Giving you the strategy to amplify your organisation’s positive impact.
We analysed 86 UK energy companies to see how ready they are for AI search. The average AI Readiness score was just 36 out of 100, and only one company cleared our benchmark of 70. The biggest issue wasn’t technical performance. Most websites could be accessed by AI platforms, but far fewer gave them enough clarity, evidence, and confidence to recommend the business.
A good service page needs to do more than rank in Google. It needs to give AI search tools enough information to understand what you offer, who it is for, and why you should be recommended over someone else. Our research into 86 UK energy organisations points to four things to get right when it comes to AI search optimisation.
Our research into AI visibility in the energy sector found that LinkedIn was the most cited third-party source in AI search answers, appearing in 15.3% of responses. However, organisations with stronger third-party authority were no more likely to appear in AI answers. External coverage helps AI search tools validate your story, but it can’t compensate for a website that doesn’t clearly explain who you are, what you do, and why you should be recommended.
AI search tools build their understanding of your organisation from your website, LinkedIn, press coverage, industry publications, government websites, reviews, and other credible sources. Our research into 86 UK energy organisations suggests that clear owned content and consistent third-party evidence give AI search tools a stronger information base from which to understand and represent an organisation.
We analysed 86 UK energy organisations to understand how prepared they are for AI-driven search. Looking at the ten highest-scoring companies, five trends stand out: they describe their services clearly, give important offers dedicated space, define who those offers are for, connect them to tangible outcomes, and provide evidence to support their claims.
Ask ChatGPT, Gemini, or Google’s AI Overviews to explain your organisation, and yes, you’ll get an answer. But ask again, you’ll get a different one. That’s the number one challenge when measuring any organisation’s visibility in AI search. Your organisation’s presence in AI answers can be observed, but it’s not necessarily consistent. AI doesn’t behave […]
The search landscape is shifting quickly, with features, user behaviour and industry commentary updating almost every day. Google is obviously central to that shift towards AI search, as it continues encouraging users towards generative AI experiences through features like AI Overviews and AI Mode. That makes its “Guide to Optimising for Generative AI Features on […]
Will AI search mean people stop visiting your website? The honest answer is… yes, in some cases. AI-generated answers are already changing how people use search. Pew Research Center found that users clicked a traditional Google result on 8% of visits where an AI summary appeared, compared with 15% of visits where there was no […]
AI browsers are going to change how people interact with websites. Google is rolling out Gemini in Chrome to Mac and Windows desktop users in the US. This means users can ask Gemini to clarify complex information on any webpage they’re reading. Google has also introduced the ability to ask questions about the current page […]
You don’t need me to tell you that AI is completely changing search. Every B2B brand wants to know how to appear in AI answers. It’s easy to see why. So there are two questions every B2B needs to answer before they start thinking about AI-driven discovery, AI SEO, GEO – whatever you want to […]
AI content policies are starting to show up in more places, especially among publishers, broadcasters and other editorial-led organisations. With AI playing a much larger role in how a lot of content gets produced, these policies are no surprise. The question I’m asking isn’t whether organisations are using AI in content creation. Most already are, […]
When I was three, my brother had a stick. Not just any stick – a very good stick. I wanted it with the full commitment only a three-year-old can bring to something they have no practical use for. There were a few issues. It was too big for me, it belonged to my brother, and […]
