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UK marketers lead global shift to GEO in AI search

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UK marketers are adopting Generative Engine Optimisation faster than their global peers, according to Optimizely.

The company’s survey found higher levels of comfort, investment and preparedness in the UK as AI-led search changes how consumers find brands.

Based on responses from 1,000 marketers worldwide, the research points to a shift away from traditional search rankings and website visits towards visibility within AI-generated answers. In the UK, 61% of marketers said they were very familiar with GEO and already had a strategy in place, compared with 45% globally.

That lead extends to spending plans. In the UK, 70% said they were actively investing in strategies to optimise content for visibility in AI-generated responses, versus 54% globally.

The findings also suggest UK marketers are more willing to accept a model in which customers interact with brands through third-party AI services rather than going direct. Nearly half, 49%, said their organisation was very comfortable with that arrangement, compared with 25% worldwide.

A similar gap appeared in expectations of a future in which users no longer click through to company websites. In the UK, 41% said they were very prepared for that outcome, while the global average was 27%.

Changing search

The data reflects how AI summaries and conversational search tools are changing the path from discovery to purchase. For marketers, the issue is no longer just whether a website ranks highly in conventional search results, but whether a brand is represented accurately and prominently in answers generated by AI systems.

On that measure, 42% of UK marketers said they were very confident that AI-generated summaries reflect their brand or content accurately, compared with 25% globally.

Many UK respondents also appeared to see the shift as already under way rather than a distant risk. Some 43% said click-less journeys were already the norm for most brands, compared with 21% of global marketers.

That view is shaping priorities. The survey found 65% of UK marketers ranked GEO as a top priority, against 39% globally. It also found 81% were considering investment in new software or tools to support their approach, compared with 61% worldwide.

UK lead

The figures suggest the UK may be moving earlier than other regions to adapt to AI-driven discovery. That could give companies more time to adjust content, brand messaging and search strategies before user behaviour shifts further away from direct visits and traditional referral traffic.

The commercial implications are significant for businesses that have long relied on search engines to drive consumers to owned digital channels. If more interactions begin and end within AI interfaces, marketers may need new ways to measure visibility, brand presence and customer engagement.

For technology suppliers, the trend is also creating demand for tools that help brands monitor how they appear in AI-generated responses and adjust content to improve that representation. The survey suggests UK marketers are more ready than peers elsewhere to invest in those systems.

Tara Corey, Senior Vice President of Marketing at Optimizely, said: “AI search means brand discovery is no longer fully within an organisation’s control, but that shift puts more pressure on businesses to shape how they appear in AI-generated answers.

“This research should be a clear wake-up call to marketers: the UK is ahead of the curve, and that gives it a major advantage. Businesses have a small window to influence AI results before the space gets too crowded, giving them a head start in this new click-less future. Organisations must start investing in their GEO strategy now or risk becoming invisible once AI search becomes the norm.”



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New bakery giant ‘coming soon’ in Oxfordshire first

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Councillor Jack Treloar said the Cornish Bakery has received no objection from Witney Town Council to open a new branch in the town.

The Cornwall-based cafe will take over the former Shoe Zone shop in the Market Square and close to Coffee #1, Gails and another independent cafe.

Mr Treloar said: “After this planning application was discussed this evening at the Witney Town Council planning committee. I’m pleased that the result was a unanimous no objection.

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“I know people will say that the market is highly saturated, and to a degree, they’re right, but as a member of management in a locally owned cafe company, I think it’s safe to say there is still a great deal of hunger for more.

“Ultimately, coffee shops and cafes are the new trailblazer in hospitality, with cafes opening at an astonishing rate, and for good reason.

“I look forward to being able to get their beautiful Cornish puddings in Witney, without having to travel to Cirencester. Another great thing, it’s keeping spending in Witney.”

The chain was set to take over the Pret A Manger shop close to Carfax in Oxford, but announced in January this was no longer the plan.

Witney councillor Andrew Coles said he is “absolutely delighted” with the arrival due this summer and added: “It’s a vote of confidence in Witney’s town centre as yet another new business comes to town.”





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Cato says AI cuts CVE protection time to 45 minutes

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Cato Networks said it can protect customers against newly disclosed vulnerabilities within 45 minutes, reflecting what it described as a new approach to CVE mitigation.

The claim marks a sharp reduction from the days or weeks often associated with vulnerability response in security estates that rely on customer-managed appliances and patching cycles. Cato said it had previously reduced that process to hours through its software design and has now shortened it further by using AI-driven threat research with automated delivery across its cloud service.

Cybersecurity vendors and customers are under growing pressure to respond faster as the number of disclosed vulnerabilities rises. Cato cited data from the US National Institute of Standards and Technology showing CVE submissions rose 263% between 2020 and 2025, while filings in the first three months of 2026 were nearly one-third higher than in the same period a year earlier.

At the same time, many organisations still struggle to remediate vulnerabilities quickly. Cato pointed to Verizon’s 2025 Data Breach Investigations Report, which found that about 54% of edge device vulnerabilities were fully remediated during the year, with a median remediation time of 32 days.

