We love SEMRush at Varn. It’s a useful tool that helps us go deep on SEO analysis giving access to keyword data, competitor insights, backlinks and much much more. However it has its limitations, and as is often the case with third-party tools, a lack of access to direct analytics in the form of Google Search Console or GA4 can lead to a lack of accurate data.
With the above in mind, we were curious about the accuracy of SEMRush when it comes to the ability to track organic traffic for our clients, so by analysing 32 of our clients Google Search Console profiles, we were able to compare with the results visible in SEMRush and the findings were interesting:
SEMRush was only within 10% accuracy when compared to the GSC data twice and they were both on data-sets of around 1,500 visits from organic search per month.
The caveat for this data is that SEMrush likely encompasses all organic traffic, whereas Google Search Console (GSC) data is limited to Google traffic. However, due to the disruption in GA4 data caused by consent mode in 2024, we have opted for GSC data. Despite its narrower scope, GSC still offers a statistically relevant basis for comparison.
The box plot highlights several key areas:
Box: This represents the middle 50% of the data (interquartile range), showing the main spread of traffic estimation differences.
Median (Orange Line): The line inside the box represents the 50th percentile (median), showing the central tendency. For overestimates, it’s above 100%, and for underestimates, it’s near 0%.
Whiskers: These extend from the box to show the range of the data, excluding outliers. For overestimates, the whiskers range from near 0% to over 300%, while for underestimates, they range from about -100% to near 0%.
Outliers: Any data points outside the whiskers (though none are present in this chart) would represent extreme values.
When looking at the dataset, 15 websites were overestimated on their traffic and 15 websites underestimated. The traffic was overestimated by an average of 152% across the 15 websites analysed and underestimated by 51%. So when SEMRush overestimates, it tends to be much less accurate than when it underestimates.
For websites with higher organic traffic levels, SEMRush tended to overestimate their performance vs Google Search Console on organic search. Even accounting for the marginal increase in data that SEMRush will have from other organic search engine estimates, the discrepancy between the two is very large (an overestimation of 107% of websites with 10,000 organic traffic/clicks a month on average.
When it comes to tools providing competitive intelligence they are great for content planning, proposal documents and benchmarking for results that account for market changes. However, for obvious reasons they are not as accurate as client specific data sets and can be very inaccurate at times.
When you are comparing data, make sure that you keep it all on the same platform. So if you are looking at SEMRush data vs the competition, then do not be tempted to include your data from Google Search Console (even though this is in theory more accurate). Instead, keep all the data sources consistent and have a caveat that whilst the total figures may be inaccurate, the percentages in relation to the other websites is the more useful statistic. Additionally when looking at historical traffic in SEMRush, be cautious of how this compares to your Google Analytics/Search Console as this too can show differing traffic fluctuations.
SEMrush overestimated traffic compared to GSC in 15 cases and underestimated in 15 cases.
To summarise, Varn loves SEMrush as it is such a useful tool for all sorts of projects running from keyword planning to competitive research. If you would like any support with your data analytics, then get in touch with a member of our expert team today.
For years we have seen Google regularly launching new algorithm updates, making major changes to search results. These changes then also become integral to how we approach SEO strategies for our clients. As these updates become larger and more regular, keeping up with industry developments and their impact becomes an increasingly vital part of any search marketing strategy. We need to continuously stay ahead of the curve, measuring impact and monitoring competition, elements that are key to every business wishing to thrive in today’s digital landscape.
It isn’t just Google search results that we need to stay on top of. Aside from traditional algorithm developments, we are also seeing a lot of fast growth in AI Overviews, Google Gemini and GPTs / AI powered search engines such as SearchGPT. AI is making its way into many of our key processes and marketing strategies here at Varn, whilst also driving a number of new algorithm updates, making our Innovation team integral to any successful SEO strategy.
As Google has stated time and again, successful rankings are not all about the volume of content you add to a website. The key is providing a solution to your users’ needs, matching their search intent with the most relevant and helpful results possible. In order to deliver this content, Google needs to gain an understanding of the quality and relevance of content within a website page – considering many different factors and signals along the way.
Google algorithms are designed to test, evaluate and sort through the billions of pages within their index, before providing a user with the most accurate results. And this process needs to be refined on an ongoing basis, alongside industry developments and improved understanding of website users / search intent. Google algorithm updates are just that – updates to the algorithm driving their search engine. This can include anything from a slight tweak to how Google perceives a certain technical SEO element, to the amount of importance placed on certain off-page SEO factors.
