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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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Tesco confirms major change in UK supermarket ‘first’

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The UK’s biggest grocer described the move as “one of the most revolutionary retailing improvements in decades” which would give customers access to a host of information about products via their smartphones.

QR codes will be applied to the packaging of 13 lines of Tesco’s own-brand sausages including Tesco Pork Sausages, Tesco Pork Chipolatas, Tesco British Pork Sausage Meat as well as British Cumberland Sausages and British Lincolnshire Sausages.

The codes can be used to provide additional product information to customers such as nutritional content, with shoppers being able to use them to access recipes and competitions.

EMBARGOED TO 0800 FRIDAY APRIL 17 Undated handout photo issued by Tesco of the packaging of one of their own-brand sausages which has been upgraded from barcodes to QR codes. The UK's biggest grocer described the move as (Image: PA Wire)

Tesco said adopting the new codes would give it better information about products in stores, helping it to order more accurately and improve efficiency, reducing unnecessary waste.

In the event of product recalls, QR codes will allow retailers to identify specific batches instead of removing all items, avoiding throwing products away unnecessarily and improving availability.

Retailers will also be able to block the sale of affected items at the till and contact customers who may have purchased them.

It is part of a wider industry shift led by GS1, the global body responsible for barcode standards, which has set a target for retailers and manufacturers to be ready to accept QR codes.

Tesco development and change director Peter Draper said: “For customers, this is a tiny and almost invisible change at the checkout, but for the retail industry it’s a significant step forward.

“Moving to QR codes will help us reduce food waste, improve stock control and unlock new digital benefits for our customers.

EMBARGOED TO 0800 FRIDAY APRIL 17 Undated handout photo issued by Tesco of the packaging of one of their own-brand sausages which has been upgraded from barcodes to QR codes. The UK's biggest grocer described the move as (Image: PA Wire)

“Customers will continue to shop and pay in exactly the same way, but they’ll have the option to access far richer information about the products they buy simply by using their smartphones.

“Over time, this opens up exciting possibilities, such as personalised digital tools to help customers manage the food they buy and reduce waste at home.”

Anne Godfrey, chief executive of GS1 UK, added: “Tesco moving to QR codes powered by GS1 across an entire range marks a significant step forward for UK retail.

“It shows how the next generation of barcodes can support a more connected, transparent future. We hope this progress encourages others to follow Tesco’s lead so that consumers and businesses alike can benefit from richer, more trusted product information.”

 

 





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UK broadband switching jumps 24% as April bills rise

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Broadband switching in the UK rose 24% year on year in March, according to data from Uswitch, as April bill increases prompted more households to shop around.

One in five broadband customers either switched provider before the rises or planned to do so within the next three months. Three million households had already changed provider in time to avoid higher charges.

The figures suggest a sharp consumer response to increases across several essential services at once. Households faced an average annual rise of £216 across council tax, water, TV licences, mobile contracts and broadband, bringing the total national increase to £6.9 billion.

Broadband accounted for an average increase of £39.60 a year, based on a monthly rise of £3.30. Some customers faced fixed increases of £4 a month, adding £48 over a full year.

Cost pressure

Affordability is now a central factor in broadband buying decisions. Some 24% of broadband customers chose their current provider primarily because it offered the lowest monthly price.

That pressure has coincided with stronger competition, particularly from regional network operators. These providers have offered some of the strongest broadband deals on record, including tariffs that in some cases avoid annual in-contract price rises, prompting larger providers to improve their own offers.

Uswitch’s internal data showed March was the busiest month for broadband switching since its records began in October 2016. Its measure of broadband deal value also reached its highest level since the index began in August 2023.

Not all customers moved quickly. Some 39% of broadband bill payers knew their bill was going up but did not plan to act, leaving them exposed to the full increase.

Market shift

The pattern suggests a widening gap between households willing to switch and those staying on existing contracts despite higher costs. Customers who stay with the same provider after their contract ends often move on to more expensive terms, while rival offers for new customers can be materially cheaper.

