Brands over time

Airtable
over time

Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022

299 of Airtable's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 86 of them recovered from the Internet Archive. How the writing has moved over the years, how it compares with 15 other software companies, and what it sounds like in its own words.

Pages measured
299
Years covered
2015–26
Archived before ChatGPT
86
Blog · press
177 · 122

01 · Homepage

One capture a year

Airtable's homepage from 2015 to 2026, 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.

2026airtable.com30 Jun 2026
Airtable homepage, 30 Jun 2026

Screenshot of Airtable’s homepage (airtable.com) as archived by the Internet Archive on 30 Jun 2026. © Airtable or its licensors. Shown for comparison and review; not endorsed by Airtable.

Homepage

2026

“AI transformed individual work. Airtable transforms teamwork.”

Page title

Airtable: Build Enterprise-ready AI Workflows, Apps & Agents

Open on the Internet Archive
  1. 2015Organize anything you can imagine
  2. 2018Create, your way
  3. 2021One workspace.platform.source of truth. Endless solutions.
  4. 2023The fastest way to build apps
  5. 2024Teams at over 450,000 forward-thinking organizations use Airtable every day. Join them.
  6. 2026AI transformed individual work. Airtable transforms teamwork.

12 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.

Sentence lengthAverage words per sentence.
6
12
18
Software avg 13.3
10.8
10.6
15.5
12.1
11.9
9.7
6.4
8.6
8.9
15.4
ChatGPT · Nov 2022
20152 pp
2016no pages
20171 pp
20181 pp
2019no pages
20207 pp
202114 pp
202274 pp
20236 pp
20242 pp
20251 pp
20263 pp
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
YearSentence lengthPages
201510.82
201710.61
201815.51
202012.17
202111.914
20229.774
20236.46
20248.62
20258.91
202615.43

Years with pages: 2015 (2), 2017 (1), 2018 (1), 2020 (7), 2021 (14), 2022 (74), 2023 (6), 2024 (2), 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

Airtable among software 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.

  1. "We"

    32% less than its sector

    22% against a sector average of 32%; 3rd lowest of 16.

  2. Em dashes

    21% more than its sector

    3.67 against a sector average of 3.04; 5th highest of 16.

  3. Questions

    19% less than its sector

    2.5 against a sector average of 3.1; 4th lowest of 16.

Sentence length3rd lowest of 16
Airtable 11.7
10.415.7
Contractions6th highest of 16
Airtable 16.6
8.519.6
"You"Mid-table, 7th of 16
Airtable 65%
39%78%
"We"3rd lowest of 16
Airtable 22%
12%49%
Questions4th lowest of 16
Airtable 2.5
1.65.1
Long words6th highest of 16
Airtable 31%
23%34%
Em dashes5th highest of 16
Airtable 3.67
0.216.56
AI-associated words5th highest of 16
Airtable 2.91
1.033.27
ExclamationsMid-table, 10th of 16
Airtable 0.69
0.155.13
Page length6th lowest of 16
Airtable 1,100
7403,377

Pages measured: FreeAgent 266 · GoCardless 217 · Xero 328 · Sage 229 · Intercom 204 · HubSpot 190 · Canva 203 · Figma 222 · ClickUp 203 · Miro 14 · Notion 30 · Slack 270 · Asana 223 · monday.com 266 · Airtable 299 · Mailchimp 258. Measures and method: SGR-010; the brand list and sectors come from SGR-009.

04 · Vocabulary

Words Airtable 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.

product207.4 vs 33.4
marketing114.7 vs 33.8
calendar34.4 vs 5.5
roadmap22.6 vs 1.8
org23.8 vs 3.2
archive22.7 vs 3.0
kanban22.1 vs 2.8
extension14.1 vs 0.7
concise13.3 vs 0.5
english13.0 vs 0.6
fwww13.1 vs 0.3
event21.6 vs 3.6
AirtableSector peers

Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 299 pages. Product names and page furniture filtered automatically; list not yet reviewed.

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.

201529 Jun · PressArchived copy
“The software revolution has given people access to millions of specialized apps, but there’s one fundamental tool that still remains out of reach for most non-programmers — the database.”
Democratizing the Database
201728 Sep · PressArchived copy
“Human history is one long story of us trying desperately to communicate more complex ideas, more precisely, with one another.”
Airtable introduces Universe
20222 Sep · Blog
“When a customer makes a purchase, marketers usually don’t know whether the customer has seen the product one time or 50. Plenty of people take years to make buying decisions, while others make them on the spot.”
How to Create a User Journey Map: A Complete Guide
202318 Aug · Blog
“A large (and growing) organization’s marketing strategies are going to look very different from a smaller organization’s marketing strategies. The same is true for the way you would market to a large vs. small organization. Enterprise marketing is an admittedly vague term that can encompass either of these angles, so we’ll take a closer look at both.”
Enterprise marketing: Definition, Challenges & Strategies

06 · Every page

All 317 pages, by year

The full list behind every number above, with links to the live page or the archived copy. 299 count towards the measures; the rest were not measured (7 mostly short lines (lists, tables, link pages) rather than prose, 11 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.

20263 pages
20251 page
20242 pages
20236 pages
202274 pages
202114 pages
20207 pages
20181 page
20171 page
20152 pages
In the overall numbers, no year188 pages
Not measured18 pages

07 · Method

How this was measured

The pages

Airtable'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?.