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ICC To Set Up 'Working Group' To Sort Out LA28 Qualification, Format Restructuring
ICC To Set Up 'Working Group' To Sort Out LA28 Qualification, Format Restructuring

News18

time2 days ago

  • Sport
  • News18

ICC To Set Up 'Working Group' To Sort Out LA28 Qualification, Format Restructuring

Last Updated: ICC to form a Working Group to decide LA28 Olympic qualification, review cricket formats, and explore Test restructuring. Minimum age for internationals remains 15. The International Cricket Council (ICC) is set to form a Working Group to take care of some of the pressing issues globally. This was among the key takeaways of the Chief Executives' Committee (CEC) meeting held in Singapore on Friday. The meeting was chaired by new ICC CEO Sanjog Gupta, and ICC Chair Jay Shah attended in his ex-officio capacity. According to Cricbuzz, the Working Group will look after the structure of various formats of the game and the qualification pathway for the 2028 Los Angeles Olympics. Also, the formation of this group is expected to be fast-tracked and could be finalised as early as Saturday, during the upcoming ICC Board meeting. The Working Group will reportedly include members from both the CEC and the Board, and will be given clear responsibilities — the top priority being to recommend a qualification system for the LA28 Olympics. The gentlemen's game will return in the Olympics with six teams each in the men's and women's categories. However, the qualification process still remains a concern. The global body seems divided on this, as many believe that world rankings should be used to determine the qualifiers, whereas some have suggested organising a qualifying tournament. But holding a tournament seems unlikely due to the tight schedule and a packed Future Tours Programme (FTP). Meanwhile, the proposal for a two-tier Test format — a hot topic in recent times — was not discussed at the CEC meeting. However, it is expected that the Working Group will explore this issue and suggest whether changes are needed in the structure of Test cricket. The same applies to possible adjustments in ODI and T20I formats. Minimum Age To Play International Cricket Another key decision taken at the meeting was to keep the minimum age for playing senior international cricket at 15, based on recommendations from the ICC's Medical Advisory Committee. However, exceptions may be allowed in special circumstances. view comments First Published: Disclaimer: Comments reflect users' views, not News18's. Please keep discussions respectful and constructive. Abusive, defamatory, or illegal comments will be removed. News18 may disable any comment at its discretion. By posting, you agree to our Terms of Use and Privacy Policy.

Horror pig farm pics spark investigation
Horror pig farm pics spark investigation

Perth Now

time2 days ago

  • Perth Now

Horror pig farm pics spark investigation

WARNING: Distressing content Shocking footage depicting the alleged internal workings of an Australian pig farm has surfaced on the internet after activists claimed to have discovered a shed full of dead, dying and severely wounded pigs. Taken by activists affiliated with Farm Transparency Project (FTP) in June, the collection of hundreds of photos and a handful of videos show hundreds of pigs packed into large, warehouse-sized sheds. The FTP alleges these photos and videos were all taken at Andgar Piggery near Dublin, South Australia. Images taken by activists affiliated with the Farm Transparency Project depict the disturbing conditions endured by animals at a farm near Dublin in South Australia. Photos show animals with gaping sores living in pens alongside their deceased littermates. Supplied Credit: Supplied Some pigs are recorded struggling to wade through thick, brown muck, which activists allege others had drowned in, as dozens of rats scale the walls and wires that crisscross the walkways between the pens. One animal appears on camera with a gaping, necrotic wound in its body, about 10cm wide and partially filled with what appears to be mud and straw. Massive weeping sores are seen on several animals, and starving creatures are recorded cannibalising their deceased littermates. Some images, which cannot be shown in this article, show dozens of rotting pig corpses piled up on top of one another. This heavily censored image features a pig with a gaping wound visible just above its rear. The wound appears to be old and is stuffed with mud, straw and faeces. Supplied Credit: Supplied FTP project director Chris Delforce said he became involved after getting tipped off by a member of the public who had already attempted to notify the RSPCA. 'We sent some people that we work with in South Australia to go check it out, and we were very concerned with what they captured,' Mr Delforce said. 'A few of us from Melbourne went down and checked it out ourselves just to verify it (and) make sure we comprehensively captured what was going on there … then reported that as soon as we could to the RSPCA and the state government.' In this image, a pig stands over its dead littermate, which lies motionless in the mud. Supplied Credit: Supplied The South Australian RPSCA confirmed it had begun an investigation into the property, and the company is not accused of any wrongdoing. 'A report has been received in relation to concerns regarding the welfare of animals at a property north of Adelaide,' a spokeswoman said. 'As our inspectorate are currently investigating the complaint and being an active investigation, we cannot provide any further information at this time.' South Australian Deputy Premier Susan Close said 'no one can stand cruelty' in animal industries. Speaking to 7News, she said it was 'wonderful that the RSPCA is investigating'. 'If cruelty is found, I hope the full force of the law comes down,' she said. An Andgar Piggery spokesperson blamed the conditions on a lack of workers but also conceded he had not seen any of the photos or watched any of the videos taken by activists inside the farm. The Andgar Piggery, where it's been claimed pigs are living in horrendous condoitions. Supplied Credit: Supplied 'We went from four workers to one because one bloke got injured and he's been off for the last three or four months. There we are, with one bloke running the whole farm. We've been advertising, looking for workers … We've got a business to run. We pay taxes,' he said. 'Of course the piggery's never been like that. For all the years we've run pigs, they've never been like that, it's just all of a sudden you've got no workers. Normally, it runs like a clock, it's bloody beautiful.' According to ABN Lookup, the Andgar Piggery owners also own another operation near Mannum, east of Adelaide. An FTP protest is scheduled for Saturday, and a corresponding Facebook event page has been interacted with by hundreds of respondents.

