AI and copyright of content is a controversial issue in the creative industries, with the government receiving 11,500 responses to its consultation on the UK’s legal framework for copyright. Ministers say they are reviewing all the responses and technology secretary Peter Kyle said:
“I am determined to harness expert insights from across the debate as we work together to deliver a solution that brings the legal clarity our creative industries and AI sector badly need in the digital age.”
We asked some Bristol Creative Industries members what they think the government should do. See below for their responses.
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Russell Jones, JonesMillbank (see JonesMillbank’s BCI profile here):
“Jean-Luc Godard (1930-2022), a pioneer in filmmaking, said “It’s not where you take things from – it’s where you take them to”. Had he lived three more years, would he be saying the same thing about the generative imagery we’re seeing today?
“When nothing is original, and humans have copied and been inspired by others since the dawn of time, where do we draw the line between human inspiration and en-mass machine learning?
“Nobody has the answer yet, but any regulation must be worldwide – human-wide – to avoid creating an AI-divide.”
Phil Robinson, Proctor + Stevenson (see Proctor + Stevenson’s BCI profile here):
“I believe clarity and fairness are the two critical factors here. AI offers exciting creative opportunities, but we need a legal framework that respects the rights of artists while helping us explore new tools. Creators should know if their work is used to train AI, and there must be proper consent and fair compensation.
“I’d like to see rules that protect originality but also empower creatives to be ambitious and produce incredible work. If the government gets that balance right, AI could become a genuine asset to the creative industries, not a threat to them.”
Catherine Frankpitt, Strike Communications (see Strike Communications’ BCI profile here):
“Creative professionals are natural early adopters, so we must balance protecting our intellectual property with harnessing AI’s potential through proper legal safeguards.
“The government must work urgently with creative and tech sectors to establish a legally enforceable framework requiring clear disclosure of AI training data sources and mandatory opt-in licensing. We need a distinction between AI as a creative tool versus unauthorised training on copyrighted works. Creators must retain ownership and receive fair compensation for any AI usage of their work. Given AI’s global reach, this framework needs both robust UK legislation and international coordination.
“Finally, we must move at pace with regular legal reviews to ensure our protections evolve alongside the technology, preventing creators from being left behind.”
Mark Shand, UWE Bristol (see UWE Bristol’s BCI profile here):
“The proposals in the government consultation reflect an inconsistent approach to intellectual property, favouring undisclosed AI companies (other industries compensate creators), while disadvantaging university copyright holders across culture, research, education, business, science, and health. It places an unfair burden on creators, remains vague, appears technically unfeasible, and perpetuates business practices that undermine creators’ control and compensation.
“We are also concerned by the accompanying narrative, which frames creators as being at odds with ‘innovators’. In reality, our students and staff are innovators – they are also current and future income generators, market disruptors, and employers.”
Tim Shapcott, Tiki Media (see Tim Shapcott’s BCI profile here):
“Painful as it is to consider, it may be unrealistic to hold AI companies accountable for what’s already been done. Rather than close our borders to the world as other countries take advantage of the up-side, a more pragmatic path may be to focus on future solutions.
“Applying pressure to the AI industry to establish clear checks and balances could ensure that original creators receive fair recognition and compensation as AI evolves. This balanced approach may allow us to embrace the benefits of AI while still supporting our creative talent. If ‘back pay’ is possible as a part of that, then awesome!”
Claire Snook, AMBITIOUS (see AMBITIOUS’ BCI profile here):
“For the last 20 years, AI has helped our work and operations through programmatic ads, content development, chatbots, virtual assistants and more.
“But it’s undermining our creativity. Copyright is essential to protect our work. Our government has a responsibility to provide clarity for how AI is used in conjunction with creative work; we need clear and defined safeguards for creators. This should have been in the works decades ago.
“Companies are taking measures to protect our content. Cloudflare, one of the biggest architect providers, now prevents AI crawlers from scraping content without the creators’ permission meaning websites will be able to charge AI companies for accessing their content.
“We need a practical approach that protects and ensures our creative labour isn’t stolen, while making sure people can responsibly use AI for their needs and wants.”
Susan Pearson, Wordways (see Susan Pearson’s BCI profile here):
“The copyright for anything I write is 100% mine or my client’s. No-one or no ‘thing’ should ever have the right to reproduce the words of writers exactly unless these words are expressed within quote marks with the source of the quote acknowledged – unless they have specific permission. Anything else would be creative theft.
