# Brands over time > How 121 UK brands write, measured page by page: 15,949 of their own blog posts, press releases and announcements (live, and archived from 2015 through the Internet Archive), plus 2,177 archived homepages, one a year. Each brand page shows its writing measures by year, before and after ChatGPT, against its sector, the words it uses more than its peers, verbatim quotes linked to their sources, and its homepage over time. Last updated: 2026-10-05 ## How to read the numbers - Every measure is a code count from ScriptGrain's writing instruments (sentence length, contractions, pronouns, punctuation, long words, published AI-associated word lists). No AI model reads or judges any page. - The measures describe style only. They cannot show who or what wrote a page, and the site never says or implies that a brand used AI to write. - Every number carries its page count. Years with fewer than 10 pages, and before/after comparisons with fewer than 10 pages on a side, are context, not findings. - Quotes are verbatim and link to the live page or its Internet Archive copy. ## Key pages - [Home](https://brandsovertime.com/): the deepest records, sectors and method - [All brands, A to Z](https://brandsovertime.com/brands/): every brand page by sector - [Rights and takedown](https://brandsovertime.com/rights/): who owns the screenshots and quotations, and how to ask for removal - [Privacy](https://brandsovertime.com/privacy/): what visits are recorded and for how long ## Sectors - [Banks and building societies](https://brandsovertime.com/sectors/bank/): 18 brands side by side - [Energy suppliers](https://brandsovertime.com/sectors/energy/): 12 brands side by side - [Mobile and broadband](https://brandsovertime.com/sectors/telecom/): 15 brands side by side - [Software](https://brandsovertime.com/sectors/software/): 16 brands side by side - [Insurance](https://brandsovertime.com/sectors/insurance/): 10 brands side by side - [Charities](https://brandsovertime.com/sectors/charity/): 10 brands side by side - [Supermarkets](https://brandsovertime.com/sectors/grocery/): 10 brands side by side - [Food and drink](https://brandsovertime.com/sectors/food/): 10 brands side by side - [Fashion](https://brandsovertime.com/sectors/fashion/): 10 brands side by side - [Travel](https://brandsovertime.com/sectors/travel/): 10 brands side by side ## Brands ### Banks and building societies - [Atom bank over time](https://brandsovertime.com/brands/atom-bank/): 306 pages, 2015–2026; 68 before and 18 after ChatGPT; 11 yearly homepages - [Barclays over time](https://brandsovertime.com/brands/barclays/): 213 pages, 2017–2026; 27 yearly homepages - [Chase UK over time](https://brandsovertime.com/brands/chase-uk/): 3 pages; 5 yearly homepages - [Coventry Building Society over time](https://brandsovertime.com/brands/coventry-building-society/): 2 pages; 26 yearly homepages - [HSBC over time](https://brandsovertime.com/brands/hsbc/): 111 pages, 2018–2022; 20 yearly homepages - [Kroo over time](https://brandsovertime.com/brands/kroo/): 67 pages, 2020–2023; 7 yearly homepages - [Lloyds Bank over time](https://brandsovertime.com/brands/lloyds/): 210 pages, 2015–2026; 51 before and 24 after ChatGPT; 31 yearly homepages - [Metro Bank over time](https://brandsovertime.com/brands/metro-bank/): 145 pages, 2015–2026; 15 yearly homepages - [Monzo over time](https://brandsovertime.com/brands/monzo/): 219 pages, 2015–2024; 11 yearly homepages - [Nationwide over time](https://brandsovertime.com/brands/nationwide/): 91 pages, 2020–2025; 25 yearly homepages - [NatWest over time](https://brandsovertime.com/brands/natwest/): 292 pages, 2019–2026; 131 before and 56 after ChatGPT; 26 yearly homepages - [Santander over time](https://brandsovertime.com/brands/santander/): 114 pages, 2015–2026; 14 yearly homepages - [Skipton Building Society over time](https://brandsovertime.com/brands/skipton/): 107 pages, 2019–2025; 27 yearly homepages - [Starling Bank over time](https://brandsovertime.com/brands/starling/): 298 pages, 2017–2026; 8 yearly homepages - [The Co-operative Bank over time](https://brandsovertime.com/brands/co-operative-bank/): 40 pages, 2015–2020; 22 yearly homepages - [TSB over time](https://brandsovertime.com/brands/tsb/): 170 pages, 2015–2025; 20 yearly homepages - [Virgin Money over time](https://brandsovertime.com/brands/virgin-money/): 73 pages, 2022–2025; 11 yearly homepages - [Zopa over time](https://brandsovertime.com/brands/zopa/): 208 pages, 2015–2026; 69 before and 25 