AI

DIGITAL MARKETING: Google’s Nuclear Button

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How Google’s AI Mode Button Has Changed Search Forever & What Every Business Needs to Know

There’s a seismic shift underway in the world of online search, and if your business or brand relies on visibility in Google, you cannot afford to ignore it. With the introduction of the new AI Mode button, now placed right at the top left and in the first position of Google’s search interface, everything you thought you knew about search engine optimisation is changing fast.

What Is Google’s AI Mode Button?

Google’s AI Mode button instantly transforms traditional search into a conversational, AI-powered experience. When users click (or, increasingly, tap by default) the new button, classic blue links and ten-result lists give way to something different. The search results page now delivers an intelligent, summarised answer, drawn from across the web, bolstered by only a few cited sources.

Why This Placement Is a Game-Changer

Let’s not underestimate the significance of the AI Mode button sitting right at the top left, in prime position. Most users won’t even think twice before clicking it. For businesses, this spells both fantastic opportunity and real risk – because user behaviour is shifting, and it is shifting fast.

The New Reality for Search and SEO

– Goodbye Clicks, Hello Summaries: AI Mode is designed to answer queries directly on the search page. This means fewer people clicking through to websites. The familiar flow from search to site is being replaced by instant answers, right there in Google.

– SEO Is No Longer Just Rankings: Traditional methods focused on keywords and moving up the search ranks. That isn’t enough now. To stand out, your content must be picked as a trusted source for Google’s AI-generated answers. If your site isn’t cited, it risks being invisible.

– Semantic Relevance Is Everything: The days of gaming Google with repetitive keywords are over. AI Mode matches user queries with content that best answers the meaning, not just the wording. Your content needs to be rich, informative and genuinely authoritative to even be in the running.

– Expertise and Trust Are Essential: Only the most reputable, accurate and well-presented information gets chosen. Demonstrating true expertise and trustworthiness is now the entry fee for being cited.

– Analytics Have Changed, Too: Old metrics like clicks and impressions don’t tell the whole story any more. Success is about being seen and cited within AI-generated answers. That means rethinking both how we track results, and how we report on them.

What Every Business Must Do Now

– Review your website’s content and update it to offer real, valuable answers to your audience’s questions.
– Focus on creating and highlighting expertise, clear authority and trust. Use facts, current data, and cite reputable sources within your content, not just opinions.
– Diversify your content formats, including summaries and key points – make it easy for Google’s AI to pick out your insights.
– Monitor your visibility in AI responses, not just classic search rankings.

Ready or Not, Change Is Here

Google’s AI Mode button marks a new era for search. It rewards brands and businesses who invest in high-quality, well-crafted content that genuinely helps users. Those who continue clinging to short-term tactics or keyword stuffing risk losing out as Google continues to drive users towards more efficient, AI-powered synthesised answers.

Don’t be left behind. Start adapting your content strategy today – audit your website, rewrite your key pages, and ensure your most important insights are unmissable and authoritative.

Book a call with our team now to future-proof your SEO for the age of AI search. Your digital presence and future viability depends on it.

 

DIGITAL MARKETING: Get An Upgrade

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Get An Upgrade Website SEO Offer

Ready to transform your digital presence? Introducing a state-of-the-art website offer that’s designed to elevate your brand, engage your audience, and drive results.

Six great reasons to refresh your website and digital presence today:

– Instantly boost your credibility and authority with a modern, professional design.

– Enhance user experience and keep visitors engaged with seamless navigation and updated features.

– Improve security and reduce the risk of hacks by upgrading to the latest technology.

– Stay ahead of competitors by integrating the newest tools and functionalities your audience expects.

– Save time and improve customer service with easier site management and automation.

– Expand your reach and connect with a global audience 24/7 – your website never sleeps.

Don’t let an outdated site hold your business back. Ready for a digital upgrade? Let’s chat and unlock your brand’s full potential!

A website is for life, not just for Christmas. Take a look at the projects page for more details about Steve Coulter Creative, the team and our work to update and fine tune your digital marketing.

