DIGITAL MARKETING: AI Search Is Here Don’t Get Left Behind

Is your content strategy ready for the generative AI revolution?

Fed up with throwing money at content that’s getting lost in the search abyss? You’re not alone. The rules of the game have changed, and yesterday’s SEO tactics simply won’t cut it anymore.Introducing my Generative Engine Optimisation (GEO) service, because ranking well with AI search engines requires a completely different approach.

While your competitors are still obsessing over keywords, I’m helping forward-thinking brands like yours create content that actually performs in the age of AI search.

What makes our GEO approach different?

* I don’t just guess what works – I’ve reversed engineered how the major generative engines actually process and prioritise content
* I craft nuanced, context-rich content that generative engines love to reference
* You’ll get content that serves both human readers AND satisfies the complex needs of AI systems.

The future of search is already here. Don’t get left behind call or message today.

Steve Coulter has a 35+ year sales and marketing career both pre & post Internet. A serial innovator and early adopter of technology and new media. In a world of recombinant business ideas and disruption, increasingly involved in digital transformation and the cutting edge of search. I enjoy partnering with companies who scan the horizon and wish to stay ahead of the competition. 

DIGITAL MARKETING: The Generative Engine Optimisation Virtuous Circle

The Virtuous Circle of GEO Content: Aligning with Google’s EEAT and YMYL Standards

Introduction

The digital landscape has evolved dramatically in recent years, with search engines and generative AI tools becoming increasingly sophisticated in how they interpret and prioritise content. While Search Engine Optimisation (SEO) remains vital, forward-thinking organisations are now embracing Generative Engine Optimisation (GEO) creating content that performs well not just in traditional search, but also as a foundation for AI-generated responses. When properly executed, this creates a virtuous circle that simultaneously satisfies the vital Experience, Expertise, Authoritativeness and Trustworthiness (EEAT) and Your Money or Your Life (YMYL) which are Google’s requirements to rank.

Understanding GEO and Its Relationship with EEAT / YMYL

Generative Engine Optimisation refers to the practice of structuring content in ways that make it ideal for AI systems to comprehend, extract information from, and reference. Unlike traditional SEO, which focuses primarily on keyword placement and technical optimisation, GEO prioritises clear information architecture, factual accuracy, comprehensive coverage, and proper attribution – qualities that perfectly align with Google’s EEAT standards.

The Virtuous Circle in Action

When businesses create content that excels in both SEO and GEO, a positive feedback loop emerges:

  1. Content Creation with EEAT at the Core: Producing content that demonstrates genuine expertise and provides valuable experiences for users.
  2. Enhanced Discovery: This high-quality content ranks well in traditional search results while also being favoured by generative engines for their responses.
  3. Amplified Reach: When generative engines cite your content, it drives additional visibility and traffic.
  4. Trust Building: Citations by trusted AI systems implicitly endorse your content’s reliability, enhancing your domain authority.
  5. Improved Rankings: The additional signals of quality and authority lead to better search rankings.
  6. More Data for Refinement: Increased visibility provides more user interaction data to further refine content.

Key Principles for GEO-Optimised Content

1. Structured Information

Content should be logically organised with clear headings, concise paragraphs, and well-defined sections. This structure makes it easier for both human readers and AI systems to extract and understand key information.

2. Factual Precision

Generative engines prioritise content that provides accurate, verifiable information. Citing credible sources, including relevant statistics, and maintaining factual rigour not only improves GEO performance but directly supports the Expertise and Trustworthiness components of EEAT.

3. Comprehensive Coverage

Content that thoroughly addresses a topic from multiple angles provides AI systems with a robust information base. This completeness signals expertise to both search algorithms and generative engines.

4. Clear Attribution

Properly attributing information, quotes, and research findings enhances trustworthiness. Generative engines are increasingly designed to value and reference content that itself follows good citation practices.

5. Regular Updates

Maintaining content currency demonstrates ongoing expertise and commitment to accuracy. Both search algorithms and generative engines favour recently updated content when recommending authoritative sources.

