Local Memo: Google’s Exclusive Search Deals Blocked, New ChatGPT Use Study, Instagram Upgrades DMs

Kaci McBride

Summary

This week’s update covers a major court ruling against Google’s search dominance, new research on how people really use ChatGPT, and fresh Instagram features to help brands and creators manage DMs more effectively.

Judge bars Google from exclusive search deals, but keeps Chrome

The News A federal judge ordered Google to end its exclusive search engine deals that locked out competitors and cemented its dominance over billions of users. These multibillion-dollar agreements made Google the default on smartphones, browsers, and other devices. The judge stopped short of forcing a breakup, allowing Google to keep Chrome, but also ordered the company to share some of its prized search data with rivals in an effort to spur competition.

What This Means The ruling signals that U.S. courts are now willing to rein in Big Tech after years of leniency. By ending default search deals, regulators aim to create more choice for consumers and give smaller players a fighting chance. This could open the door to real competition in search and reduce Google’s outsized control over online behavior.

How People Really Interact with ChatGPT

The News A comprehensive study of nearly 90,000 conversations by Olivier de Segonzac and ROSONEO provides rare insight into how users engage with ChatGPT compared to traditional search engines. Key findings include:

Complex queries: Average Google search = 3.5 words; ChatGPT query = 8 words.
Extended conversations: 60% of ChatGPT interactions have 5+ exchanges.
Multiple use cases: Only 48% of ChatGPT use is fact-finding; the rest is opinion-seeking or content generation.

The full study, published by Olivier on LinkedIn, offers useful takeaways for marketers.

What This Means Keyword targeting alone won’t cut it. As consumers shift toward conversational search, they expect nuanced, detailed answers. Marketers should focus on creating rich, in-depth content that anticipates the questions audiences are actively exploring.

Instagram adds more DM management options

The News Instagram unveiled new inbox management features designed to help creators and brands handle high message volumes. Updates include expanded filters (Story Replies, Unread, Unanswered, Followers, Verified Users), customizable filter order, and new “Folders” for organizing messages into categories. These upgrades are rolling out to all Professional accounts and personal accounts with 100,000+ followers.

What This Means Instagram is acknowledging that DMs have become a primary channel for engagement, often surpassing feed and story interactions. By offering advanced filtering and organizational tools, Instagram is making high-volume inboxes more navigable and actionable. For brands and creators, these admin-style upgrades help transform DMs from a source of stress into a more manageable channel for relationship-building.