“Colleagues at Morrisons stores across the country are preparing to ‘Dress Festive for Sue Ryder’ in support of #GivingTuesday, a global day of charity giving which is being supported by the supermarket chain.”Morrisons Supports #GIVINGTUESDAY With Festive Fundraising
Morrisons
over time
Every year keeps its colour across every chart.│ ChatGPT, 30 Nov 2022
67 of Morrisons's own blog posts, press releases and announcements, 2015 to 2026, measured sentence by sentence, 26 of them recovered from the Internet Archive. 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
- 67
- Years covered
- 2015–26
- Archived before ChatGPT
- 26
- Blog · press
- 4 · 63
01 · Homepage
One capture a year
Morrisons's homepage from 2004 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 Morrisons’s homepage (morrisons.com) as archived by the Internet Archive on 3 Jul 2026. © Morrisons or its licensors. Shown for comparison and review; not endorsed by Morrisons.
Homepage
2026
“Welcome to Morrisons Online Groceries”
Page title
Morrisons - Groceries, Offers, Recipes & More
- 2004You searched for Morrisons
- 2013Father’s Day gift ideas
- 2017Fresh food and friendly faces
- 2018Welcome to Morrisons groceries online
- 2026Welcome to Morrisons Online Groceries
13 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 |
|---|---|---|
| 2015 | 7.0 | 3 |
| 2016 | 7.9 | 3 |
| 2017 | 6.7 | 2 |
| 2018 | 12.4 | 3 |
| 2019 | 17.6 | 4 |
| 2020 | 19.4 | 4 |
| 2021 | 18.4 | 4 |
| 2022 | 24.4 | 3 |
| 2025 | 17.3 | 1 |
| 2026 | 9.3 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Sentence rhythm | Pages |
|---|---|---|
| 2015 | 1.28 | 3 |
| 2016 | 1.29 | 3 |
| 2017 | 1.16 | 2 |
| 2018 | 0.89 | 3 |
| 2019 | 0.43 | 4 |
| 2020 | 0.52 | 4 |
| 2021 | 0.63 | 4 |
| 2022 | 0.47 | 3 |
| 2025 | 0.67 | 1 |
| 2026 | 0.72 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Contractions | Pages |
|---|---|---|
| 2015 | 5.4 | 3 |
| 2016 | 7.4 | 3 |
| 2017 | 3.5 | 2 |
| 2018 | 10.5 | 3 |
| 2019 | 5.4 | 4 |
| 2020 | 14.3 | 4 |
| 2021 | 10.7 | 4 |
| 2022 | 8.7 | 3 |
| 2025 | 1.6 | 1 |
| 2026 | 15.0 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "You" | Pages |
|---|---|---|
| 2015 | 13% | 3 |
| 2016 | 2% | 3 |
| 2017 | 29% | 2 |
| 2018 | 0% | 3 |
| 2019 | 0% | 4 |
| 2020 | 19% | 4 |
| 2021 | 3% | 4 |
| 2022 | 11% | 3 |
| 2025 | 0% | 1 |
| 2026 | 83% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | "We" | Pages |
|---|---|---|
| 2015 | 85% | 3 |
| 2016 | 98% | 3 |
| 2017 | 68% | 2 |
| 2018 | 95% | 3 |
| 2019 | 100% | 4 |
| 2020 | 55% | 4 |
| 2021 | 97% | 4 |
| 2022 | 89% | 3 |
| 2025 | 95% | 1 |
| 2026 | 17% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Questions | Pages |
|---|---|---|
| 2015 | 0.0 | 3 |
| 2016 | 0.0 | 3 |
| 2017 | 0.0 | 2 |
| 2018 | 0.0 | 3 |
| 2019 | 0.0 | 4 |
| 2020 | 0.0 | 4 |
| 2021 | 0.0 | 4 |
| 2022 | 0.0 | 3 |
| 2025 | 0.0 | 1 |
| 2026 | 10.0 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Exclamations | Pages |
|---|---|---|
| 2015 | 0.00 | 3 |
| 2016 | 0.00 | 3 |
| 2017 | 0.00 | 2 |
| 2018 | 0.00 | 3 |
| 2019 | 0.00 | 4 |
| 2020 | 1.04 | 4 |
| 2021 | 0.00 | 4 |
| 2022 | 0.00 | 3 |
| 2025 | 0.00 | 1 |
| 2026 | 5.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Long words | Pages |