Balancing Human and Machine Audiences

The most successful GEO strategy recognises that content must serve dual masters providing genuine value to human readers while being optimally structured for machine interpretation. This balance is achieved by:

  • Writing in natural language that flows logically
  • Avoiding unnecessary jargon while maintaining industry-appropriate terminology
  • Including rich contextual information that enhances human understanding
  • Implementing structured data markup to aid machine comprehension
  • Focusing on answering genuine questions rather than simply targeting keywords

Measuring GEO Success

Traditional SEO metrics remain relevant, but GEO success requires additional measurement considerations:

  • Citation Tracking: Monitoring when generative engines reference your content in their outputs
  • Featured Snippets: Assessing selection for these prominent search features (which often feed into generative responses)
  • User Engagement: Analysing how users interact with content after finding it through AI-assisted search
  • Authority Growth: Tracking improvements in domain authority and topical authority metrics

Conclusion

As AI systems become more deeply integrated into how people discover and consume information, optimising for generative engines represents not just a tactical advantage but a strategic necessity. The virtuous circle created by GEO-optimised content that aligns with Google’s EEAT standards delivers sustained benefits; higher visibility, increased authority, and greater trust among both human users and the AI systems that increasingly mediate their online experiences.

By focusing on creating genuinely valuable content that serves real user needs whilst maintaining technical excellence, businesses can position themselves advantageously in both traditional search results and generative AI responses. This comprehensive approach to content strategy represents the future of digital visibility, one where quality, authority and trustworthiness are rewarded across all discovery channels.

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Steve Coulter has a 35+ year sales and marketing career both pre & post Internet. A serial innovator and early adopter of technology and new media. In a world of recombinant business ideas and disruption, increasingly involved in digital transformation and the cutting edge of search. I enjoy partnering with companies who scan the horizon and wish to stay ahead of the competition. 

DIGITAL MARKETING: Can I Integrate GEO Into SEO?

Is your current Digital Marketing provider integrating Generative Engine Optimisation (GEO) aka AI Conversational Search into your SEO page coding? If not, you are already missing out on customers who prefer to use AI tools like ChatGPT and Perplexity to search queries and click through the citations highlighted. i.e. Your content.

Please contact me if you would like to remedy this and make your website pages and weblog posts state of the art for AI search.

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How to Integrate Generative Engine Optimisation Into Your Existing SEO Strategy

As artificial intelligence transforms the way people search, Generative Engine Optimisation is rapidly becoming a vital extension to traditional SEO. Rather than replacing your current strategy, GEO enhances it-ensuring your content is visible not only in classic search results but also within AI-generated answers and summaries on platforms like Google’s AI Overviews, ChatGPT, and Perplexity.

Why GEO Matters Now

AI-driven search engines are reshaping user behaviour. Instead of scrolling through lists of links, users increasingly receive direct, conversational answers. If your content isn’t optimised for these new engines, you risk losing visibility-even if your SEO is strong. Integrating GEO now will help future-proof your digital presence.

Practical Steps to Blend GEO With SEO

1. Expand Keyword Research for Conversational Queries
Continue using classic SEO metrics, but place greater emphasis on long-tail, conversational phrases and related questions. Focus on semantic fields and natural language that reflect how people actually ask questions in AI tools.

2. Structure Content for AI Summarisation
Organise your content with clear headings, bullet points, and concise summaries. This makes it easier for AI to extract and present your information in response to user queries. Use schema markup and structured data to clarify context for both search engines and AI models.

3. Demonstrate E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness)
Create unique, high-quality content that showcases your expertise. Include data, statistics, expert quotes, and references to build authority-key factors for both SEO and GEO performance.

4. Strengthen Authority and Brand Mentions
Encourage user-generated content, reviews, and discussions about your brand on forums, Wikipedia, and social platforms. AI engines often reference widely discussed and cited sources1.

5. Maintain Technical Excellence
Ensure your website is fast, mobile-friendly, and secure. A strong technical foundation supports both traditional SEO and the requirements of AI crawlers. Pay attention to page structure, metadata, and user experience.

6. Monitor and Adapt With Data
Track both classic SEO KPIs and new metrics such as AI-driven referral traffic and citation patterns in generative search results. Continuously refine your strategy based on how your content appears in AI-generated responses.

