Gradium develops audio language models, an audio-native counterpart to large language models designed to deliver natural, expressive, ultra-low latency voice interactions at scale and capable of performing any voice task. Audio language models were originally invented by Gradium’s founders and have since become the dominant paradigm across the industry; today, the team continues to push the frontier of what these models can do. Gradium’s ambition is to become the technical backbone of global voice technology.

Founded in September 2025 by Neil Zeghidour (Meta/Google DeepMind), Olivier Teboul (Google Brain), Laurent Mazaré (Google DeepMind/Jane Street) and Alexandre Défossez (Meta), Gradium represents one of the world’s highest concentration of generative audio expertise ever assembled, translating more than a decade of open research into production-ready systems for developers and enterprises.The team has demonstrated exceptional execution velocity generating its first revenue within weeks, onboarding early adopters across gaming, AI agents, customer care, language learning and healthcare.

“Today, the potential of voice AI is still largely untapped: we’re at the stage where chatbots were before LLMs” said Neil Zeghidour, Founder and CEO of Gradium. “Existing systems remain brittle, costly, and unable to deliver truly natural interactions. At Gradium, our goal is to make voice the primary interface between humans and machines. To achieve this, we’re eliminating the long-standing trade-off between quality and scalability: combining ultra-realistic expressivity, accurate transcription, and ultra-low-latency interactions at a price point that finally makes high-quality voice ubiquitous.”

The platform launches with multilingual support in English, French, German, Spanish, and Portuguese with additional languages in development, and offers flexible plans from developer access to enterprise-scale deployment.

Gradium’s long-term collaboration with Kyutai provides ongoing access to frontier research in generative audio, allowing the team to rapidly transfer fundamental innovations into commercial-grade systems.

For more information, visit gradium.ai

This year, for the first time ever, children will be able to talk to Santa Claus himself in a live two-way conversation, thanks to the magic of AI.

Portable North Pole (PNP), the world’s number one Santa app, has combined advanced and safe AI technology with the timeless spirit of Christmas. The new Talk to Santa option will allow children to have an authentic two-way conversation with St Nick, share their wishes, and receive personalised, natural responses in a live, magical experience that feels straight from the North Pole.

Alexandre Bérard, CEO, creators of Portable North Pole, said: “For 18 years, Portable North Pole has been trusted to create Christmas magic with personalised videos and calls for millions of families worldwide. With Talk to Santa, we’re bringing that experience to life like never before – giving more children a chance to speak with Santa himself, in real time.”

The new AI-powered conversation system is built with advanced speech recognition and has been developed with parents, integrating carefully designed responses to ensure that every moment feels authentic, warm, safe and filled with Christmas spirit. Each conversation is built within strict safety parameters, ensuring the content remains appropriate, family-friendly and secure. And with Talk to Santa available at just £14.99 (as part of the Magic Pass or by purchasing credits) it’s a great way to keep the magic alive for believers of all ages, without breaking the bank.

New for Christmas 2025

This season, Portable North Pole has expanded its offering of personalised messages from Santa to include even more magical options for families:

• Talk to Santa (NEW) – Experience the first-ever real-time, two-way interactive conversation with Santa Claus.
• Children Stories (NEW) – Parents can choose from over 30 customised audio stories narrated by Santa himself, to make story-time a magical moment.
• Write Your Own Topic Calls (NEW) – A new feature that lets parents personalise Santa’s message to address specific moments or milestones in their child’s life.
• 12 New Videos and 5 New Calls – Discover Santa’s bustling workshop, all-new videos and exciting new scenes and features, that capture the true spirit of Christmas for audiences of all ages.

PNP includes over 100+ personalised Santa videos, calls and stories, featuring both free and premium messages for birthdays, life lessons and special moments year-round.

Families can start a FREE TRIAL and create their own personalised Santa experiences at www.portablenorthpole.com or by downloading the Portable North Pole app on iOS or Android. Standard single video prices start at £6.99 and the recommended Magic Pass, which unlocks the complete PNP magical experience is available at an introductory price of £14.99.