“Weakening of copyright law in any way will have a profound effect on the livelihood of writers and others in the creative industries. Even the suggestion that AI software can re-hash original material from creatives is a suggestion that theft should be legalised!”
Jessica Morgan, Carnsight Communications (see Carnsight Communications’ BCI profile here):
“AI is rarely out of the spotlight – particularly in the creative industries. It’s also a growth opportunity identified by the government, so it’s likely to remain there. This feels like a pivotal moment. Will we be left behind if we don’t evolve our regulations, or do we risk completely exploiting creativity if we do?
“Holding the consultation is a good first step, and those thousands of views given will have to be considered and taken into account (AI may prove useful here!) The key thing is, creative work is important and should be valued. Copyright exists for a reason and we’ve been abiding by it for decades. Any path forward needs to acknowledge that.”
Sandra Mouton, French translator (see Sandra Mouton’s BCI profile here):
“Copyrighted works available for reading online are routinely used to train the LLMs AI runs on. In my field of translation, that’s translated books, but also magazine articles, white papers from businesses or NGOs, video game content, etc. All this IP was created within the framework of copyright law and the protection it’s meant to provide for authors’ and copyright-holders’ rights.
“The government needs to ensure that protection is real and that the work of creatives like translators cannot be exploited for money without our express consent (with a default opt-in rather than opt-out system) and adequate compensation through royalties.”
Alex Murrell, Epoch (see Epoch’s BCI profile here):
“Human creativity thrives on curious minds and their insatiable appetite for inspiration. Film, fashion, art and architecture; it all gets devoured, connected and remixed into new and novel ideas. Copyright laws protect this process: copy too closely, and you risk infringement.
“But now, generative AI is rewriting the rules. If a machine uses your work to train a model, is that theft or fair use? Is it ethically different from a human remixing their inspiration? Should copyright continue to cover one’s output, or should it cover the input as well? That’s the question governments must answer—and fast.”
Emma Barraclough, Epoch
“AI is reshaping the creative landscape; enabling highly personalised, efficient design at scale. And as it becomes mainstream, using it has become essential to staying competitive in a fast-moving industry. But there are concerns we can’t ignore. Ambiguity around the ownership of AI-generated content presents legal challenges.
“For brand assets to be valuable, they must be protectable. And yet without clear rules AI generated assets are at risk of being copied and compromised by others. For AI to become a truly powerful tool for creatives, we need laws that make its output safe, ownable, and enforceable.”
Penny Beeston, Beeston Media (see Beeston Media’s BCI profile here):
“As an SME in the creative sector we embrace AI where it improves the efficiency of our craft. The red flags are where AI stifles or steals creative human endeavour. The horse may well have bolted in terms of past copyright theft, but the government has an important role to play in regulation going forward.
“Original assets used in generative AI should be traceable, accredited or paid for by third parties. The government’s commitment to investing in AI research and innovation with projects such as the Isambard-AI supercomputer is impressive. Let’s use that sovereign capacity for good by creating AI tools to shift the balance of power from poachers to gamekeepers.”
Chas Rowe, voiceover artist (see Chas Rowe’s BCI profile here):
“First, AI steals from creators. Then, AI steals from creators. Two wrongs don’t make a right. The government should stop providing shovels for the gravediggers of the creative industries.”
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Features that enhance user experience and website functionality. Features that are accessible, easy to use and make managing a site less of a hassle.
And right now, artificial intelligence is undoubtedly the game-changing technology shaking up the digital world.
So how is Drupal keeping pace with the rise of AI?
Drupal was introduced to the world as an open-source content management system (CMS) in 2009 but has now evolved into the central component of a digital experience platform (DXP). A DXP is a software platform that includes a range of tools to support the management, delivery and optimisation of digital experiences.
While a traditional CMS platform focuses on managing content, primarily for websites, a DXP goes beyond website content and is capable of much more, such as data management, customer journey and digital touchpoint tracking, and personalisation and automation.
Drupal consists of a core website hosting platform, with multiple modules that can be added as an extension to its functionality. Modules that are increasingly appealing and relevant to digital designers, including the team at Proctors, are AI modules that can be installed and configured to add value to a site straight away. As AI has transformed the digital space, these are tools that offer many advantages for website hosting and marketing automation.