Google constantly changes its ranking systems and has converted the SERPs into an experimental board. In 2022, Google stated they had launched 4,725 changes, over 8,000 experiments and more than 4,000 improvements to search, which suggests it changes 13 times per day on average. However, Google does not officially confirm every change as an update – some of these more minor changes are often put down to SERP volatility, if they are even noticed at all; while major algorithm updates tend to have a bigger impact that can result in very noticeable fluctuations in organic rankings and traffic.
When we look back and see the list of algorithm updates from recent years, it would appear as though 2024 was relatively quiet compared to most. Although with so many ongoing developments in search, AI and machine learning, it sometimes takes quite a lot of research in order to uncover the causation of ranking fluctuations.
Whilst 2023 clearly shows a larger number of updates than this past year, it is worth noting that Google have purposefully reduced the volume of announcements being made to their algorithms in 2024:
Having said that, here’s a detailed breakdown of the significant Google updates of 2024:
This was the first major core update of the year, noted for its significant volatility and multiple systems getting updated at once, including the Helpful Content system. It was mainly adapted to reward high-quality, helpful content, whilst also demoting pages designed primarily to rank well without offering value to users. The update particularly impacted sectors like health, finance, and education, as Google refined its ability to assess authority and trustworthiness across various niches, leading to a 40% reduction of unhelpful content within search results.
This was released at the same time as the March Core Update, introducing three new spam policies: scaled content abuse, expired content abuse and site reputation abuse. The latter were scheduled for May 2024 while the other two had an immediate effect, where many reported to have seen an increased amount of manual actions.
The activities targeted by the Site Reputation Abuse (SRA) Update have been recently named ‘Parasite SEO’. This is when third-party content is published with no first-party involvement, in order to leverage the first-party site’s ranking signals. For now, manual actions to remove these sites from Google’s index followed manual site reviews, which eventually will be incorporated into the Spam algorithm in the future.
At the end of 2023, some of us were lucky enough to test this (then) new feature – ‘SGE’ – that Google planned to release throughout 2024. After a lot of feedback and controversy regarding the accuracy of the answers and the attribution of sources, AI-generated answers were officially added to Google SERPs, originally only available to US accounts and now renamed ‘AI Overviews’.
A few months later, John Mueller confirmed that AI Overviews are affected by Core Updates, which can decide whether a website features in the AI-generated answers or not.
Following the May SRA update, this involved Google improving its ability to identify spammy pages / websites that don’t comply with their new policies. However, this update did not automate the reputation abuse policy still, which remains manual.
Deepfake is the term used to describe artificially generated images and videos. Unlike usual algorithm updates where analysis and sorting is carried out, this update revolved around Google adjusting its search algorithm to prevent non-consensual explicit deepfakes from ranking highly. Over 70% of the targeted searches were reported to have a reduced exposure to deepfakes.
The August core update focused on improving the quality of search results by showing less content that feels as though it was created just to perform well on search – and instead, prioritising content that people find genuinely useful. This update also aimed to better capture improvements that sites may have made, so that Google can continue to show the best of the web.
The November Core Update sought to refine the quality and relevance of global search results further. However, there’s a bit of negative sentiment to this update as Google warned that sites affected by the September 2023 Helpful Content Update are not to see much of an improvement still after this new Core Update. In terms of volatility, a week into the roll out, we didn’t see any heat reported in the major ranking trackers.
Concluding the year, Google’s December 2024 Core Update is aimed at refining how content quality and relevance are evaluated in search rankings. As a global update, it impacts all regions and languages, introducing high volatility in search results. Websites that prioritize high-quality, user-focused content may see positive changes, while those relying on outdated or superficial SEO tactics could face declines. Google emphasizes that the update rewards authenticity, relevance, and substance in content creation, continuing its focus on aligning rankings with user satisfaction and engagement metrics.
Every year, after every update, we see stories flooding social media, detailing the impact these key updates have had on users’ websites. More often than not these are reporting a negative impact on search results, due to an algorithm update. It is important to know that these updates are not a punishment to site owners – they are simply a realignment to match Google’s goal – to deliver the best content for user intent. The 2024 updates, heavily influenced by advancements in artificial intelligence, have pushed this objective further than ever.