With over 30 million app downloads and more than 340 million personalised videos and calls delivered, Portable North Pole continues to be the global leader in online personalised Christmas entertainment. Available on iOS, Android and web, and in English, Spanish, French, Italian, Polish and German, families can enjoy an experience that brings Santa’s magic to even more families around the world.

Portable North Pole continues to donate up to 5% of online sales to over 25 children’s hospitals worldwide, including the Royal Manchester Children’s Hospital; Barts and The London Charity for the Royal London Children’s Hospital; Birmingham Children’s Hospital; and Glasgow Children’s Hospital Charity.

As a parent, you’ve probably asked yourself: “Why hasn’t anyone fixed out-of-classroom studying yet?” Between outdated methods, expensive tutors, and students who won’t engage, learning and revision can feel like a battleground for many families. 

That’s why Inspired Learning AI was created. Designed specifically for today’s learners, this highly engaging, yet affordable learning app delivers GCSE exam-focused, structured learning that actually sticks, and real-time marking and feedback, all powered by responsible AI. No gimmicks. No overwhelm. Just smart tools that help students stay motivated, improve faster, and build real confidence.

“Gen Z students don’t respond to the old ways. They need engaging content, instant feedback, and revision that fits their attention span. Inspired Learning gives us that, without compromising quality.” Donna Rouse, Head of Maths

Whether your child prefers videos, e-books, flashcards, or quizzes, Inspired Learning AI adapts to their unique style and level. And with real-time marking, suggested improvements, and full curriculum alignment, it’s like having a “Tutor in their Pocket” minus the cost of one-to-one tuition.

Talking about the launch, Julian Tomkins from Inspired Learning AI said: “Students can learn in the style that suits them best, from e-books to flashcards, videos and quizzes, with real-time AI marking and feedback of exam-style questions. Inspired Learning AI offers short, sharp revision interactions that align with how Gen Z learns best. Fast, focused, and on-demand.”

The app, available now on the App Store and Google Play, covers GCSE Maths, Biology, Chemistry, Physics and Spanish, with more subjects on the way. It’s free to get started and just £5.99/month for the fully unlocked premium version.

Parents can rest easier knowing their child is supported, engaged, and learning in a way that actually works. Finally.

Learn more at https://inspiredlearning.ai

The UK tech sector continues to demonstrate its strength, boasting a combined market valuation of more than $1.1 trillion in Q1 2024. The UK is home to nearly 170 unicorns, including 20 AI-driven startups, solidifying its status as a global leader in innovation and reinforcing the UK’s appeal as a prime destination for investment and cutting-edge technology.

And with a focus on the UK government’s ambitious AI strategy, aiming to spearhead economic growth, in conjunction with Europe’s push to compete on the global stage, this year’s event is a must-attend for technology leaders.

The UK has made artificial intelligence a pillar of its national strategy, with the government outlining bold initiatives in its AI Opportunities Action Plan to accelerate AI adoption across industries.

Secretary of State for Science, Innovation, and Technology, Peter Kyle said:

“Artificial Intelligence is transforming the way we live, work, and innovate across the UK. Making the most of this technology and ensuring that the entire country benefits is central to our Plan for Change. Since this government took office last summer, over £44 billion has been invested into the UK’s AI sector – a clear sign of global confidence in our approach.

“London Tech Week highlights the ambition and determination behind our AI Opportunities Action Plan, showcasing how this government is partnering with world-class innovators and industry leaders to attract investment, unlock growth, and cement our position as a global AI power.”

Carolyn Dawson, CEO of Founders Forum Group and co-lead of London Tech Week, said:

“It’s a pivotal time for UK tech – both on account of the current geopolitical landscape and the myriad opportunities generative AI presents. The UK remains the world’s third largest tech sector and continues to lead Europe’s tech ecosystem – but we cannot be complacent, and we cannot act in silos.

We must unite, think bigger, and act together to maintain the UK’s position as a leading global innovator and international tech hub – and London Tech Week is where we’ll do just that. This year’s LTW will bring together founders, corporate innovators, government, investors, startup operators, and tech enthusiasts from every vertical so we are not only part of the global AI revolution, but leading it.”

