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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 village farm shop ‘delighted’ by award win

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Britwell Salome Farm Shop, at Red Lion Farm in the South Oxfordshire countryside near Watlington, has been named ‘local food and drink champions’ for the south east in the Countryside Alliance Awards 2026.

Julia Mearns, co-owner of the popular farm shop, said they are ‘delighted’ by the recognition.

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“We are very thankful and amazed that our small farm shop is doing so well,” she said. “We appreciate that so many people took the time to vote for us as it is based on nominations for the shortlist and then public voting.

The team at Britwell Salome Farm Shop, left to right are master butcher Martin Piddington, Jake Howard, co-owner Julia Mearns, shop manager Amanda Saunders, and Wayne AndersonThe team at Britwell Salome Farm Shop, left to right are master butcher Martin Piddington, Jake Howard, co-owner Julia Mearns, shop manager Amanda Saunders, and Wayne Anderson (Image: Julia Mearns)

“Our customers and the village are delighted for us and frequently tell us which is lovely.

“The next stage is  the national final against regional winners from the rest of the country, and we will find out how we did at a reception in The House of Lords in July.”

Though they were named runner up in the Muddy Stiletto’s award for best farm shop in Bucks, Berks and Oxfordshire last year, it’s the farm shop’s first award nomination – let alone win – for the Countryside Alliance.

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The annual award series has been running for 19 years to highlight the achievements of rural businesses, which names a winner and a highly commended runner-up across the categories of butcher, local food and drink, pub, rural enterprise and village shop/post office.

Ms Mearns said her family, including herself, her husband and their son, set up at Red Lion Farm in 1993 and took over the chilled unit in the barn when it became vacant in 2008, to begin selling the farm’s meat, including pork, beef and lamb, directly to customers, from field to fork.

Britwell Salome Farm Shop, 2011Britwell Salome Farm Shop, 2011 (Image: Des Blenkinsopp / Wikimedia Commons)

She added: “We are a true farm shop in every sense of the word – especially noticeable when the pig staff come in for their purchases.

“Customers’ facial expressions say a lot, and we always say without them, we wouldn’t have our wonderful pork products!”

Britwell Salome Farm shop also stocks a large selection of other locally produced food, from seasonal fruit and veg from a farm in Stanton St John to local honey from the village, jams and preserves which raise money for Oxford homeless charity Porch, to bread baked fresh in Thame.

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Winning their first award after 30 years, Ms Mearns put the increased appreciation of farm shops down to people beginning to care more about where their food comes from.

The co-owner said: “Farm shops are becoming more popular, people are more aware of where they are buying their food.

“I’m just honoured that people voted for us in those numbers.”





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Europeans back payment sovereignty amid US network fears

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KAREN JOY BACUDO

Finance Editor

Enfuce has published research showing that European consumers are increasingly concerned about political interference in payment systems, with strong support for greater European control over payments.

The survey of 3,000 consumers and 500 senior executives at payment providers across France, Germany, Italy, the Nordics and the UK points to growing unease about reliance on US-owned networks such as Visa and Mastercard. It also suggests the debate over payment sovereignty has moved beyond policymakers and into the mainstream.

The findings show that 62% of consumers believe geopolitical tensions could disrupt payments in their market. In comparison, 59% are concerned that the US government could instruct American-owned payment networks to restrict or stop payments. Concern was even higher among payment providers, with about 78% worried that political tensions could lead to restrictions.

Dependence on a small number of global operators also featured heavily in the responses. Six in ten consumers said it was a problem that so many payments are controlled by a small number of companies, and 67% said they would struggle to pay or be unable to pay without Visa or Mastercard.

Consumer priorities

Despite support for greater European control, the research indicates that political concerns alone are unlikely to reshape behaviour at the checkout. Just one in five consumers said they would choose a new payment system primarily because it was locally owned.

Instead, respondents said practical factors remained the main reasons to switch payment methods. Security was cited by 43% of consumers, acceptance by 40%, and privacy by 29%.

That creates a challenge for European alternatives seeking broader adoption. While 73% of consumers and 97% of payment providers said it was important for the UK and EU to have greater control over payment systems, customers still appeared more focused on reliability and trust than on ownership structures.

The findings also suggest awareness of the issue is already established. More than half of consumers said they had thought about the systems behind their everyday payments, and 56% said they were familiar with efforts to create alternatives to Visa and Mastercard.

Backing for Wero

Among payment providers, support for alternatives appears strong. Enfuce said 85% of providers have implemented or plan to implement Wero, the European payment method that has emerged as one of the main alternatives under discussion.

Three-quarters of payment providers said they believed local alternatives would be viable within a decade, while 66% said such an option could offer better value than existing global networks. At the same time, 67% said Europe could achieve payment sovereignty without replacing established international card schemes altogether.

That reflects a more mixed industry view of how sovereignty would work in practice. The data suggests many executives see room for a more locally controlled system alongside the current dominant networks, rather than through a complete break from them.

The research comes as Europe examines how far it should reduce dependence on foreign technology and financial infrastructure. In payments, the issue has gained prominence because card transactions and other consumer payments rely heavily on international networks headquartered outside Europe.

For fintech groups and payment infrastructure providers, that shift has created a broader strategic debate about resilience, market concentration and economic autonomy. The survey suggests those concerns now resonate with consumers as well as industry executives.

Around 58% of consumers said they were worried that reliable local alternatives would not be available if major payment networks were disrupted. That points to a growing perception that payment infrastructure is part of economic security rather than just a background utility.

“For decades, payments were designed around convenience and global scale. Now they are becoming a question of resilience, control and economic security. Consumers are starting to recognise that the systems moving money around the world are not politically neutral infrastructure. This is a rare opportunity to rethink what we want from payments – not just faster, but more transparent, resilient and more aligned with the values of consumers, businesses and society itself,” said Denise Johansson, Co-founder and CEO of Enfuce.



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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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