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Emma Andrews and Jane Uthemeyer presenting at the DX Summit
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Preparing Cancer Council Australia for the AI Revolution 

Luminary’s Strategy Director, Emma Andrews, recently presented at the Melbourne DX Summit with our client, Jayne Uthemeyer from Cancer Council Australia, on how they’ve been preparing Cancer Council’s website for ‘AI readiness’. 

Tami Iseli
Tami Iseli

22 February 2026

5 minute read

AI Overviews now appear for 99.9% of informational keywords. For these queries, organic click-through rates have fallen from a historical average of ~1.8% to just 0.61%.
– Position Digital/Semrush, ‘AI SEO Statistics for 2026 (Updated February 2026)’.


If you’re feeling like you’re not quite ready for what’s to come with AI, you’re not alone. Speaking at the recent Melbourne DX Summit, Luminary’s Director of Strategy, Emma Andrews, shared that “What we're seeing is, regardless of sector, Australian businesses are not prepared for AI – be that technically, educationally, commercially or psychologically. Clients are coming to us asking ‘Why is my website traffic dropping? What can I do about it, and how do I explain it to my senior stakeholders?’ They're feeling pressure to explain it.” 

As AI increasingly mediates user access to information, brands must shift their focus from chasing website clicks to ensuring their content is discoverable and being cited by AI. The good news, according to Emma, is that although clicks might be down, impressions are actually up, as people are searching more than ever because LLMs make it so easy.

Reframing AI from threat to opportunity

For brands like Cancer Council Australia (CCA), the emergence of LLMs was initially perceived as a threat. Jayne Uthemeyer, CCA’s Head of Digital and Content, described her team’s early efforts as a risk mitigation exercise, fearing AI engines would redirect traffic and generate potentially non-evidence-based health answers. 

“As we saw LLMs emerging into being a really popular tool for our consumers, it was quite frightening, both to think of AI engines generating health answers but also stealing our traffic,” says Jayne. “As we discovered and learned more over that time, we really began to see it as an opportunity. Our aim was that if we could optimise our content and have it cited by LLMs then we actually had this extraordinary opportunity to scale our reach and meet all our consumers where they are, which is in LLM interfaces and not solely visiting websites. Having that mindset change really helped us internally to get momentum in preparing for AI.”

The AI readiness journey

The journey towards AI readiness is complex, expanding far beyond traditional search optimisation. Luminary and CCA quickly realised that creating an AI-ready website required the involvement of cross-functional teams across the entire organisation. It’s more than just SEO and GEO (Generative Engine Optimisation); it necessitates collaboration from UX teams, design teams, and front-end and back-end developers.

To manage this complexity, Luminary has developed a comprehensive AI Readiness Framework to guide organisations. The framework consists of over 70 criteria spanning nine capability areas, all designed to ensure a website can be reliably understood by AI. 

To illustrate how the framework operates in practice, Emma highlighted two of the nine capability areas – Content structure, and Data feeds: 

  • Content structure focuses on structuring critical content so that machines can reliably extract meaning, hierarchy, and the relationships between different pieces of information. For example, a comparison table on a website must have machine-readable UI patterns, column headings, and text for any icons used.
  • Data feeds ensure that information from your website is updated automatically and in real-time for AI systems. One example is a user creating a travel itinerary on an LLM who requires up-to-date hotel room availability in their conversational search. Taking this a step further, the process could even allow the entire booking to be completed within the LLM interface.

Prioritisation is key

For Jayne and the CCA team, Luminary’s guidance on AI readiness provided much-needed clarity and helped alleviate initial anxieties. Facing all of the potential focus areas was initially overwhelming for CCA, but Luminary helped them to look at the different priority areas and strategically pick those that offered the most impact.

“We didn't try and tackle it all,” says Jayne. “We looked at where we could have the most effect, where we could have some quick wins, and it gave us confidence to talk to our internal stakeholders and say this is where we're going to focus." Luminary's guidance provided the team with clarity on what they were doing and why, helping them discuss the future roadmap and bring the organisation’s stakeholders along for the journey. 

Advice from the trenches

As businesses look to begin or progress their AI strategy, Emma and Jayne offered their three top tips, gleaned from their 18-month journey.

Emma Andrews (Luminary):

  1. Prioritise: Start by prioritising what you should do against the long list of possibilities.
  2. Return to SEO basics: If the task feels overwhelming, go back to SEO fundamentals. These foundational elements still work, and improving them will likely also show results in LLMs.
  3. Use advanced reporting tools: Traditional website clicks may be down, but citations – when an LLM attributes information to your brand – could be up. Use a reporting tool to track citations and impressions to build a clearer picture for stakeholders about where the brand is gaining visibility online.

Jayne Uthemeyer (CCA):

  1. Engage senior executives early: Start governance conversations with senior executives to secure necessary buy-in. Establish clear boundaries and guardrails about where AI will and will not be used to instill confidence and prevent the project from becoming a "wild west" effort.
  2. Find internal champions: Identify people within your business who are passionate about AI, get them on board, and use their enthusiasm to overcome internal discomfort and hesitancy around adoption.
  3. Commit to ongoing learning: Education is vital. Sign up for industry events and webinars to gain a broad sense of the AI landscape and figure out what solutions are right for your organisation. Reach out to vendors, who often have dedicated AI initiatives and programs you can leverage.

The goal is to give teams working on AI the clarity and roadmap they need. By building a transparent plan, digital teams can communicate effectively with management, assuring them that they are moving constructively toward an AI-ready future. Content is more important than ever, and it must be structured correctly to be found at the right time.


Tami Iseli
Tami Iseli

22 February 2026

5 minute read

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