London Tech Week 2025 will showcase this vision in action, featuring keynotes and discussions from the world’s top AI founders, alongside CEOs and CIOs from global corporations integrating AI into their operations.

Standout speakers include:

• Arthur Mensch, Co-Founder & CEO, Mistral AI – leading Europe’s charge in frontier AI development
• Allison Kirkby, Chief Executive, BT Group – championing diversity and inclusion for the future of European tech
• Dame Melanie Dawes, Chief Executive, Ofcom – advancing global tech leadership by embedding trust and transparency within online safety
• Mark Read CBE, CEO, WPP – leading global advertising through a bold shift toward AI-powered creativity and media innovation
• Cindy Hoots, Chief Digital Officer, AstraZeneca – collaborating with tech partners and building the future of healthcare
• Jack Stockdale OBE, Co-Founder & Chief Technology Officer, Darktrace – a pioneer in AI-driven cybersecurity

A Platform for the Future of Tech

With over 45,000 attendees expected across five days, London Tech Week remains Europe’s leading technology festival, fostering collaboration between innovators, investors, and policymakers. As technology reshapes industries and economies, this year’s event will set the agenda for AI’s future in Europe and beyond.

Sir Tim Berners-Lee, inventor of the World Wide Web and founder of Inrupt, comments:

“As AI rapidly reshapes the web, we need to follow the same principles that guided the creation of the World Wide Web – openness, universality, and decentralisation. I founded Inrupt to embed these principles in critical technology like Agentic Wallets, built on the Solid protocol. We’re building the foundation for an AI-enabled web where individuals maintain control of their data while benefiting from intelligent services. The UK has a tremendous opportunity to lead this evolution, combining technical innovation with thoughtful governance.”

Realising Europe’s Potential: Project Europe and the Future of Tech

In a rapidly evolving global landscape, European startups are stepping up to challenge US and Chinese dominance in deep tech and AI. Inspired by initiatives such as Project Europe, the enterprise launched by venture capital leader Harry Stebbings – London Tech Week will highlight the continent’s most promising startups, VCs, and corporate backers.

Janet Coyle, Managing Director, of event co-organisers, London & Partners, commented:

“London Tech Week is where the world meets—bringing together innovators, investors, and policymakers from over 100 countries. This global gathering is no coincidence. London’s unrivalled connectivity—whether through our time zone, six international airports, or a diverse, global talent pool—makes the city the ultimate launchpad for scaling businesses and forging global partnerships. As Europe’s top tech hub and home to nearly 170 unicorns, London blends world-class innovation with deep expertise across finance, creative industries, and professional services. London Tech Week brings these strengths to life, driving our growth and reinforcing the city’s position as the destination of choice for innovation, investment and trade.”

The event’s opening sessions will dive into Europe’s competitive positioning, featuring insights from investors and founders at the forefront of AI and emerging technologies. Key panels will explore:

• How Europe’s AI startups can compete globally
• Funding and scaling strategies for deep tech innovation
• The role of government and policy in shaping AI adoption

Unmissable Sessions and New Features for 2025

London Tech Week 2025 offers an unparalleled line-up of over 400 expert speakers, six stages of content, and an expanded networking agenda to connect startups, investors, and global enterprises. New highlights include:

• AI and Quantum Computing Zones – dedicated spaces for exploring cutting-edge research and commercial applications
• Pitch Stage – showcasing Europe’s next generation of tech entrepreneurs
• Investor Hours – exclusive networking opportunities with VCs and corporate venture leaders
• Tech Nation’s Rising Stars – the grand finale of the OneToWin and Rising Stars pitch competitions for the most exciting B2B founders emerging from all corners of the UK

How to Participate

Registration for London Tech Week 2025 is now open. Secure your place today and be part of the conversation defining the next era of AI and European tech. Visit londontechweek.com for more details.

