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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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Grove and Wantage fun day boosts cash for community groups

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Money raised from the event will go towards helping local people in the OX12 area (Image: Ed Nix)

The free summer extravaganza, held on Saturday, June 13, was jointly organised by Grove Rugby Football Club, the Ray Collins Trust and Grove Scouts, with more than 40 stalls raising money for charities and community causes in Wantage and Grove.

Bands, soloists and choirs performed from midday (Image: Ed Nix)

From midday, bands, choirs and soloists performed as children tucked into a free picnic and parents enjoyed hot barbecue food served by Scouts.

READ MORE: Award-winning RHS Chelsea Flower Show designer from Oxfordshire gets MBE

A giant funfair offered classic attractions such as hook-a-duck, alongside bird of prey displays.

There was lots of dancing and singing at the fun day (Image: Ed Nix)

American Dance School led line dancing and showcases, with further demonstrations in rugby and martial arts.

Live music played from 12pm to 11pm (Image: Ed Nix)

Dog owners could also enter their pets into a show run by National Animal Welfare Trust Berkshire and sponsored by Larkmead Vets.





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Akamai launches AI agent traffic security framework

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Akamai has introduced a security framework to manage AI agent traffic, aimed at businesses that need to verify whether automated requests should be allowed to act.

Built into its Bot & Agent Control products, the framework combines identity checks, traffic monitoring and enforcement at the network edge. It targets merchants, publishers and other organisations facing a rise in automated requests from AI agents acting on users’ behalf.

The launch reflects a broader industry focus on whether an AI agent can be tied to an authorised human user and whether its behaviour can be trusted. That question has become more urgent as agents begin to shop, retrieve content and carry out tasks previously completed directly by people in browsers or apps.

Akamai’s model is built around six areas: verified identity, user-linked authentication, trust analysis, edge enforcement, content monetisation and traffic visibility. It is working with several partners to connect those elements.

One part of the framework focuses on agent identity in commercial transactions. Akamai is working with Visa on the Trusted Agent Protocol and with Skyfire and Experian on the Know Your Agent framework, intended to let agents declare identity, origin and intent while linking them to the platforms they use and the users they represent.

The approach is designed to help businesses distinguish between a legitimate AI shopping assistant and a malicious bot that may appear similar when it first connects to a website. It also aims to provide an audit trail for transactions carried out by software acting for a person.

Visa said agent identity will be a basic requirement if automated commerce is to expand.

“Without trusted identity and explicit permissioning, AI agents cannot participate in commerce at scale,” said Rubail Birwadker, Senior Vice President, Head of Growth Products and Partnerships, Visa. “Visa’s Trusted Agent Protocol provides the identity layer that defines how agents are authenticated, authorized, and trusted at the transaction level so businesses and consumers can transact with confidence.”

Experian described the issue as one of transparency and accountability in AI-led interactions.

“AI agents are quickly becoming part of digital commerce, but trust will determine how far and how fast adoption grows,” said Kathleen Peters, Chief Innovation Officer at Experian. “With the Experian Agent Trust framework, we are helping businesses bring more transparency and accountability to AI-driven interactions by verifying identities, assessing risk, and strengthening confidence in every transaction. Our collaboration with Akamai and other ecosystem leaders reflects the industry’s shared commitment to building a secure foundation for agentic commerce that consumers and businesses can trust in real time.”

Skyfire, which is also involved in the identity effort, said commercial use of agents depends on a recognised trust layer.

“AI agents can’t participate in the economy without trusted identity and the ability to transact,” said Amir Sarhangi, Chief Executive Officer and Co-Founder, Skyfire. “Skyfire provides that foundation – enabling agents to authenticate, operate within policy, and access global payment rails. With Akamai, we’re bringing that trust layer to the edge, so enterprises can securely enable trusted agents without re-architecting their existing systems.”

Identity checks

Another element covers the hand-off between a human user and an AI agent. Integrations with identity providers including Auth0 and Ping Identity allow organisations to apply existing checks such as behavioural analysis and multi-factor authentication to the agents their customers use.

The idea is that a company should not rely only on a session or browser signal when an agent is involved. Instead, it should be able to assess who the agent represents, what it is permitted to do and whether its actions match the user’s established profile.

