“The reality is that it’s far from that simple, and it’s not just a question of flicking a switch and turning on a SD-WAN, or about making a sudden jump to the internet.”What you need to know before embracing SD-WAN
BT
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
BT's homepage, one archived capture a year from 2001 to 2024: what it led with, quoted from each capture, and how it looked. BT publishes too few dated blog posts or press releases to measure its writing.
- Homepage captures
- 20
- First capture
- 2001
- Latest capture
- 2024
- Pages measured
- 9
9 pages only. BT publishes too few dated blog posts or press releases to measure its writing, so this page shows its homepage over time instead.
01 · Homepage
One capture a year
BT's homepage from 2001 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 BT’s homepage (bt.com) as archived by the Internet Archive on 30 Jun 2024. © BT or its licensors. Shown for comparison and review; not endorsed by BT.
Homepage
2024
“Welcome to BT”
Page title
Broadband, TV Packages, TNT Sports & Mobile Deals | BT
- 2006Small & medium business
- 2010The Phone Book
- 2014World Cup news, views and videos
- 20175 amazing facts about the SOS distress signal
- 2020Get our lowest price for superfast Fibre 1
- 2022Welcome to BT
20 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 · 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.
“The reality is that it’s far from that simple, and it’s not just a question of flicking a switch and turning on a SD-WAN, or about making a sudden jump to the internet.”What you need to know before embracing SD-WAN
“There’s a growing demand from retailers for fast and secure data - and lots of it - to keep up with supply chain needs and shifts in customer behaviour - who expect personalised, seamless and secure shopping experiences.”Harnessing the power of AI and analytics to create a smart store
03 · Every page
All 14 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 9 count towards the measures; the rest were not measured (3 pdf report (annual report, info pack), 2 mostly short lines (lists, tables, link pages) rather than prose). Pages with no reliable date count in the overall numbers but in no year.
In the overall numbers, no year9 pages
- What’s Your Plan For Post-Quantum Encryption?11 Sep 2024 · blog · 1,278 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Harnessing the power of AI and analytics to create a smart store19 Feb 2024 · blog · 2,052 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- How will AI transform the future digital workplace?12 Apr 2023 · blog · 1,450 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- The five foundations for strong OT security3 Mar 2022 · blog · 1,301 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- The essential foundations for robust machine learning and AI4 Mar 2021 · blog · 1,446 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- How AI is transforming the contact centre experience15 Feb 2021 · blog · 1,345 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- What you need to know before embracing SD-WAN6 Jun 2018 · blog · 1,745 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- HBO Max on BTundated · blog · 1,404 wordsNo date found: in the overall numbers, not in any year
- Helping FCA Automotive Services bring its contact center in-houseundated · blog · 1,361 wordsNo date found: in the overall numbers, not in any year
Not measured5 pages
- BT Group plc2025 · info_pack · 141,150 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- BT Group plc2025 · info_pack · 39,674 wordsMostly short lines (lists, tables, link pages) rather than prose
- Q3 2006/07 resultsJul 2006 · info_pack · 9,112 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- Results for the full year to 31 March 2026undated · info_pack · 19,814 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- BT Group logoundated · press · 907 wordsMostly short lines (lists, tables, link pages) rather than prose
04 · Method
How this was measured
The pages
BT'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?.