About London Tech Week

London Tech Week is the most influential tech event in the UK. It’s a huge celebration of tech as a force for good that connects the world’s most inspirational founders, corporate heavyweights, government leaders, investors, and the next generation of tech superstars. It is organised by Founders Forum, Informa and London & Partners. London Tech Week is supported by HM Government and takes place from 10th-12th June 2024. https://londontechweek.com/

Milton Keynes – Volkswagen has unveiled a special Harlequin-themed race livery to celebrate 50 years of the Polo. Revealed to the public for the first time at Bicester Motion’s springtime Scramble event, the eye-popping colour scheme was chosen by Volkswagen fans on social media and will now adorn iconic championship-winning Polo rally cars for some thrilling birthday-related activities later this year. 

Taking pride of place on Volkswagen’s Bicester show stand, the new ‘birthday suit’ was revealed on a Polo R World Rallycross (WRX) show car – a replica of Johan Kristoffersson’s all-conquering multi-championship winning FIA WRX car.

Four distinct liveries were originally available for Volkswagen fans to choose from as part of a global online poll – all inspired by the popular and quirky Polo Harlequin special edition in the 1990s. The winning paint scheme features a 1980s-style pop-art pattern and the original Harlequin car colours: Chagallblau (Chagall blue, pantone code LD5D), Flashrot (Flash red, LP3G), Ginstergelb (Ginster yellow, LR132) and Pistazie (Pistachio, LD6D).

Four other Polo models were also on display at Bicester, all adding their own splash of colour to the birthday celebrations. An original Polo GLS Mk1 from 1975 in Inari silver represented the original design of the first Polo model. A Cherry red Polo Mk2 garnered a lot of attention, while the current generation Polo Black Edition and sporty Polo GTI in blue and black showcased the evolution of the model over five decades and 20 million sales worldwide.

“The Polo is a model that resonates with so many people for different reasons,” said Mike Orford, Head of PR and Communications at Volkswagen UK. “They might have been fans of the Polo rally cars as they dominated world championships over the years, their parents might have owned a Mk1 or Mk2 Polo, or it might have been the car in which they learned to drive. Whatever the reason, the Polo is a special and enduring model for Volkswagen and that’s why it is great when we get to celebrate these milestone moments in such a colourful way.

“We’re really looking forward to seeing this one-off livery in action later in the year as the birthday celebrations really ramp up.”

From design changes and hardware upgrades to AI features and battery improvements, the iPhone 17 range is poised to offer major innovations. This in-depth guide covers the iPhone 17 UK release date, expected pricing in the UK, key features, and why these phones may be the most significant iPhone update in years.

iPhone 17 UK Release Date: When Will It Launch?

Apple traditionally holds its major iPhone announcement event in early September, followed by a pre-order window and general release. Based on current reports, the iPhone 17 UK release date is expected to follow this schedule:

• Announcement Event: Tuesday, 9 September 2025

• Pre-Orders Open: Friday, 12 September 2025

• UK Release Date: Friday, 19 September 2025

Retailers such as Apple UK, Carphone Warehouse, EE, O2, Vodafone, and Three are likely to begin taking pre-orders as soon as the event concludes.

UK iPhone 17 Prices: What Will It Cost?

With inflation and component costs rising globally, Apple is reportedly adjusting its pricing slightly upward for the 2025 iPhone lineup. UK pricing will reflect not just the hardware upgrades, but also VAT and import duties. Here’s what UK buyers can expect:

Expect storage upgrades (up to 1TB for Pro Max) to push prices even higher, especially for professionals and content creators.

Design and Display: Slimmer, Sleeker, and Sharper

The iPhone 17 design is reportedly undergoing its most notable transformation since the iPhone 12. Key design highlights include:

• iPhone 17 Air will introduce an ultra-thin body (just 5.5mm thick), making it the slimmest iPhone ever.

• Pro models will sport a new horizontal camera bar — a bold move reminiscent of Google Pixel’s design.

• Apple may return to a brushed aluminium frame for durability, while keeping the glass back for MagSafe and wireless charging.

• ProMotion 120Hz displays will now be available across all models, including the standard iPhone 17.

