ChatGPT Search Gains Accuracy And Shopping Smarts
OpenAI has announced improvements to ChatGPT’s search functionality, designed to deliver more reliable results and smarter recognition of shopping intent. Effective from 16 September 2025, the updated model demonstrates a 45 per cent reduction in factual inaccuracies when web search is enabled, compared to GPT-4o. This advancement reflects OpenAI’s commitment to minimising hallucinations and strengthening user trust in AI-generated responses across professional and consumer contexts.
A notable feature of this update is ChatGPT’s enhanced capability to identify shopping queries with greater precision. By distinguishing between informational and commercial intent, the model can provide product suggestions when relevant, while maintaining a focused approach for purely knowledge-seeking searches. This refinement supports a more intuitive user experience, enabling businesses to connect with potential customers more effectively.
In addition to accuracy and intent detection, OpenAI has introduced improvements to the way responses are presented. Answers are now formatted to be clearer, more scannable, and easier to digest, without reducing the level of detail offered. Early feedback from users has indicated a preference for this style of presentation, citing improved comprehension and reduced effort in navigating AI-generated content.
For advertisers, publishers, and e-commerce operators, these enhancements hold considerable strategic significance. Fewer hallucinations reduce the risk of misinformation in customer interactions, while better shopping detection creates opportunities for streamlined product discovery. Improved response formatting, meanwhile, strengthens user confidence, which can directly impact engagement, conversions, and long-term customer relationships. [1]
Google Tests Brand Profiles In Merchant Center Next
Google is testing a new feature called Brand Profiles within Merchant Center Next, offering retailers an additional avenue to showcase their identity directly in Search results. Currently available to a limited number of accounts, this feature enables merchants to present their story, values, categories, and promotions in a more immersive format. Brand Profiles are designed to enrich standard product listings with brand-focused content, including images, videos, and offers.
At present, Brand Profiles appear in the “Brand” section of Merchant Center Next but remain locked from editing for most users. Early access is restricted to select accounts, with only super administrators granted the ability to make changes. Google has indicated that eligibility will expand gradually, with accounts being notified as access becomes available. This controlled rollout reflects the platform’s cautious approach to integrating brand-led experiences into Search.
The introduction of Brand Profiles underscores Google’s broader strategy to make Search more brand-driven and competitive with retail media networks. First previewed at Google Marketing Live 2025, the feature aims to create a richer and more engaging shopping journey by placing greater emphasis on storytelling and differentiation beyond traditional product attributes. For retailers, this development signals a shift towards deeper brand visibility within highly competitive shopping queries.
Merchants that gain access will be able to leverage insights into how customers interact with brand content, opening opportunities to refine positioning and measure the impact of storytelling on purchase decisions. As consumers increasingly value transparency and alignment with brand values, this feature provides a new touchpoint to influence buyer perception earlier in the funnel. Enhanced engagement at this stage could have meaningful implications for conversion rates and loyalty. [2]
Google Ads Tightens Rules On Dishonest Pricing
Google has announced an update to its Misrepresentation policy, targeting dishonest pricing practices across its advertising network. Effective from 28 October 2025, advertisers will be required to disclose clearly the full cost or payment model that users will incur before and after purchase. The policy seeks to prevent misleading impressions of pricing, ensuring users are not exposed to inflated or unexpected charges.
Under the updated rules, several deceptive tactics will be explicitly prohibited. These include bait-and-switch strategies, where products or services are advertised at unrealistically low prices with no intention of sale, price exploitation targeting vulnerable consumers, and misleading promotions of apps or free trials that conceal true costs. By formalising these restrictions, Google aims to provide a fairer and more transparent advertising environment.
Enforcement of the policy will commence on 28 October 2025, with a phased rollout over a four-week period. Importantly, advertisers found in violation will first receive a warning at least seven days prior to account suspension, giving them time to rectify issues. This approach underscores Google’s focus on compliance rather than immediate penalisation.
To prepare, advertisers are strongly encouraged to review their campaigns and remove any ads that fall within the scope of the new restrictions. Failure to comply could lead to enforcement actions that negatively affect campaign performance, account standing, and overall brand trust. Transparent pricing practices will be essential for maintaining both compliance and consumer confidence. [3]
LinkedIn Launches Company Intelligence API
LinkedIn has introduced a new Company Intelligence API designed to help B2B advertisers directly connect campaign engagement to sales pipeline and revenue outcomes. By moving beyond traditional attribution models, the tool enables marketers to measure which companies are advancing through the funnel, offering a clearer view of return on investment (ROI) and facilitating smarter budget allocation decisions.
The API works by providing aggregated company-level data, including impressions and clicks, which can be accessed through LinkedIn’s certified analytics partners such as Channel99, Octane11, Dreamdata, Factors.ai, and Fibbler. This data integrates into CRM-connected dashboards, equipping advertisers with actionable insights into company engagement, pipeline acceleration, and revenue contribution. This functionality addresses a long-standing gap in B2B marketing measurement, where complex buying journeys often dilute the value of early campaign touchpoints.
Early beta users have reported notable performance gains from utilising the API. LinkedIn highlighted increases of 287 per cent in engaged companies, 75 per cent in Marketing Qualified Leads, and 96 per cent in Sales Qualified Leads, alongside a 43 per cent reduction in cost per acquisition. These metrics illustrate the potential of the tool to deliver more efficient and effective campaign outcomes. Testimonials from brands such as DataSnipper and Eftsure further reinforce the API’s capacity to uncover additional pipeline value and justify investment decisions to senior leadership.
For B2B marketers, the introduction of the Company Intelligence API represents a significant advancement in performance tracking and ROI validation. With greater clarity on how campaigns influence business outcomes, advertisers can optimise strategies with confidence, prioritise investment in high-performing channels, and build stronger cases for sustained or increased budgets in an environment where financial scrutiny is intensifying.[4]
[1] PPC Land
[2] Search Engine Land
[3] Search Engine Land
[4] PPC Land