How Newgrounds accidentally became one of online culture's defining sites
How Newgrounds accidentally became one of online culture's defining sites

Fast Company

time3 days ago

  • Entertainment
  • Fast Company

How Newgrounds accidentally became one of online culture's defining sites

In 1995, a familiar experience sat at the center of many people's first experiences with the dial-up internet: the chance to create something for themselves. Along with the access to the World Wide Web, Telnet, and Usenet newsgroups, many users were given a few megabytes on their ISP's FTP server to share whatever—recipes, pictures, creative projects, any weird thing that came to mind. Other people created personal sites using third-party providers such as GeoCities, AngelFire, and Tripod. If you knew a little HTML, you could suddenly express yourself however you wanted. It was the personal home page era of the internet, a slice of life that feels quaint in an era of constant social engagement and monetization. Most of these sites are forgotten to history, too obscure for even the Internet Archive. But a lucky few made it to the present day. Tom Fulp owns one of those pages. You might have heard of it. Today, it's called Newgrounds, but it started life as a site called New Ground Remix. When Fulp, a one-time zine-maker who got online in 1995 landed on an ISP called Fastnet, he found its hosted website feature to be the most appealing part. 'I thought it was awesome that you could make a page full of stuff and anyone could come see it,' he says. It was a little rocky getting going—this was the era when Netscape and Internet Explorer often rendered pages wildly differently. Nonetheless, he jumped in with both feet. 'Even knowing how they worked, there would still be unique challenges that kept cropping up while trying to get everything to look how you wanted it,' he says. Newgrounds' Flash of success At first, it wasn't a particularly serious thing. Fulp went off to college, where he didn't have access to his hosting space and therefore couldn't update it. But when he got back to it, he made the most of his site, which he used to create point-and-click web games using his budding HTML skills. And those games started to gain attention. One of them, Assassin, became a huge hit. Essentially, the idea of the game was that you could let off steam by killing a celebrity you didn't like. All the popular-to-dislike celebrities of the era—Barney, Britney Spears, Jonathan Taylor Thomas, the Backstreet Boys—made appearances. But some of them were completely off the beaten path. Hate Bil Keane, the creator of newspaper comics staple The Family Circus? So did Fulp, apparently. 'There was no plan to promote it, people somehow found it,' he says. One of those people was a producer for the TV show Inside Edition, which was considering doing a story about the Assassin game and reached out to Fulp. What could have been problematic—while the game's many variants are clearly satirical, this was notably during an era of high awareness of school shootings—turned out to be a blessing in disguise. 'They wanted to feature the site on TV, at which point I knew I had to get a domain name, so people could remember the web address,' he says. 'Newgrounds never ended up being featured on Inside Edition, but once it had a domain name, it started spreading even faster.' The final missing piece of the puzzle for Newgrounds to become a cultural phenomenon? Macromedia Flash. When Fulp picked up the animation technology in 1998, 'I knew I was on to something.' By 2000, Fulp had incorporated Newgrounds and hired a friend, Ross Snyder, to build a portal that allowed other people to easily upload Flash animations—an innovative feature at the time, predicting the later success of YouTube. Quickly, Flash animations like 2001's ' Xiao Xiao No. 3,' which featured dozens of stick figures in a seemingly never-ending kung fu battle, came to dominate internet culture. Later animations built by groups of creators extended the concept even further. 'On Newgrounds, you could find people to collaborate with and create something bigger than you ever possibly could on your own,' said Roger Barr, the founder of the humor site I-Mockery and a longtime Newgrounds member. 'And that was the real draw to me, because I've always been a collaborative person. I love working with people. I find it exciting. I find it elevates any project if you have people who are genuinely interested in it.' A great example of this is 'The Ultimate Showdown of Ultimate Destiny,' the most popular Newgrounds video of all time. The animation had music from Neil Cicierega, who developed the surrealistic Animutation style as a teenager and later became a popular comedy musician. Meanwhile, the animation itself was developed by Shawn Vulliez, who worked on it when he was just 14. But there are many, many animations and Flash games on the Newgrounds site. And while Flash may be long gone, Fulp said the platform put in the work to keep the animations working. When asked about Flash's influence on the platform, Fulp is careful not to lean too hard on where it eventually led. 