Display sizes:

• iPhone 17: 6.27-inch OLED

• iPhone 17 Air: 6.65-inch OLED

• iPhone 17 Pro: 6.3-inch LTPO OLED

• iPhone 17 Pro Max: 6.9-inch LTPO OLED

All models are expected to have brighter screens, improved contrast, and anti-reflective coating for better sunlight legibility — great for UK users on the go.

Camera Upgrades: A Giant Leap for Mobile Photography

The iPhone 17 Pro camera system will likely redefine smartphone photography. Here’s what we know so far:

• Triple 48MP cameras: Wide, ultra-wide, and telephoto lenses with sensor-shift stabilisation.

• 3.5x optical zoom on Pro and Pro Max — ideal for portraits and distant shots.

• 24MP front-facing camera across all models, making video calls sharper on FaceTime and social apps like WhatsApp.

• Pro models may introduce 8K video support, along with dual-camera recording for content creators.

Night mode and Deep Fusion are expected to be significantly enhanced thanks to new AI integration.

A19 Chip: Performance and AI Revolution

All iPhone 17 models will feature Apple’s brand-new A19 chipset, built using TSMC’s second-gen 3nm process.

• iPhone 17 and 17 Air: Standard A19 chip

• iPhone 17 Pro and Pro Max: A19 Pro chip with enhanced GPU and AI engines

Key improvements include:

• Up to 20% faster CPU performance

• 50% more energy efficiency, helping to extend battery life

• Advanced Neural Engine for on-device AI tasks, including voice commands, real-time translation, and photography enhancements

Battery Life and Charging: Longer and Faster

The iPhone 17 Pro Max battery may use new silicon-carbon battery technology, boosting capacity to over 5,000mAh.

• Charging speeds increased to 35W via USB-C

• Reverse wireless charging: Up to 7.5W for powering your AirPods, Apple Watch or other Qi-compatible accessories

• Smarter battery health monitoring and improved low-power mode in iOS 19

This will be a huge selling point in the UK, where commuters and travellers rely on all-day phone performance.

iOS 19 and AI Features

The iPhone 17 series will launch with iOS 19, which is expected to include major upgrades:

• Smarter Siri with real-time contextual awareness

• AI-generated photo and video edits

• Proactive notifications based on location and schedule

• Deeper iCloud+ integration for privacy and storage management

UK users will appreciate new Home app features compatible with Matter smart home devices, as well as region-specific improvements for Apple Maps and Transport apps.

Colours and Finishes

In 2025, Apple will introduce a fresh lineup of colour options, including:

• Sky Blue – Inspired by the MacBook Air

• Midnight Black

• Starlight White

• Titanium Grey (exclusive to Pro models)

The camera module is expected to match the device colour for a more seamless, modern appearance.

Connectivity and Wi-Fi 7

• All models will support 5G SA (Standalone) networks, ready for the UK’s rollout in major cities.

• Wi-Fi 7 will debut in the Pro models, delivering ultra-low latency and faster download speeds, even in crowded areas.

• Improved Bluetooth and UWB chips will enhance compatibility with Apple’s ecosystem, including AirTags and Apple Vision Pro.

Environmental Impact and Packaging

Apple continues its push toward environmental responsibility:

• Packaging will be fully plastic-free, with smaller boxes to reduce shipping emissions.

• The iPhone 17 will use recycled rare earth metals in all major components.

• Rumours suggest the Pro Max may ship without a charging cable, continuing Apple’s eco-friendly strategy.

iPhone 17 in the UK Market: What It Means for Buyers

British consumers have always been early adopters of Apple’s tech, and the iPhone 17 UK launch is expected to be a major event. Expect:

• High demand at UK retailers like John Lewis, Currys, and Argos

• Attractive carrier deals with EE, Vodafone and Three

• Trade-in programmes and Apple’s Upgrade Programme offering interest-free monthly payments

Many UK buyers may be upgrading from iPhone 13 or 14, making the iPhone 17 a particularly appealing option.

Final Thoughts: Should You Buy the iPhone 17?