So, let’s take a look at some of the potential use cases for Drupal’s AI integrations.
Drupal’s AI capabilities include the integration of Large Language Modules (LLMs) which can be used to analyse data, generate content and even assist with image creation. An LLM is a type of artificial intelligence that uses deep data processing to understand and generate human language. These AI modules can be accessed via Drupal’s user interfaces or integrated into the code of the site, meaning content editors and developers alike can use them.
Below are some examples of Artificial Intelligence modules that can be added to your Drupal core platform and utilised as extensions to your team:
1) AI Assistants API + Chatbot modules provide a way for all users, including the creators, of the site to interact with a chatbot. This functionality can either be specific modules or integrations with third-party tools such as OpenAI or ChatGPT. The AI API module allows developers and content creators to generate content quickly, translate content into multiple languages and change existing content to match desired tones. On the other hand, chatbot integrations can be used as a 24/7 virtual assistant, allowing users to receive personalised and accurate responses to queries. Chatbots have proven to be a highly valuable tool for improving user experience, with around 55% of companies who use chatbots for marketing experiencing a rise in high quality leads.
2) AI Search module enables content of a Drupal website to be indexed and allows for more relevant and accurate search functionality. Search can be combined with the chatbot functionality, allowing users to search the site via a chat interaction. The search module is highly beneficial for large enterprises, such as banks, consulting firms and software companies, who have large amounts of internal documentation and resources that need to be easily searchable. This tool can also offer search insights that track what users are looking for to improve content strategy and UX.
3) AI CKeditor module is a specific text editing module that can fix your spelling, summarise your content and adjust your tone of voice. This function involves simply adding a button to any What You See Is What You Get (WYSIWYG) text field to create content via an LLM and change the tone. It’s a great tool for non-technical users or editors as it gives the flexibility to rapidly adjust and manage content as and when it’s needed.
4) With AI Translate, pages can be translated with one click, cutting down the time and expense it takes to hire someone to manually translate content on a site with a lot of pages. This tool is particularly useful for organisations who are running websites in multiple languages – reducing translation costs and maintaining consistency across tone and terminology.
As the use of AI is becoming the norm online, it’s clear that Drupal has embraced artificial intelligence through its latest modules, showcasing the platform’s commitment to integrating AI capabilities and leveraging its functionality. These advancements demonstrate the powerful possibilities AI brings to web development.
For our clients, this means faster project turnaround, more personalised experiences and smarter automation.
At Proctors, we’re continuing to develop our skills and expertise across AI technologies including across Drupal modules. By leveraging AI, your existing Drupal site can deliver more relevant content, tailored tone and language, and an improved search experience – all with minimal effort.
If you’d like to explore how our team of Drupal experts can help you leverage Drupal’s platform and powerful functionalities, get in touch with us at marketing@proctorsgroup.com.
When shiny new frameworks seem to pop up all the time, it can be overwhelming trying to figure out which one fits your needs. Should you go with something trendy? Something easy? Something flexible? There’s a lot to consider.
In this blog, I’m diving into why Laravel might just be the perfect fit for your website or web application. Whether you’re building something simple or scaling up a complex platform, Laravel brings a lot to the table—and I’ll walk you through exactly why it stands out.
Laravel is a modern PHP web-application framework known for its elegant syntax, powerful features, and developer-friendly tools. Whether you’re using Laravel 10 or 11, the framework provides a robust foundation for building secure and scalable web applications.
It simplifies the development of custom web platforms, business applications, and enterprise-level software with a rich set of features. And its handy modular structure and reusable components help accelerate development, reduce costs, and improve performance. All-in-all, that makes it a top choice for companies looking to build high-quality digital solutions.
Laravel comes with a ton of handy features, right out of the box, allowing for quick (and cheap!) creation of a minimum viable product (MVP). Take Laravel migrations: this feature allows developers to programmatically create database tables and columns, populating them with the required data needed for the site to function. The benefit? It makes it really easy to pass the site to another developer and immediately have them set up the development environment and the correct database. It can also be used to modify a pre-existing database in a safe and efficient way.
