These days, AI powered search tools and assistants are increasingly sitting between people and the information they're searching for. As a result, small businesses and charities are facing a growing challenge known as 'disintermediation'. This process is when expert knowledge and services from organisations is cut out of the information exchange between users and search results. It is changing how people seek advice, discover services and decide who to trust. In this 3-hour workshop, we're exploring what disintermediation means in practice and why many organisations are seeing drops in website traffic despite strong SEO and content strategies. This is not a failure of your work but a shift in the digital ecosystem, where AI systems, platforms and multiple algorithms now shape what is seen, summarised or overlooked. The session takes a deeper dive into AI engine optimisation and generative optimisation, looking beyond Google Search to understand how visibility works across AI tools and search engines like ChatGPT, Gemini, Claude, Perplexity and more. We'll examine how AI sources information, where risks and opportunities sit and what actions you can take to remain visible to your customers and service users online. Register now to secure your spot and take the first step towards smarter, more efficient working. ‍ Who Should Attend? This three hour workshop is designed for people responsible for digital presence, communications or services in charities and small businesses who want practical insight and space to think strategically about the future of their online presence. ‍ About Digital Pathfinders This fully funded webinar is part of the Digital Pathfinders programme, supported by the North East Combined Authority. Attendance is exclusive to SMEs, charities, and social enterprises registered or trading in County Durham, Gateshead, Newcastle, North Tyneside, Northumberland, South Tyneside, or Sunderland. To attend, you'll need to register with the Digital Pathfinders programme, which provides access to additional workshops, events, and one-to-one support. If you haven’t yet registered with the programme, you’ll be prompted to do so after signing up. Registration details can be found at digitalpathfinders.uk. For questions or accessibility requirements, please email: [email protected]
Return to listing