The iPhone 17 series in the UK is shaping up to be Apple’s most impressive smartphone release to date. Whether you’re an everyday user, business professional, or content creator, there’s something for everyone:

• The iPhone 17 offers solid value and premium features at a reasonable price.

• The iPhone 17 Air combines sleek design with powerful internals.

• The iPhone 17 Pro brings advanced photography and AI power.

• The iPhone 17 Pro Max is a true flagship — unmatched in power, size, and battery life.

iPhone 17 UK FAQ

When will the iPhone 17 be available in the UK?
Expected on Friday, 19 September 2025.

How much will the iPhone 17 cost in the UK?
Prices will likely start at £849 for the base model.

What colours will the iPhone 17 come in?
Sky Blue, Midnight Black, Starlight White, and Titanium Grey (Pro only).

Is the iPhone 17 Pro Max worth the upgrade?
Yes — especially for those wanting the best camera, screen, and battery tech.

Ashley Bailey draws on his extensive experience working with Google USA and Telefónica/Wayra to develop Dig This Deal. The platform leverages cutting-edge AI-driven product matching and price comparison technology, aimed at making online shopping more efficient and cost-effective.

The inspiration for the business stemmed from Ashley’s own frustrations with shopping for specific items. As he explains:

“I was looking for a specific item for our home, and it took me over 4 hours to find the make, model, and year of this product. I’m a savvy shopper and wanted to ensure I was getting the best deal, but unless an online retailer pays for top-ranking placement, their products don’t even show up. I struggled to compare new versus pre-loved items, which sparked the ‘Eureka!’ moment that led to the creation of Dig This Deal.”

Available as an Android app and Chrome extension, Dig This Deal now lists 10 millions products. Bailey is confident that this innovative platform will help customers save both time and money.

“Tech innovations for consumers are improving every year. We believe AI will help users find the best deals faster, cutting down on wasted time and ultimately saving them hundreds of pounds,” says Bailey.

Born and raised in Manchester, Bailey’s early career saw him navigating the fast-paced recruitment industry, honing invaluable skills in sales, account management, and the ability to think quickly on his feet.

Growing up, he was always curious about how products worked. “I’ve always loved technology,  I would take cameras and old computers apart to see how they functioned inside, then try and build them back together” he explained.

This innate curiosity and passion for the ever-evolving world of technology led him to pursue a career in business becoming the foundation for his entrepreneurial journey.

“I love how it can change people and industries by streamlining and improving people’s lives,” he added. “I’ve been lucky to grow up with the mobile phone, desktop and laptop so I’ve seen some impressive technology progression.”

Dig This Deal prides itself on adopting a sustainability ethos, by providing their audience of online shoppers with a wide range of budget-friendly, pre-loved products. Promoting these used items as affordable alternatives, Ashley’s platform encourages a greener shopping experience without compromising on quality or savings.

Looking to the future, Ashley, who now lives in London, has big ambitions for Dig This Deal which extend beyond the UK. “We have big plans for growth, including expanding into new product categories and launching in the USA once we’ve established a solid presence here.” 

To learn more, visit: digthisdeal.com

AS 98% OF BRITS CAN’T BREAK THE PHONE HABIT ABROAD

Despite the desire to unwind, a staggering 98% of Brits find themselves glued to their phones while on holiday – many juggling time on the sun-lounger with the constant urge to check everything on their phones from social media gossip to their bank accounts and sports results.

While 96% of people say they consider health and wellbeing to be a key factor when booking a holiday abroad, the InsureandGo research highlights a growing challenge for holidaymakers who, despite being eager to disconnect, struggle to fully switch off and unwind.

With more than 51.9million people in the UK owning a smartphone[1], phone addiction has become an increasing concern, with excessive use linked to poor sleep, heightened stress and anxiety[2]. Despite the growing awareness of these potentially harmful effects, the research suggests that many struggle to break the habit. One in four people (25%) can’t go more than two hours on holiday without checking their phones and 5% can’t even last 30 minutes. Only 18% of people said they could last a whole day without their phones.