|---|---|---|
| 2015 | 34% | 3 |
| 2016 | 30% | 3 |
| 2017 | 31% | 2 |
| 2018 | 34% | 3 |
| 2019 | 25% | 4 |
| 2020 | 26% | 4 |
| 2021 | 28% | 4 |
| 2022 | 27% | 3 |
| 2025 | 30% | 1 |
| 2026 | 26% | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Em dashes | Pages |
|---|---|---|
| 2015 | 2.23 | 3 |
| 2016 | 2.45 | 3 |
| 2017 | 2.67 | 2 |
| 2018 | 2.39 | 3 |
| 2019 | 3.63 | 4 |
| 2020 | 1.49 | 4 |
| 2021 | 2.23 | 4 |
| 2022 | 1.65 | 3 |
| 2025 | 0.00 | 1 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated words | Pages |
|---|---|---|
| 2015 | 0.00 | 3 |
| 2016 | 0.00 | 3 |
| 2017 | 0.00 | 2 |
| 2018 | 0.52 | 3 |
| 2019 | 0.00 | 4 |
| 2020 | 0.00 | 4 |
| 2021 | 4.15 | 4 |
| 2022 | 0.00 | 3 |
| 2025 | 0.00 | 1 |
| 2026 | 5.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-era marketing words | Pages |
|---|---|---|
| 2015 | 0.00 | 3 |
| 2016 | 0.00 | 3 |
| 2017 | 0.00 | 2 |
| 2018 | 0.00 | 3 |
| 2019 | 0.00 | 4 |
| 2020 | 0.00 | 4 |
| 2021 | 0.36 | 4 |
| 2022 | 0.00 | 3 |
| 2025 | 0.00 | 1 |
| 2026 | 5.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Quieter LLM-favoured words | Pages |
|---|---|---|
| 2015 | 0.90 | 3 |
| 2016 | 0.00 | 3 |
| 2017 | 0.00 | 2 |
| 2018 | 0.00 | 3 |
| 2019 | 0.00 | 4 |
| 2020 | 0.00 | 4 |
| 2021 | 0.61 | 4 |
| 2022 | 0.61 | 3 |
| 2025 | 3.18 | 1 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | AI-associated sentence shapes | Pages |
|---|---|---|
| 2015 | 0.00 | 3 |
| 2016 | 0.00 | 3 |
| 2017 | 0.00 | 2 |
| 2018 | 0.00 | 3 |
| 2019 | 0.00 | 4 |
| 2020 | 0.00 | 4 |
| 2021 | 0.00 | 4 |
| 2022 | 0.00 | 3 |
| 2025 | 0.00 | 1 |
| 2026 | 0.00 | 1 |
10 or more pagesFewer than 10 pages: context, not a findingSector averageChatGPT released
Show as a table
| Year | Page length | Pages |
|---|---|---|
| 2015 | 584 | 3 |
| 2016 | 635 | 3 |
| 2017 | 557 | 2 |
| 2018 | 545 | 3 |
| 2019 | 396 | 4 |
| 2020 | 798 | 4 |
| 2021 | 388 | 4 |
| 2022 | 423 | 3 |
| 2025 | 628 | 1 |
| 2026 | 200 | 1 |
Years with pages: 2015 (3), 2016 (3), 2017 (2), 2018 (3), 2019 (4), 2020 (4), 2021 (4), 2022 (3), 2025 (1), 2026 (1). 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
Morrisons 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. Select a dot to open that brand.
Questions
69% less than its sector
0.3 against a sector average of 1.0; 2nd lowest of 8.
Contractions
38% less than its sector
8.5 against a sector average of 13.7; lowest of 8.
Em dashes
32% less than its sector
1.53 against a sector average of 2.26; 3rd lowest of 8.
Pages measured: Tesco 104 · Sainsbury's 60 · Asda 11 · Morrisons 67 · Aldi 1 · Lidl 83 · Ocado 73 · Co-op 183 · Iceland 36 · Booths 2. Measures and method: SGR-010; the brand list and sectors come from SGR-009.
04 · Vocabulary
Words Morrisons 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.
media64.0 vs 8.1
expand27.6 vs 0.5
right56.5 vs 7.6
published21.5 vs 0.9
box21.9 vs 1.7
contacts12.6 vs 0.3
bags21.9 vs 2.4
utm12.6 vs 0.2
carrier12.1 vs 0.1
finder12.6 vs 0.1
cuts10.3 vs 0.2
groceries18.2 vs 2.1
MorrisonsSector peers
Uses per 10,000 words, ranked by weighted log-odds (Monroe et al. 2008) across 67 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.