'Flash was the tool, but the real point of Newgrounds is that it's fun to make and share things on the internet,' he says. 'We've been working to hold on to that culture and maintain a focus on art made by artists.' It was a hub of Flash animation, sure, but it was also a community. And the nice thing about communities is that you're never really alone. Popular, but edgy The early 2000s were a Renaissance period for ground-up content sites like Newgrounds. It was part of a group of humor sites founded in the '90s that had an outsize impact on internet culture. Some of them faded into history, but others—Newgrounds, Fark, Something Awful, and I-Mockery—remain online decades after their key period of relevance. Each started in similar ways—as, essentially, larks by their founders that accidentally turned into real businesses. (I-Mockery's Barr, for example, registered his domain after constantly running into storage limits on GeoCities, while Fark, a domain registered because four-letter domains are rare, initially featured a provocative image of a squirrel.) And they all kind of succeeded together. A key reason for that is that they cross-promoted one another. It was common to see Fark link to Newgrounds, for example, and Barr was so associated with Newgrounds' culture that 'Newgrounds acquires I-Mockery' was an April Fools' joke one year. Fark founder Drew Curtis said it became something of a symbiotic strategy, and even led to unusual situations where his site gained a large Swedish audience because he frequently linked to a Swedish site. 'Anytime we did that, we actually ended up growing each other's audience,' Curtis says. And these site owners knew one another personally. When I talked to him for this piece, Curtis regaled me with stories of his long-ago interactions with Richard 'Lowtax' Kyanka, Something Awful's late founder, for example. Barr and Fulp, meanwhile, went to the same school at different times, reconnecting later in life thanks to their respective online presences. These sites weren't corporate, which kind of cut both ways. Newgrounds' most popular Flash videos were often cartoonishly violent, which did not make it easy to win over advertisers—or keep them. 'I'll always remember this one day [when] I got notified we were being dropped by our ad company, right before I left for class,' Fulp recalls. 'I had to sit in a lecture hall for an hour thinking about how I was going to pay the next $1,000 bill.' (Fulp ultimately teamed with an ad network run by the independent film studio Troma Entertainment, though the ad network concept didn't last forever.) It wasn't a unique problem—both Curtis and Barr expressed similar challenges related to advertising and their content. Curtis noted Fark was on difficult-to-shake advertising block lists, but the situation improved over time. Oddly, what was edgy in 2005 doesn't feel so off-kilter in 2025. 'What's funny now is like, we really haven't changed, but everybody else here has,' he says. 'I mean, they went flying right past us.' The roots of community While lots of people found Newgrounds thanks to popular Flash animations like 'Salad Fingers' or the Animator vs. Animation series, what kept them there—and at many similar sites—was the power of community. If you put the effort into the community, there was a real chance it could give back in a big way. 'There has always been a strong emphasis on collaboration, which has brought a lot of people together over the years and strengthened the bonds of the community,' Fulp says. Those connections proved essential to both Fulp and Barr, both of whom now work professionally in the video game industry. Fulp, who started his platform by creating a series of point-and-click games using just HTML, accidentally created a farm system for a generation of indie game developers. 'We're really for the fun of it, but Tom started like sponsoring people,' Barr recalls. 'And he would put up money for monthly contests, where you would win money and just getting any kind of payment for something that you created. I think that kind of put the little a little seed in people's minds that, 'Hey, maybe I could actually do this for a living later on.'' Newgrounds users later developed hit games such as Super Meat Boy and Among Us. Reflecting this, Fulp won a Pioneer Award at the Game Developers Choice Awards in 2021. Newgrounds' success inspired real-life friendships and interactions that go deeper than your average social network. Fulp says Newgrounds fans became a major fixture at San Diego Comic-Con. 'This inspired an annual party at the NG office, with hundreds of artists making the trip each year,' Fulp says. 