Smartphones have become the constant companion for many people – even on holiday. With this in mind, InsureandGo asked a representative sample of 2,000 UK adults how long they could stay off their phones when on holiday – and what they used their phones for when abroad.

The Top 10 things people check on their phone when on holiday:

1. Messages from friends (47%)
2. Social media feeds from home (38%)
3. Local weather at resort (36%)
4. Travel maps for excursions (30%)
5. Checking bank account (28%)
6. Check in on parents/ kids (26%)
7. Music (26%)
8. National news (22%)
9. Football results/ sports news (21%)
10. Work emails (15%)

Regional Trends: Who’s the best and worst at unplugging?

• Londoners and the Welsh have the toughest time switching off, with 8% from both regions admitting they can’t last more than 30 minutes abroad without checking their phone. When it comes to what people check, the Welsh are most likely to be addicted to social media chatter from friends (55%) social media feeds (47%) and music (32%).
• People living in the South-East emerged as the least addicted to their phones, with almost one in two (49%) saying that they can last the whole holiday without checking their mobile phone. Further, people from Yorkshire, Humberside and East Anglia can stretch their ‘no-phone’ time to a couple of days.
• Meanwhile, people in the South West are most Iikely to use their phones for practical holiday-related reasons, like checking weather reports at the resort (44%) or looking up travel maps for excursions (38%).

Garry Nelson, Head of Corporate Affairs at InsureandGo commented: “While we are all prone to ‘checking in’ with our smartphones while on holiday, the importance of a total ‘switch off’ on holiday can’t be under-estimated.

“At InsureandGo, we recognise that holidays are more than just a break from the daily routine – they should be an opportunity to reset and reconnect. Whether it’s stepping into a remote location with no Wi-Fi or simply trying a ‘phone-free day’ on holiday, our research highlights how essential it is to make conscious choices to disconnect as part of enjoying a truly restful and stress-free holiday. And part of stress-free holidaying is having comprehensive travel cover in place. At InsureandGo our aim is to make this easy, so you can relax knowing that nothing gets in the way of a much-needed mental switch-off on holiday.”

To discover more about InsureandGo visit: InsureandGo.com

Do follow InsureandGo’s sustainable travel news, including highlights of new research, on X at https://x.com/Go_Sustainably

[1] https://www.finder.com/uk/banking/mobile-internet-statistics?

[2] https://therapybrands.com/blog/what-is-the-impact-of-smartphone-addiction-on-mental-health/

In recent months, businesses are asking more and more questions around the ranking factors of ChatGPT and other AI Search Engines – and with good reason. The technology is advancing at an alarming pace, and may soon become a key platform for search. Understanding how it recommends products, services, and information may become a must-have for future strategies from your SEO and link building agency, and for businesses wanting to dominate the AI search landscape.

Naturally, this prompted some digging for answers, and we’re pleased to report that we’ve found some insights worth sharing.

Before diving in, a quick disclaimer: While this article focuses primarily on ChatGPT as the market leader, many of the points explored here may also apply, in one way or another, to AI search engines like Claude, Perplexity, DeepSeek, Gemini, or even Midjourney.

With that in mind, let’s examine how AI search looks at the start of 2025.

Search Data

In December 2024, OpenAI made ChatGPT’s search function available to non-paid user accounts for the first time, resulting in increased referral traffic for many of our clients and surpassing referrals from other AI search engines. While this move may have been purely strategic on OpenAI’s part to stay ahead of the competition, it also provided valuable data to analyse.

Currently, there’s no way to extract keyword data from AI search engines. This may change in the future, but for now, businesses can still track landing page data, which we know offers various insights. By understanding user journeys – what they search for, why they search for it and which pages they would land on – it’s possible to at least begin the process of optimising websites for a future of AI Search.

Thankfully, this process isn’t entirely dissimilar from ranking in Google, making the concept less “alien” overall. That said, businesses tend to focus on writing and ranking service pages on their websites, rather than supporting ‘top of funnel’ content…which means they run the risk of missing out on AI Search traffic.

