Recent studies have shown a significant decline in click-through rates on UK websites since the introduction of AI search features. This has led to a shift towards Generative Engine Optimisation (GEO) in the digital PR industry.
According to a 2025 study by the Pew Research Center, the implementation of AI-generated summaries in search results has resulted in a 47% decline in click-through rates on Google. Additionally, zero-click searches now make up 69% of all queries. The Daily Mail Group has also reported declines in click-through rates of up to 89% in key categories.
This new reality presents a major challenge for UK businesses that rely on organic search visibility. In response to this shift, Liplyn IG, a cross-border digital PR and SEO agency, has launched a dedicated GEO service to help businesses optimize their online presence for AI-driven discovery platforms.
Luke Liplijn, founder and CEO of Liplyn IG, explains, “For over 20 years, businesses have relied on Google Search as their primary source of web traffic. However, the emergence of Generative Engine Optimisation (GEO) as a dominant discovery tool means that traditional methods are no longer sufficient. We have seen that maintaining top Google rankings does not guarantee visibility on AI assistants like ChatGPT. Brands need to proactively use AI-driven content distribution that is designed for today’s AI assistants.”
The agency, which recently opened a new office in Dubai to support international expansion, offers a unique approach that combines data, AI technology, and targeted content strategies to help brands appear in AI assistant recommendations.
Tommy Wilson, Liplyn IG’s senior AI search specialist, adds, “A simple example is parents asking an AI assistant, ‘Who is the best pediatric dentist in Willesden?’ As a clinic, you want to be among the top three answers. GEO isn’t just question and answer anymore; it merges a brand’s entire digital footprint before deciding how to use it. Our role is to build the authority and signals that help brands rank and win in this journey.”
The UK government’s Artificial Intelligence Sector Study 2024 highlights the rapid growth of the industry, with an annual revenue of £23.9 billion in the UK AI industry. This is driven by the increasing demand for generative AI solutions and digital transformation initiatives.
Liplyn IG works with clients across the UK, Europe, and MENAT region, including marketing agencies, health clinics, technology companies, and real estate firms, offering scalable cross-border digital growth solutions. With the introduction of their dedicated GEO service, the agency is well-equipped to help businesses adapt to the changing landscape of AI-driven discovery platforms.
Derick is an experienced reporter having held multiple senior roles for large publishers across Europe. Specialist subjects include small business and financial emerging markets.