If your website has been affected by a Google Algorithm Update, give us a shout and we’ll help you get back on track. At Varn, we recommend prioritising authenticity, relevance, and quality across all forms of content, so that websites can navigate these updates effectively and build resilience for future changes.
These 2024 updates demonstrate a future where SEO will demand adaptability, people-first approaches, and a strong understanding of AI and other emerging technologies. With that in mind, we have put together a small list containing what we think the future holds for SEO in the coming year.
With AI-driven tools playing a more prominent role in search algorithms, SEO strategies must evolve to accommodate generative AI and natural language models. For businesses, staying ahead will require a mix of innovative content strategies, technical optimisations, and a commitment to transparency and trustworthiness. These are values and competences that our teams embrace to support our clients throughout their digital campaigns and activities.
If you would like to know more about Varn and our Innovation team, please feel free to get in touch. We would love to hear from you.
Article by:Greg, Technical SEO Manager
In my previous blog, I started looking into how AI powered search compares to traditional search engines – such as Google and Bing. One of the most notable differences between the two was the conversational language used by AI powered search engines, like SearchGPT. Within this blog, we’ll take a closer look at conversational AI, associated pros and cons, and evaluate whether it could be the key to the future of search.
SearchGPT is a new search engine, recently launched by OpenAI. Powered by Artificial Intelligence, it has the ability to respond to queries in a conversation-like manner. Unlike traditional search engines – such as Google or Bing – which return a list of websites for you to explore, SearchGPT offers direct answers to your questions in a conversational format. For example, if you ask, “How can I improve my quality of sleep?”, you are likely to receive a direct answer containing tips and advice on improving the quality of your sleep. You may even see additional suggestions that then prompt you to continue the conversation in order to find out more information. Unlike traditional search engines, SearchGPT provides an experience that is more similar to having a conversation with someone, whilst giving direct answers – rather than simply providing a list of links to multiple websites with no additional context.
Conversational AI is the technology that enables SearchGPT to understand and respond to search queries in a natural, conversational way. In my previous blog, I discussed the role of Natural Language Processing (NLP) in SearchGPT; NLP serves as the “brain” behind conversational AI. Using NLP, SearchGPT can better grasp the context of the questions you’re asking, provide a clear and accurate answer right away, and continue the conversation by refining its responses based on your follow-up queries.
So… SearchGPT, Natural Language Processing, Artificial Intelligence… It all sounds very futuristic. However, as with many developing areas of technology, there are some drawbacks and areas where additional consideration is needed. While Conversational AI can offer significant benefits in many scenarios, there are also situations where traditional search engines might still be the better choice. Let’s take a closer look at the many pros and cons of Conversational AI, when it comes to search.
Pro #1: Natural Interactions
Conversational AI makes searching feel like a natural conversation. Instead of typing individual keywords or sifting through a list of links, users can ask questions in their own words, just like talking to a person. This makes the search process easier and more intuitive.
Pro #2: Direct Answers
SearchGPT doesn’t just provide a list of links; it gives direct, contextually relevant answers. This saves time by delivering the information you need without requiring you to click through multiple pages of results.
Pro #3: Understanding Context
Conversational AI is designed to understand the context of your query. It can handle complex or nuanced questions and adapt based on follow-up questions. This allows for more personalised and accurate responses compared to traditional search engines.
Pro #4: Efficiency
Traditional search engines often require users to click through a number of website links in order to find detailed answers. SearchGPT, however, can summarise complex topics and provide step-by-step guides, making it a more time-efficient tool for getting the answers you need, when you need them.
Pro #5: Personalisation
Conversational AI can tailor responses based on user input and preferences, offering more personalised results. It can suggest next steps, related topics, or refine answers based on the specific details you’ve provided as part of your “conversation”.
Con #1: Accuracy
While SearchGPT aims to provide direct answers immediately, it can misinterpret queries and provide misleading information. Whilst conversational AI helps provide a direct, single answer to your questions, you do run the risk of being given an inaccurate or incomplete response.
Con #2: Limited Creativity
Whilst SearchGPT has the ability to better understand context around search queries, it can still struggle with highly specific information. As such, people searching for niche or complex queries do run the risk of being presented with overly generalised or incomplete answers.
Con #3: Source Transparency
There is a lack of source transparency when it comes to conversational AI and SearchGPT. Whilst sources are provided in some instances, there are responses that lack any information regarding their origin. This makes results incredibly difficult to verify data provided, and to cite sources where needed.