GEO and SEO: A Unified Approach

GEO is not a replacement for SEO, but a powerful extension. By optimising for both, your content will reach a wider audience-whether they’re searching the old-fashioned way or relying on generative AI for answers. Start by experimenting with conversational content, structured data, and regular performance monitoring. As AI-driven search continues to evolve, those who adapt early will lead the way.

Ready to future-proof your digital strategy but too busy? Contact me today to begin integrating GEO into your SEO and ensure your brand remains visible and relevant in the new age of AI-powered search.

The Generative Engine Optimisation (GEO) tipping point?

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Steve Coulter has a 35+ year sales and marketing career both pre & post Internet. A serial innovator and early adopter of technology and new media. In a world of recombinant business ideas and disruption, increasingly involved in digital transformation and the cutting edge of search. I enjoy partnering with companies who scan the horizon and wish to stay ahead of the competition. 

 

DIGITAL MARKETING: The Generative Engine Optimisation Tipping Point?

Generative Engine Optimisation: Why It’s Overtaking SEO in Google Search and Why You Must Act Now

Generative Engine Optimisation (GEO) is fast becoming more important than traditional SEO, especially when it comes to visibility in Google Search Results and across the latest AI-powered platforms.

GEO vs SEO: What’s Changing?

While SEO has always been about climbing the rankings in search results and attracting clicks, GEO is about ensuring your content is referenced, cited, or summarised directly within AI-generated answers. This shift is significant. Instead of users scrolling through a list of blue links, they’re increasingly receiving instant, conversational answers from AI tools such as Google’s AI Overviews, ChatGPT, and Perplexity.

Industry analysts are already predicting a sharp decline in traditional search. By 2026, organic search traffic could fall by more than half as users turn to AI-powered search for immediate answers. The numbers speak for themselves: the majority of consumers now trust generative AI results, and adoption of AI-enhanced search is rising rapidly. Have we reached the tipping point where innovators and early adopters are replaced by a majority?

Why Taking Action Now Is Critical

  • User behaviour is evolving: People are moving away from sifting through search results and are instead asking AI tools for clear, direct answers. Google’s AI Overviews are already replacing featured snippets, and platforms like Perplexity and ChatGPT are seeing a surge in use, particularly among younger audiences.

  • Visibility is on the line: If your content isn’t optimised for GEO, you risk being left out of these new AI-driven answer boxes, even if your SEO is strong. AI engines favour content that is authoritative, conversationally written, well-structured, and easy to extract for their responses.

  • Influence over clicks: With GEO, your brand can be referenced in AI-generated answers, keeping you front-of-mind even if users don’t immediately visit your website. This is the new battleground for digital influence.

What You Should Do

  • Update your content: Make sure your information is clearly structured, answers questions in a conversational manner, and demonstrates genuine expertise and trustworthiness.

  • Optimise for AI platforms: Don’t focus solely on Google. Ensure your content is accessible and easily referenced by all major AI engines.

  • Move quickly: Early movers are already gaining a significant advantage. Delaying could mean losing both visibility and influence as AI-driven search becomes the norm.

GEO isn’t just the next step after SEO – it’s the new standard for digital presence. Those who adapt now will secure their place in the AI-powered future of search. I can guide you through this transformative phase.

Can I integrate GEO into SEO?

Steve Coulter has a 35+ year sales and marketing career both pre & post Internet. A serial innovator and early adopter of technology and new media. In a world of recombinant business ideas and disruption, increasingly involved in digital transformation and the cutting edge of search. I enjoy partnering with companies who scan the horizon and wish to stay ahead of the competition. Please contact me to discuss your digital marketing strategy. 

BUSINESS: Have You Searched Your Business On AI Apps?

Customers are beginning to move away from Google Search (& other brands) in favour of the more conversational, quote prompt based searching associated with AI Apps like Chat GPT – it’s called ‘Conversational Search’. This means you must now consider the information and detail about your business stored online and study how these apps are projecting your business to prospects.

Another job! I hear you groan.

