not just on a single article
🚀 Practical tips for marketers:
- Don’t “fake” E-E-A-T. Build content with real credibility and purpose
- Prioritise E-E-A-T signals for YMYL pages (e.g. insurance, health, finance)
- For general topics, aim for clear, honest content over over-engineering
- Don’t just add bios or expert quotes for SEO — make them meaningful
- Audit your content based on intent and impact, not just keywords
Our take:
Google isn’t looking for superficial signals, it’s looking for substance. E-E-A-T matters most when users need to trust you. If your content falls into the YMYL category, it’s worth taking time to show real expertise and reliability. For everything else? Keep things clear, helpful, and human. That’s the kind of content that wins long term.
Martech – Digital Marketing Updates
1. Notion Mail launches: a modular, AI-powered inbox for Gmail users
Key highlights:
- Notion Mail is now live for all users, supporting Gmail and Google Workspace accounts
- Features include AI-powered inbox organisation, auto-drafting, and meeting scheduling
- Users can create custom “Views” to filter emails by topic, project, or workflow
- Seamless integration with Notion Calendar and other Notion tools
- AI features are free with monthly usage limits; unlimited access available via a paid tier
📌 Tired of juggling between your inbox and productivity tools? Notion Mail aims to centralise your workflow.
A more intelligent inbox, finally built around your workflow
With the launch of Notion Mail, your email is no longer a separate space—it becomes part of your productivity system. Rather than organising by the standard inbox or label format, you can now create custom “Views” that group emails by topic, contact, or even campaign. It’s like turning your inbox into a tailored dashboard.
AI capabilities are built in, helping you rewrite or draft replies, suggest meeting times, and clean up communications faster than ever. Unlike most email tools, it also integrates with Notion Calendar, so you can schedule meetings or follow-ups without switching platforms.
If you’re already using Notion for content planning or team workflows, this update completes the circle—turning fragmented tasks into one smooth environment.
🚀 Practical tips for marketers:
- Use “Views” to group leads, newsletter responses, or client communications by channel
- Draft email responses with AI support, then tweak tone and detail manually
- Connect your calendar and stop flipping between tools to schedule or follow up
2. Canva unveils Visual Suite 2.0: integrating AI into the creative workflow
Key highlights:
- New Visual Suite 2.0 workspace to create documents, whiteboards, presentations, and more
- Canva Sheets for AI-powered data visualisation and dashboards
- Magic Studio at Scale to bulk edit and generate visual content
- Canva Code to build apps and interactive content without coding knowledge
- Smarter Photo Editor with AI tools for background cleanup, object resizing, and more
📌 Still hopping between design apps, spreadsheets and presentation tools? Canva now brings them under one roof—with AI superpowers.
Design meets automation, all in one suite
Canva is no longer just a graphic design tool. With this update, it’s transforming into a full visual productivity platform. Whether you’re building a pitch deck, launching a campaign dashboard or updating weekly reports, you can now do it all inside Canva with native tools for documents, whiteboards, and even spreadsheets.
One standout is Canva Sheets—a simple, visual spreadsheet tool made for marketers and designers who want clarity over formulas. Think of it as Excel that’s actually pleasant to use, with AI suggestions for charts, layouts, and formatting.
For teams working at scale, the Magic Studio at Scale feature lets you edit or update hundreds of creative assets at once. It’s perfect for multi-language or multi-channel campaigns.
And with Canva Code, you can now prompt the tool to create interactive app-like experiences without ever touching a line of code.
🚀 Practical tips for marketers:
- Use Canva Sheets for dashboards that explain performance to clients, visually
- Automate social media creatives for different languages with Magic Studio
- Try Canva Code for interactive lead magnets or quiz-type landing pages
Our take:
Canva’s newest tools reflect a bigger shift: marketers want creative control and speed. With these digital marketing updates, Canva positions itself as a one-stop shop for design, reporting and campaign building. If you’re working across regions or juggling multiple campaigns at once, these features could seriously cut production time and keep your brand consistency intact.