This is due to the fact that most AI interactions are conversational, rather than the 2-3 word searches we’re used to entering in the likes of Google. We could search for “financial advice” in Google, but we’re more likely to ask an AI assistant a detailed question, such as: “This is my financial situation. I want to achieve X. How do I go about doing this?” These queries often come with the expectation for the AI to engage in further conversation and follow-up questions.

From our research, it seems this conversational approach to AI search is why we’re seeing its referral traffic landing on very specific product or information pages.

Conversational Search

As touched on above, the biggest advantage of ChatGPT (and indeed, other AI platforms) is the ability to ask detailed questions and receive nuanced, conversational responses. Unlike traditional search engines, which serve static results, ChatGPT’s responses evolve based on user input, creating a more personalised and interactive experience.

That said, we’ve noticed that when topics are raised for which more information is readily available online, ChatGPT becomes more helpful, offering more enriched, accurate and up-to-date responses. Conversely, when less information is available online, or when that information conflicts, responses become more limited and less accurate.

For example, ChatGPT is able to deliver a wealth of expertise regarding consumer rights, employee rights and personal finance, thanks to extremely well-established documentation on websites like moneysavingexpert.com, which it will often link to in responses.

On the other hand, when asked to explain the rules of a tabletop game (as requested by two of our staff members, both of whom are enthusiasts), responses were inconsistent and sometimes incorrect. This is likely because the information ChatGPT draws from comes from a smaller pool of sources – YouTube influencers and casual bloggers – each of whom may be detailing slightly different interpretations of the same rules.

Naturally, it would be beneficial to see how much AI referral traffic ChatGPT and other platforms are being sent to landing pages as a result of this.

Our Research

In addition to our own day-to-day use of ChatGPT and other AI tools, our insights also come from an early study that was commissioned by one of our clients. As part of this research, we asked ChatGPT a series of questions reflecting different stages of a typical user journey. Rather than using keyword-based queries, we framed our prompts conversationally, mimicking how real users interact with AI – explaining a situation, objectives, and challenges.

ChatGPT provided step-by-step solutions to each scenario, often recommending online resources and suppliers. While not the case in every test, it would typically do this without being prompted.

When asked why it had chosen to reference or suggest specific websites, ChatGPT openly disclosed its ranking process. It had searched Google’s SERPs, weighed the value of results based on a number of ‘trust’ factors across the internet as a whole, and then made recommendations accordingly.

ChatGPT Search Ranking Factors

Google Rankings

Our study suggests that ChatGPT considers Google search engine rankings when generating recommendations, typically selecting 3–5 results based on additional factors outlined below.

Brand Mentions

There appears to be a preference toward brands and products that are frequently mentioned across the web in relevant contexts. This aligns with recent trends in Google’s algorithm, where brand mentions are gaining importance in ranking for generic, high-volume search terms.

Recommendations & Reviews

The number of positive reviews and overall sentiment around a brand play a role in AI search rankings. ChatGPT draws from Trustpilot, Amazon, company websites, and blog reviews, but it doesn’t just count the results; it analyzes their content to extract key selling points and USPs.

Resources & Supporting Content

Websites with in-depth guides, tools, and helpful resources tend to be recommended more frequently. This includes free trials, demos, and sample offerings.

Domain

e SEO professionals speculate that domain authority and age influence ChatGPT rankings, but our findings suggest these factors are correlations rather than direct ranking signals. Household names like Ikea naturally score higher due to their extensive brand mentions and high volume of user-generated content rather than simply because of their domain authority.

Conclusion

Beyond boosting your Google rankings, it seems that having a great product or service, supporting resources, positive customer reviews and a balance of recommendations on niche-relevant and authoritative websites makes you more likely to be recommended by ChatGPT.

Due to the “conversations” users are having with ChatGPT and other AI tools, we expect to see greater value in supporting users at every step of their journey, not just the step before they come to your website to convert.

For years, Google has encouraged companies to engage in holistic online marketing, but never really seemed to reward it. Now, it seems ChatGPT may be moving toward rewarding this behaviour and, in return, rewarding companies who follow a new form of “best practise”.

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