Another benefit of using Laravel is the unit testing that comes with it. This allows for robust code-driven tests to be written and executed upon any deployment. Combining this with Test-Driven Development, you can easily and autonomously ensure all edge cases are covered before your site goes live, providing a seamless user experience.
It’s not as alarming as it sounds. A headless website is one where the frontend and backend of the site run separately. This can be created by using Laravel with React, or any front-end framework of your choice. A huge benefit of this is that the frontend can be optimised to provide an extremely speedy page load, and faster navigation of the site for the users. This has been proven to increase conversion rates and enhance your SEO score, meaning you reach a larger audience.
Headless sites are also more reliable and robust than standard websites. Why? Because any issues with the backend will not be reflected in the front end.
One of Laravel’s biggest strengths is its powerful ecosystem of plugins and packages that helps developers build faster, smarter, and more efficiently. Whether you’re launching a new web application or optimising an existing Laravel website, there are packages designed to handle everything you need.
Popular starter kits like Laravel Breeze and Laravel Jetstream make setting up user authentication and security features quick and easy. If you need a professional admin panel, Filament offers a low-code solution for creating beautiful dashboards and backend systems. Managing roles and permissions? Bouncer for Laravel provides flexible access control without the usual complexity.
And when it comes to boosting your site’s visibility, SEO packages like Laravel SEO Tools help optimise meta tags and generate sitemaps effortlessly. No matter your project size, Laravel’s rich package ecosystem saves development time, enhances performance, and helps deliver a more scalable, SEO-friendly web application.
Over 700,000 sites currently use Laravel and that’s because it’s the ideal candidate in a lot of situations.
It’s an excellent choice for businesses building a learning management system or Partner Portal. These types of applications benefit from Laravel’s speed, scalability, and strong support for role-based access control. Its built-in authentication and permission systems make it easy to enforce strict user-level access, meaning you can be sure of a secure and robust platform tailored to complex user hierarchies.
It’s also a great fit for custom business tools like inventory management systems, internal dashboards, or booking platforms. When off-the-shelf software doesn’t meet specific operational needs, Laravel’s flexibility allows developers to build tailored solutions that integrate seamlessly with third-party APIs —whether it’s for payments, shipping, CRMs, or analytics. This makes it easy to connect external services while automating workflows and syncing data in real time.
Combined with its clean architecture and rich ecosystem, Laravel is ideal for developing reliable, maintainable apps that power day-to-day operations.
If you’re interested in finding out how Laravel could work for your business, we’re here to help.
Get in touch at marketing@proctorsgroup.com.
Do you create TV programmes? Or TV adverts?
We are creating the interactive TV set. Personalising the content inside the TV set while it is being watched.
Imagine – your dog in the dog food advert?
Swiping though paint colours and interior trim options while watching a car advert?
See how many Ketchup bottles you can stack during a 10 second advert !!!
The world of TV is changing again. We are the people changing it, creating the tech for interactive TV. We are looking for partners in advertising and content creation to help us define the product.
info@redsquid.tv
BRISTOL — Torchbox Public, the public sector division of digital agency Torchbox, has been awarded a contract to develop and implement a new intranet for Guy’s and St Thomas’ NHS Foundation Trust, one of the UK’s largest and busiest NHS trusts.
The project will transform internal communications across the Trust by providing one easy-to-use, fully accessible digital space for staff to connect and find essential information across all hospital locations and on any device. The new platform will serve over 23,600 staff across multiple sites, including five hospitals and 23 local community health centres.
Guy’s and St Thomas’ currently has two different intranet sites and wants to support all staff by creating one consistent experience. The new intranet will make it quicker to access the information they need, and reinforce that, despite the Trust’s size, staff are part of one organisation with shared values and a reputation for clinical excellence, high-quality teaching, and research.
“We’re a diverse and welcoming organisation, which is incredibly proud of our staff and the dedication they show to our patients and each other. We’re creating this new intranet to make it easier for everyone to connect and access the information they need to deliver the high-quality and compassionate care we are known for” said Lindsay Gormley, Head of digital and content at Guy’s and St Thomas’.
The new intranet will be built on Wagtail NHS Intranet, an open-source platform developed by Torchbox specifically for NHS organisations. This innovative solution was made possible through the initial support of Cambridge University Hospitals NHS Foundation Trust and continues to evolve through collaborations with other trusts, including Gloucestershire NHS.
