“Participants who engaged in a doorstep conversation about water saving, committed to a water-saving pledge, and used Wizso tablets managed to save an average of 51.1 litres of water per day.”News - New trial doubles water saving through behavioural change campaign
Affinity Water
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
100 of Affinity Water's own blog posts, press releases and announcements, 2023 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 9 other water companies, and what it sounds like in its own words.
- Pages measured
- 100
- Years covered
- 2023–26
- Archived before ChatGPT
- 0
- Blog · press
- 0 · 100
01 · Homepage
One capture a year
Affinity Water's homepage from 2016 to 2018, closest to 1 July, from the Internet Archive. Pick a year or press play. Each headline is quoted from its capture and links to the archived copy.
Screenshot of Affinity Water’s homepage (affinitywater.co.uk) as archived by the Internet Archive on 20 Aug 2018. © Affinity Water or its licensors. Shown for comparison and review; not endorsed by Affinity Water.
Homepage
2018
“Serving parts of North West London and the Home Counties.”
Page title
Affinity Water
3 captures. Screenshots are rendered from the archive and can pull in images archived later than the page itself; dates come from the capture. Years without a capture are greyed out in the strip.
02 · Measures by year
How the writing moved
Every year’s pages, averaged. Pick a measure. Hatched bars rest on fewer than 10 pages: context, not a finding. The page count sits under each year.
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence length | Pages |
|---|---|---|
| 2023 | 13.2 | 1 |
| 2025 | 14.1 | 1 |
| 2026 | 13.3 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence rhythm | Pages |
|---|---|---|
| 2023 | 0.85 | 1 |
| 2025 | 0.68 | 1 |
| 2026 | 0.73 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Contractions | Pages |
|---|---|---|
| 2023 | 10.8 | 1 |
| 2025 | 11.0 | 1 |
| 2026 | 5.5 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "You" | Pages |
|---|---|---|
| 2023 | 21% | 1 |
| 2025 | 17% | 1 |
| 2026 | 40% | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "We" | Pages |
|---|---|---|
| 2023 | 63% | 1 |
| 2025 | 73% | 1 |
| 2026 | 45% | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Questions | Pages |
|---|---|---|
| 2023 | 0.0 | 1 |
| 2025 | 0.0 | 1 |
| 2026 | 1.7 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Exclamations | Pages |
|---|---|---|
| 2023 | 0.00 | 1 |
| 2025 | 0.00 | 1 |
| 2026 | 1.15 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Long words | Pages |
|---|---|---|
| 2023 | 27% | 1 |
| 2025 | 39% | 1 |
| 2026 | 28% | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Em dashes | Pages |
|---|---|---|
| 2023 | 0.00 | 1 |
| 2025 | 1.21 | 1 |
| 2026 | 2.30 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated words | Pages |
|---|---|---|
| 2023 | 0.00 | 1 |
| 2025 | 2.43 | 1 |
| 2026 | 0.00 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-era marketing words | Pages |
|---|---|---|
| 2023 | 0.00 | 1 |
| 2025 | 1.21 | 1 |
| 2026 | 0.00 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Quieter LLM-favoured words | Pages |
|---|---|---|
| 2023 | 0.00 | 1 |
| 2025 | 2.43 | 1 |
| 2026 | 1.59 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated sentence shapes | Pages |
|---|---|---|
| 2023 | 0.00 | 1 |
| 2025 | 2.40 | 1 |
| 2026 | 0.00 | 3 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Page length | Pages |
|---|---|---|
| 2023 | 374 | 1 |
| 2025 | 824 | 1 |
| 2026 | 661 | 3 |
Years with pages: 2023 (1), 2025 (1), 2026 (3). Dates come from page metadata, structured data, the URL, or the month a page was first archived (a latest possible date).
03 · Against its sector
Affinity Water among water companies
Each dot is one brand’s mean across all its measured pages; the tick is the sector average. Only brands with 10 or more measured pages are shown or counted. Select a dot to open that brand.
"You"
95% more than its sector
47% against a sector average of 24%; 2nd highest of 10.
"We"
42% less than its sector
40% against a sector average of 69%; lowest of 10.
Contractions
26% more than its sector
14.2 against a sector average of 11.3; 2nd highest of 10.