That’s OK, I can help you, just contact me and we can investigate where you are today and begin to engineer where you wish to be tomorrow. My affordable Audit-Fix-Maximise process for digital transformation covers AI technical SEO hygiene.

In the meantime I ran my own agency through to see the result. I was really pleased with the appraisal and to see an understanding of my offering and appreciation of my 35 plus year career in sales and marketing including the 25 since the millenium I’ve been involved in digital.

Since people have been quizzing the apps on leading figures like Elon Musk for an unbiassed opinion, can we accept that, for now, AI apps are giving a fair representation?

Fun search; Go to Chat GPT and use the prompt ‘Tell me about [INSERT YOUR BUSINESS NAME & INTERNET DOMAIN]

Overview of Steve Coulter Creative

Steve Coulter Creative is a digital marketing consultancy based in Littlehampton, West Sussex, UK, led by Steve Coulter. The business specialises in affordable, data-driven digital marketing strategies tailored for small and medium-sized enterprises (SMEs), helping them grow, attract more customers, and improve their online presence.

Background and Experience

– Steve Coulter has over 35 years of experience across various industries, including automotive finance, e-commerce, and digital marketing.

– He was instrumental in pioneering Business User Finance & Leasing and developing the Personal Contract Purchase (PCP) model, later adopted by major car brands.

– His expertise covers both traditional and digital business landscapes, with a strong focus on innovation and practical marketing solutions.

– Steve has held senior roles such as National Used Car Sales Manager for Renault UK and has managed marketing campaigns for multiple brands.

Services Offered

– Digital marketing strategy and analysis

– Social media marketing and audits

– Google Business Page (GBP) optimisation for local search

– SEO content creation and keyword analysis

– Performance tracking with clear action plans and ROI focus

Philosophy

Steve Coulter emphasises simplicity, data-driven marketing, and clear messaging inspired by advertising legends like Bill Bernbach and David Ogilvy. He values disruptive innovation and aims to unlock new opportunities for clients by combining unique business ideas.

Additional Creative Work

Steve Coulter Creative also has a presence in art and design, offering abstract and op art as large scale giclée prints and pop art painting commissions. As a pixel artist created Web 3.0 tokenised NFT and branding projects for International clients.

Summary

Steve Coulter Creative is a well-established digital marketing consultancy with deep industry experience, a strong local and national client base, and a focus on practical, affordable solutions for business growth.

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Thank-you Perplexity AI. (Prompt: What can you tell me about Steve Coulter Creative)

If you would like to discuss moving your business forward with affordable state of the art digital marketing and transformation solutions please contact me.

DIGITAL MARKETING: US Real Estate & U.K. Estate Agency Improvement Packages

US Real Estate & U.K. Estate Agency Digital Presence Transformation

Transform Your Real Estate Agency Business Online: My Expert Digital Enhancement Package ‘Business Boost’

Is your real estate agency website and digital marketing underperforming? Are potential clients choosing your competitors?

My Audit-Fix-Maximise program delivers immediate improvements and generates more qualified leads and closed deals.

What You’ll Get:
– Comprehensive website and Google Business Profile audit
– Search Engine Optimised content creation tailored to real estate audiences
– Strategic digital marketing alignments with Google’s critical EEAT and YMYL guidelines
– Technical optimisations to improve your visibility in both traditional and AI-powered search

Why Act Now?
In today’s challenging market, your competitors are already enhancing their digital presence. Every day without optimisation means missed opportunities and lost revenue. My proven system has helped real estate professionals increase website traffic and build trust by lifting the Google Review Score from 4.2 to 4.7

Choose Your Performance Level:
Whether you need fundamental improvements or comprehensive digital transformation, we offer customised packages designed specifically for real estate professionals looking to dominate their local market.

Affordable digital transformation packages from only £150 – £400 to set up the programme for success. Contact me to discuss your business, objectives and goals for the programme.

Contact me today.

Call: +44(0)7407 038877 (+WhatsApp)
Email: steve@stevecoulter.co.uk

SCC – Simple – Creative – Cost Effective

DIGITAL MARKETING: Business Boost Digital Transformation Offer

Your Expert SEO Content Creation Partner

Driving Results: Vast Knowledge 35+ Years of Sales & Marketing Experience

I craft content that ranks, converts, and complies with strict Google EEAT & YMYL guidelines. Specialised in automotive and finance industries with regulatory knowledge. I will learn the key topics in your industry and understand your competition to partner with you.

