In today’s Digest, we cover Fox’s announcement of its upcoming streaming service ‘Fox One’ ahead of NFL season, Google’s test of ‘AI Mode’ to replace the ‘I’m Feeling Lucky’ button, and a new report from Credos highlighting how advertising investment is powering UK employment and economic growth.

Fox announces ‘Fox One’ Streaming Service Ahead of NFL Season

Fox Corporation has announced that its upcoming streaming service will be called ‘Fox One’, with a planned launch date ahead of the upcoming American football season. Fox One will not undercut the broadcaster’s existing wholesale rates, it has been revealed. CEO Lachlan Murdoch confirmed that pricing will remain “healthy” and aligned with traditional distributor agreements. 

Industry analysts anticipate a strong initial reception. Paolo Pescatore, founder of PP Foresight, said the NFL tie-in should drive early adoption “regardless of price”, though he questioned how many standalone streaming services the market can ultimately support.

Google Tests ‘AI Mode’ Button in Place of ‘I’m Feeling Lucky’

Google is experimenting with replacing its long-running ‘I’m Feeling Lucky’ button with a new ‘AI Mode’ feature on the Search homepage. The ‘AI Mode’ button corresponds to the company’s generative AI search feature newly available to Google Labs users in the US, which provides responses through a conversational interface. While the redesign is still in testing and may not roll out widely, its timing just ahead of the Google I/O developer conference suggests the company is preparing to spotlight major updates to its AI-driven search experience.

Google has not confirmed whether ‘AI Mode’ will become a permanent fixture, but the experiment marks a significant move to integrate generative AI deeper into Search.

Advertising Investment Fuels UK Jobs and Economic Growth: Credos Report

Advertising is playing an increasingly vital role in powering the UK economy, according to Advertising Pays 2025, the latest report by Credos, the UK ad industry think tank. The report reveals that UK advertising spend reached £66.6bn in 2024, helping drive business growth across 3.5 million companies.

The sector now supports 1.7 million jobs, equivalent to 5% of total UK employment and contributed £109bn in gross value added (GVA) to the economy last year. That figure represents 4% of total UK GVA, underscoring the industry's growing significance amid a rapidly evolving, tech-driven landscape.

The report also features insights from more than 20 senior leaders across companies including WPP, Boots, ITV, Google, Meta, and TikTok, reflecting on advertising’s impact and its evolving role in the first quarter of the 21st century.