“Morrisons, one of Britain’s leading supermarkets, today announced it has become a partner of England’s bid to host the 2018 FIFA World Cup™.”Morrisons signs up to England bid for 2018 World Cup
“Morrisons is to become the first British supermarket to roll-out plastic free fruit and veg areas in many of its stores. Customers will be able to choose from up to 127 varieties of fruit and veg - and buy them loose or put them in recyclable paper bags.”Morrisons to introduce plastic-free fruit and veg areas to help customers buy bagless
“The retailer is undertaking the first revamp of its in store salad bar in 15 years, with a total of 14 new lines and 20 which have been improved.”Morrisons introduces innovative salads in store
“Morrisons Media Group (MMG) is following up its first year of bespoke campaigns and unique customer experiences with a raft of new media opportunities to further connect Morrisons customers with their favourite brands.”Morrisons Media Group (MMG) launches innovative channels for brands to connect with customers
“Bauer Media Outdoor (BMO), leading media owner in Out of Home (OOH) advertising, has been awarded a contract to install and operate a network of 300 digital screens across Morrisons supermarkets nationwide. The rollout, set to commence in Q1 2026, marks a significant expansion of BMO's retail digital Out of Home (DOOH) portfolio and represents Morrisons' first foray into DOOH advertising.”Bauer Media Outdoor secures Morrisons digital Out of Home contract across 300 stores
06 · Every page
All 76 pages, by year
The full list behind every number above, with links to the live page or the archived copy. 67 count towards the measures; the rest were not measured (6 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.
20261 page
- Morrisons Now Operating Hours23 Sep 2026 · blog · 200 words
20251 page
- Morrisons full year 2024/25 results and Christmas 2025 trading update2025 · press · 628 words
20223 pages
- Thank you, Ma’am: Morrisons renames Victoria Sponge to Elizabeth Spongeby May 2022 · press · 322 words · archived
- Gopuff and Morrisons launch partnership to bring instant delivery of thousands of high-quality products to UK customersby Mar 2022 · press · 547 words · archived
- Morrisons helps food banks and community groups with Christmas ‘Giving Tree’by Jan 2022 · press · 400 words · archived
20214 pages
- Morrisons introduces innovative salads in storeby Oct 2021 · press · 219 words · archived
- Christmas 2021 Mediaby Sep 2021 · press · 232 words · archived
- Morrisons launches 'Little Library' book exchange to promote literacy amongst disadvantaged children6 May 2021 · press · 690 words · archived
- Morrisons Steps in to help Struggling British Pig Farmersby Apr 2021 · press · 410 words · archived
20204 pages
- Morrisons Colleagues Named In Queen's New Years Honours Listby Dec 2020 · press · 1,313 words · archived
- Morrisons provides doorstep deliveries to McCarthy & Stone's nationwide retirement communitiesby Oct 2020 · press · 516 words · archived
- Poorest budgets eaten up by foodby Oct 2020 · press · 900 words · archived
- Morrisons launches lean meat box for fitness fansby Sep 2020 · press · 462 words · archived
20194 pages
- Morrisons to introduce plastic-free fruit and veg areas to help customers buy baglessby Aug 2019 · press · 515 words · archived
- Morrisons brings back pick-your-own local free range eggsby Jul 2019 · press · 351 words · archived
- Morrisons trials first plastic deposit return scheme in its supermarketby Jul 2019 · press · 483 words · archived
- Introducing our 20p paper bagsby Mar 2019 · press · 233 words · archived
20183 pages
- Morrisons announces new measures to tackle plastic pollutionby Oct 2018 · press · 637 words · archived
- Morrisons to acquire 16 Netto stores from Asdaby Sep 2018 · press · 475 words · archived
- Morrisons signs up to England bid for 2018 World Cup2018 · press · 522 words · archived
20172 pages
- Morrisons launches Alexa skillby Nov 2017 · press · 577 words · archived
- Morrisons fast tracks express checkoutsby Feb 2017 · press · 536 words · archived
20163 pages
- Buy at Amazon - Collect at Morrisonsby Oct 2016 · press · 561 words · archived
- Morrisons Supports #GIVINGTUESDAY With Festive Fundraisingby Jan 2016 · press · 842 words · archived
- Morrisons to Roll-Out Programme to Find Home for Unsold Food In Storesby Jan 2016 · press · 501 words · archived
20153 pages
- Morrisons invests in contactless paymentby Mar 2015 · press · 535 words · archived
- Morrisons and Arla launch new unbiased guide to feeding dairy cowsby Mar 2015 · press · 474 words · archived
- Morrisons to Launch seafood Manufacturing Business to Reduce Time From 'Catch to Kitchen'by Feb 2015 · press · 742 words · archived
In the overall numbers, no year39 pages
- Morrisons launches huge toy sale to help customers spread the cost this Christmas1 Oct 2026 · press · 659 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons trading update for Q3 2025/2616 Sep 2026 · press · 560 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- UK grocery retailer, Morrisons, partners with Instaleap to enhance online order fulfilment8 Sep 2026 · press · 440 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Bauer Media Outdoor secures Morrisons digital Out of Home contract across 300 stores24 Nov 2025 · press · 384 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- More Points, More Partners: Morrisons Expands Loyalty Scheme19 May 2025 · press · 385 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Agreement with Equans9 May 2025 · press · 155 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Uber Eats expands partnership with