Something has shifted. You can feel it in the numbers, even if you can’t fully explain why just yet. Traffic patterns look different. Content and campaigns that once did well now underperform. The playbook that worked two years ago has begun to deliver diminishing returns. The problem isn’t your content strategy; it’s that the customer […]
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The web is changing much faster than any point since the shift to mobile and in 2026 we are witnessing the rise of the agentic web which is an ecosystem where autonomous artificial intelligence agents browse and analyse and make decisions on behalf of human users. In May 2025 I wrote about how the future […]
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The internet is experiencing a substantial shift in how users interact with online platforms. As well as growing adoption in AI platforms like ChatGPT, and confidence in Google’s AI Overviews and AI Mode results, we’re also beginning to experience a more delegative form of online interaction. We are transitioning from a web where humans browse […]
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For travel brands, Google’s latest updates from their 2026 I/O keynote signal a major change in how holidays are researched, planned, and booked. Travel has always involved a huge amount of research, which makes it an ideal space for automation. But as Google shifts Search away from static results and toward autonomous background actions, the […]
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Most conversations about marketing performance circle around the same things. Strategy. Budget. Technology. Attribution. Talent. Sometimes process gets dragged in too. But every now and then, you speak to someone who quietly reframes the whole conversation. Someone who makes you realise that the thing sitting underneath performance – the thing shaping resilience, creativity, and ultimately […]
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Microsoft has introduced a valuable new feature that enables SEOs and webmasters to track how their websites are cited across AI platforms. While currently focused on Copilot and its partner systems, this proprietary data offers a more robust alternative to third-party tools for gaining insights. Although different LLMs operate in various ways, the insights provided […]
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Andrej Karpathy (a founding member of OpenAI and later Director of AI at Tesla) frames the rise of documentation standards as part of a deeper transition into the Software 3.0 era. While Jeremy Howard (founder of fast.ai and Answer.AI) introduced the actual specification, Karpathy supplied much of the philosophical framing behind why these structures matter, […]
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Outsourcing the creation of a Request for Proposal (RFP) to an AI might seem like a brilliant productivity hack, or a great way to keep the RFP modern, given all the new acronyms and intricacies of search and AI. AI can generate professional-sounding jargon and structured tables in seconds, however, for what is a high-stakes […]
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Google uses several hidden systems to decide which websites appear at the top of your search results. For a long time, people thought Google only looked at the words on a page or the links pointing to it. However, the recent US Department of Justice legal case and some leaked internal documents have proved that […]
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Most CMOs looking at their analytics today will come to the same conclusion: AI isn’t driving enough traffic to matter. At a surface level, that seems rational. Why shift budget or strategy toward a channel that barely shows up in your reporting? The problem is, you’re measuring the wrong thing. AI-driven search is already shaping […]
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The traditional holiday brochure is rapidly being replaced by the streaming queue as the primary source of travel inspiration for the modern tourist. This phenomenon, often termed the “Cinema Effect” or “set-jetting,” has moved beyond a simple curiosity to become a central pillar of the United Kingdom’s tourism economy. As we look towards the major […]
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Search is changing as machine intelligence becomes a more integrated part of daily results. While traditional SEO was designed for a world of blue links and keywords, modern search is increasingly shaped by Large Language Models. These systems, such as ChatGPT, Claude, Perplexity, and Gemini, are shifting how users find information across various surfaces. If […]
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