From “SEO is dead” to GPT-5 and Grok AI ads

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Franc Talking – Weekly Round-up, 10 August 2025

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Welcome

Hello to existing and welcome to all new Franc Talking subscribers.

Great to have you here!

If you work in marketing, product, or tech - and want to keep pace with the shifts AI is driving across search, software, and strategy - here’s what you need to know this week. Lets get to it! 🎢

📰 “SEO is dead” — or is it? — New York Magazine’s bold headline lit up SEO circles this week, sparking debates, again, about what the practice is called. The takeaway? Organic growth isn’t dying — it’s evolving. Framing it as GEO (Generative Engine Optimisation) built upon SEO foundations might just be the boardroom narrative that unlocks new budgets and resources.
🤖 OpenAI unveils GPT-5 — Wired reports the new model has PhD-level reasoning skills, sharper multimodal capabilities, and stronger domain expertise across law, medicine, and engineering. This isn’t just an incremental upgrade — it’s a step towards AI that can handle complex projects end-to-end, collaborate in real time, and deliver outputs with the nuance of a seasoned expert.
📢 Musk puts ads in Grok — According to TechCrunch, X’s AI chatbot Grok will soon weave ads directly into responses. Not exactly a shock move — Google will monetise AI Mode, Perplexity’s already been experimenting, and OpenAI’s resistance to ads may face pressure if subscription growth slows. The monetisation playbook for AI assistants is still developing, but I can't see any reason why free plans won't be ad supported in the future.

If you listen to any expert who has grown a newsletter beyond 100,000 subscribers, they’ll tell you the same thing: pick a niche. I’ve always been interested in a wide range of topics, which is why I didn’t double down solely on organic growth (SEO) when I launched Franc Talking back in October 2024.

That said, it’s time to get more focused — and the content I’ve been publishing in recent weeks reflects the direction Franc Talking is heading:

70% — AI Search: strategies, tools, and insights shaping the next era of search.
20% — App marketing: growth tactics, ASO trends, and mobile-first strategy.
10% — Other media: the stories and shifts worth your attention beyond the core focus.

I hope you’ll stick around to see the newsletter grow - and to be among the first to hear about my brand-new product, launching soon with my co-founder Mike Logue, who I interviewed on Franc Talking recently. Details are coming in the next couple of weeks, with exclusive access for subscribers. If you’re into AI Search, you won’t want to miss it.

Thanks! Enjoy the week ahead.

Andy

📖 What I’ve been reading this week in business, marketing & tech

👇 Tap-worthy reads worth your time.

✨ AI

🔍 Google & Search

💡 Insights

📈 Growth

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Upcoming episode

How AI is changing affiliate marketing

Unlock the secrets to affiliate marketing in an era of AI

Affiliate marketing is changing fast. Yuliya Trayan reveals how to win in the AI era.

This week’s chat with Yuliya Trayan, Affiliate & Partnership Lead at Finom, was meant to drop - but between family holidays and a brand-new product in the works, the episode will now land next week. Trust me, it’s worth the wait.

If you know someone in affiliate marketing feeling the tremors of AI-driven change, send them this way. Let’s make sure they’re ready for what’s next.

Oh - and I’m lining up a referral programme, but I want it to be something you’ll actually care about. Got an idea? Hit reply and tell me. Drop me an email here with your suggestions.

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Next recording

Search: The past, present and future

The search landscape has never stood still — but AI is accelerating change faster than ever. Are you ready for what’s next?

This Friday, I’m recording with Duane Forrester - formerly of Microsoft and Yext, and now CEO of UnboundAnswers.com. As a fractional CMO with decades of organic growth expertise, Duane’s been outspoken on the seismic shifts happening in AI search — and how to stay ahead.

I’ve got my list of questions ready, but I’d love to bring yours to the table too. If there’s something you’ve always wanted to ask about search, AI, or the future of digital marketing, now’s your chance — drop me a comment or send me an email.

Expect a conversation packed with clarity, foresight, and practical takeaways. This one’s going to be a must-listen.

Drop me an email here with your questions.