Insights
Insight-driven, quality-focused content written by the experts.
Events, AI
The Future of AI & Social Search in Travel: Key Takeaways from Our Webinar
The travel and hospitality industry is undergoing a seismic shift. In our recent webinar, hosted in partnership with Katy Howell, CEO of Immediate Future, we explored how AI and social search are transforming how customers discover, plan, and book travel... Read more
AI, Digital Marketing
AI Max for Search: Google Tightens Its Grip on the SERP
In late July, Google introduced AI Max for Search, a new campaign type designed to integrate advertising into AI-generated search results. The move follows recent tests in which ads began appearing inside AI Overviews in the UK. Together, these developments... Read more
Events, AI
The Future of Discovery in FSI: Social Search, AI, and the New Rules of Visibility
When was the last time you Googled something and actually clicked past the first result? Now imagine your customers doing the same, not just on Google, but on TikTok, Reddit, ChatGPT, LinkedIn… and never making it to your website. Welcome... Read more
Digital Marketing
Artificial Influence: Why UGC and Advocacy Will Shape the Future of Search
Right now, the rules of search, discovery, and influence are being rewritten (and it’s not by the robots, it’s by humans). We’re moving fast from a world where search engines just index content, to one where generative models synthesise, prioritise,... Read more
Travel & Transport, Digital Marketing
Getting Less Website Traffic? Are You Prepared for the Seismic Search Shift in Travel?
The travel and hospitality sector is facing a dramatic rewrite of the traditional SEO playbook. As generative AI and LLMs like ChatGPT, Perplexity, and Grok capture user attention, traditional search traffic is evaporating, and the implications for hotels, airlines, and... Read more
AI, Digital Marketing
AI Search in 2025: Why We Should Integrate, Not Overthink, SEO, AEO & GEO
The way we discover content, products and even brands online is changing. Fast. With AI reshaping the mechanics of search, new frameworks like Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) have entered many digital marketer’s vocabulary. But while... Read more
AI, Digital Marketing
Google AI Mode is here: Universal to Unique. Information to Intelligence. Search Will Never Be the Same.
Last year, we were discussing AI Search as something experimental. Today, it’s (almost) the default. With the launch of Google AI Mode, digital marketers need to take note, because we’re not just witnessing a new feature, we’re seeing arguably the... Read more
Travel & Transport, AI
AI, Search and the Travel Revolution: 7 Takeaways from Our Conversation with Google’s Lalit Gupta
On 6 May 2025, we had the pleasure of hosting a future-focused conversation with Google’s Lalit Gupta to explore the evolution of AI, search, and its transformational impact on the travel and hospitality industry. As user behaviour shifts, technologies mature,... Read more