What You Get:
– Search Engine Optimised website copy that robots love and humans actually want to read
– Ready-to-publish website & blog content (delivered in MS Word)
– Vital HTML text upgrades to Meta Description, Title, H1 H2 & H3 Titles
– AI search optimised Schema Markup available on upgrade
– Strategic content planning to boost domain authority
– Google Business Page Review and Improvements

Available via WhatsApp to seamlessly integrate with your team.

These digital transformation starter packages deliver immediate improvement from only £150-£400

Ask about my FREE 15 Chapter 126 page Book ‘The Definitive Guide To Digital Transformation For Legacy Businesses’. Available with this offer.

Contact me today.

Tel: +44(0)7407 038877
Email: steve@stevecoulter.co.uk

SCC – Simple Creative & Cost Effective

DIGITAL TRANSFORMATION: My Foreword To ‘The Definitive Guide…’

Congratulations on discovering “The Definitive Guide to Digital Transformation for Legacy Businesses.”

How did this guide come about? As an avid user of AI applications, whilst exploring potential opportunities, I analysed my CV through a prompt seeking areas of expertise where I might find employment or commissions. Based on previous projects and successes, Digital Transformation consistently emerged as the top result. Further investigation revealed that this outcome was driven by my work in change management when implementing the BS5750/ISO9002 Quality Standard in businesses between 1995 and 2005, combined with organic digital marketing skills and knowledge developed thereafter.

The renowned physicist Richard Feynman once remarked, “You are only an expert on a subject when you can teach it to others.” With this in mind, I began researching the areas where my knowledge was lacking. This led to brainstorming chapters which, as they expanded, required further research. You now hold the result of that journey.

Certainly, anyone with an interest in digital transformation could undertake similar research, but it is time-consuming. I believe most business owners can generate more revenue by running their businesses rather than learning about Technology Horizon Scanning. Additionally, many online resources on this subject are of a research or academic nature, so I have written this guide in a non-academic style. The transformation process is divided into specific chapters, each with subheadings and a conclusion. I am developing an online version with tools and management consulting checklists. Within each chapter, you will find pearls of profit wisdom that entrepreneurs and business people will recognise and may wish to act upon. I have never attended a training course that has not yielded at least tenfold returns upon returning to business. With this in mind, despite exceeding 100 pages, I encourage you to print the document (or individual chapters) and highlight pertinent areas requiring work or research. Do make notes in the margins!

Why is this guide free? My intention is to evangelise on the subject because digital transformation is critical to the future existence of every business. I wrote this document with legacy businesses and those affected by Google’s stringent YMYL SEO rules specifically in mind. If you do not maximise your opportunities or defend your business against industry disruptors, it simply will not survive.

Compliance is also vital in YMYL disciplines and needs to be incorporated alongside contemporary issues such as accessibility and sustainability. You need digitally skilled staff and, upon completion, a system to future-proof your business. All of this is included.

As a consultant, I am available for contact. I would also appreciate your feedback from your own digital transformation endeavours, which I will incorporate into future editions.

Wishing you a successful digital transformation.

Please contact me for your FREE copy of The Definitive Guide To Digital Transformation For Legacy Businesses. The bundle includes a 15 chapter 123 page comprehensive process and also a one page 5 stage process for SME sized businesses with limited time and funds. The larger document may be used for reference.

DIGITAL INTEL: Hot Topic – Mastering AI Prompts

Digital Intel. April 2025 Newsletter. Mastering AI Prompts

 

Your Guide On How To Obtain The Most Accurate Results From AI Apps

In today’s AI-powered world, the quality of your outputs depends largely on the quality of your inputs. Whether you’re using ChatGPT, Perplexity, or other AI assistants, your prompting technique can dramatically impact the accuracy and usefulness of the responses you receive. This guide provides effective methods to craft prompts that extract the most precise and helpful information from AI applications. Honestly, working with (& playing on) AI apps is addictive and I’m finding these resources invaluable for business and for achieving top results.

