Giving you the strategy to amplify your organisation’s positive impact.
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, […]
Benchmarks are useful in digital marketing. They offer reassurance: a way to make performance feel measurable, comparable and defensible. Marketing benchmarks help answer the question every marketer has heard in one form or another: “Is this good?” As marketers, we review the stats, look at whether we are above or below the industry average, and […]
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 […]
There’s a strange feeling that comes with putting your own business in the spotlight – especially when, for 20 years, you’ve been far more comfortable helping other brands grow than talking about yourself. The day before our exceptional™ rebrand celebration, I genuinely wondered whether we’d made a mistake hosting something so ambitious. A full room […]
It’s easy to assume that rising ad costs are the result of competition. More advertisers. Higher demand. Increased pressure on auctions. But in 2026, something more structural is happening. A series of Google Ads updates and Meta platform changes are directly increasing how much advertisers spend – and how that spend is controlled. These are […]
It’s no secret that users are increasingly turning to AI search platforms such as ChatGPT, Google’s AI Overviews and Perplexity to ask questions about organisations, industries and services. Instead of browsing links, they receive a single summarised answer built from multiple sources across the web. While developing our AI Performance Analyser, we began noticing a […]
AI search visibility is evolving quickly. For UK B2B organisations trying to understand the future of search with AI, the pace of change can feel overwhelming. But the future of AI marketing is not entirely unpredictable – there are patterns that reveal where things are heading. Here’s a quick video summary where I explain this […]
When someone asks an AI search tool about a service in your sector, the answer often includes specific organisations. The same names tend to appear again and again. AI is changing search marketing – but tools such as ChatGPT don’t return a list of websites like traditional search engines. Instead, they generate a response by […]
AI tools summarise your organisation using multiple sources. Here's how AI representation works and how to monitor and strengthen your brand visibility.
After 20 years as Base Creative, we’ve rebranded as exceptional™. Here’s why, what’s changed, and what it means for the organisations we work with.
