Google goes Pinterest mode

It's Wednesday. Here are the top 4 reads for you this week.

Google's new Pinterest clone says a lot about where search is heading

Next week at I/O, Google's expected to debut a Pinterest-style visual search feature that lets users save image-based results into folders. Think outfit planning, home inspo, DIY boards.

Google is clearly feeling the pressure from declining text-based search engagement as more people shift to Pinterest, TikTok, and ChatGPT for discovery. Visual search is exactly how Gen Z already shops, plans trips, and picks gifts.

Google also dropped info on AI Max, its newer AI-powered ad solution. If you've been wondering how it stacks up against Performance Max, the guide's worth skimming.

What this means for you: Start optimizing your product images for visual discovery now, or miss a major shift in how people find and buy things online.

The future of search is visual and AI-driven. Google knows it and is scrambling to keep up.

🤝 Supported by Shipfusion

Think your fulfillment is fine? So did the 40+ coffee brands we put to the test.

Getting someone interested in your coffee is one thing. But getting that order across the finish line – on time, well-packed, and worth reordering – is another.

We ordered from 40+ DTC coffee brands to see how the post-purchase experience really holds up. From checkout to delivery to unboxing, we tracked it all. The results? Missed opportunities, delays, and broken experiences that are costing brands repeat customers.

This first-of-its-kind report breaks down where brands are winning, where they’re falling short, and what you can do to build loyalty and boost retention.

In this report we cover:

• Checkout experience

• Fulfillment speed + accuracy

• Shipping timelines + carriers used

• Packaging quality + unboxing moments

• Post-purchase communication

• What brands are getting right—and where they’re losing customers

Want to see how your brand compares? Read the report now.

A 90-day tariff truce gives brands breathing room but not much else

The 145% China tariffs that sent panic across Slack channels have been reduced temporarily to 30%. For many founders, it's the difference between survival and folding.

Companies like Lalo, Wild Rye, and Joe & Bella all say the same thing: it's a pause, not a plan. Holiday orders are due now, but no one knows what tariffs will look like when shipments arrive. That makes forecasting demand, budgeting for paid media, or pricing nearly impossible.

Brands that tried shifting production out of China are learning the supply chain doesn't move that fast. For niche components, China's still the only option. Loftie already raised their $275 sleep lamp to $450, then down to $375, with warnings it might spike again.

A poll showed 91% of consumers think retailers should show how tariffs impact prices. Temu already lists tariff costs as "import charges." Transparency may be one of the only tools brands have left to keep trust intact.

What this means for you: Consider being transparent about price changes. It might be your best competitive advantage.

So while 30% is manageable today, no one is building around it. They're just holding their breath again.

TV upfronts are getting awkward and everyone's hedging their bets

Welcome to upfronts week, where ad buyers pretend they're ready to lock in multimillion-dollar commitments. But this year's different.

According to Digiday, expect slower negotiations. No one knows what late 2025 will look like, and no one wants to commit big spend now only to regret it later.

What buyers are moving on:

• Live sports (NBA, NFL, college football)

• Programmatic CTV for flexible buying

• "Surround sound" moments like creator partnerships and custom integrations

The entire premise of upfronts (discounted inventory for long-term commitments) is at odds with 2025's reality. Buyers want out clauses and short-term plays.

"Sports will be robust, and everything else will be down," said PMG's Juliet Corsinita.

What this means for you: Keep media commitments flexible. Scatter markets might offer better value than traditional upfront deals.

We're not in a "cut budgets" moment. We're in a "don't get locked in" moment.

Festival marketing is getting smarter and more selective

Forget slapping logos on tents. Brands are getting tactical about where and how they show up at festivals.

At Coachella, influencer strategies dominated. Guess scored with Charli XCX afterparties, Rhode created TikTok-perfect vending machines. Revolve Festival generated $30M in media impact value.

Offsite events are the new flex. H&M skipped Coachella and threw its own 5,000-person LA festival with Robyn and Jamie XX. More control, less cost.

Smaller festivals are breaking out. Niche events like Mighty Hoopla let brands own the conversation instead of competing for attention. It's about community, not clout.

The big shift: It's not about being seen at a festival; it's about being felt. Best activations stretch across pre-festival buzz, on-site spectacle, and post-festival storytelling.

What this means for you: Consider smaller festivals where you can dominate instead of drowning at major events.