Be Specific and Detailed

Vague requests yield vague responses. Instead of asking “Tell me about climate change,” try “Explain the relationship between greenhouse gas emissions and rising sea levels, including current scientific consensus on projected sea level rise by 2050.” The more context and specificity you provide, the more tailored and accurate the response will be.

Use the Chain of Thought Technique

When seeking accurate answers to complex problems, ask the AI to work through its reasoning step by step. For example: “Please solve this probability problem step by step, showing your work at each stage and explaining your reasoning.” This approach helps the AI organise its thinking and reduces errors, particularly for mathematical or logical problems. I like Deepseek because the app shows you it’s working prior to the result. It’s sometimes fascinating to watch the process. (Geek)

Provide Examples

Show the AI exactly what you’re looking for by providing examples. If you want a specific format or style, demonstrate it: “Please generate three product descriptions following this example: [Product: Eco-friendly Water Bottle] This sleek, sustainable water bottle keeps drinks cold for 24 hours whilst helping reduce plastic waste. Made from recycled materials, it features a leak-proof lid and comes in four vibrant colours.”

Set Clear Parameters

Define the scope, length, and format you want: “Write a 300-word summary of quantum computing fundamentals suitable for sixth form students. Include 3-4 key concepts and avoid technical jargon.” Use Role Prompting. Ask the AI to adopt a specific perspective or expertise: “As an experienced climate scientist with background in oceanography, explain how ocean acidification affects marine ecosystems.”

Iterative Refinement [Important]

Don’t expect perfection on the first try. Start with a basic prompt, then refine based on the response:

1. Initial: “Tell me about effective teaching methods.”

2. Refinement: “Based on your previous response, elaborate specifically on inquiry-based learning techniques for secondary school science classes.”

Request Alternative Perspectives

To avoid bias and get more comprehensive information: “Present three different viewpoints on the economic impacts of universal basic income, including supporting evidence for each perspective.”

Specify Your Audience

Tell the AI who the information is for: “Explain how neural networks function to an audience of business executives with limited technical background.”

Use Formatting Instructions

Request specific structuring of information: “Create a comparison of electric vs. hybrid vehicles in a two-column format addressing: initial cost, maintenance expenses, environmental impact, and driving range.”

Ask for Confidence Levels

For factual queries, ask the AI to indicate its confidence: “Explain the current understanding of dark matter in astrophysics, and indicate your confidence level for different aspects of your explanation.”

Request Citations

For research-based content: “Provide an overview of recent developments in mRNA vaccine technology, citing specific research where possible.”

Test With Counterfactuals

Challenge the AI’s reasoning: “After explaining why diversification is important in investing, describe a hypothetical scenario where diversification might not be advantageous.”

Frame Complex Problems

Break down complex requests into clearly defined components: “I need help creating a marketing strategy. Please address: 1) target audience identification, 2) competitive positioning, 3) key messaging, and 4) channel selection.”

Conclusion

The art of prompt engineering is increasingly valuable as AI tools become more integrated into our workflows. By implementing these techniques, you’ll not only receive more accurate responses but also develop a more productive relationship with AI assistants. Remember that prompting is iterative, practice and refinement will help you discover which approaches work best for your specific needs.

The most effective prompt engineers understand both the capabilities and limitations of AI systems, setting realistic expectations whilst knowing how to push these tools to deliver their best possible outputs.

Naturally, these skills are not for every business owner, entrepreneur or busy manager. I provide affordable consultancy for digital marketing, content creation, SEO, AI optimisation and as a business enthusiast I enjoy seeing the improvement and extra profit generated by our partnership. Please contact me to discuss how we might work together.

DIGITAL MARKETING: 2025 Most Crucial Intel So Far

Digital Marketing Search Enging Optimisation in 2025 – Adapting to AI and Emerging Opportunities. SEO Isn’t Dead but Evolving.

Crucial Intelligence. 

Google’s dominance persists (83.54% of searches), but AI chatbots like ChatGPT (4.33%) and platforms like YouTube (6.79%) are gaining traction, signalling a shift in search behaviour.