Morrisons Supermarkets15 Oct 2024 · press · 359 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons trading update for Q2 2023/2425 Jun 2024 · press · 596 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons Media Group (MMG) launches innovative channels for brands to connect with customers16 Apr 2024 · press · 620 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Bon appétit: Morrisons unveils new café menu12 Oct 2023 · press · 298 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Q2 trading update22 Jun 2023 · press · 627 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons Employs Tree Advisors to Help UK Farmers Meet Planting Targets21 Jun 2022 · press · 621 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons to acquire McColl’s9 May 2022 · press · 224 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons becomes first supermarket to partner with coffee pod recycling scheme 'Podback'24 Feb 2022 · press · 664 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Calling all British entrepreneurs: Morrisons wants you!13 May 2021 · press · 511 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons and Too Good To Go save 100,000 meals from going to waste27 Oct 2020 · press · 419 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons launches vegan essentials food box1 Jun 2020 · press · 439 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons thanks army of colleagues with threefold increase in bonus for next 12 months2 Apr 2020 · press · 497 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Protecting our Colleagues27 Mar 2020 · press · 465 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons to take on Marie Curie and Clic Sargent charity shop staff to help the elderly and vulnerable in Morrisons stores23 Mar 2020 · press · 547 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons Introduce New Measures During Coronavirus Outbreak17 Mar 2020 · press · 615 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons to recruit more ex-armed services personnel11 Mar 2020 · press · 341 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Free Range Eggs19 Feb 2020 · press · 448 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Executive Committee Management Succession16 Jan 2020 · press · 267 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons to introduce paper carrier bags in all stores4 Apr 2019 · press · 299 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons Apprenticeships30 Jan 2019 · press · 293 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons announces acquisition of Yorkshire egg business Chippindale Foods19 Feb 2018 · press · 248 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons to become wholesale supply partner for Channel Islands retailer13 Feb 2018 · press · 179 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- David Potts - Chief Executive Officer25 Sep 2017 · press · 183 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons launches value veg boxes12 Sep 2017 · press · 362 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons launches search for the nation's local foodmakers16 Feb 2017 · press · 842 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Sir Ken Morrison CBE1 Feb 2017 · press · 396 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons Annual Report 2015/20166 May 2016 · press · 245 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- Morrisons Crunches Food Prices1 Feb 2016 · press · 385 wordsDate only from the page text, not metadata, URL or archive capture: in the overall numbers, not placed in a year
- More from Morrisonsundated · blog · 477 wordsNo date found: in the overall numbers, not in any year
- Wine & Drinks Ideas & Inspiration Hubundated · blog · 324 wordsNo date found: in the overall numbers, not in any year
- Our Community Champions Workundated · blog · 356 wordsNo date found: in the overall numbers, not in any year
- Corporate Newsundated · press · 1,239 wordsNo date found: in the overall numbers, not in any year
- News Archiveundated · press · 1,242 wordsNo date found: in the overall numbers, not in any year
Not measured9 pages
- https://www.morrisons-corporate.com/globalassets/sustainability/independent-assurance-statement-100724.pdf1 Nov 2022 · info_pack · 1,156 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://www.morrisons-corporate.com/globalassets/corporatesite/investor-centre/financialreports/documents/2022-23/wmsl-updated-30.01.2024-4.pdf2022 · info_pack · 62,065 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://www.morrisons-corporate.com/globalassets/corporatesite/investor-centre/shareholderinformation/generalmeetings/24629_morrisons_proxyform_2021_vfinal.pdf2021 · info_pack · 2,441 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- Morrisons signs nationwide agreement with Timpsonby Oct 2016 · press · 402 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- Morrisons ranks top ten in food serviceby Mar 2015 · press · 384 words · archivedMostly short lines (lists, tables, link pages) rather than prose
- 99409-Morrisons NoM (Original) 8pp2013 · info_pack · 5,681 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- Layout 12011 · info_pack · 5,611 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- https://www.morrisons-corporate.com/globalassets/corporatesite/sustainability/corporate-responsibility-report-2020.pdfundated · info_pack · 18,430 wordsPDF report (annual report, info pack): listed, but kept out of every measure
- Morrisons Dailyundated · press · 137 wordsUnder 150 words of text: too short to measure
07 · Method
How this was measured
The pages
Morrisons'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?.