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Digital briefing, November 9: Siri's agent move, SEO for the agent era, new-customer targeting in Manual CPC

Meta's Muse gets self-updating tools, Apple speeds up Siri, and Cloudflare compares agent traffic to the new SEO.

  1. AI

    Apple speeds up turning Siri into an AI agent that can control apps #

    According to Bloomberg's Mark Gurman, Apple CEO John Ternus is pushing AI chief Craig Federighi for a more powerful Siri that can compete with OpenAI's Dots and Meta's Muse. iOS 27.3 will bring Siri finer controls, like cropping in Photos, while third-party app integration, such as placing an order through Grubhub or booking through OpenTable, is expected in spring. Apple reportedly aims to turn Siri into a full agent as early as next year.

    What it means for your business: If Siri can eventually handle tasks like restaurant bookings or food orders on a customer's behalf, it could change how people interact with your business. Tracking this shift now lets you see early whether your app is set up to work with these kinds of agents.

    Source: The Verge AI — Apple is racing to make Siri more agentic

  2. Search

    Cloudflare's CEO calls optimizing for AI agents 'the new SEO' #

    On the company's third-quarter earnings call, Cloudflare CEO Matthew Prince revealed that OpenAI pays Cloudflare for signals that tell it when a web page has been updated. Prince described this as helping AI agents visit sites more efficiently, calling it essentially a new version of SEO. Cloudflare noted that some customers want this agent traffic, while others want to block it.

    What it means for your business: When an AI agent picks a restaurant, it might scan thousands of sites but only visit a handful before giving the user one single result. That means controlling how often and how agents crawl your site is becoming just as important as traditional search engine optimization.

    Source: Search Engine Journal — Cloudflare CEO Likens AI Agent Optimization To A New Version Of SEO via @sejournal, @MattGSouthern

  3. Advertising

    According to a LinkedIn post shared on November 4 by agency founder Anthony Higman, Google Ads has started offering some advertisers using Manual CPC (manually setting cost-per-click bids) the option to restrict campaigns to new customers only, without switching to an automated bidding strategy. Google's existing help pages had previously tied this restriction only to automated bidding strategies. Using the option still requires uploading a customer list, and Google notes that some existing customers may still see the ad.

    What it means for your business: Small businesses that prefer manual bidding can now direct their budget toward new customer acquisition without switching to automated systems. However, if you don't upload your existing customer list correctly, the system might still count some of your past customers as 'new.'

    Source: PPC Land — Google Ads gains new-customer-only bidding for Manual CPC campaigns