Vine makes a comeback, AI mode hits YouTube & more
This week's highlights across Search, Social, PR and AI.
Search
1. Google Search queries hit all-time high
Google has reported that search queries reached an all-time high in Q1 2026, with AI features playing a key role in driving usage. Alongside 19% revenue growth for Search, the update suggests that rather than replacing traditional search behaviour, AI is currently expanding it. For marketers, that’s an important signal that AI search isn’t necessarily cannibalising demand, but reshaping how and where that demand shows up.
2. OpenAI crawl activity surges post-GPT-5
New data suggests OpenAI’s web crawling activity has roughly tripled since the launch of GPT-5, with its search-focused crawler now overtaking its training bot in volume. While still significantly smaller than Google’s crawl footprint, the shift points to a growing reliance on live web data to power AI responses, highlighting the ever-growing importance of AI search visibility for brands.
3. Google brings AI search deeper into YouTube
Google’s AI search mode is crossing new frontiers, arriving at YouTube. In an announcement on 27th April, YouTube explained they’re testing a more conversational “Ask YouTube” experience that delivers structured, contextual answers instead of just video results. Users can ask complex queries (like travel planning) and receive blended responses combining long-form video, Shorts and text recommendations.
It’s currently available for YouTube Premium members in the US, with plans to expand in the future.
Social
4. Instagram tests new ‘Instants’ app for casual sharing
Instagram is experimenting with a new standalone app called “Instants”, focusing on unedited, disappearing photos shared with close connections. Designed as a low-pressure alternative to the main app, it leans into the trend of more private, in-the-moment sharing popularised by platforms like Snapchat and BeReal.
Whether users are willing to adopt yet another social app is unclear, but it’s interesting to see an attempt to cater to authentic moments with friends in light of recent reports highlighting the growing impersonal nature of Instagram itself.
5. Vine is back! (...Sort of)
A new app called Divine is attempting to revive the spirit of much-loved short-form video platform Vine, backed by Twitter co-founder Jack Dorsey. Built around an extensive archive of old Vine content, it also positions itself as an “AI-free” creative space, requiring proof of human-made content. Nostalgia is undoubtedly a powerful hook, but the bigger challenge will be carving out relevance in an already saturated short-form video market.
6. TikTok adds keyword controls for creators
TikTok is giving creators more control over how their content is categorised, allowing them to edit and refine the keywords assigned to their videos. While the algorithm still plays the primary role, this introduces a more SEO-like layer to content discovery. It’s no doubt a very welcome update for creators, giving them more control over how their content is matched with audiences.
7. Meta faces EU scrutiny over underage users
Meta has been found in breach of EU rules for failing to adequately prevent under-13s from accessing Facebook and Instagram. The findings are preliminary, but could lead to significant fines if upheld. This is the latest development in a string of stories centring on concerns about teen social media usage, including the EU’s unveiling of a new age verification app attempting to address the problem.
PR
8. AI turns ‘out-of-stock’ into retail demand
The Salvation Army has used AI to flip a traditional retail challenge into a campaign idea, promoting recently-sold, rare items to drive urgency and in-store visits. By using AI to generate “highly stylized editorial images” from basic stock photos, combined with hyperlocal targeting, the campaign delivered strong performance, including a cost per store visit that outperformed industry benchmarks. It’s a good example of AI being used to unlock creative strategy rather than just scale production.
9. Lego sets world record with stratospheric stunt
In this week’s dose of fun news, a Lego “Project Hail Mary” spaceship has set a Guinness World Record after being launched to nearly 115,000 feet via a stratospheric balloon.
Created as part of a film promotion, the stunt blends physical spectacle with excellent PR storytelling.
AI
10. ChatGPT growth shows signs of slowing
New data suggests ChatGPT’s growth is beginning to decelerate, with uninstall rates rising and user growth slowing compared to earlier in the year. While the platform still leads in overall scale, competitors are gaining ground faster. With an IPO on the horizon, OpenAI is facing pressure to sustain momentum in an increasingly competitive AI market.
11. Ex-Twitter CEO’s AI agent startup hits $2bn valuation
Parallel Web Systems, founded by former Twitter CEO Parag Agrawal, has raised new funding at a $2bn valuation to build infrastructure for AI agents. The company is betting that autonomous agents will rely heavily on the web to complete tasks, creating demand for new types of search infrastructure. It’s another signal that the future of search may be shaped as much by machines as by human users.
12. Google explores credit-based pricing for Gemini
Google appears to be testing a shift toward a credit-based system for its Gemini AI, allowing users to allocate usage across different features and models. This would bring it closer to pricing models used by competitors like OpenAI and Anthropic, and could make costs more predictable for heavy users.
That’s a wrap for this week! We’ll be back next Friday with another round-up of the best and biggest stories from across the Search-Verse™.