'I stopped doing the parties, because they were gonna get out of control if they kept growing. But they have always stood out as special moments, where I'd step back and realize how many amazing people were touched by the site.' From a social media perspective, it was almost as if sites like Newgrounds and its friendly competitors had cracked the code for how to build online communities. The business model for Something Awful's forums, for example, which required banned users to pay money to rejoin, still stands out as one of the more intriguing online-community business models. (Imagine having to do that on X!) In Fark's case, Curtis says, his knowledge of how to build a long-running community has led to friendships with leaders at modern community platforms like Reddit. 'One of the massive mistakes we made early on was so you create the site, you create the community, and they're like, 'We got some bad actors, didn't expect this to happen,'' Curtis says. 'So you kind of built it as an afterthought. But the real problem here, and we all screwed this up. This moderation is actually the product. And I didn't even realize that until 15 years down the road.' (Side note: Curtis ran an ISP during the late '90s. Fark turned out to be his soft landing after the dial-up internet business fell apart.) Part of what might have made these communities stickier might have had something to do with the fact that nobody was making money, except maybe, after vast amounts of work, the people who owned the sites. In 2025, there's a genuine expectation that when you build something, it's likely to come with a business model. That leads to things like peacocking on social media on the hunt for additional followers or traffic. That wasn't true with these earlier online communities. Curtis says the lack of internet points really stands out to people who use Fark, to the point where Gen-Z users read it as an alternative to social media. And, according to Barr, all the great creations on I-Mockery and Newgrounds came from people who had no real expectation of even getting paid. 'There wasn't influencer culture or anything, where studios are sending all kinds of freebies, in hopes that they'll promote it, or paying them ungodly amounts of money and stuff,' Barr says. Disrupted, but still hanging on This is likely the least controversial take in tech history, but things change, and the disruption can leave even online stalwarts at a loss. Newgrounds is no exception—and it got disrupted in multiple directions. It was weakened not only by the decline of Flash, which made it difficult for the site to find footing in the mobile world, but by the rise of YouTube as a sustainable lifestyle. Creators started to care more about making money from their work. Worse, an open-source tool Newgrounds had created made it easier for those users to leave. By the time things began to get messy, Newgrounds had started to support its creators financially. It added support for Flash-based ads in 2008, and even a revenue-sharing program. But the combination of disruptions, mixed with a cratering ad market, ultimately left the platform struggling to stay afloat. When asked if he ever felt any motivation to take a break, Fulp noted that when he felt that tug to stop—say, a big life change, like having a kid—he always felt the desire to keep the site he built online. He knew he would miss it if it wasn't there. 'I kept going, but it often felt like the world didn't care,' he says. 'Over time, it started to feel like people cared again. Maybe not the world, but enough to keep going!' Likewise, Roger Barr has kept I-Mockery online, but a personal loss ended up sidelining him, something he has been transparent about on his website. But he noted that one thing that differentiates sites like Newgrounds and I-Mockery from most of their contemporaries is that they never sold out. Sure, the acquisition offers were always there. Newgrounds was prominent enough at its peak that it could have sold for millions of dollars. But many sites that weren't, says Barr, likely sold for tens of thousands of dollars. 'Yeah. Those sites are gone, all those articles, everything,' 'The only thing we have to look up now is the Internet Archive. You can look back on those things. The sites themselves are gone, and that's a sad thing that people would sell out for that.' In other words, the reason we can celebrate the 30th anniversary of Newgrounds is because Cracked or College Humor never owned it. Instead, the guy who founded it on some random server space in 1995 does. But Fulp feels that pressure. He says he still receives periodic offers for the site, which he's been running at a loss, but funding through sales of his various games, such as the forthcoming Nightmare Cops. He admits that, while he's avoided the temptation so far, staying independent isn't easy at this juncture. 'Depending on how things go on my end, there might come a day where I need to either close it or sell it out of personal desperation,' he says. 'I'm trying to avoid that outcome, though.'