Con #4: Lack of Search Features
Many years of work have gone into developing long-standing search engines such as Google. Throughout that time, a multitude of search features have come and gone – some of which users find incredibly useful. You won’t find these within conversational AI powered search engines such as SearchGPT – this includes features such as Local Search, Google Maps, comprehensive search filters, advanced search operators, Google Shopping and more.
Con #5: SearchGPT Accessibility
It appears as though SearchGPT is currently only accessible to those with a ChatGPT Plus or Team account. SearchGPT waitlist users should also have access – with Enterprise and Edu users gaining access over November. OpenAI does plan to roll out SearchGPT to all Free users over the coming months, but there is no set date. Until then, many people will have to either pay or wait for access to this new search engine.
After examining the pros and cons of conversational AI, particularly in the context of SearchGPT, can we confidently say that it represents the future of search?
Whilst SearchGPT is a fantastic working example of the incredible advancements of AI within search, I believe that traditional search engines such as Google will continue to play a crucial role for a long time to come. Anyone who has used SearchGPT can appreciate the clear benefits of this evolving technology, and I am confident we’ll witness significant strides in conversational AI development in the coming months and years. However, its current limitations often drive users back to traditional search engines when necessary. While Conversational AI and Natural Language Processing are groundbreaking innovations that will undoubtedly play an increasingly pivotal role in search, there will always be situations where traditional search engines and the human touch are indispensable – particularly for nuanced or highly complex queries. Sometimes, having a curated list of resources allows users to dive deeper, conduct their own research, and form independent ideas and opinions. The future of search may well lie in blending these two quite different approaches. Google’s recent introduction of AI Overviews suggests that the search giant is already moving in that direction, combining the best of both methods.
In summary, whilst Conversational AI is likely to play a pivotal role in search over the coming years, especially in the role it plays within SearchGPT, I don’t believe that it is a one-size-fits-all solution. It will be interesting to see how Google and Bing adapt in order to remain competitive with these AI powered search engines, as I expect that we will start to see increased instances of traditional search and conversational AI joining forces. Either way, I am positive that we have many more exciting developments to come, throughout the search landscape – we will be keeping our eyes peeled!
Here at Varn we are closely monitoring and reporting on the search landscape and recent developments. If you would like to discuss any of these developments or our ongoing research with the Varn Innovation team, please get in touch. We would love to hear from you. In the meantime, make sure you check back soon for more on the latest developments in SearchGPT.
Article by:Aimee, Head of InnovationMore articles by Aimee
The photo above shows the Bristol WordPress team at WordCamp Bristol in 2019 – a moment when the community was thriving. By less than a year later the World had changed and, despite best efforts, Bristol WordPress People had ceased to operate. There has been a void in the city’s WordPress community since.
The exciting news is that a small group of us have been meeting to discuss how we can reignite this once-thriving group. I’m happy to announce that Janice Tye, one of the original organisers of Bristol WordPress People has re-instated the official Meetup and scheduled some networking events at the King William Alehouse, 20 King St, Bristol BS1 4EF. Whether you’re an old friend or a new face, you’re invited to join us:
Tuesday, February 4th – 6:30 PM to 8:30 PM
Thursday, March 6th – 6:30 PM to 8:30 PM
Thursday, April 3rd – 6:30 PM to 8:30 PM
At its peak, Bristol WordPress People was a hub of inspiration – hosting expert talks, lively networking sessions, and delicious food thanks to sponsors like Atomic Smash and 34SP. This was more than just a meetup; it was a friendly, creative community where people shared knowledge, learned new skills, and helped each other thrive.
Whether you’re a seasoned WordPress pro, someone curious to learn, a website owner in search of advice, or someone with tips and stories to share, we need your help to revive our once-loved group.
Let’s rebuild this community together. Join us at the King William Alehouse and help shape the future of Bristol WordPress People.
See you soon!
But over the past year we’ve seen a surge in tools and capabilities that cater to customer demands and brand desires to connect with each other in more unique, tailored and impactful ways.
In fact, we’re now entering the era of ‘hyper-personalisation’ across many industries – from finance and e-commerce to education, healthcare and, of course, technology.
And the trend shows no sign of slowing – especially with the continued growth of artificial intelligence (AI) capabilities.
“An emerging trend in B2B marketing for 2025 will be the increased integration of artificial intelligence for hyper-personalisation and predictive analytics. AI will enable companies to analyse vast datasets in real time, tailoring content, recommendations and outreach strategies to individual clients with unprecedented accuracy.”