after ChatGPT; 20 yearly homepages ### Energy suppliers - [British Gas over time](https://brandsovertime.com/brands/british-gas/): 199 pages, 2015–2026; 18 before and 11 after ChatGPT; 23 yearly homepages - [E.ON Next over time](https://brandsovertime.com/brands/eon-next/): 132 pages, 2021–2026; 5 yearly homepages - [Ecotricity over time](https://brandsovertime.com/brands/ecotricity/): 27 pages, 2015–2021; 24 yearly homepages - [EDF over time](https://brandsovertime.com/brands/edf/): 280 pages, 2015–2026; 66 before and 41 after ChatGPT; 23 yearly homepages - [Fuse Energy over time](https://brandsovertime.com/brands/fuse-energy/): 232 pages, 2026–2026; 1 yearly homepages - [Good Energy over time](https://brandsovertime.com/brands/good-energy/): 290 pages, 2015–2026; 88 before and 84 after ChatGPT; 18 yearly homepages - [Octopus Energy over time](https://brandsovertime.com/brands/octopus-energy/): 289 pages, 2016–2026; 87 before and 29 after ChatGPT; 10 yearly homepages - [Outfox the Market over time](https://brandsovertime.com/brands/outfox-the-market/): 0 pages; 8 yearly homepages - [OVO over time](https://brandsovertime.com/brands/ovo/): 157 pages, 2015–2025; 15 yearly homepages - [ScottishPower over time](https://brandsovertime.com/brands/scottishpower/): 220 pages, 2015–2026; 20 yearly homepages - [So Energy over time](https://brandsovertime.com/brands/so-energy/): 53 pages, 2018–2022; 9 yearly homepages - [Utilita over time](https://brandsovertime.com/brands/utilita/): 70 pages, 2015–2025; 23 yearly homepages ### Mobile and broadband - [BT over time](https://brandsovertime.com/brands/bt/): 9 pages; 20 yearly homepages - [Community Fibre over time](https://brandsovertime.com/brands/community-fibre/): 133 pages, 2020–2026; 25 before and 20 after ChatGPT; 8 yearly homepages - [giffgaff over time](https://brandsovertime.com/brands/giffgaff/): 63 pages, 2019–2026; 15 before and 40 after ChatGPT; 15 yearly homepages - [Hyperoptic over time](https://brandsovertime.com/brands/hyperoptic/): 46 pages, 2015–2022; 13 yearly homepages - [iD Mobile over time](https://brandsovertime.com/brands/id-mobile/): 49 pages, 2025–2025; 10 yearly homepages - [Lebara over time](https://brandsovertime.com/brands/lebara/): 0 pages; 13 yearly homepages - [Lycamobile over time](https://brandsovertime.com/brands/lycamobile/): 112 pages, 2016–2026; 18 yearly homepages - [O2 over time](https://brandsovertime.com/brands/o2/): 138 pages, 2017–2026; 25 yearly homepages - [Sky over time](https://brandsovertime.com/brands/sky/): 324 pages, 2015–2026; 70 before and 30 after ChatGPT; 23 yearly homepages - [SMARTY over time](https://brandsovertime.com/brands/smarty/): 183 pages, 2019–2026; 92 before and 10 after ChatGPT; 9 yearly homepages - [TalkTalk over time](https://brandsovertime.com/brands/talktalk/): 74 pages, 2016–2026; 14 yearly homepages - [Three over time](https://brandsovertime.com/brands/three/): 141 pages, 2018–2025; 22 yearly homepages - [Virgin Media over time](https://brandsovertime.com/brands/virgin-media/): 185 pages, 2015–2025; 19 yearly homepages - [Vodafone over time](https://brandsovertime.com/brands/vodafone/): 172 pages, 2015–2026; 21 yearly homepages - [Zen Internet over time](https://brandsovertime.com/brands/zen-internet/): 186 pages, 2015–2025; 105 before and 45 after ChatGPT; 27 yearly homepages ### Software - [Airtable over time](https://brandsovertime.com/brands/airtable/): 299 pages, 2015–2026; 12 yearly homepages - [Asana over time](https://brandsovertime.com/brands/asana/): 223 pages, 2016–2026; 44 before and 57 after ChatGPT; 16 yearly homepages - [Canva over time](https://brandsovertime.com/brands/canva/): 203 pages, 2015–2026; 59 before and 13 after ChatGPT; 5 yearly homepages - [ClickUp over time](https://brandsovertime.com/brands/clickup/): 203 pages, 2017–2026; 42 before and 121 after ChatGPT; 9 yearly homepages - [Figma over time](https://brandsovertime.com/brands/figma/): 222 pages, 2015–2026; 71 before and 31 after ChatGPT; 11 yearly homepages - [FreeAgent over time](https://brandsovertime.com/brands/freeagent/): 266 pages, 2015–2026; 57 before and 23 after ChatGPT; 15 yearly homepages - [GoCardless over time](https://brandsovertime.com/brands/gocardless/): 217 pages, 2015–2025; 12 yearly homepages - [HubSpot over time](https://brandsovertime.com/brands/hubspot/): 190 pages, 2017–2026; 27 before and 43 after ChatGPT; 22 yearly homepages - [Intercom over time](https://brandsovertime.com/brands/intercom/): 204 pages, 2015–2026; 47 before and 73 