India's tour of Bangladesh postponed; BCCI issues statement
India's tour of Bangladesh postponed; BCCI issues statement

Time of India

time05-07-2025

  • Politics
  • Time of India

India's tour of Bangladesh postponed; BCCI issues statement

India vs Bangladesh (PTI Photo) The Board of Control for Cricket in India (BCCI) and the Bangladesh Cricket Board (BCB) have officially agreed to postpone India's white-ball tour of Bangladesh, originally scheduled for August 2025. The series, comprising three One Day Internationals and three T20 Internationals, has now been deferred to September 2026. In a statement released on Saturday, the BCCI said, 'The Bangladesh Cricket Board (BCB) and the Board of Control for Cricket in India (BCCI) have mutually agreed to defer the white-ball series, three ODIs and three Twenty20 Internationals, between Bangladesh and India in August 2025 to September 2026. "This decision has been reached following discussions between the two Boards, taking into account the international cricketing commitments and scheduling convenience of both teams. Poll Do you agree with the decision to postpone the India-Bangladesh white-ball series? Yes, it was the right move. No, it should have gone ahead as planned. "The BCB looks forward to welcoming India in September 2026 for this eagerly anticipated series. Revised dates and fixtures for the tour will be announced in due course." 'Jay Shah Deserves Credit for How He Ran BCCI' | Arun Dhumal on BCCI's Commitment & Leadership The decision follows weeks of speculation, especially as the tour, part of the ICC's Future Tours Programme (FTP), was due to begin on August 17 in Dhaka. Diplomatic tensions between India and Bangladesh have risen since the political upheaval that saw former Bangladeshi Prime Minister Sheikh Hasina ousted in August 2024. These developments, alongside logistical and security concerns, appear to have played a role in the postponement. While India last hosted Bangladesh in a red- and white-ball series in late 2024, the upcoming white-ball series was eagerly anticipated as Bangladesh's opportunity to host a full-strength Indian side again. For real-time updates, scores, and highlights, follow our live coverage of the India vs England Test match here. Game On Season 1 continues with Mirabai Chanu's inspiring story. Watch Episode 2 here.

Does GEO Render Traditional SEO Redundant?
Does GEO Render Traditional SEO Redundant?

Martechvibe

time04-07-2025

  • Business
  • Martechvibe

Does GEO Render Traditional SEO Redundant?