– Saakshar Duggal, Artificial Intelligence Law Hub
Website personalisation simply means tailoring content to your unique user. This can be achieved by using customer data, such as cookies to generate custom product and content recommendations. Alternatively, you might use a customer data platform (CDP) which will create unified customer profiles by collating data from multiple different sources. But it can also mean tailoring the experience, messaging, content, and even design elements for every visitor – without them needing to log in. This could be based on their location (localisation), their journey to the landing page, or the device used.
As AI tools mature, these customisations are only likely to improve. This is, in part, due to the generative AI’s ability to interpret data and create custom content at lightning speed. But it’s also because AI-driven business intelligence tools are giving us more in-depth analytics and audience insights.
“In 2025, advancements in data analytics and machine learning will enable even more granular segmentation, allowing businesses to target niche audiences with pinpoint accuracy.”
– Engage Martech – B2B Marketing Trends
As digital marketing increasingly meets the customer where they are – on socials, during podcasts, audiobooks, streaming services and within the apps they use each day – user-centricity is everything. Customers expect brands to work much harder to become part of their lives and create seamless interactions. Personalisation is a great way to achieve this.
“Brands can bring value to individuals where they are and fit naturally in their daily lives if they maximise every micro-moment opportunity. To do so, brands must ensure their content and data is easily discoverable, use personalisation where possible, and be consistent in messaging over time and across environments.” –
– Dentsu – The year of impact: 2025 Media Trends
In 2024, the New York Times updated its app to include a new ‘You’ tab, which adds an additional layer of customisation to the digital experience. They describe it as ‘a personalised, fully customisable space where readers can easily find their unique interests’ and ‘a consistent, reliable shortcut to each user’s interests– as well as suggestions based on reading habits.’
We know B2C and e-commerce consumers are the prime targets for more personalised messaging. A retailer already knows their buying habits and can easily use that data to make personalised recommendations. This is especially true of tech-literate Gen Z and Millennials, who are more willing to share their data in exchange for personalised experiences. But what about B2B markets?
With varied customer profiles and engaged audiences, B2B website personalisation strategies can be very effective. Wherever the data expresses different challenges, drivers and intent per customer profile, we can create highly targeted messaging. And anywhere we’re lacking that data or relying on instinct particularly when it comes to the finer details such as design preferences, attention spans, and the way content is written or formatted, we can use martech to enable A/B testing capabilities. This unlocks a continuous improvement approach to website content and messaging.
We’re also seeing these tools become increasing popular with website developers, whether through integrations, plugins or optimisations available within the CMS itself.
Webflow recently updated its website personalisation capabilities – a move that is already helping us optimise client websites and landing pages based on audience insights.
“The objective is to personalise the experience of your visitors based on who they are or how they’re engaging with your site. You create tailor-made variations that only specific audiences will see, thus enhancing their experience and potentially driving engagement.”
– Webflow Help Center – Create a personalisation optimisation
It also showcases the capabilities of AI personalisation tools to make website optimisation automatic for dynamic websites that adjust according to your audience’s needs and desires. We predict these functionalities will really start to take off in 2025 – especially in B2B markets where the buying journey can prove more complex.
Tailoring content can be a bit of a minefield. You need a really good grasp of your audience and their preferences, a great copywriter who can adapt the tone of voice to suit each profile, and the market insights to highlight the relevant benefits. This can put marketing teams under pressure and prevent them from adopting the latest personalisation and A/B testing capabilities.
But what you might not know is that even the smallest, most simple optimisations can make a big difference. Applying the principles of A/B testing to your user experience can be as granular as changing the colour of CTA buttons or the icon in a benefits section. It could mean swapping out the keyword in a headline, or trying out a new banner design to highlight your latest report. These subtle changes can all have a big impact on your conversion rate. Webflow offers a couple of different ways to implement these optimisations.
Manual personalisation means setting the rules for your customised element in advance and creating an alternative version of content that’s targeted to different customers. Essentially, you’re creating multiple versions of a page or section that is visible to these different audiences. Setting up your parameters will go something like this:
AI-optimised personalisation uses machine learning to determine which variations perform best for each audience to create ever-evolving, dynamic pages or components. Once it has determined an approach that works for each audience, it will automatically route the traffic to the most appropriate variation. The AI adapts based on visitor engagement, whether you add new variations or their behaviour changes. AI-optimised personalisation will:
“Because it learns from your visitors in realtime, AI Optimize will automatically and dynamically personalise the experience for each unique visitor that comes to your site to help maximise engagement, and ultimately conversions.”