The solution builds on successful implementations for multiple healthcare providers, where the intranet has improved staff communication, information access, and operational efficiency while eliminating ongoing license fees.
Key features of the new intranet will include:
“We’re honoured to partner with Guy’s and St Thomas’ on this transformative project,” said Ben Heasman, Client Partner, Torchbox. “Our experience creating digital platforms for NHS organisations has shown us how a well-designed intranet can break down barriers, improve efficiency, and ultimately contribute to better patient care. We look forward to delivering a solution that will serve the Trust’s diverse workforce and support its vital work.”
The project will take a phased approach, with initial discovery and design work already underway.
Guy’s and St Thomas’ provides 2.8 million patient contacts in acute and specialist hospital services and community services every year. The Trust includes Guy’s Hospital, St Thomas’ Hospital, Evelina London Children’s Hospital, Royal Brompton Hospital, Harefield Hospital, and adult and children’s community services in Lambeth and Southwark
As one of the biggest NHS trusts in the UK, with an annual turnover of £2.9 billion, Guy’s and St Thomas’ employ around 23,600 staff. www.guysandstthomas.nhs.uk
Guy’s and St Thomas’ is part of King’s Health Partners Academic Health Sciences Centre (AHSC), a collaboration between King’s College London, and Guy’s and St Thomas’, King’s College Hospital and South London and Maudsley NHS Foundation Trusts. www.kingshealthpartners.org
Torchbox Public is a specialised division of Torchbox that partners with public sector organisations to tackle complex challenges through progressive, collaborative approaches.
As a certified B Corporation and 100% employee-owned business, Torchbox brings together a diverse team of over 120 digital specialists committed to creating inclusive, accessible, and sustainable digital solutions. The company has delivered transformative digital projects for leading organisations across healthcare, charity, and cultural sectors, including Cambridge University Hospitals NHS Foundation Trust, Samaritans, Mind, Children’s Health Ireland, the Royal National Institute of Blind People (RNIB), and London Museum. Torchbox is a leader in open-source technology and distinguishes itself through its evidence-based approach, collaborative partnerships, and commitment to social and environmental responsibility.
ENDS
For more information, please contact:
Lisa Ballam
lisa.ballam@torchbox.com
torchbox.com
But this isn’t a cautionary tale about machines taking over. It’s about what happens when human expertise and intuition meet cutting-edge technology. It’s about unlocking new possibilities. It’s about creating deeper, more meaningful connections between brands and the people they exist for.
At Proctor + Stevenson, we believe great marketing has always been human at heart. Emotional. Empathetic. Powered by creativity, insight and experience. And with AI, we now have tools that can make those human qualities even more powerful – helping us understand audiences more deeply, respond more personally and connect more meaningfully, at scale.
We see AI not as a replacement, but as a willing partner. When used intelligently, it enables us to do what we do best – and hopefully better.
Audiences today expect relevance. They want to be seen, understood and spoken to like individuals. In B2B as much as B2C, they crave experiences that feel personal, rather than generic. But here’s the challenge: how do you do that at scale?
This is where AI really shines.
We’re using smart platforms and tools that help us go beyond broad segmentation to deliver hyper-personalised experiences in real time. Crucially, they give us more time to focus on what really matters: crafting the campaigns, content and experiences that make those connections memorable.
Here are just a few of the ways we’re exploring a combination of AI and imagination:
These tools don’t just streamline workflows: they unlock creative opportunities. They help brands be more responsive, more relevant and more remarkable.
AI doesn’t just help us understand what’s happened. It can also predict what’s coming next.
Thanks to predictive analytics, we can now anticipate the needs of your customers – sometimes before they even know them themselves. It means better lead prioritisation. Smarter targeting. And more timely, relevant campaigns that reach people when they’re most ready to act.
Here’s how we can do just that:
At Proctors, we’re constantly experimenting with these tools, combining them in ways that bring out the best in your brand and deliver real business impact.
Let’s be clear – AI is amazing. But it’s not the headline act. You are. Your brand. Your story. Your voice. AI is just here to help amplify it, to help you move faster, personalise more deeply and connect more powerfully.
When human insight meets machine intelligence, the results can be extraordinary.