In the 1990s, the web was a fragmented space. Users relied on manually curated directories like Yahoo! or early tools like Archi, which indexed FTP and Gopher servers, and the focus was on file names rather than full content. Then, search engines like AltaVista, Lycos, and Ask Jeeves introduced algorithmic indexing. The launch of Google in 1998 with its PageRank algorithm introduced the idea of link authority. By 2010, search engines began understanding context and intent, not just keywords. Fast-forward to now: According to recent research by Bain & Company , 80% of people use AI-generated answers for at least 40% of their online searches. That means fewer clicks, even if the content still ranks well on Google. Tools like ChatGPT and Perplexity are giving users fast and direct answers. These tools rely on Generative Engine Optimisation (GEO), an approach focused on ensuring the content is visible in AI-generated responses. As this new battleground for GEO heats up, solutions are in high demand. Berlin-based startup Peec AI is tapping right into that need, and investors are paying attention. Just five months after its launch, Peec AI has raised €7 million to expand its AI-powered search platform designed specifically for marketing teams eager to boost their GEO visibility. The Engine Behind GEO While SEO is built around keywords, backlinks, and metadata to help pages rank in search results, GEO is designed for AI-first environments, where the goal is not just visibility on a results page but inclusion in the answer itself. These systems crawl the web much like traditional search engines, but instead of indexing pages based on keywords alone, they convert content into semantic embeddings using LLMs. The embeddings capture the underlying meaning of text, allowing the system to understand nuance, tone, and context far beyond keyword-based systems. So, when a user asks a question, GEO platforms perform a real-time semantic search , not just scanning for matching words, but for matching ideas. From there, they use a process called Retrieval-Augmented Generation (RAG) . The AI retrieves the most semantically relevant content from its database and then generates a response based on that information. It ensures the answer is both contextually accurate and grounded in real data. Well, GEO is assumingly all-powerful. Instead of pointing users to websites, it delivers fully formed, AI-crafted answers that summarise or synthesise the best available information. That's a huge shift in how content gets consumed, and by extension, how it needs to be created. Now, here's the nail-biting question – Is GEO replacing SEO? Not entirely . SEO to GEO: What Has Actually Changed? Traditional search engines like Google monetise user attention. They showed ads, tracked engagement, and optimised for stickiness. In contrast, many LLMs — including ChatGPT — are paywalled, subscription-based services. Their incentives are totally different. Rather than keeping users in a loop of search results, these systems are designed to deliver the best possible answer quickly and efficiently. That also means they're less likely to reference third-party content unless it's high-value, additive, or enhances the perceived intelligence of the product. This makes the competition for inclusion even tighter and more strategic. That said, there are emerging signs that AI platforms can become meaningful traffic drivers. ChatGPT, for example, is already directing outbound clicks to tens of thousands of unique domains. But the mechanism is selective, not exhaustive. Natasha Sommerfeld, Partner at Bain & Company, stated in a report , 'For years, digital marketers have focused on optimising search engine rankings to drive brand discoverability and traffic to their websites.' 'Now, AI-generated search results are rewriting the rules, and SEO optimisation is no longer enough. Brands must evolve or risk losing visibility into their customer journey, and control over their brand positioning, in a world where traditional clicks are disappearing.' This change ties into a bigger challenge. A recent American Customer Satisfaction Index study found that just two years ago, customer satisfaction in the US hit its lowest point in 20 years. That's a sign that people expect faster, more accurate answers. And they're also turning to AI to get them. For content marketers, it's no longer just about ranking. It's about being found, quoted, or summarised in the answers people now trust. What Marketers Need to Do Differently Now It's a fundamental shift in how digital interaction is approached—no longer just about helping users find information, but about making them feel understood . GEO leverages AI to move beyond reactive search and static content delivery. Instead, it uses predictive modelling, contextual awareness, and behavioural analysis to anticipate what users might need before they even ask. Unlike traditional search engines that direct users to websites, generative AI tools aim to provide direct answers. That means if a brand's content isn't being picked up, summarised, or cited by these tools, it may be missing out on visibility—and potentially, on customer trust. Companies like Onfolio Holdings Inc., Amsive, Lily AI, and others have started offering new solutions to help marketers show up in AI-generated answers. During the launch of Pace Generative , Dominic Wells, CEO of Onfolio Holdings Inc., said, 'AI is where decisions are being made. If your brand isn't part of the answers, it's invisible to the customer. GEO isn't just an evolution of search—it's the new baseline for discoverability.' To succeed, content marketers need to focus on: Clarity : Write with purpose and make sure the key points are easy to extract. Credibility : Use trusted sources, original insights, and brand authority. Structure : Organise content with clear headings, definitions, and data points AI can parse easily. Instead of only chasing keywords or backlinks, the new goal is to become the source that AI engines trust and surface when users ask questions. That's the true shift from SEO to GEO. The Takeaway: It's Time to Evolve the Search Strategy Search is changing fast, and so should every brand's approach. If a brand's content isn't showing up in AI answers, it's already falling behind. During the recent launch , Lily Ray, VP of SEO Strategy & Research at Amsive, said, 'AI is fundamentally rewriting the rules of search, and waiting to adapt is not a strategy. Brands that aren't proactively optimising for how AI systems surface information risk losing visibility where it matters most.' And marketers are also starting to act. A recent report by Brightedge found that 68% of marketers are already adjusting their strategies for AI search, even though 57% say they're still figuring it out. It's clear: no one has all the answers yet, but standing still isn't an option. While GEO isn't here to replace SEO overnight, it's adding a new layer of visibility that's quickly becoming essential. Can brands keep pace when the algorithm is both gatekeeper and storyteller? The AI engine doesn't just index content, it decides what matters, what doesn't, and what gets erased. So yes, the search is changing. The real challenge is to make sure the brand's voice still shows up when the answer lands. ALSO READ: AI as the UA Optimiser: Smarter Targeting, Faster Iteration

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