A household reaching the end of a broadband contract could save an average of £329 a year by taking a new deal. That adds to evidence that bill rises are prompting more active shopping around in a market where price has become a stronger differentiator.

Some of the biggest broadband brands have adopted fixed annual uplifts for new customers rather than the inflation-linked formulas criticised in previous years. While that offers more certainty, it still means higher charges each April for customers who remain in contract.

Regional providers have used that backdrop to compete on price and on promises of no annual rise. The result is a more competitive market at a time when household budgets are under strain from multiple directions.

Ernest Doku, broadband expert at Uswitch, said: “By moving in record numbers this year, broadband customers are sending a clear message that they will not pay over the odds while budgets are already under such intense pressure.

“What we are seeing is a significant shift in the market. The expansion of regional networks – both aggressively priced and keenly focused on customer service – has created a level of competition that hasn’t been seen in years.

“These providers are offering high speeds and great reliability on their networks at much lower price points, which is finally forcing the bigger brands to offer much more to keep their customers.

“If you have faced a price rise this April, it is not too late to check your contract. With the market as competitive as it is right now, there is a real opportunity to find a deal that protects your household budget.

“The average household coming to the end of their contract could save £329 a year by switching to a new deal, so it really pays to see what else is out there.”



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Oxford dog-friendly hotel sees record breaking Easter demand

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The hotel has reported its busiest period for canine stays, driven by rising staycation demand and warmer seasonal weather.

This trend is expected to continue, with April through to August proving especially popular for dog-owning families, aligning with school holidays, longer daylight hours and increased leisure travel across the UK.

Easter weekend stood out as the peak period for dog stays, where the hotel welcomed a 50 per cent increase in four-legged guests.

READ MORE: Oxford households desperate to escape debt figures show

Fine weather helped create a relaxed, outdoor-focused atmosphere, with over 20 dogs making full use of the hotel’s gardens, riverside setting and expansive grounds, over Easter

 The strong performance reflects a wider staycation boom, as more travellers choose to holiday closer to home.

One pooch at the restuarantOne pooch at the hotel restaurant (Image: Voco Oxford Thames)

 Set within 30 acres of scenic parkland on the banks of the River Thames, Voco Oxford Thames is ideally positioned as a base for exploring the southern Cotswolds.

 The hotel is also seeing growing demand for dogs to be included in wedding celebrations. The properties regularly accommodate canine companions of wedding couples, adding a personal and memorable touch to special occasions.

Logesh Waran, hotel manager at voco Oxford Thames, said: “We’re seeing a clear rise in guests choosing to travel with their dogs, particularly during peak leisure periods.

“Our spaces, grounds and pet-friendly rooms and dining areas make it easy for owners to include their pets in the full travel experience. From weekend breaks to weddings, dogs are always welcome!”

READ MORE: Primary school allocation day: Oxford Ofsted ratings

 Dog-friendly rooms at the hotel offer patio access, allowing guests easy access to outdoor spaces – an amenity that has proven especially popular with pet owners.

 Guests are also taking advantage of nearby attractions including Bicester Village for premium outlet shopping, as well as Blenheim Palace and the historic town of Woodstock, both offering a rich mix of cultural, heritage and leisure experiences.

Pet Owners could book a Pet Getaway package or just book room only with small charge per pet.

The hotel, located in Sandford on Thames, dates to the Middle Ages and boasts a leisure club, spa, restaurant.

After the COVID-19 pandemic drove an increase in the number of dog friendly households, pet tourism has only surged.

Research from the University of Surrey suggests the potential that the dog-friendly travel market will be worth $50.1 billion by 2030.

Another report from Roch Dog, a certification body for dog friendly hotels, states that hotels that welcome dogs are likely to experience 15 to 20 per cent higher occupancy rates than those that don’t.

Hotels in the Cotswold’s like Bowden Hall Hotel, The Lygon Arms Hotel, and The Swan Hotel are all highlighted on Tripadvisor as excellent dog friendly hotels.





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