Affiliate Roundup: Generative AI Reshapes Attribution, EU Probes Google AI Use, AI Search Becomes a Performance Lever, & More

This week in FMTC’s Affiliate Roundup: Generative AI is redefining retail attribution by moving beyond last-click models. The EU has opened an antitrust investigation into Google’s use of publisher content for AI-generated results. AI search visibility is becoming a new performance lever for brands through content and partnership data.

• impact.com is partnering with AI marketing platform Evertune to surface AI search visibility metrics and activate content partnerships that influence how brands appear in generative AI search results.

• Amazon affiliates can increase earnings by using traffic and conversion multipliers like international localization, deep linking, and seller routing.

• On Me, a mobile-first digital gift card startup, raised $6 million in a seed funding round to expand its interest-based platform that lets users purchase and send digital gift cards beyond single-retailer limitations.

• Generative AI is redefining retail attribution by moving beyond last-click models to measure influence across the full customer journey.

• Organic search potential should be measured using realistic SEO forecasting that accounts for AI-driven search behavior, zero-click results, and attainable rankings rather than outdated traffic models.

• YouTube recap data provides insights for affiliate managers and creators on performance trends, audience behavior, and content optimization opportunities.

• The EU has opened an antitrust investigation into Google’s use of publisher content for AI-generated results, raising new risks and visibility concerns for affiliate marketers reliant on organic search traffic.

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