How It Works

Cato said its process uses AI agents, with human supervision, to monitor disclosed vulnerabilities, triage information from multiple sources, extract indicators of compromise, reproduce exploits in a lab environment, develop threat signatures, test them for false positives, and deploy protections across the Cato Cloud.

Because the platform is cloud-based, customers do not have to patch or reconfigure distributed appliances before receiving the mitigation, according to the company. That removes a step that often slows response times in traditional security environments, where vendors must develop updates and customer teams must then test and install them across large estates.

Cato framed the announcement as an architectural argument as much as an operational one. It said rapid mitigation depends on combining network visibility, platform-wide context, and cloud-based enforcement in a single system rather than relying on separate products and local appliance upgrades.

That position goes to the centre of a wider cybersecurity debate over whether older infrastructure models can keep up with attack timelines that continue to shrink. Security teams have long measured performance by time-to-protect, but the industry is increasingly focused on time-to-exploit as attackers move more quickly from disclosure to active abuse.

Shlomo Kramer, Co-Founder and Chief Executive Officer of Cato Networks, said the change in attack speed exposes the limits of appliance-led security operations.

“Attackers move in minutes. Appliance-centric security still moves in patch cycles,” Kramer said.

“Cato closes the gap by turning new CVE intelligence into protections deployed globally across our cloud service, with zero customer effort. In the AI era, security architecture is no longer a matter of efficiency. It is a do-or-die security decision,” he said.

Industry Shift

Cato said the latest reduction in response time came from applying agentic AI to stages of the vulnerability protection lifecycle that it had already automated over several years. Those stages include monitoring CVEs, creating protections, validating them, and deploying updates across the company’s cloud infrastructure.

In Cato’s account, the latest step is less about replacing existing systems than compressing the time needed to complete each part of that cycle. The company said AI agents now help automate vulnerability analysis, exploit reproduction, protection generation, and validation, while humans remain in a supervisory role rather than carrying out each step manually.

That reflects a broader shift across parts of the security market, where vendors are trying to use AI not just for detection but also for operational response. The central promise is that machine-led workflows can reduce the lag between a newly published vulnerability and a live defensive control.

Elad Menahem, Senior Vice President of Research at Cato Networks, said the significance was not limited to a faster headline number.

“The breakthrough here is not just speed,” Menahem said.

“It’s that vulnerability response itself can now operate continuously and at machine scale,” he said.

Cato, known for its secure access service edge platform, said thousands of organisations use its network and security services across cloud, hybrid, and distributed environments. The latest announcement places that platform architecture at the centre of its pitch to customers facing a heavier flow of vulnerability disclosures and shorter windows to act.

By arguing that protection can be deployed globally in minutes without customer action, Cato is also making the case that mitigation speed is becoming a defining measure of security infrastructure rather than an added feature. It said AI-era security cannot depend on manual customer operations or appliance patch cycles.

The benchmark it has set will now test how quickly other security providers can demonstrate similar response times as vulnerability volumes continue to rise and exploit activity becomes harder to contain within traditional operational windows.



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Oxfordshire MP anger as households hit by energy price cap rise

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Energy regulator Ofgem announced on Wednesday, May 27 that there would be a 13 per cent increase of the energy price cap.

In a speech to Parliament on Tuesday, the Liberal Democrat politician urged the Government to provide targeted support to vulnerable, low-income households, which will be hit the hardest.

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Mr Glover said: “The energy price cap increase is estimated to cost each household an extra £18 every month.

“That is the price of a regular essential food shop at a discount store

“Now I note the measures the minister says the Government is taking but in addition will the Government urgently bring a social tariff for vulnerable low income households?”

In response to Mr Glover, Martin McCluskey, the parliamentary under-secretary of state for energy security and net zero, said: “Obviously from the Government’s point of view we do not want anyone to be making the choice between heating and eating.

“That’s why across the Government, we are working on a data sprint to work out how we can use household income data to make sure we are targeting support at the right people.”

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Oxford households pay hundreds of pounds in extra charges on their energy billsVulnerable households to be targeted as energy price cap increases (Image: PA)

The energy regulator revealed that this price cap would start on Wednesday, July 1 to Wednesday, September 30.

The price cap refers to the default tariff applied when a customer has not signed for a fixed-rate tariff.

It sets a maximum rate per unit and standing charge that can be billed to customers for their energy use. 

This increase is a result of higher wholesale gas prices, caused by the ongoing conflict in the Middle East.

However, prices remain well below the height of the energy crisis in 2022 when the government stepped in to cap bills at £2,500.  

Currently, 60 per cent of accounts aren’t fixed tariffs and will be affected by this price rise.

The current price cap for a typical household paying by direct debit for gas and electricity is £1,641.

Announcing the increase, Tim Jarvis, Ofgem CEO, said:  “Today’s price change reflects continued volatility in global energy markets.

“This means higher wholesale gas prices, driven by ongoing conflict in the Middle East, is impacting the price we pay for energy. 

“We understand many will be concerned about rising prices.

“While energy use typically falls over the summer months, there are still practical steps households can take to manage costs, including exploring fixed tariffs or changing their payment method.

“Smart meter customers can also take advantage of half price or cheap electricity at the weekends.”





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