On Friday, Google published official guidance on how to optimise for the generative AI features inside Google Search. The most-quoted sentence is also the most useful: "Optimising for generative AI search is optimising for the search experience, and thus still SEO." The argument that follows is that AEO (answer engine optimisation) and GEO (generative engine optimisation) are not new disciplines, that several proposed "AI optimisation hacks" are nonsense, and that the core pr

In just a few short years, AI has completely revolutionized the ways most of us engage with the digital world. AI now shapes the ways we search and chat online, as well as the content we see. For students, AI is transforming the learning experience. Recent studies from the Higher Education Policy Institute show that in 2024, use of generative AI tools, like ChatGPT, jumped 53%, with students reporting that they used AI to summarize ideas, explain content, and, yes, generate w

There's a delightful irony in OpenAI's Super Bowl advertisement this week. They spent $14 million celebrating human innovation - and had...