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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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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.”

READ MORE: Group of ‘patriots’ to protest following murder of student Henry Nowak

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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Finance teams still rely on manual accounts payable

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SOFIAH NICHOLE SALIVIO

News Editor

Kefron has published research showing that most finance teams still rely on manual intervention in accounts payable, with only 15% of surveyed companies saying the process is fully automated.

The study highlights a gap between the demands on finance departments and the systems many still use to manage invoices, approvals and reporting. Based on a survey of 200 UK finance leaders and accounts payable managers, it found that 85% of finance teams depend on manual input at some stage of the accounts payable process.

That reliance appears to shape how finance leaders view growth. Eight in 10 chief financial officers surveyed said manual accounts payable makes it harder to scale finance operations efficiently, while 84% said artificial intelligence will free finance teams to focus on more strategic work.

Kefron, which sells accounts payable automation software, said the findings suggest manual processes built up over time are creating operational strain as invoice volumes rise and compliance demands increase. The research also linked pressure on accounts payable teams to changes in enterprise resource planning systems, which can add complexity in approval and reporting workflows.

Pressure points

The most common problem was delays in invoice approval workflows, cited by 35% of respondents. Rising invoice processing costs followed at 31%, while 28% pointed to excessive manual data entry.

A lack of real-time visibility into invoice status was named by 27% of respondents, and 26% said duplicate or erroneous payments were a key issue.

The report also highlighted broader concerns around month-end close and audit or compliance demands. Together, the findings suggest accounts payable remains a weak point for many organisations despite wider investment in finance technology.

Supplier relationships also featured in the responses. The research found that 90% of chief financial officers believe efficient accounts payable processes strengthen supplier relationships, while 77% of finance professionals said automation reduces compliance risk.

Executive view

Paul Kearns commented on the findings.

“The research shows that finance teams and CFOs do not have the real-time insights needed to run a business at full efficiency. More than half of finance professionals agree that they’re more likely to crack time travel than crack real-time AP control, demonstrating a real lack of confidence in automation procedures. As organisations grow, these manual and partially automated AP processes become a barrier to scalability, resilience and agility,” said Paul Kearns, Chief Executive Officer of Kefron.

The results add to a wider debate in finance over how quickly back-office processes are adapting to digital tools. While invoice capture has been automated in parts of many organisations, the data suggests end-to-end processing remains incomplete in most cases.

That matters because accounts payable affects areas beyond the finance function. Delayed approvals can slow supplier payments, poor visibility can weaken cashflow planning, and manual intervention can increase the risk of errors that later require correction or create audit issues.

Kefron said organisations are looking for systems that can support business expansion, adapt to changes in core finance software and provide stronger visibility over invoices and approvals. It argued that businesses are no longer focused only on digitising invoice capture, but on improving control and reporting across the process.

The survey covered heads of finance, chief financial officers, finance managers and accounts payable managers across sectors including manufacturing, retail, health, hospitality, construction, financial services, energy and telecommunications. It was conducted in the UK.

The findings suggest many finance teams are still working between older manual practices and newer automation tools, creating gaps in control and speed. For companies trying to manage growth, those gaps are being felt most clearly in approvals, cost, visibility and payment accuracy.



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New Oxford gym to open soon near Tesco at former Londis site

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‘The Training Floor’ is a new gym moving into 328 – 330 Abingdon Road after lying empty for two years.

The company promises to provide a ‘coaching-led training environment where everyday people can build strength, confidence and long-term health, with structure, support and expert guidance’.

The new gym encourages people ‘who want to feel stronger, people who have struggled with consistency, people who feel unsure what do in a gym, and people who want coaching and structure’.

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The building sits opposite Longbridges Nature Park, and boasts a nearby convenience store and Tesco Express.

Labour city councillor Anna Railton spotted the new owners painting the building at the weekend.

The building was formerly the site of ‘Floor Street’, a flooring company now based in Birmingham.

The building has also been a Nisa convenience store, Post Office and a Londis.





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