Meltwater's Upali Dasgupta explores how AI tools like ChatGPT, Gemini and Google's AI Overviews are fundamentally reshaping brand discovery — often before a potential customer ever visits a website. As Generative Engine Optimisation (GEO) replaces traditional SEO thinking, the article argues that brands must shift focus from reach and volume metrics to accurate representation across AI systems. Earned media, authenticity and modern media intelligence platforms are emerging as critical tools for managing how brands are surfaced, described and compared in an AI-driven world.

SailPoint has announced a new multi-year strategic collaboration agreement with Amazon Web Services, establishing SailPoint as a preferred identity governance solution for agentic AI builds on AWS. The agreement builds on their existing partnership and aims to develop a unified governance layer to manage all identities — human and non-human — that interact with AWS services. As AI agents increasingly act on behalf of users and systems, the collaboration will focus on enforcing access policies, continuous least privilege access, and automated policy enforcement to help organisations maintain control as agentic workloads scale across AWS environments.