“His Royal Highness, Prince Andrew, made an official visit to the world’s first Automated Retail Distribution Centre to see the cutting edge technology at the new £100 million Asda facility in Warrington.”Royal seal of approval for £100 million ‘retail distribution warehouse of the future’
Asda
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
11 of Asda's own blog posts, press releases and announcements, 2017 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 9 other supermarkets, and what it sounds like in its own words.
- Pages measured
- 11
- Years covered
- 2017–26
- Archived before ChatGPT
- 0
- Blog · press
- 1 · 10
11 pages only. The writing numbers on this page are context, not findings: there are no sector rankings or comparisons below 30 pages.
01 · Homepage
One capture a year
Asda's homepage from 2007 to 2024, 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 Asda’s homepage (asda.com) as archived by the Internet Archive on 30 Jun 2024. © Asda or its licensors. Shown for comparison and review; not endorsed by Asda.
Homepage
2024
No headline in this capture
Page title
Asda.com - Online Food Shopping, George, & more
- 2007ASDA part of the Wal-Mart family
- 2010Grocery shopping delivered to your door
- 2011Baby & Kids
- 2016This week we’re loving...
- 2023With so many ways to save, why shop around?
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.
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence length | Pages |
|---|---|---|
| 2017 | 19.4 | 1 |
| 2023 | 12.4 | 1 |
| 2024 | 17.4 | 1 |
| 2025 | 17.8 | 1 |
| 2026 | 16.5 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence rhythm | Pages |
|---|---|---|
| 2017 | 0.72 | 1 |
| 2023 | 1.00 | 1 |
| 2024 | 0.86 | 1 |
| 2025 | 0.93 | 1 |
| 2026 | 0.75 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Contractions | Pages |
|---|---|---|
| 2017 | 9.1 | 1 |
| 2023 | 14.3 | 1 |
| 2024 | 15.3 | 1 |
| 2025 | 14.0 | 1 |
| 2026 | 20.1 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | "You" | Pages |
|---|---|---|
| 2017 | 11% | 1 |
| 2023 | 0% | 1 |
| 2024 | 0% | 1 |
| 2025 | 0% | 1 |
| 2026 | 10% | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | "We" | Pages |
|---|---|---|
| 2017 | 67% | 1 |
| 2023 | 100% | 1 |
| 2024 | 100% | 1 |
| 2025 | 100% | 1 |
| 2026 | 80% | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Questions | Pages |
|---|---|---|
| 2017 | 1.3 | 1 |
| 2023 | 3.2 | 1 |
| 2024 | 1.3 | 1 |
| 2025 | 0.0 | 1 |
| 2026 | 2.5 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Exclamations | Pages |
|---|---|---|
| 2017 | 2.60 | 1 |
| 2023 | 1.58 | 1 |
| 2024 | 1.28 | 1 |
| 2025 | 0.00 | 1 |
| 2026 | 1.30 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Long words | Pages |
|---|---|---|
| 2017 | 26% | 1 |
| 2023 | 25% | 1 |
| 2024 | 26% | 1 |
| 2025 | 25% | 1 |
| 2026 | 27% | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Em dashes | Pages |
|---|---|---|
| 2017 | 1.30 | 1 |
| 2023 | 12.68 | 1 |
| 2024 | 3.83 | 1 |
| 2025 | 2.80 | 1 |
| 2026 | 4.26 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated words | Pages |
|---|---|---|
| 2017 | 1.30 | 1 |
| 2023 | 0.00 | 1 |
| 2024 | 1.28 | 1 |
| 2025 | 5.60 | 1 |
| 2026 | 1.58 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-era marketing words | Pages |
|---|---|---|
| 2017 | 1.30 | 1 |
| 2023 | 0.00 | 1 |
| 2024 | 0.00 | 1 |
| 2025 | 2.80 | 1 |
| 2026 | 1.46 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Quieter LLM-favoured words | Pages |
|---|---|---|
| 2017 | 1.30 | 1 |
| 2023 | 0.00 | 1 |
| 2024 | 1.28 | 1 |
| 2025 | 2.80 | 1 |
| 2026 | 1.51 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated sentence shapes | Pages |
|---|---|---|
| 2017 | 0.00 | 1 |
| 2023 | 0.00 | 1 |
| 2024 | 0.00 | 1 |
| 2025 | 0.00 | 1 |
| 2026 | 0.35 | 6 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Page length | Pages |
|---|---|---|
| 2017 | 768 | 1 |
| 2023 | 631 | 1 |
| 2024 | 784 | 1 |
| 2025 | 357 | 1 |
| 2026 | 895 | 6 |
Years with pages: 2017 (1), 2023 (1), 2024 (1), 2025 (1), 2026 (6). 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
Asda among supermarkets
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. Asda has fewer than 30, so it is placed for context but not ranked. Select a dot to open that brand.
