Notes from the studio.

AI visibility · 5 min read

AI gets businesses right 99% of the time. The problem is it doesn't mention them

Across 669 AI mentions of Northern Irish businesses, the facts were right ~99% of the time. The risk isn't AI hallucinating about you. It's AI not surfacing you at all.

AI visibility · 5 min read

Belfast hotels are 5× more visible to AI than Belfast agencies

Northern Irish hotels and restaurants are recommended by AI 35.4% of the time. Local agencies, just 7.5%. The gap isn't quality. It's footprint. A diagnostic for any sector wondering why some categ…

AI visibility · 5 min read

ChatGPT, Claude, Gemini and Perplexity agreed two-thirds of the time. The third gets ignored

There isn't one 'AI search' to win. There are four, and they disagree on whether to recommend a given business 33% of the time. Why checking ChatGPT and relaxing is the most common AI-visibility mi…

AI visibility · 5 min read

Your website doesn't decide whether AI recommends you

Across 1,296 answers from ChatGPT, Claude, Gemini and Perplexity, the assistants cited 2,471 different sources to build their recommendations. The businesses' own websites barely featured. AI recom…

AI visibility · 5 min read

Brand strategy in the age of answer engines

AEO is being sold as a technical SEO problem. It isn't. What AI cites is shaped first by who you are as a brand. Tactical fixes don't help a business that hasn't sorted its positioning.

Brand strategy · 5 min read

Why brand systems need to scale for the people, the press, and the platforms

A brand used to need one audience and one channel. Now it needs three: customers who recognise it, press who can quote it, and AI platforms that can cite it. Here's what each one actually wants.

AI visibility · 5 min read

The 71% problem: why your brand vanishes from problem-led searches

Most content strategy is built around category queries because that's how SEO has always worked. AI search rewards problem queries, and that's where roughly 71% of brands disappear. Here's how to f…

AI visibility · 5 min read

The brand differentiator no agency is talking about: how AI describes you

Getting cited by AI is half the problem. The other half is what AI says about you when it does cite you. Adjectives stick, and almost no agency is paying attention to them yet.

AI visibility · 5 min read

The branding problem most agencies aren't solving yet

AI visibility is a brand strategy problem before it's a technical one. Most agencies are missing this. SEO shops treat it as schema markup. Brand studios don't think about it at all. Both are wrong…

AI visibility · 5 min read

What design studios get wrong about Reddit (and why it matters)

Most studios treat Reddit as either a billboard to spam or a hostile place to avoid. Both readings miss what it is. And miss the citation lever sitting underneath it.

AI visibility · 5 min read

What makes a brand cited by ChatGPT, Claude, Gemini and Perplexity

The four big AI platforms cite brands for different reasons. Optimising for one of them is not the same as optimising for the others. Here's what each one actually pays attention to.

AI visibility · 5 min read

Why "best [category] in [city]" queries are the new battleground

Buyers used to type 'best dentist in Manchester' into Google Maps. Now they ask ChatGPT. The local market is being decided by the brands AI names, and the tactics to win look almost nothing like lo…

AI visibility · 5 min read

Why your brand is invisible in AI search (and what to do about it)

Buyers research through ChatGPT and Claude before they ever see your homepage. Most brands aren't getting cited. Here's why, and what to do about it.

Strategy · 5 min read

How to Work Effectively with a Design Agency

The key to a successful relationship with a design agency isn’t just about hiring someone to create something for you—it’s about building a true partnership. Whether you’re working on branding, web…

Strategy · 5 min read

What is Brand Positioning and How Do You Get It Right?

Brand positioning is a powerful concept. In a crowded marketplace, it’s what helps your brand stand out, attract attention, and keep your audience engaged. But what does it mean? Brand positioning…

Strategy · 5 min read

The Design Process: From Brief to Launch

Introduction Navigating the world of design can feel overwhelming for business owners. Understanding the design process, from initial brief to final launch, is crucial for a successful project. Thi…

Strategy · 5 min read

What is Branding and Why Does it Matter?

Introduction A strong brand is no longer a luxury; it's a necessity. But what exactly is branding, and why should you care? This comprehensive guide will delve into the core principles of branding,…

Strategy · 5 min read

Common Design Mistakes Businesses Make (and How to Avoid Them)

Introduction In today's competitive market, a strong visual identity is crucial for businesses of all sizes. A well-designed website, marketing materials, and overall brand aesthetic can significan…

Strategy · 5 min read

How the Grinch is Stealing the Spotlight This Christmas

A look at the Grinch’s iconic design, enduring themes, and new marketing campaigns The Grinch—green, furry, slightly miserable—and the new king of Christmas? 2024 definitely seems to be his year. F…

Strategy · 5 min read

How Design Amplifies PR Campaigns

Discover how great design amplifies PR campaigns by capturing attention, simplifying messages, and driving engagement. Learn why visuals are key to storytelling

Strategy · 5 min read

Do I Need a Brand?

So, you're asking yourself "Do I need a brand?" and you're probably getting a little confused. So lets take a look at what this means. When you think of brands, you may immediately picture logos, c…

Process · 5 min read

How Often Should You Update and Refresh Your Website?

At Level 44, we’re currently working on refreshing our own website to ensure it reflects our latest work, services, and design aesthetics. This process has underscored the importance of keeping a d…

Strategy · 5 min read

Web Design Tips To Attract More Guests To Your B&B

Boost your B&B's bookings with our top 10 website design tips. Learn how to create an engaging, user-friendly site that attracts more guests

Strategy · 5 min read

September Is The Perfect Time To Upgrade Your Website

Explore why September is the perfect time to invest in a high-quality website and how a fresh online presence can boost your business in the final quarter