Platform pulse: May 2025

Welcome to the May edition of platform pulse. This month we’ve been busy experimenting with marketing AI tools; putting Rally’s audience personas under the microscope, deep-diving with Gemini Deep Research, and tinkering with GPT’s image generation.

Amazon

Amazon Music has introduced a new AI-driven search feature designed to provide listeners with more contextual and intuitive music discovery.

Apple

Apple Music’s new transfer tool simplifies switching from other streaming services.

Google

Channel Performance is now available in PMax, which means Performance Max campaigns will finally allow for better transparency into exactly where your conversions are originating.

Meta

Meta has introduced its AI Sandbox, an early-access program allowing select advertisers to experiment with generative AI tools for ad creation.

Meta includes Threads Feed Ads to its Marketing API.

Mark Zuckerberg just declared war on the entire advertising industry.

YouTube

YouTube Shorts has achieved a significant milestone: its revenue per watch-hour now equals that of traditional long-form videos in the U.S. and select other countries.

AI

Some encouraging news for creatives concerned about the use of copyrighted materials in generative AI, with the launch of a new report outlining a proposed new AI copyright framework for the UK’s creative industries.

Flowsie announces 3.0 and promises for the first time, anyone can build AI agents from just an idea. Simply describe what you want to create, and a draft will be generated for you.