– Webflow– AI and the future of the web
As a Webflow Enterprise Partner, P+S has all the experience and technical know-how to make your website requirements come true – whether that means migrating from a different system, a design refresh, a conversion rate optimisation (CRO) project, or an entirely new site.
Get in touch to find out more.
Working closely with agencies every day, we’ve had a front-row seat to the start of one of the most significant transformations our industry has ever experienced – the transition to a world with AI. Through our recent research holding detailed interviews with 30 creative agency leaders, and working alongside more than 20 agencies in their AI journey in 2024, we’ve seen firsthand how AI is reshaping not just how we work, but what’s creatively possible.
Let’s be honest – when generative AI first emerged as a serious tool for creative work 2 years ago, many of us had concerns. Would it diminish the value of human creativity? Could it compromise the quality of our work? Will it make our hard won skills redundant? These were natural reactions. But what we’ve discovered through our research and hands-on experience is something far more nuanced: while the potential for semi-automating some tasks is there, the more impactful use of AI is as a powerful creative amplifier.
The most inspiring moments in our research came from agencies that have moved past the experimental phase. These AI Pioneers – about 20% of the agencies we studied – are building new ways of working that combine human creativity with AI’s ability to condense and recombine huge amounts of information to deliver more impactful results for their clients.
One agency leader put it perfectly when they described how AI allows creatives to “more easily access their creativity.” We’re seeing teams explore more creative directions, push boundaries further, and deliver higher quality work – not because AI is doing the creative thinking, but because it’s removing barriers to expression and expanding what’s possible.
The efficiency gains for certain tasks are real (think content localisation, for example). But the real win for agencies is using AI to help them what they do best – strategic thinking and creative innovation. When creatives can quickly explore multiple directions and “get all of their crap ideas out quickly,” as one leader put it, they have more time and mental space for the kind of deep creative thinking that leads to breakthrough ideas.
From our conversations we’ve learned that successful AI integration isn’t just about having the right tools – it’s about having the right approach. Here’s what’s working:
The agencies seeing the best results are those investing heavily in their people. They’re equipping their teams not just with AI tools, but with the skills and confidence to work with AI as it evolves.
Rather than making AI a point solution for doing a handful of identified tasks, the AI Pioneers are weaving it throughout their core processes. They’re rethinking workflows, team structures, and even their business models to leverage AI’s strengths.
The most forward-thinking agencies are bringing their clients along on the journey, having open conversations about how AI enhances their creative options and encouraging their clients to take advantage of them.
We are at the beginning of the AI transition. The agencies that will thrive aren’t those using AI to simply work faster – they’re the ones using it to push creative boundaries and deliver ideas that were previously too complex, too expensive, or too time consuming to be possible.
The future we’re seeing emerge is one where:
To our fellow agency leaders: this is our moment. The technology is ready and the opportunity is clear. Yes, there are challenges to navigate – from skill development and agency growth, to client education to data privacy. But the rewards for those who get this right are many.
As the creative industry embraces AI, we’re constantly finding new ways to augment creativity and increase the value we can add to brands. But it’s not enough to just give people the tools – it’s about equipping people with the skills and confidence to work with AI as it evolves.
The question isn’t whether AI will transform our industry – it’s already happening. The real question is how will you integrate AI in a way that augments the value to bring to your clients, and aligns with your agency’s creative vision? Every agency’s journey will be unique, shaped by their particular strengths.
For those ready to embrace this change, the path forward is about building teams that are confident with AI, developing processes that leverage its strengths, and creating work that shows clients the enhanced value we can deliver.
The future of creativity is human + AI, and for those of us willing to embrace this change, the creative possibilities are exciting..
To dive deeper into how creative agencies are successfully navigating the AI transition, download our full report. Drawing on conversations with 30 creative agency leaders and our experience helping over 20 agencies embrace AI throughout 2024, it offers practical insights on everything from building AI-confident teams to developing new client service models. Whether you’re just starting your AI journey or looking to accelerate your adoption, you’ll find actionable strategies and real-world examples to guide your next steps.
Visit wearespark.ai to access the complete research and join the conversation about the future of creative work.