Pages measured: Thames Water 106 · Severn Trent 115 · United Utilities 153 · Anglian Water 26 · Wessex Water 97 · South West Water 185 · Welsh Water 208 · Affinity Water 100 · Scottish Water 16 · South East Water 232. Measures and method: SGR-010; this sector and its brands were added by Brands over time, measured exactly as the studies measured theirs. Sector averages and ranks cover every brand in the sector on this site.
04 · Vocabulary
Words Affinity Water uses more than its peers
The words this brand reaches for more often than the rest of its sector. This is subject matter more than voice.
supply118.8 vs 16.7
interruption104.0 vs 0.4
soil33.5 vs 2.2
developments26.5 vs 1.0
alerts27.3 vs 0.2
water-saving19.8 vs 1.3
tap36.1 vs 5.8
streams21.3 vs 1.8
winter26.8 vs 3.7
chalk17.9 vs 1.6
washing16.1 vs 1.4
leaks30.4 vs 6.2
Affinity WaterSector peers
Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 100 pages. Checked for product names and page furniture.
05 · In its own words
What it sounded like
Openings of real pages, quoted word for word, oldest first. Each links to the page, or to the Internet Archive’s copy when it has gone.
“When you fill a glass from the tap, you probably don’t think about what’s behind it. But every sip of water is the result of careful testing, treatment, and protection. This guide breaks down what water quality really means and why it matters.”Blog - What is water quality and why it matters
“Saving water at home and making more sustainable fashion choices are easier than you think. Both come with a bonus – lower bills, a smaller environmental footprint, and a happier planet.”Affinity Water
06 · Every page
All 102 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 100 count towards the measures; the rest were not measured (1 pdf report (annual report, info pack), 1 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.
20263 pages
- Affinity Water2026 · press · 579 words
- News - Hosepipe Ban Update (July 2026)2026 · press · 563 words
- Affinity Water2026 · press · 840 words
20251 page
- We champion sustainable farming at Groundswell 20252025 · press · 824 words
20231 page
- Affinity Water2023 · press · 374 words
In the overall numbers, no year95 pages
- Blog - Smart Christmas cooking: How to cut water waste in the kitchen22 Dec 2025 · press · 513 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Blog - What is water quality and why it matters26 Aug 2025 · press · 548 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- News - New trial doubles water saving through behavioural change campaign19 Jul 2024 · press · 446 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Affinity Waterundated · press · 592 wordsNo date found: in the overall numbers, not in any year
- Blog - Make this plastic-free July count: protect our water and our planetundated · press · 534 wordsNo date found: in the overall numbers, not in any year
- Laboratory Achieves "My Green Lab" Top Certification Statusundated · press · 441 wordsNo date found: in the overall numbers, not in any year
- Blog - Build your own water butt and water easilyundated · press · 515 wordsNo date found: in the overall numbers, not in any year
- Getting emergency ready: tips to protect your home this winterundated · press · 639 wordsNo date found: in the overall numbers, not in any year
- News - Technicians at Affinity Water explain how they fix and repair leaks and why hot and cold weather leads to more problemsundated · press · 1,362 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 645 wordsNo date found: in the overall numbers, not in any year
- Blog - When to plant bulbs in autumn for a stunning spring displayundated · press · 501 wordsNo date found: in the overall numbers, not in any year
- News - Money down the drain: Every Litre Lost Mattersundated · press · 1,066 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 437 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 521 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 403 wordsNo date found: in the overall numbers, not in any year
- Looking at Water Through a Different Lens: How Video Games Simulate Waterundated · press · 702 wordsNo date found: in the overall numbers, not in any year
- Smart Watch: £1.15m Satellite AI Project to Protect Water Qualityundated · press · 655 wordsNo date found: in the overall numbers, not in any year
- Blog - Turn your family into a water-saving dream teamundated · press · 369 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 645 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 451 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 497 wordsNo date found: in the overall numbers, not in any year
- News - 'WaterSave’ with Affinity Water: A new way of charging customers with tariff trialundated · press · 1,017 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 818 wordsNo date found: in the overall numbers, not in any year
- News - Affinity Water to highlight key initiatives at Hertfordshire sports villageundated · press · 465 wordsNo date found: in the overall numbers, not in any year
- Blog - Understanding your credit reportundated · press · 389 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 1,135 wordsNo date found: in the overall numbers, not in any year
