Written by Sophie Babic

AI browser wars

OpenAI and Perplexity are directly challenging Google’s dominance in search by launching their own AI-powered browsers. Perplexity’s Comet and a soon-to-be-released browser from OpenAI will use agentic AI to perform tasks like summarising videos, creating itineraries, or scanning Reddit threads. While this offers users a faster, more seamless experience, it undermines the traditional web traffic and ad revenue model that websites rely on.

Businesses should be actively preparing for a future where AI-powered search plays a central role alongside traditional SEO strategies. To remain visible and competitive, businesses will need to optimise not only for keywords and backlinks, but also for structured data, content quality, and credibility that AI models can easily interpret and elevate in results.

EU trials age verification app to protect kids online

Five EU countries, France, Spain, Italy, Denmark and Greece, are set to trial a new age verification app designed to better protect children online. Announced by the European Commission, the initiative is based on the same technology behind the upcoming European Digital Identity Wallet, due to launch in 2026. Each country can tailor the system to suit national needs, either by integrating it into existing apps or using it as a standalone tool.

The trial comes as part of the EU’s push to enforce the Digital Services Act (DSA), which requires major platforms like Meta, Google, and TikTok to do more to tackle harmful and illegal content. New EU guidelines urge platforms to address issues such as addictive features, cyberbullying, and unwanted contact.

Several platforms including Facebook, Instagram, TikTok and adult sites are already under investigation over potential DSA breaches.

Flex work fizzling out?

Bupa and Unilever have quietly ended their much-watched four-day week and nine-day fortnight trials, citing inflexibility and broader reassessments of its workplace needs. After 18 months, Bupa staff returned to a standard five-day schedule from July 4, while Unilever wrapped its trial on July 1, replacing it with an “everyday flexibility” model that allows employees to manage their time more autonomously.

Despite these retreats, others are forging ahead. Medibank has doubled participation in its four-day week trial, reporting better engagement and performance. Grant Thornton also made its nine-day fortnight permanent after 94 per cent of staff supported the move.

Gartner’s HR expert Neal Woolrich believes the four-day week is far from over. “In the majority of instances where this has been trialled and tested, it has led to pretty strong gains in terms of employee performance” he said. However, he warned that failure often stems from unclear definitions of productivity.

Gartner is an IMPACT client.

Grace Kim rockets to World No.25

Australian golfer Grace Kim has soared to No.25 in the world rankings after a playoff victory at the Evian Championship in France, securing her first major title, $1.8 million in prize money, and a five-year exemption on the LPGA Tour.

Kim’s eagle-birdie-eagle finish in a dramatic playoff against world No.2 Jeeno Thitikul has drawn praise from Australian golfing icon Karrie Webb, who believes the win could be a turning point in Kim’s career. The two share a close bond, with Kim having won the Karrie Webb Scholarship four times, an experience that included a week-long road trip with Webb in the U.S., playing elite courses like Pine Valley and Winged Foot.

The title has also reignited excitement for the 2026 WPGA Championship on the Gold Coast, where Kim is expected to return and compete for the Karrie Webb Cup. The moment also marks a celebration of Australian women supporting women in sport, with fellow Aussie Minjee Lee on hand to shower Kim in champagne after her history-making win.