Local pioneers recognised for driving technology for social good in the region
Tech4Good South West has announced the inaugural cohort of Tech4Good Champions, recognising individuals based across the South West of England who are using technology to drive positive change and generate social impact.
The 2024 Tech4Good Champions are:
“These champions represent the very best of how technology can be harnessed for social good,” said Annie Legge, founder of Tech4Good South West.
“What they all have in common is passion, creativity and a commitment to making a difference in their communities. This is the first cohort of Tech4Good South West Champions who have been chosen by a panel of experts and peers. We’re honoured to shine a light on their incredible work.”
Tech4Good South West launched its member community in 2022 to celebrate and support the region’s thriving ecosystem of technologists, social innovators and community leaders driving positive change through digital solutions.
To nominate a future Champion: https://tech4goodsouthwest.org/champions
Distortion Creative Group, the parent company of Studio Giggle, has announced the appointment of Rob King as its new CEO and investor. King’s arrival comes as the company embarks on a rebrand and ambitious expansion strategy, targeting growth in Bristol and the South West, with a vision to become a global creative leader.
With a background in senior roles at renowned organisations such as Abbey Road Studios, Zinc Media owned The Edge Picture Company and a number of award-winning creative agencies. King brings a wealth of experience in sales, marketing, and creative strategy. His focus will be on scaling Studio Giggle’s operations in live events, film, animation, and content production, while transforming Distortion Studios into a world-class virtual production hub.
King sees his new role as an opportunity to take Distortion Creative Group to the next stage of its growth and development. “Studio Giggle is entering its 18th year, and this ‘coming of age’ marks the start of an exciting new chapter for the company. We’ve been a maverick creative force in Bristol, but now we’re set on becoming the go-to agency for creative content in the South West as well as for our clients nationwide and beyond,” he said.
Despite a well-documented downturn in the film world, Distortion Creative Group has seen growth over the past year, expanding its staff by 20% following new work for clients and producing events in locations as far-flung as Singapore and the Middle East. “The vision that directors Jonathan Brigden and Steve Garratt have shown crafting the region’s go-to creative agency is phenomenal. I look forward to collaborating with them on the next steps, as well as working with the talented staff base that has made Distortion Creative Group what it is today.”
While Studio Giggle has traditionally worked with clients in London and internationally, its plans include a focus on Bristol’s burgeoning tech and fintech industries, offering creative and technical production solutions that align with the region’s growing reputation as a global hub for creativity.
“Bristol has been our home for 18 years and it’s a great opportunity to now give back and help businesses in the area excel creatively,” King emphasised.
As part of the expansion plan, King will also oversee the development of Bristol’s first permanent virtual production facility, positioning Distortion Studios as a pioneer in sustainable and cutting-edge production technologies. “We have an incredible mix of creativity, technology, and storytelling that puts us in an advantageous position as the world enters a new era of production possibilities. In particular, our early adoption of AI and software, including Unreal Engine, has revolutionised the creative potential for clients of all sizes,” he added
Looking ahead, Distortion Creative Group is preparing to expand its portfolio. “Our rebrand positions us as pioneers in exciting new areas of creative technologies, so expansion is certainly front of mind,” King noted. “We’re keen, however, to stay true to our values of true collaboration with our clients, technical innovation and award-winning creativity.
Distortion Creative Group is preparing to unveil the details of its growth plans, including the addition of new companies to the Distortion Creative Group. “This isn’t just about a rebrand or staying the same size,” King noted. “We’re on a growth trajectory, and in the next few years , we’ll look back at this moment as the time when we transitioned from a boutique agency to a larger creative group.
Steve Garratt, Distortion Creative Group’s Founder and Creative Director, added: “Rob’s addition marks a pivotal point in our on-going plan to grow a world class creative agency and Virtual Production studio in Bristol. Both Jonathan Brigden and I are excited to welcome Rob to the team and draw on his unique expertise.”
Rob King’s move to Bristol further underscores the company’s commitment to investing in the city’s creative future. His appointment marks a pivotal moment as the company positions itself for sustained growth and global reach.
For further information or to arrange an interview with Rob King, please contact:
Tom Hall: [email protected] (07545980782)
Amy Hunter: [email protected] (0117 972 0081)
About Distortion Creative Group:
Distortion Creative Group is a leading creative agency based in Bristol, UK, offering a full range of services across live events, film, animation, and content production. Its flagship company, Studio Giggle, is known for its innovative approach to storytelling and creative production, with clients including Sky and British Airways. Distortion Studios is at the forefront of virtual production technology, delivering sustainable solutions for clients worldwide.