Social Media – Digital Marketing Updates
1. Meta’s Gen Z research: connection, not content, drives engagement
Key highlights:
- 67% of Gen Z users on Instagram and Facebook share videos as a way to express emotions or connect with others
- Sharing content is replacing traditional messaging as a primary form of communication
- Users switch between platforms based on mood and social context
- Brands are encouraged to create emotionally relevant content that invites interaction and sharing
📌 If your content isn’t being shared, it might not be connecting. For Gen Z, sharing is the new messaging.
A shift from content to communication
Meta’s latest study confirms what many have suspected: for Gen Z, social media is a tool for staying close to others, not just staying informed. A meme, a reel, or a short video isn’t just entertainment; it’s a conversation starter, a mood, a way of checking in.
This generation actively switches between platforms based on their emotional needs or the context of their interactions. That means brands need to go beyond visual quality or trendy formats, they need to understand why someone shares a post, not just what they’re sharing.
🚀 What marketers can do:
- Focus on creating content that’s emotionally relatable and shareable
- Don’t assume all platforms serve the same function. Hence tailor tone and purpose
- Make it easy for users to share your content as a form of self-expression
Our take
Building stronger digital relationships is about more than automation. For Gen Z, personalisation isn’t a gimmick, it’s a reflection of relevance. Social strategies that support emotional expression and peer-to-peer connection are increasingly outperforming traditional brand-led messages.
2. Instagram launches ‘Edits’: a new video editing app for creators
Key highlights:
- Instagram rolls out ‘Edits’, a dedicated mobile app for advanced video editing
- Includes multi-layer timelines, audio editing, overlays, and AI-powered suggestions
- Designed for creators to produce high-quality video content directly on mobile
- Seamlessly integrates with Instagram and Facebook for cross-platform publishing
📌 Want to streamline your video creation workflow? ‘Edits’ brings professional-grade tools to your phone.
Helping creators keep up with content demands
With short-form video dominating feeds, Instagram’s new ‘Edits’ app arrives at the right moment. The app fills the post-CapCut gap with intuitive mobile editing features that include everything from multi-layer timelines to automatic cuts powered by AI.
By integrating it directly with Instagram and Facebook, Meta is encouraging in-app creation and reducing friction between production and publishing.
For brands and creators alike, this makes high-quality video output faster, and more scalable.
🚀 What this means for your team:
- Use ‘Edits’ to quickly generate polished videos for campaigns or promotions
- Experiment with AI-assisted edits to reduce production time
- Create directly in the app to streamline approvals and publishing
About Frizbit
1. Freddy Case Study: 13x ROI with Web Push Personalisation
Key highlights:
- 13x ROI achieved within weeks of implementing Frizbit
- 80% of recovered revenue came from returning customers
- Abandoned cart and product view automation flows drove most conversions
📌 Curious how personalisation performs when done right? Freddy’s story proves it’s not about volume, it’s about value per visit.
Freddy, a sustainable fashion brand, partnered with Frizbit to improve customer retention without relying on paid ads or third-party cookies. By focusing on timing, relevance, and multi-channel automation, they recovered abandoned carts, boosted return traffic, and saw a 13x return on investment.
A key takeaway? The highest-performing segments were returning customers, who responded better to timely reminders and personalised product messaging. Using behaviour-triggered web push notifications, Freddy managed to re-engage shoppers at every critical point in the funnel.
🚀 Want to know how? Read the full success story here
2. Welcoming Bite: our first telecom client joins the Frizbit ecosystem
We’re thrilled to announce Bite, our first telco client, has officially joined the Frizbit family.
Known for their agile approach to mobile and internet services, Bite wanted to strengthen the way they connect with their eCommerce and service audiences.
In just a few weeks, we helped them tailor their web push strategy to match both product and service journeys, supporting purchases, renewals, and upgrades with personalised real-time messaging.
📌 The early results? High opt-in rates and increased CTRs on multi-channel flows.
3. A special appearance at Milan Design Week
Fashion met automation this month as Frizbit was proudly featured by our partner Irya during Milan Design Week 2025.
Thanks to the WORTH Partnership Project and support from the European Commission, we’ve implemented a multi-channel strategy that helps fashion brands like Irya:
- Reconnect with users in real-time across push
- Communicate in multiple languages and countries
- Scale personalisation without relying on third-party data
⚡ A big thank you to everyone who made it possible. It’s an honour to represent the value of digital marketing automation in a space dedicated to creativity and craftsmanship.
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