Our take on notable news – June 2026
What can you find here?
We’ve rounded up the most notable news from the past few weeks, complete with our take on what it all means. So, should you rush to take action, or can you just sit back, relax, and let us do the heavy lifting? Here is a breakdown of what caught our eye and exactly what you need to do next.
Article 1
The AI Race is Heating Up, Gemini is Closing the Gap
What is happening?
A massive shift is underway. ChatGPT’s absolute market share of AI traffic has plummeted from 77.6% to 53.7% over the past year, while Google’s Gemini surged from 7.27% to 26.7%.
Why we find it relevant?
This is proof that the AI race is far from settled. It exposes ChatGPT’s assumed permanence as more hype than reality, demonstrating how a single ecosystem update can completely disrupt how we discover information.
Should we take action
Yes! Relying solely on ChatGPT leaves your brand vulnerable in a shifting market.
- GEO Audit. Audit your performance across multiple LLMs and map out a clear GEO strategy. Tools like Rankshift make it easy to get insights and take action.
- GEO = Good SEO. Make sure that AI-crawlers can access your website contents and follow SEO practices to get cited in Gemini.
*US Market
Article 2
The secret to staying visible now that customers use AI to shop
What is happening?
In traditional SEO, PDP and PLP pages are the holy grail. But AI is changing the rules. AI engines don’t just look at conversion pages; they analyze the informational ecosystem around them to answer buyer queries.
Why we find this relevant?
Focusing on conversion pages means missing out on where AI traffic is actually won. Helpful buying guides, comparison matrices, and detailed reviews are the fuel AI models use to build trust and validate your brand.
Should we take action?
Yes! We should transition to a more holistic content strategy by:
- Be really helpful: Stop just listing specs. Create comparison pages and “How to Choose” guides that actively help buyers make decisions.
- Build an information ecosystem: Build lookbooks, case studies, and real-world use cases that prove your product’s value.
- Use this inspiration content to capture soft conversions and nurture your audience to conversion
- Review strategy: Don’t just collect star ratings. Actively incentivize customers to leave detailed, specific reviews mentioning exact features
Article 3
The Era of Scroll-and-Buy Commerce, Tiktok shop is launching
What is happening?
TikTok Shop is officially launching in the Netherlands on June 15th, allowing users to discover and purchase products natively within organic videos, and a dedicated product marketplace tab.
Why we find this relevant?
It shifts consumer behavior from intent-based search to discovery-driven “content commerce”. Discovery and purchase are not only happening on the same platform but even on the same scroll.
Should we take action?
Yes! Balance pure entertainment with native sales, keeping community connection at the core..
- Define hero products first: Pick 1 to 3 high-margin, visually striking items instead of dumping your entire catalog.
- Leverage authentic Creators: Partner with creators who actually use your products. Their organic credibility drives the highest conversions.
- Set up an affiliate structure: Design your creator collaborations so every piece of organic content directly contributes to revenue.
Article 4
From links to conversations: Google’s new AI search
What is happening?
Google is fundamentally shifting Search from an information index to an execution engine. With a new search bar and merging AI-Overviews and AI-mode into a single experience.
Why we find this relevant?
It accelerates the “zero-click” reality. Google is encouraging users to type full specific sentences and converse with the engine. Meaning search queries are becoming incredibly long-tail and nuanced.
Should we take action?
Yes!
- Conversational content: Structure your content to answer deep, specific, long-tail questions, using clear FAQ structures and natural language.
- Multimodal context: Create videos and images to strengthen your written content, show products and guide your audience.
Article 5
Fix your AI attribution: Stop guessing Start asking
What is happening?
Standard tracking tools like Google Analytics struggle to accurately capture and display traffic driven by AI models. Post-purchase surveys reveals that of the customers actually using LLM’s to research and find the brand more than analytics is showing.
Why we find this relevant?
AI engines rarely leave clean referral links, creating a massive gap in traditional tracking data. Which can lead to under- or overinvesting in AI optimization.
Should we take action?
Yes! Stop guessing and start asking
- Add a checkout survey: Implement a quick “How did you find us?” question immediately after purchase.
- Include AI options: Add explicit choices like “ChatGPT,” “Gemini,” or “Perplexity.”
- Use the insights: Use this data to accurately measure and guide your AI optimization strategy.
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