“AI agents introduce a new trust challenge because session-based trust alone is no longer sufficient. Organisations need to understand who they represent, what agents are allowed to do, and how their actions are governed in real time,” said Loren Russon, Vice President, Product Management, Ping Identity. “By combining Ping’s Runtime Identity capabilities with Akamai’s edge enforcement and visibility, enterprises can extend identity and access controls to AI-driven interactions with stronger accountability and oversight.”

Akamai said the framework also moves beyond a simple allow-or-block approach. Its trust analysis layer is intended to assess interactions across browsers, bots and agents on a spectrum, helping organisations decide which requests support commercial goals and which may signal fraud, abuse or operational risk.

Publisher model

For publishers and content owners, the system also addresses how AI agents access and pay for web content. Partnerships with TollBit and Skyfire support models in which access can be negotiated and charged on a pay-per-request basis.

That could give media groups and other content businesses a way to distinguish between ordinary visitors, beneficial agents and scraping activity, while also setting commercial terms for machine-driven access to material on their sites.

The framework is tied to Akamai’s traffic analysis tools, including TrafficPeak, which can provide a view of how human users, useful AI agents and malicious bots interact with websites over time. Security teams and business managers can then use that data to adjust access rules and revenue strategies.

At the infrastructure level, enforcement happens at the edge of Akamai’s distributed network, allowing decisions on incoming requests to be made quickly without shifting checks to a central system.

Patrick Sullivan, Vice President, Chief Technology Officer of Security Strategy, Akamai, said the goal is to give businesses a way to tie identity to decision-making as automated interactions increase.

“AI agents are replacing clicks, acting and handling commerce for us. For that to work, businesses need to recognize not just the agent, but who is behind it and what it’s trying to do,” said Sullivan. “We’ve built this so that identity informs visibility, visibility drives trust, and trust powers the decisions that let companies safely grow and monetize these new AI interactions. We’re giving businesses the confidence to open their doors to AI without compromising security.”



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UK pest control company enters administration after three years

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LPPC Environmental Ltd, which operates as Pest Control Aberdeenshire, provides environmentally friendly pest and bird control services for households and businesses across the UK.

The company was founded in April 2023 and has bases in Aberdeen and Bolton.



The Pest Control Aberdeenshire website reads: “We’re passionate about the environment and providing pest control solutions that help wildlife and humans co-exist.

“We’re dedicated to deterring pests naturally, using traditional pest control methods such as hawking and falconry.

“Our pest control methods are both effective and non-toxic, and we always try to use a natural solution to deal with vermin where possible.”

LPPC Environmental Ltd falls into administration

After just three years in business, LPPC Environmental Ltd looks set to shut down after falling into administration.

A petition to wind up the company was presented to the Aberdeen Sheriff Court back in March, according to The Gazette.

The petition requested permission for the company to be “wound up by the Court and to appoint a liquidator”.

An administration order was granted on May 8, while Kevin Mapstone of BTG Begbies Traynor was appointed administrator on June 5.

Other UK companies that have closed or entered administration/liquidation in 2026

It has been a tough year for the UK high street, with several other retailers entering administration and others announcing widespread store closures.

Major high street brands LK Bennett and Claire’s both closed all their stores in April, having previously fallen into administration.



UK fashion retailers Leading Labels and Quiz are also set to close their remaining stores after falling into liquidation.

Other retailers have been forced to close stores this year, including:

Four UK travel companies have closed in 2026:

Luxury UK holiday company Salamander Voyages also shut down back in April after entering administration.



Meanwhile, four UK airlines have fallen into administration or liquidation:

UK delivery company Yodel is set to be phased out over the coming months after being acquired by InPost.

It’s also been reported that Morrisons is looking to sell some of its in-store pharmacies as it continues to cut costs.

It’s not been all bad news for the UK high street, with several major brands announcing new store openings for 2026, including Aldi, M&S, and Superdrug.

Plus-size clothing brand Evans has also returned to the UK high street in 2026 after closing all its stores and concessions in December 2020.

Have you used Pest Control Aberdeenshire before? Let us know in the poll above or in the comments below.





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