More creativity, not less. More connection, not distance. More time to focus on the things machines can’t do – like telling compelling stories, understanding complex emotions and building lasting trust.
We’re not just using AI to save time. We’re using it to make space for better ideas.
If you’re curious about how AI can help your brand be more personal, more agile and more effective – without ever losing its human heart – we’d love to talk.
At Proctor + Stevenson, we believe the future of marketing is collaborative, creative and joyfully human. With the right tools, it’s a future we can build together.
But what does it mean for your business?
A new report published by the UK’s Department of Science, Innovation and Technology outlines 50 recommendations for the government to drive adoption of artificial intelligence (AI) across industries and boost economic growth. But what does the AI Opportunities Action Plan mean for marketers and the wider B2B industry?
Led by Matt Clifford CBE, Chair of the Advanced Research and Invention Agency (ARIA), the plan promotes three key goals for the government:
The government’s response included promises to accelerate AI research and infrastructure development, promote AI Growth Zones to speed up planning, and public sector pilot schemes to help workers ‘spend less time doing admin and more time delivering the services working people rely on.’
And in the private sector, £14 billion and 13,250 jobs have been committed by leading tech firms following the AI Action Plan.
Finally, there are plans to develop and maintain ‘homegrown’ AI technologies, ensuring the UK economy benefits directly from the rapid adoption of these solutions.
“The UK Government’s AI Opportunities Action Plan will play an important role in helping the UK to unlock the full potential of AI and in doing so, boost productivity, enhance economic growth and improve public services. At AWS, we’ve seen first-hand the benefits that digital technologies like AI can bring.”
– Alison Kay, VP U.K. and Ireland at Amazon Web Services
According to the Department of Science, Innovation and Technology, these plans could boost productivity by as much as 1.5% per year. If fully realised, these gains could be worth up to an average £47bn to the UK each year over the course of a decade.
But what does this mean for UK businesses? And what opportunities should marketing teams look out for?
The AI Opportunities Action Plan effectively gives businesses the go-ahead to grab opportunities with both hands, embedding AI tools and investing in upskilling. If AI is to become the catalyst for the UK’s economic growth, there’s no better time to start adopting the latest technologies. The outlook is optimistic, but we always advise a cautious approach. It’s important to assess your readiness carefully before jumping on the bandwagon.
So what are the opportunities and risks of building AI into your strategy?
There’s no doubt AI can support businesses to streamline processes and make smarter decisions. From automating repetitive tasks to optimising supply chains, AI reduces manual effort and streamlines workflows. For instance, customer service chatbots can handle thousands of queries simultaneously, while machine-learning algorithms improve inventory management by predicting demand with remarkable accuracy. These efficiencies save time and costs, while allow businesses to focus on other strategic priorities.
But implementing AI tools requires skill and understanding, and employees are often sceptical – or even fearful – so it’s important to ensure communication and training is prioritised.
Across many industries, AI is already driving considerable growth. AI-powered analytics provide businesses with insights that were previously unattainable, helping them understand customer behaviour, market trends, and operational bottlenecks. Companies can use AI to develop innovative products and identify new revenue streams.
However, growth through AI isn’t automatic. It demands significant ongoing investment in talent and infrastructure, and a continuous improvement approach to keep up with technological advancements. This means managing expectations and setting a realistic timeline.
AI technologies rely heavily on data processing, which demands significant computational power and energy. The environmental cost of training AI models, including its carbon footprint, electricity use and water consumption, cannot be overlooked. Training large-scale models like GPT or image recognition systems often consumes vast amounts of electricity, equivalent to running entire power plants.
Organisations must consider the impact of their AI initiatives, particularly when it comes to sustainability reporting. It’s also worth investigating tools with a lower carbon footprint and embracing ‘green AI’ solutions as they emerge.
As we embrace AI, we must be increasingly rigorous with our governance and ensure an ethical approach that fosters trust and reduces the risk of reputational damage. Companies should establish ethical guidelines and governance frameworks to oversee AI development and deployment. It’s crucial to ensure they’re using these technologies responsibly, and concerns around bias in algorithms, data privacy, and accountability must be addressed.
All adopters will need to battle scepticism, so building and maintaining trust with stakeholders and customers will be key. Watertight branding and communications will therefore be more important than ever.