Q. How have you altered your strategy?


AI’s Impact on Search.

AI-driven tools provide personalised answers, reducing clicks to websites. Google’s integration of AI into search results creates challenges but also opportunities for content creators.

Q. Are you optimising your content to be picked up by AI apps?


Algorithm Updates Favour Quality.

Google’s 2024 updates penalised even large sites, emphasising high-quality, authentic content over technical optimisation. Good news for SME! Smaller businesses benefited from these changes.

Q. Could you ramp up quality and authenticity to benefit?


AI Content Can Rank.

AI-generated content, if high-quality and user-focused, can perform well in search rankings, as shown by recent studies and data.

So, potentially no penalty for automation.

Future SEO Success.

Winning strategies include creating original content, understanding user intent, adapting to AI-driven changes, and leveraging multimedia formats like video and audio.

Q. Introduce a Text – Voice – Video strategy?

Stay ahead in the evolving SEO landscape, embrace AI tools, focus on quality content, and adapt to shifting user behaviours to thrive in 2025!

Do you struggle to devote enough time to your advertising & marketing. Contact me to discuss how we could resolve that by working together in an affordable way.

TECH: How Jevons Paradox Is About To HIT HARD

A fascinating thing that happens with technology. Back in Victorian Industrial Darkshire 1865, an economist called William Jevons noticed something interesting about coal use; When we made steam engines more efficient, instead of using less coal, we actually ended up using more of it! With obvious effects, people dropped dead from coal pollution.

Now, we’re seeing exactly the same thing happening with artificial intelligence (AI). At scale.

As we make these AI systems more efficient – and they’re becoming incredibly efficient – we’re not actually using less computing power. We’re using more.

Think about what’s happening here: Every time we make AI better at processing information, instead of scaling back, we just find more useful things to do with it. It’s a bit like giving someone a more efficient rocket – they don’t use less fuel, they just go further into space.

Consequently, it affects everything around it. When we make AI more efficient at handling tasks, companies don’t just maintain their current operations. No, they expand! They ‘Dream bigger!’ They tackle more complex problems and process more and more data faster and faster… another law Moores Law! A cascade of increasing complexity and capability.

You see, that’s what makes this paradox so incredible, it shows us that efficiency doesn’t lead to reduction. It leads to expansion. And in a way, isn’t that the story of life itself? As systems become more efficient, they don’t become simpler – they become more complex, more interesting, more wonderful.​​​​​​​​​​​​​​​​

I’ll tackle the dark side of the adverse effect of higher energy consumption from AI and Crypto products next time. It’s even more topical the week the US President cancelled low carbon projects, instructed oil companies to ‘Drill, drill, drill’, and cranked up AI investment while promoting environmentally destructive high energy use Cryptocurrency.

Jevons Paradox has not been so relevant since coal powered factories consumed the population of the North of England.

—-
Futurist, innovator and technology vulture. An avid reader and thinker, I love to join the dots. Always seeking the next big recombination idea!

DIGITAL MARKETING: 2025 Developments You Cannot Ignore. Pt.1

The first of a five part post on the key developments in digital marketing that businesses should be aware of in 2025.

Part 1. AI Integration in Marketing.

In 2025, AI integration stands as a transformative force in digital marketing, shifting from a luxury to a fundamental necessity for competitive advantage. By leveraging advanced AI technologies, businesses can now orchestrate hyper-personalised customer experiences across all touch-points while simultaneously reducing operational overhead. The technology excels at processing vast amounts of customer data to predict behaviours, automate content creation and optimisation, and deliver real-time personalisation at scale. For example, AI powered tools can analyse customer interactions across multiple channels, automatically adjust campaign parameters for optimal performance, and generate tailored content that resonates with specific audience segments. This intelligent automation allows marketing teams to focus on strategic initiatives while AI handles the heavy lifting of data analysis, routine content creation, and campaign optimisation. The key to success lies in striking the right balance between AI automation and human creativity using AI to enhance rather than replace human insight, ultimately driving more efficient, data-driven marketing decisions that deliver measurable business outcomes.