- Blog - How winter rainfall helps our water system and local crittersundated · press · 595 wordsNo date found: in the overall numbers, not in any year
- Blog - Five tap water myths bustedundated · press · 554 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 898 wordsNo date found: in the overall numbers, not in any year
- We take a major step in biodiversity enhancement with cattle grazingundated · press · 897 wordsNo date found: in the overall numbers, not in any year
- Blog - Why brown lawns aren’t dead & how to water smarterundated · press · 489 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 705 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 516 wordsNo date found: in the overall numbers, not in any year
- Blog - Five everyday habits that waste water – and how to fix themundated · press · 573 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 528 wordsNo date found: in the overall numbers, not in any year
- News - Affinity Water leads industry discourse on water neutrality and sustainabilityundated · press · 529 wordsNo date found: in the overall numbers, not in any year
- Blog - Five easy winter home tips to prevent frozen pipesundated · press · 718 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 663 wordsNo date found: in the overall numbers, not in any year
- Blog - 10 sneaky signs you have a leak in your homeundated · press · 586 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 1,236 wordsNo date found: in the overall numbers, not in any year
- News - Affinity Water support women in the communityundated · press · 311 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 661 wordsNo date found: in the overall numbers, not in any year
- Blog - How footballers can save water on and off the pitchundated · press · 473 wordsNo date found: in the overall numbers, not in any year
- Blog - From jeans to coffee: How much water do your daily products really use?undated · press · 635 wordsNo date found: in the overall numbers, not in any year
- Blog - Stop Winter Pipe Bursts: Protect Your Pipes and Save Waterundated · press · 665 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 681 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 606 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 695 wordsNo date found: in the overall numbers, not in any year
- Blog - BBQ Season, Rethought: Save Water Without Compromising on Flavourundated · press · 869 wordsNo date found: in the overall numbers, not in any year
- Blog - How to start running and enjoy it: train for Ricky Road Runundated · press · 1,122 wordsNo date found: in the overall numbers, not in any year
- Blog - Healthy soil, healthy rivers: it all starts beneath our feetundated · press · 668 wordsNo date found: in the overall numbers, not in any year
- Blog - World Wildlife Day: why chalk streams are a lifeline for wildlifeundated · press · 500 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 845 wordsNo date found: in the overall numbers, not in any year
- Blog - Beyond the tap: How your water use protects our riversundated · press · 654 wordsNo date found: in the overall numbers, not in any year
- Blog - How summer heatwaves put extra pressure on water supplyundated · press · 450 wordsNo date found: in the overall numbers, not in any year
- Blog - Don’t let a leak (or a leek) ruin your Festive Roastundated · press · 765 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 566 wordsNo date found: in the overall numbers, not in any year
- Blog - How the World Cup Changes Our Daily Routines: Simple Ways to Save Water During the Tournamentundated · press · 648 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 472 wordsNo date found: in the overall numbers, not in any year
- Blog - What are water meters and how can they save you money?undated · press · 895 wordsNo date found: in the overall numbers, not in any year
- Blog - Make this Halloween spooktacular and sustainableundated · press · 588 wordsNo date found: in the overall numbers, not in any year
- Blog - Alternative ways to beat the heat without excessive water useundated · press · 591 wordsNo date found: in the overall numbers, not in any year
- Blog - Supporting vulnerable customers in the heatundated · press · 544 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 535 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 549 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 537 wordsNo date found: in the overall numbers, not in any year
- Brits turn to YouTube to fix leaks as Affinity Water urges households to get winter readyundated · press · 646 wordsNo date found: in the overall numbers, not in any year
- Blog - Ten water-saving habits to start todayundated · press · 651 wordsNo date found: in the overall numbers, not in any year
- Blog - Winter stream walks to take this festive seasonundated · press · 699 wordsNo date found: in the overall numbers, not in any year
- News - Affinity Water celebrates prestigious win at the Drum Awardsundated · press · 462 wordsNo date found: in the overall numbers, not in any year
- Blog - Rainy day tips: save water during the British summerundated · press · 563 wordsNo date found: in the overall numbers, not in any year
- News - Leisure centre awarded with water saving certificateundated · press · 682 wordsNo date found: in the overall numbers, not in any year