When we talk about AI solutions for marketers, we don’t just mean Generative AI models like ChatGPT and image tools. Marketing teams are building numerous AI tools into their tech stacks and new ones are popping up all the time. Here are some use cases we’re currently exploring:
AI tools can make audience profiling and targeting simple and straightforward. Building these tools into your account-based marketing process is a great way to gain efficiencies and cut down labour so you can spend more time crafting your messaging and optimising your content.
AI tools are a great way to save time on market research. In the time it takes you to do a quick Google search, tools like Waldo can download reams of industry-specific intel – plus it can analyse it all for you and deliver a report straight to your inbox. It can also highlight key trends in your industry to help you narrow your focus and stay competitive.
AI-powered personalisation tools help you tailor digital content to your specific audience, as well as A/B testing to ensure your messaging, images, and UX design is optimised to convert.
Ready to streamline your marketing strategy? We can help you make informed decisions and choose the right tools to maximise ROI.
Get in touch today: marketing@proctorsgroup.com
AI is transforming employee benefits—enhancing engagement, streamlining admin, and driving smarter decisions. Let’s explore how AI-powered personalisation, automation, and predictive analytics are shaping the future of benefits in and around Bristol.
Better decision making. Enhancing employee engagement…AI is changing benefits, fast. From reshaping how companies design benefits to how admin manage them, this tech is like nothing we’ve seen before.
So, how exactly is technology shaping the future of employee benefits? Let’s delve deeper into some of the most significant trends and predictions.
1. AI-driven personalisation
One-size-fits-all benefits packages are quickly becoming a thing of the past. Employees today expect benefits tailored to their unique needs and lifestyles. AI is making this a reality by analysing vast amounts of data—demographics, preferences, claims history, and even engagement patterns—to recommend the most relevant benefits for each individual.
For example, AI-powered benefits platforms may soon be able to suggest healthcare plans based on an employee’s past usage or recommend well-being programmes tailored to their stress levels or fitness goals. This kind of personalisation could help companies deliver benefits that really make a difference for their workforce, ultimately leading to greater satisfaction and retention.
2. Streamlining benefits administration with automation
AI and automation tools are changing the game by handling repetitive administrative tasks such as enrolment processing, compliance checks, and payroll integrations.
By automating these functions, Business Leaders and HR teams can free up valuable time to focus on strategic initiatives, such as improving employee engagement and workforce planning. Moreover, automation minimises errors, ensuring that benefits data remains accurate and up-to-date.
3. Improving employee experience with chatbots and virtual assistants
People Leaders frequently receive queries from employees about their benefits—ranging from eligibility and coverage details to claims procedures. AI-powered chatbots and virtual assistants can provide instant, 24/7 support to employees, answering common questions and guiding them through benefit selections.
This reduces the burden on Business Leaders and HR teams while ensuring that employees get the information they need when they need it. Plus, chatbots can proactively remind employees about key deadlines, such as tax periods or required documentation submissions, helping to improve overall engagement with benefits.
4. Leveraging predictive analytics for smarter decision-making
AI is already improving how benefits are administered, but what if it could also help companies make strategic benefits decisions? Predictive analytics tools will soon be able to analyse trends and employee behaviour to help HR teams anticipate future needs.
For example, AI could forecast which benefits are likely to see higher utilisation based on historical data, enabling companies to adjust their offerings accordingly. This would help Business Leaders and HR teams make data-driven decisions that align benefits with workforce needs, budget constraints, and overall company objectives.
5. Ensuring fairness and transparency in benefits access
AI-driven benefits platforms can also help eliminate bias in benefits administration. By analysing data objectively, AI can identify gaps in benefits utilisation among different employee groups and highlight areas where adjustments may be needed to ensure inclusivity and fairness.
For example, AI might reveal that certain demographics within a company are underutilising mental health resources due to a lack of awareness. Business Leaders can then take targeted steps to address these gaps, ensuring that benefits are truly accessible to all employees.
So…
What’s the take-away? Balancing innovation with a human touch
While AI offers incredible potential in the employee benefits space, it’s essential to balance automation with human oversight. The goal should be to enhance Business Leaders and HR’s ability to provide meaningful, personalised benefits—without removing the human element that makes employee support truly effective.