Bristol Creative Industries is delighted to be sponsoring Creative Day at Bristol Technology Festival 2024 alongside BCI members Aer Studios and MyWorld.
Now in its sixth year and organised by techSPARK, Bristol Technology Festival is the UK’s largest regional technology festival.
It celebrates the awesome people, innovation, community and thriving tech scene in the city. We are excited to be involved and representing Bristol’s brilliant creative industries.
Each day of the festival from 7-11 October is themed. Thursday 10 October is Creative Day.
Here the brilliant free events to attend on Creative Day:
SXSW UK is being hosted WHERE?
MyWorld, 9.30 – 11am
…we all know it should have been here, right? Join us as we unlock the untapped potential of creative tech in the region and realise what it takes to position ourselves as rightful global leaders.
Fuelled by barista coffee and brunch, this interactive workshop invites participants to collaborate with key community figures and industry bodies to define what creative technology means to our community and chart a path forward.
Panel: Setting the future vision of creative technology in the South West
Motion, 12.45 – 2pm
Join us for an engaging and interactive panel discussion that will dive into the future of creative technology in our region. Building on the insights from our morning workshop, our panel of industry experts will discuss the untapped potential of our sector and work together to define a shared vision for the future.
Meet the panel:
MyWorld Creative Tech Showcase
Motion, 2 – 5pm
Join us and immerse yourself as we explore emerging technology innovations and trends, such as AI, immersive, gaming, sound and how they are going to continue to transform creative industries. The event showcases the technology that has been researched and developed through MyWorld.
The Sheds studio tours
MyWorld, 9am – 5pm
Book a tour to look around MyWorld’s state of the art facilities at The Sheds and experience some of the innovative technical research being developed in the spaces.
Tom Harber, Bristol Creative Industries board director and Aer Studios managing director, said:
“We see our involvement in Bristol Technology Festival as a meaningful step towards driving deeper collaboration with the tech sector and a stronger relationship with key organisation including techSPARK and MyWorld.
“Creative Day at Bristol Technology Festival provides a platform for Bristol Creative Industries to discuss the creative industries’ role in driving innovation in the region and will bring valuable insight for our members, as well as opportunities for cross-sector collaboration.”
If you’re new to Bristol Creative Industries, here’s a bit about us.
Founded in 2005 as Bristol Media, we’re a community interest company that supports the creative sector to learn, grow and connect.
Driven by the common belief that we can do more collectively that alone, we’re about prosperity for creative businesses and that means attracting new talent and new customers.
In Bristol and across the region we:
We are supporting Bristol Technology Festival to foster greater collaboration across the sectors and create opportunities for insight and connections for our members.
To maximise the benefits of tthe Bristol Creative Industries network, support our work and help the region’s creative sector thrive, you can join as a member.
Look out for representatives of Bristol Creative Industries at Bristol Technology Festival events.
If you are looking to recruit a live events tech, Weston College can help businesses access fully funded* apprenticeship training for small and medium-sized enterprises (SMEs).
There is still a post pandemic impact on the sector, resulting in disruptions to staffing, increased costs, and significant supply chain delays. As the industry strives to recover, this new apprenticeship provides a timely solution by developing a new generation of talented technicians capable of supporting the growing demand for live events across the UK and beyond.
The exciting Live Event Technician Apprenticeship program, designed to address the critical shortage of skilled professionals in the live events industry begins starts in November so dont miss out!
Live Event Technicians work in a wide range of settings, including concerts, festivals, theatrical productions, exhibitions, and conferences. Their core responsibility is to prepare, build, set up, and operate industry-standard equipment to deliver seamless live performances. In this dynamic role, technicians interact with a variety of professionals, including venue staff, production managers, designers, performers, and producers..
The Live Event Technician Apprenticeship offers a structured pathway for both new entrants and existing employees to gain the necessary technical skills and practical experience. Employers can use this program to recruit new talent or upskill current staff, ensuring that they are equipped to meet the high standards required for live event production.
For those looking to secure the future of their business and contribute to the growth of the live events sector, this apprenticeship is an ideal solution. To find out more, contact [email protected]
*For 16-21-year-olds and up to 25 if a young person has an Education Health Care Plan.
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