This week the artificial intelligence agenda was shaped by search engines turning from tools that merely "find" into tools that "do". While Google made major moves on the travel and voice assistant fronts, Nvidia's record revenue showed that AI investment is not slowing down. As the DijitalPi team we have collected what these developments mean for advertisers and SMEs.
Google AI Mode Now Tracks Flights and Books Hotels
Google has turned the AI Mode feature in its search engine into a comprehensive travel assistant. Users can now track flight prices, pay with air miles and complete hotel reservations directly from within search. It is one of the clearest examples of Google's shift from finding information to carrying out transactions.
DijitalPi's Take
Search is now built around 'doing' rather than 'finding' — the first major test of the GEO (Generative Engine Optimisation) era in the travel sector. For travel agencies, hotel chains and airlines in Türkiye the change is critical: the user can complete a booking without ever clicking through to your site, so classic SEO traffic gives way to 'being a selectable option' inside AI Mode. In the travel campaigns we run in the field, the structural accuracy of product feeds is becoming more decisive than brand awareness. Our recommendation: hotels and travel businesses should review their Google Hotel Ads and structured data (schema) integrations this month and make sure price and availability information flows in real time through the API.
Spark Comes to Gemini Live: Voice Commands Turn Into Workflows
Google has added four new features to Gemini Live, with Spark at their centre, turning users' spoken thoughts into structured projects. With Gmail management, daily summaries and personal intelligence capabilities, the assistant can now complete multi-step tasks independently. The company notes that a large share of users prefer voice commands.
DijitalPi's Take
The voice interface is no longer a gadget but a genuine workflow channel. In Türkiye, voice assistant integration in customer service and pre-sales processes — especially in services and B2B — has until now been discussed as a 'promise for the future'; with Spark it becomes a product feature of today. The blind spot for brands is this: without measuring the content of voice interactions, they will never see this channel's effect on conversion. Our recommendation: brands using a call centre or a WhatsApp business line should start integrating voice interaction data into their CRM now; this data will soon be a new input for advertising optimisation.
Nvidia Closes the Quarter With Record Revenue: 96.2 Billion Dollars
Nvidia has reported 96.2 billion dollars of revenue in the second quarter of its 2027 financial year, an 18% increase on the previous quarter. Approaching the 100 billion dollar mark, the company showed that demand for artificial intelligence hardware is not slowing. The results are read as an indicator that AI infrastructure investment continues to grow on the enterprise side.
DijitalPi's Take
The numbers are clear: artificial intelligence is no longer an experiment but a permanent line in corporate budgets. For advertisers in Türkiye this growth is an indirect rather than a direct signal — the processing power behind AI-assisted advertising tools (Performance Max, Advantage+ and the like) is not getting cheaper; on the contrary, as demand rises the capabilities of these tools develop rapidly. Our recommendation for e-commerce and retail brands: increase the share allocated to AI-assisted automation tools in your 2027 budget planning, because your competitors are already moving in that direction and competing through manual optimisation will keep getting harder.
Anthropic Adds a Built-In Web Browser to Claude
Anthropic has added an integrated web browsing feature to the Claude chat assistant. Users can now run internet searches from inside the application without switching to a separate browser. The move is another example of AI assistants positioning themselves as direct competitors to Google's search dominance.
DijitalPi's Take
Search no longer passes through a single door — this is the era in which brands must stop tying their visibility strategy to one platform. For brands in B2B and professional services it means their content has to appear credible and structured not only in Google but also in the sources that assistants such as Claude crawl and cite. Our recommendation: make sure your brand and product pages are easy for AI crawlers to summarise, with clear content structured so it can be cited; this is now a requirement beyond classic SEO.
Google Offers University Students a Free Year of AI Plus
Google is offering all undergraduate and postgraduate students in Türkiye the 12-month Google AI Plus plan free for a year. The package includes access to advanced artificial intelligence models and expanded storage. The step is part of Google's strategy of binding a young user base to its AI ecosystem early.
DijitalPi's Take
This is not a giveaway but a loyalty investment — winning young people for free today and keeping them as tomorrow's decision-makers. For education technology, career platforms and brands offering products or services to young people, the development matters: millions of students will grow used to the Gemini ecosystem over the coming year, which will directly shape their search and decision-making habits. Our recommendation: brands reaching a young audience should start testing how to align their campaigns with Gemini-based assistant experiences, and watch in particular how their brand message is reflected in AI answers in product comparison and recommendation scenarios.
The AI Marketing Newsletter is the column where the DijitalPi team comments each week on the standout developments from the world of artificial intelligence and marketing for brands in Türkiye.