- Blog - Explore the River Ver: a beautiful walk to protectundated · press · 706 wordsNo date found: in the overall numbers, not in any year
- Blog - Why soil matters for clean waterundated · press · 385 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 485 wordsNo date found: in the overall numbers, not in any year
- Blog - Transform Your Garden: Tips for Maximising Water Efficiencyundated · press · 483 wordsNo date found: in the overall numbers, not in any year
- Blog - Reasons to switch to a reusable water bottle this Plastic Free Julyundated · press · 686 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 666 wordsNo date found: in the overall numbers, not in any year
- Blogundated · press · 716 wordsNo date found: in the overall numbers, not in any year
- Blog - Celebrating Bats This Halloween: Why Bats Matter to Natureundated · press · 790 wordsNo date found: in the overall numbers, not in any year
- Blog - Drought-proof your garden: water-saving tips for springundated · press · 436 wordsNo date found: in the overall numbers, not in any year
- News - Affinity Water sponsors Agroforestry show for the first timeundated · press · 581 wordsNo date found: in the overall numbers, not in any year
- News - Affinity Water partners with Lightsonic and Openreach to tackle water leaks using fibre optic sensing technologyundated · press · 550 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 809 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 471 wordsNo date found: in the overall numbers, not in any year
- Blog - Picnic snacks, but what to pair them with?undated · press · 885 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 661 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 501 wordsNo date found: in the overall numbers, not in any year
- Blog - Plant-Based BBQ Recipes and the Perfect Water Pairings for Summerundated · press · 585 wordsNo date found: in the overall numbers, not in any year
- News - Affinity Water urges its customers to check to see if they are eligible for help with paying their billsundated · press · 1,019 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 364 wordsNo date found: in the overall numbers, not in any year
- News - New research shows a third of Brits are unaware of how to identify a leak at homeundated · press · 1,154 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 468 wordsNo date found: in the overall numbers, not in any year
- Affinity Waterundated · press · 828 wordsNo date found: in the overall numbers, not in any year
- Blog - 6 simple ways to save water this back-to-school seasonundated · press · 620 wordsNo date found: in the overall numbers, not in any year
Not measured2 pages
- How to use the master powerpoint2026 · info_pack · 3,292 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://www.affinitywater.co.uk/docs/annual_reports/2025/AW-AR-Summary-July-2025.pdf2025 · info_pack · 9,618 wordsMostly short lines (lists, tables, link pages) rather than prose
07 · Method
How this was measured
The pages
Affinity Water's own blog posts, press releases and announcements, fetched from the live site in 2026 and from the Internet Archive for 2015 to November 2022. Homepages are shown as captures; product and help pages are not measured.
The measures
Code counts from ScriptGrain’s writing instruments: sentence length and rhythm, contractions, pronouns, punctuation, long words, and three published lists of AI-associated words. No AI model reads or judges any page.
What it cannot say
These measures describe style. They cannot tell who or what wrote a page, and nothing here says or implies that any brand used AI to write.
Sample sizes
Every number carries its page count. Years under 10 pages, and before-and-after comparisons with under 10 pages on a side, are shown as context only.
- Sentence length
- Average words per sentence.
- Sentence rhythm
- How much sentence length varies (standard deviation over mean). Higher reads less even.
- Contractions
- Contractions (we're, you'll, it's) per 1,000 words. A rough gauge of how conversational the writing is.
- "You"
- Share of I/we/you pronouns that are "you": how much the writing addresses the reader.
- "We"
- Share of I/we/you pronouns that are "we": how much the writing talks about the organisation.
- Questions
- Question marks per 1,000 words.
- Exclamations
- Exclamation marks per 1,000 words.
- Long words
- Share of words with seven or more letters.
- Em dashes
- Em dashes per 1,000 words.
- AI-associated words
- Words from SGR-007's three AI-associated lists, per 1,000 words. These are style markers that people used long before ChatGPT; a higher rate says nothing about who or what wrote the page.
- AI-era marketing words
- Marketing words that became more common in AI-era copy (seamless, elevate, unlock...), per 1,000 words. A style measure only.
- Quieter LLM-favoured words
- Everyday words language models are known to over-use, per 1,000 words. A style measure only.
- AI-associated sentence shapes
- Sentence patterns such as "not just X, but Y", found by ScriptGrain's cliche checker, per 1,000 words. A style measure only.
- Page length
- Average words per page.
Studies: SGR-009: Do brands in the same sector sound the same? · SGR-010: How UK brands write · SGR-011: Did brand writing change after ChatGPT?.