““That was an extraordinary year. We were laser focused on our customers, worked incredibly hard to recover our business, and we came out stronger.”Full Year Results for the 52 Weeks Ended 28 March 2026
Marks & Spencer
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
15 of Marks & Spencer's own blog posts, press releases and announcements, 2026 to 2026, measured sentence by sentence. How the writing has moved over the years, how it compares with 9 other fashion brands, and what it sounds like in its own words.
- Pages measured
- 15
- Years covered
- 2026–26
- Archived before ChatGPT
- 0
- Blog · press
- 1 · 14
15 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
Marks & Spencer's homepage from 2002 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.
Screenshot of Marks & Spencer’s homepage (marksandspencer.com) as archived by the Internet Archive on 30 Jun 2026. © Marks & Spencer or its licensors. Shown for comparison and review; not endorsed by Marks & Spencer.
Homepage
2026
“Welcome to Marks & Spencer”
Page title
M&S | Marks & Spencer | Fashion, Home, Beauty, Food & Gifts
- 2013Celebrating summer the british way
- 2015New, hot, now
- 2017Don’t miss out on…
- 2019Optional - Category section
- 2021Shop by department
- 2024Thanks, it’s new
23 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 |
|---|---|---|
| 2026 | 10.0 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Sentence rhythm | Pages |
|---|---|---|
| 2026 | 0.84 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Contractions | Pages |
|---|---|---|
| 2026 | 3.6 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | "You" | Pages |
|---|---|---|
| 2026 | 6% | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | "We" | Pages |
|---|---|---|
| 2026 | 93% | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Questions | Pages |
|---|---|---|
| 2026 | 0.0 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Exclamations | Pages |
|---|---|---|
| 2026 | 0.00 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Long words | Pages |
|---|---|---|
| 2026 | 30% | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Em dashes | Pages |
|---|---|---|
| 2026 | 1.05 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | AI-associated words | Pages |
|---|---|---|
| 2026 | 0.00 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | AI-era marketing words | Pages |
|---|---|---|
| 2026 | 0.00 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Quieter LLM-favoured words | Pages |
|---|---|---|
| 2026 | 0.93 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | AI-associated sentence shapes | Pages |
|---|---|---|
| 2026 | 0.00 | 2 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
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| Year | Page length | Pages |
|---|---|---|
| 2026 | 1,047 | 2 |
Years with pages: 2026 (2). 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
Marks & Spencer among fashion brands
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. Marks & Spencer has fewer than 30, so it is placed for context but not ranked. Select a dot to open that brand.
Pages measured: Next 4 · Marks & Spencer 15 · John Lewis 25 · ASOS 20 · boohoo 1 · Primark 33 · Superdry 74 · River Island 1 · New Look 1 · FatFace 47. Measures and method: SGR-010; the brand list and sectors come from SGR-009.
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.
“We announced a new 390,000 sq. ft. distribution centre in Avonmouth, opening in 2026, to strengthen logistics capacity, improve availability, and enable scalable food growth as part of the Reshaping for Growth strategy.”2026 Annual Report
05 · Every page
All 20 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 15 count towards the measures; the rest were not measured (2 pdf report (annual report, info pack), 2 mostly short lines (lists, tables, link pages) rather than prose, 1 under 150 words of text). Pages with no reliable date count in the overall numbers but in no year.
20262 pages
- Full Year Results for the 52 Weeks Ended 28 March 20262026 · press · 1,619 words
- 2026 Annual Report2026 · press · 475 words
In the overall numbers, no year13 pages
- Home Education Workshops & Resources23 Sep 2026 · blog · 1,027 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Introducing the M&S Beauty Advent Calendar 2026undated · announcement · 679 wordsNo date found: in the overall numbers, not in any year
- Inspire Meundated · announcement · 546 wordsNo date found: in the overall numbers, not in any year
- AL-FUTTAIM AQUIRES MARKS & SPENCER'S RETAIL BUSINESS IN HONG KONG AND MACAUundated · press · 576 wordsNo date found: in the overall numbers, not in any year
- Key Facts & Figuresundated · press · 326 wordsNo date found: in the overall numbers, not in any year
- Supporting Our Food Supply Chainundated · press · 3,191 wordsNo date found: in the overall numbers, not in any year
- Agriculture and Supporting Our Farmersundated · press · 2,241 wordsNo date found: in the overall numbers, not in any year
- Our Approach to Net Zeroundated · press · 2,228 wordsNo date found: in the overall numbers, not in any year
- Human Rights & Our Supply Chainundated · press · 1,982 wordsNo date found: in the overall numbers, not in any year
- M&S and Sephora Partner to Bring a New Beauty Destination to High Streets Across the UKundated · press · 933 wordsNo date found: in the overall numbers, not in any year
- Bringing M&S Closer to Customers Across Europe Through ZEOSundated · press · 515 wordsNo date found: in the overall numbers, not in any year
- New season lingerieundated · press · 226 wordsNo date found: in the overall numbers, not in any year
- Trusted Valueundated · press · 743 wordsNo date found: in the overall numbers, not in any year
Not measured5 pages
- https://corporate.marksandspencer.com/sites/marksandspencer/files/2025-05/Marks-and-Spencer-Group-plc-Annual-Report-and-Financial-Statements-2025_INTERACTIVE_FINAL.pdfMay 2025 · info_pack · 122,668 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://corporate.marksandspencer.com/sites/marksandspencer/files/marks-spencer/m-and-s_ar22_strategic-report.pdf27 May 2022 · info_pack · 34,347 wordsMostly short lines (lists, tables, link pages) rather than prose
- Marks and Spencer Group plc Annual Report and Financial Statements 2026undated · info_pack · 114,885 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- Results Reports Webcasts & Presentationsundated · press · 121 wordsUnder 150 words of text: too short to measure
- Interactive Supplier Mapundated · press · 770 wordsMostly short lines (lists, tables, link pages) rather than prose
06 · Method
How this was measured
The pages
Marks & Spencer'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?.