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: [email protected]
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!
Any personal data collected before or during the event will be shared between the joint hosts, MotherBoard and Burges Salmon LLP, for the purposes of pre- and post-event administration and communications with you. Each organisations’ privacy policies may be viewed here: MotherBoard and Burges Salmon.Manage Cookies
We love SEMRush at Varn. It’s a very 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 super interesting:
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 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
Tuesday, April 6th – 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.
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