04 · 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.
“His Royal Highness, Prince Andrew, made an official visit to the world’s first Automated Retail Distribution Centre to see the cutting edge technology at the new £100 million Asda facility in Warrington.”Royal seal of approval for £100 million ‘retail distribution warehouse of the future’
“Asda is extending its partnership with Too Good To Go, the world’s largest surplus food marketplace. The partnership will be introduced across nearly 1000 sites from September, as the retailer continues its focus on ensuring edible food is not wasted.”Asda extends food redistribution programme with Too Good To Go rollout
“Asda's new range of award-winning wines has been winning plaudits from newspaper wine critics and social media bloggers praising Asda for delivering on quality without a high price tag.”What newspaper wine critics and social media bloggers are saying about Asda's 'impressive' new range of award-winning wines
05 · Every page
All 17 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 11 count towards the measures; the rest were not measured (6 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.
20266 pages
- Asda beats Tesco, Sainsbury’s and other rivals to retain major pricing award7 Aug 2026 · press · 486 words
- What newspaper wine critics and social media bloggers are saying about Asda's 'impressive' new range of award-winning wines7 Jul 2026 · press · 2,581 words
- Asda Express celebrates 500‑store milestone with Bradford & Salford new store openings2026 · press · 529 words
- Asda teams up with Amazon in UK-first retail media and ad tech partnership2026 · press · 572 words
- Household spending power hits six-month low2026 · press · 472 words
- Asda crowned UK's Most Awarded Supermarket for wine with record-breaking 460 wins and more Gold Medals than any other retailer2026 · press · 727 words
20251 page
- Asda confirms creative and media agency partners4 Sep 2025 · press · 357 words
20241 page
- Asda extends food redistribution programme with Too Good To Go rollout2024 · press · 784 words
20231 page
- Asda launches new Just Essentials meal plan to feed a family of 4 for a week for under £2017 Jan 2023 · press · 631 words
20171 page
- Royal seal of approval for £100 million ‘retail distribution warehouse of the future’12 Jun 2017 · press · 768 words
In the overall numbers, no year1 page
- ESG Homepage4 Oct 2026 · blog · 194 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
Not measured6 pages
- Stickers & Trading Cardsundated · press · 164 wordsMostly short lines (lists, tables, link pages) rather than prose
- Newspapers & Magazinesundated · press · 163 wordsMostly short lines (lists, tables, link pages) rather than prose
- Newspapers, Magazines & Stationeryundated · press · 164 wordsMostly short lines (lists, tables, link pages) rather than prose
- Kids Colouring & Paintingundated · press · 164 wordsMostly short lines (lists, tables, link pages) rather than prose
- Buying & Sellingundated · press · 163 wordsMostly short lines (lists, tables, link pages) rather than prose
- Local Magazinesundated · press · 162 wordsMostly short lines (lists, tables, link pages) rather than prose
06 · Method
How this was measured
The pages
Asda'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?.