Claude Fable 5, Instagram algorithm updates & more
This week's highlights across Search, Social, PR and AI.
Search
1. Google says AI Mode isn’t replacing traditional Search (yet)
Recent reports suggested Google was testing a Chrome feature that would route all searches directly through AI Mode by default. However, the VP of Engineering for Search at Google has clarified that the feature appeared in Chrome Canary by mistake and there are currently no plans to make AI Mode the default search experience.
Although there looks to be no immediate change, it’s still certainly an indication of Google’s ongoing experimentation with AI-powered search. As the company continues investing heavily in AI experiences, questions around the future balance between traditional search results and conversational interfaces aren’t going away anytime soon.
2. Google brings Business Profiles into Gemini
Google is expanding Gemini with new Business Profile integrations, letting businesses manage reviews, update listings and analyse performance directly through the AI assistant.
Users will be able to ask Gemini questions about business performance, draft responses to customer reviews and identify optimisation opportunities without navigating separate dashboards.
While the move could streamline profile management, businesses will still need human oversight to ensure AI-generated responses accurately reflect their brand voice.
Social
3. Instagram is giving users more control over their feeds
Instagram is expanding its “Your Algorithm” feature to the main feed, giving users the chance to influence the types of content they see by indicating topics they are interested in or want to avoid. The update builds on previous launches within Reels and Explore, giving users more visibility into how recommendations are shaped.
It remains to be seen whether many users actively engage with these settings, but offering greater transparency and customisation could definitely help rebuild trust in light of the growing disdain for algorithms.
4. Instagram launches paid subscription tier
Instagram has officially launched Instagram Plus, a new subscription package priced at $3.99 per month in the US, offering premium features including Story boosts, expanded audience controls, profile customisation options and additional insights.
Many of the features are relatively minor enhancements rather than transformative additions, so are unlikely to make a big difference to user experience. The real test will be whether enough users see value in paying for (slightly) enhanced functionality within an app they’ve always used for free.
5. Bluesky prepares to launch Communities
Bluesky is introducing Communities later this year, creating dedicated spaces for users to gather around shared interests within the decentralised platform. Communities will support public, private and invite-only settings, alongside custom homepages and dedicated feeds.
The move reflects Bluesky’s growing interest in fostering smaller, interest-based interactions rather than operating solely as a public social network. This in turn mirrors broader industry trends, with platforms increasingly shifting away from mass broadcasting towards more focused communities and niche conversations.
6. UK government prepares social media restrictions for children
Prime Minister Keir Starmer is expected to announce new measures restricting children’s access to social media, following growing pressure from MPs and campaign groups.
Potential proposals include restrictions similar to Australia’s under-16 social media ban, although exemptions for certain services are reportedly being considered.
With governments facing an increasingly difficult balance between protecting younger users online and preserving access to digital communities, it will be interesting to see what approach the UK adopts and how this aligns with child safety regulation globally.
PR
7. John Lewis tackles Father's Day gifting clichés
John Lewis has launched “The Honest Dad Unboxing”, a social campaign fronted by comedian Tom Davis that pokes fun at uninspired Father’s Day gifts while showcasing more thoughtful alternatives.
The campaign leans into a relatable truth: many dads claim they don’t want anything while secretly hoping for a genuinely useful present. By combining humour with actually practical gift inspiration, John Lewis hopes to cement its position as a destination for meaningful gifting occasions.
In what feels like an ever-more impersonal world, it’s a nice example of a retailer using personality and cultural insight to make promotional campaigns feel more authentic.
AI
8. Anthropic unveils Claude Fable 5
Anthropic has launched Claude Fable 5, its most capable AI model to date, with major improvements across coding, research, vision tasks and long-context reasoning.
The company says the model can work autonomously on complex tasks for extended periods and has introduced new safeguards to limit misuse in high-risk areas such as cybersecurity.
It’s a difficult balance to strike: delivering more powerful capabilities while maintaining safety controls that prevent harmful applications, without unnecessarily restricting legitimate use cases. Early feedback suggests Anthropic may have got it right this time.
9. Claude traffic is growing faster than any other AI platform
While we’re on the subject of Claude: new data suggests it was the fastest-growing AI referral source between January and April, increasing website referral traffic by 386%.
Despite the growth, Claude still represents only a small proportion of overall AI-driven traffic, with ChatGPT continuing to dominate referrals. The figures are better viewed as an early signal than a major shift in user behaviour, but it’ll definitely be interesting to keep an eye on.
10. Apple officially introduces Siri AI
Apple has officially announced Siri AI, a major overhaul that transforms Siri into a far more conversational and context-aware assistant powered by Apple Intelligence.
The new Siri can access information across messages, emails, photos and third-party apps, while supporting ongoing conversations, visual understanding and system-wide actions. A dedicated Siri app will also let users revisit conversations across devices.
After criticism that Apple had fallen behind competitors in generative AI, Siri AI represents the company’s clearest attempt yet to redefine Siri as a modern AI assistant.
11. OpenAI reportedly preparing major ChatGPT redesign
OpenAI is reportedly planning a significant overhaul of ChatGPT designed to evolve it beyond a chatbot into a broader productivity platform.
According to reports, the redesigned experience will place greater emphasis on coding tools, image generation and integrations with third-party services. The move aligns with OpenAI’s wider ambitions to attract more enterprise users and compete with rivals expanding into all-in-one AI ecosystems.
If successful, ChatGPT could increasingly resemble a “super app” for work, bringing multiple AI-powered capabilities together within a single experience.
That’s a wrap for this week! See you next Friday for another round-up of the best and biggest stories from across the Search-Verse™.