Advanced AI-powered content creation and optimisation.
– AI can now analyse vast amounts of historical content performance data to identify patterns in what resonates with specific audiences.
– Tools can generate initial drafts of marketing copy, blog posts, and social media content while maintaining brand voice.
– Automated A/B testing helps optimise headlines, email subject lines, and ad copy in real-time.
– Dynamic content optimisation adjusts website and landing page content based on visitor behaviour and preferences.
– AI can analyse competitor content and identify gaps in your content strategy.

More sophisticated predictive analytics for customer behaviour.
– Machine learning models can identify customers most likely to churn and recommend retention strategies.
– AI analyses purchase patterns to predict future buying behaviour and optimal times for engagement.
– Behavioural scoring models help prioritise leads based on likelihood to convert.
– Advanced segmentation identifies micro-segments for more targeted marketing.
– Predictive lifetime value calculations help optimise customer acquisition costs.

Automated personalisation at scale.
– Dynamic pricing adjusts based on individual customer behaviour and market conditions.
– Product recommendations evolve in real-time based on browsing and purchase history.
– Email content and send times are optimised for each recipient.
– Website experiences adapt to individual user preferences and behaviour patterns.
– Personalised retargeting campaigns based on specific user interactions.

AI driven chatbots and customer service solutions.
– Natural language processing enables more human-like conversations.
– Chatbots can handle complex queries and seamlessly escalate to human agents when needed.
– 24/7 automated customer support with multilingual capabilities.
– Proactive engagement based on user behaviour triggers.
– Integration with CRM systems for personalised responses based on customer history.

One key aspect worth noting is that while AI tools are becoming more sophisticated, they work best when combined with human oversight and strategic direction. The goal is to augment human capabilities rather than replace them entirely.

If you are interested in any particular application or to discuss how these AI solutions might specifically benefit your business please contact me.

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COMMENTARY: Your Job Is Safe, For Now.

Today’s announcement from the Prime Minister that the U.K. Government will be investing heavily in AI tools to improve the productivity, efficiency and better use of taxpayers money got me thinking about what will be the result of this. On the face of it this sounds like a really positive step, but the heavy use of AI tools by a government to improve efficiency and outcomes in its departments could have significant effects. The government has targeted growth as the driver of fixing the British economy which is currently running at in excess of 100% Debt to Gross Domestic Product (GDP) which was just 70% in 2010. Here’s a pros and cons summary from the articles I’ve been reading today:

  1. Increased productivity and cost savings: AI could automate many tasks, potentially saving millions of labour hours and billions in annual costs. This could allow Civil Service and government workers to focus on more important tasks and provide services to the public faster.
  2. Improved public services: AI could enable personalised, predictive, and preventive services in areas like education, transport planning, and firefighting (topical with Los Angeles fires & Grenfell relevant), leading to better outcomes and higher productivity for citizens and private companies.
  3. Enhanced decision making: AI could improve governmental decision making and public service delivery by incorporating intelligent data analysis into organisational strategies.
  4. Economic benefits: Research suggests AI could boost productivity by up to 1.5 percentage points per year, potentially worth an average of £47 billion to the UK economy annually over a decade. The U.K. has poor productivity compared to other countries so these improvements are vital to our growth objectives and to significantly improve within the election cycle.
  5. Challenges in implementation and inertia: There’s a need to develop AI expertise among government workers and address potential negative mindset from users. Effective policies and regulatory frameworks are crucial to ensure responsible AI deployment and mitigate risks.
  6. Potential for job losses: While AI could create efficiencies, it may also lead to job losses in the civil service, requiring careful management and alternative career initiatives.
  7. Government responsibility: Secretaries of State are responsible for policy and outcomes good and bad. Decisions made by AI must be justified on a social and finance level.

My verdict.

Obviously in toto the idea is a no-brainer, but while AI presents significant opportunities for improving government efficiency and service delivery, it also introduces many complicated challenges that require careful consideration and management. The human face of the Civil Service is here for a while at least.
Steve Coulter is a content creator and copywriter specialising in effective SME website content and conversion – with a lifetime interest in politics and economics.