By embracing AI, companies here is the South West can not only improve efficiency but also create benefits experiences that employees love. The future of employee benefits is here, and it’s smarter, more personalised, and more impactful than ever before.
To learn more about what emerging technologies are bringing to benefits get in touch.
As we settle into 2025, the ongoing cost of living crisis and economic volatility continue to strain both employees and employers, with many employees facing heightened financial insecurity.
So how can you optimise your benefits budget without cutting value? The first step is to discover how to reallocate wasted spend, secure better pricing, and leverage tax-efficient benefits to maximise impact.
Managing employee benefits, cost control is always on the agenda. But savings don’t have to come at the expense of employee experience. With a smart approach to benefits design, companies can reallocate wasted spend to more impactful benefits – or a better benefits platform to help you manage it all. This makes the most of your existing budget while boosting value for employees.
This practice is sometimes referred to as “cost-neutral benefits,” but the reality is more nuanced. While some companies can identify and redistribute significant savings, others may already be optimising their spend. Either way, a strategic review of benefits is always worth the effort.
Here are three key ways employers can find opportunities to optimise their benefits budget:
A common mistake? Investing in benefits that employees don’t value. Recent key research tells us that there is low appreciation levels from employees for their benefits.
The cause is likely to be benefits that don’t align with employee needs.
For example, a Bristol Creatives startup made up of mostly employees in their twenties might be overfunding its life insurance policy, as employees in this age group are less likely to engage with life insurance. By scaling back the coverage from 10x to 2x cover, they could free up a big chunk of their spend—money that could be reinvested in wider range of more relevant benefits, or a platform that helps manage the administrative burden of benefits.
So how can Business Leaders identify these opportunities?
But before you go cutting less utilised benefits, remember: there are some benefits that few employees might use, but that are highly valuable and even life changing to them when they do, such as reproductive assistance or critical illness cover. It’s important to balance these factors when assessing your benefits. Speaking to a benefits design expert will be your best bet to strike that balance.
Cost savings aren’t just about what you offer, but also how you fund it. Many companies lose money by not negotiating the best rates with insurers or missing out on more efficient financial structures.Here are some key ways to make the most of funding:
By optimising financial structures, companies can often unlock significant savings without compromising on benefits quality.
3. Leverage tax-efficient benefits
Another overlooked opportunity is tax-efficient benefits, particularly salary sacrifice schemes. These allow employees to exchange part of their salary for benefits, reducing both employer and employee tax contributions.For employers, this means that you’re able to offer amazing benefits like electric vehicle leasing schemes and even grocery schemes…at no cost to you!
In the UK, salary sacrifice arrangements can create savings on:
For employers not already leveraging these benefits, the savings can be substantial, especially on National Insurance contributions. Yet many organisations fail to fully utilise these tax advantages, leaving money on the table.
Maximise your benefits budget with expert support
Not every company will uncover huge savings—but almost all can optimise their approach. By identifying low-value spend, negotiating better financial models, and leveraging tax-efficient benefits, Business leaders and HR provide a significantly improved offering without increasing their spend.
Want to find out where your organisation can unlock savings? Book a free benefits audit consultation with me –same budget, bigger results.
Join MotherBoard in partnership with Bristol based law firm Burges Salmon for an exclusive event designed to support early-stage female-founded start-ups. This session will provide invaluable insights from industry experts on key areas that can help your business thrive, avoid common pitfalls, and set a strong foundation for growth.
What to Expect
This event will feature expert-led interactive breakout sessions. Topics include:
Employment & Incentives – Building the right team and structuring incentives for success.
IP & Brand – Protecting your ideas and strengthening your brand.
Fundraising – What you need to know for raising investment.
Culture & Growth – Scaling your business while building an authentic culture.
Tech & Data – building your tech stack, contracting with software providers and navigating the data protection legislation.
After the breakout sessions, enjoy networking over drinks and nibbles, where you’ll have the opportunity to connect with other female founders at a similar stage and quiz the Burges Salmon team on any legal questions. This is a chance to share experiences, gain new perspectives, and build your support network in a welcoming and collaborative space.
Who the event is for
Female founders at idea, pre-seed or seed stage.
The details
Location: Burges Salmon, One Glass Wharf, Bristol, BS2 0ZX
Date & Time: 11th March 5-7pm
RSVP via the meetup link
Spaces are limited, secure your spot today!
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