DIGITAL MARKETING: AI Overviews – Vital Intel

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AI Overviews* Are Redefining SEO: What Every Marketer Needs to Know in 2025

[*The summary you now see at the top of search results.]

AI-generated overviews are fundamentally changing the rules of SEO in 2025. Instead of relying on traditional blue links, search engines now deliver instant, AI-powered summaries at the top of results pages. This shift is having a profound impact on how businesses approach search visibility and content strategy.

AI overviews, which synthesise information from multiple sources, dominate informational queries and are responsible for a dramatic drop in click-through rates, sometimes by as much as 50%. Users increasingly find answers without ever visiting a website, making it harder for brands to drive organic traffic through classic ranking tactics.

To adapt, SEO professionals are focusing less on keyword stuffing and more on creating authoritative, well-structured content that AI models can easily digest and cite. Structured data, clear topical expertise, and unique insights are now essential for being featured in these AI summaries.

Competition is fiercer, as brands and companies must not only rank well but also be selected as a trusted source for AI-generated answers. As a result, SEO metrics are shifting: visibility within AI overviews and brand mentions are now as important as clicks and traffic.

In summary, AI overviews are forcing a strategic pivot in SEO to one that rewards quality, authority, and adaptability over traditional ranking alone.

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I’m available to talk to or message on the subject of AI Generative Engine Optimisation (GEO). This is now the direction of travel for search and the reason I have been studying this for months and adapting website content strategies accordingly. You have a great opportunity to put your brand or business at the spearhead of trust and authority for your industry and gain those vital citations.

DIGITAL MARKETING: The Zero Click Threat

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Generative Search AI: The Game-Changer SME Owners and Marketers Can’t Ignore

Google’s new Generative Search AI overviews are shaking up the search results page (SERP) in ways not seen since featured snippets first appeared. Instead of the familiar list of blue links, users increasingly see AI-generated summaries called AI Overviews, right at the top, directly answering their questions in a conversational, richly formatted manner.

Why does this matter for your business?

AI Overviews are rising fast: by March 2025, over 13% of all searches triggered them, up from just 6% in January. These overviews dominate informational queries, but even navigational searches are seeing more AI summaries. For SMEs, this means your customers may get what they need from the overview, sometimes without ever clicking through to your site (the so-called “zero-click” effect).

What’s changing for marketers and SMEs?

– Visibility is being redefined: AI Overviews often appear above traditional organic listings and even push ads further down, reducing click-through rates for both organic and paid results.

– Trust and authority matter more: Google’s AI draws on content it deems trustworthy and authoritative. Brands with strong reputations and high-quality, relevant content are more likely to be featured.

– Optimisation is evolving: Traditional SEO isn’t enough. Generative Engine Optimisation (GEO) is emerging, focusing on how your brand is mentioned and cited within AI-generated answers, not just how you rank for keywords.

– Content needs to improve: Informational, expert-led and up-to-date content is most likely to be surfaced by AI. This raises the bar for what gets seen and trusted.

What should SMEs do now?

– Audit your content for authority and clarity.

– Build brand mentions and citations across trusted sources.

– Adapt ad strategies to offer unique value that AI summaries can’t replicate.

– Stay agile – this landscape is evolving monthly.

The bottom line: Generative Search AI is rewriting the rules of digital visibility. For SMEs and marketers who adapt quickly, there’s now a real opportunity to stand out as trusted voices in your field.

Contact me today to get ahead of your competition and be the trusted source of information in your industry.

More about Generative Engine Optimisation

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

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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.

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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 Virtuous Circle

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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: The Generative Engine Optimisation Tipping Point?

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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?

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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. Please contact me to discuss your digital marketing strategy. 

BUSINESS: Have You Searched Your Business On AI Apps?

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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]

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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 TRANSFORMATION: My Foreword To ‘The Definitive Guide…’

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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.

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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

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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.

TECH: How Jevons Paradox Is About To HIT HARD

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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.

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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

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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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