Marketing Data news

ChatGPT Atlas has been released. This is OpenAI’s browser that enables users to chat with websites and have an agent execute actions on the users behalf. The big question I have is, how does this affect website analytics?

My take: it adds another user experience we need to think about when designing and tracking website performance. With Atlas, the user does not just interact with your website, they can use the ChatGPT window to navigate between pages on your website without clicking buttons. You won’t know whether it’s the agent or the user doing actions on your website. I see “Agent Experience” being something we factor into website design as this gets more popular as the agent is still very slow at executing actions.

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X to use Grok for feed algorithm

X is planning to replace its current feed algorithm with xAI’s Grok system, which will analyze every post and video to better match content with user interests. Elon Musk claims this will especially help small accounts get more reach, though its impact is uncertain because many users bypass the “For You” feed in favor of a Following-only timeline. Without visibility into how many users actually use “For You,” it remains unclear whether this algorithm shift will meaningfully affect engagement.

My Take (Digital Marketing + Data Angle)
For marketers, this reinforces a broader trend: platforms are becoming more AI-driven, meaning visibility will depend less on follower count and more on content that performs well against engagement-based prediction models. That puts even more pressure on marketers to measure content performance accurately—especially by tracking reach, engagement, and attribution by platform feed type (algorithmic vs. follower).

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