after ChatGPT; 10 yearly homepages - [Mailchimp over time](https://brandsovertime.com/brands/mailchimp/): 258 pages, 2015–2025; 26 yearly homepages - [Miro over time](https://brandsovertime.com/brands/miro/): 14 pages, 2020–2026 - [monday.com over time](https://brandsovertime.com/brands/monday/): 266 pages, 2016–2026; 94 before and 122 after ChatGPT; 8 yearly homepages - [Notion over time](https://brandsovertime.com/brands/notion/): 30 pages, 2021–2026; 5 yearly homepages - [Sage over time](https://brandsovertime.com/brands/sage/): 229 pages, 2015–2026; 86 before and 39 after ChatGPT; 20 yearly homepages - [Slack over time](https://brandsovertime.com/brands/slack/): 270 pages, 2015–2024; 12 yearly homepages - [Xero over time](https://brandsovertime.com/brands/xero/): 328 pages, 2015–2026; 88 before and 39 after ChatGPT; 19 yearly homepages ### Insurance - [Admiral over time](https://brandsovertime.com/brands/admiral/): 238 pages, 2015–2026; 40 before and 39 after ChatGPT; 24 yearly homepages - [Aviva over time](https://brandsovertime.com/brands/aviva/): 273 pages, 2015–2026; 112 before and 92 after ChatGPT; 21 yearly homepages - [AXA over time](https://brandsovertime.com/brands/axa/): 186 pages, 2015–2026; 69 before and 20 after ChatGPT; 23 yearly homepages - [Bupa over time](https://brandsovertime.com/brands/bupa/): 142 pages, 2015–2026; 21 before and 29 after ChatGPT; 27 yearly homepages - [Direct Line over time](https://brandsovertime.com/brands/direct-line/): 191 pages, 2015–2022; 19 yearly homepages - [esure over time](https://brandsovertime.com/brands/esure/): 133 pages, 2017–2022; 25 yearly homepages - [Hastings Direct over time](https://brandsovertime.com/brands/hastings-direct/): 146 pages, 2015–2022; 23 yearly homepages - [Legal & General over time](https://brandsovertime.com/brands/legal-and-general/): 286 pages, 2015–2026; 48 before and 192 after ChatGPT; 27 yearly homepages - [LV= over time](https://brandsovertime.com/brands/lv/): 305 pages, 2015–2026; 64 before and 66 after ChatGPT; 16 yearly homepages - [Zurich over time](https://brandsovertime.com/brands/zurich/): 149 pages, 2017–2026; 23 before and 31 after ChatGPT; 20 yearly homepages ### Charities - [Barnardo's over time](https://brandsovertime.com/brands/barnardos/): 298 pages, 2018–2026; 103 before and 38 after ChatGPT; 26 yearly homepages - [British Red Cross over time](https://brandsovertime.com/brands/british-red-cross/): 315 pages, 2018–2026; 73 before and 19 after ChatGPT; 27 yearly homepages - [Cancer Research UK over time](https://brandsovertime.com/brands/cancer-research-uk/): 133 pages, 2015–2026; 25 yearly homepages - [Macmillan Cancer Support over time](https://brandsovertime.com/brands/macmillan/): 290 pages, 2016–2026; 58 before and 29 after ChatGPT; 23 yearly homepages - [Mind over time](https://brandsovertime.com/brands/mind/): 228 pages, 2015–2026; 24 before and 30 after ChatGPT; 25 yearly homepages - [NSPCC over time](https://brandsovertime.com/brands/nspcc/): 174 pages, 2019–2026; 30 before and 98 after ChatGPT; 24 yearly homepages - [Oxfam over time](https://brandsovertime.com/brands/oxfam/): 201 pages, 2015–2026; 48 before and 11 after ChatGPT; 26 yearly homepages - [RNLI over time](https://brandsovertime.com/brands/rnli/): 35 pages, 2016–2026; 12 yearly homepages - [RSPCA over time](https://brandsovertime.com/brands/rspca/): 3 pages; 26 yearly homepages - [Save the Children over time](https://brandsovertime.com/brands/save-the-children/): 317 pages, 2015–2026; 132 before and 87 after ChatGPT; 25 yearly homepages ### Supermarkets - [Aldi over time](https://brandsovertime.com/brands/aldi/): 1 pages; 19 yearly homepages - [Asda over time](https://brandsovertime.com/brands/asda/): 11 pages, 2017–2026; 12 yearly homepages - [Booths over time](https://brandsovertime.com/brands/booths/): 2 pages; 21 yearly homepages - [Co-op over time](https://brandsovertime.com/brands/co-op/): 183 pages, 2019–2022; 22 yearly homepages - [Iceland over time](https://brandsovertime.com/brands/iceland/): 36 pages, 2018–2026; 27 yearly homepages - [Lidl over time](https://brandsovertime.com/brands/lidl/): 83 pages, 2017–2026; 29 before and 12 after ChatGPT; 23 yearly homepages - [Morrisons over time](https://brandsovertime.com/brands/morrisons/): 67 pages, 2015–2026; 13 yearly homepages - [Ocado over time](https://brandsovertime.com/brands/ocado/): 73 pages, 2015–2026; 17 yearly homepages - [Sainsbury's over time](https://brandsovertime.com/brands/sainsburys/): 60 pages, 2020–2026; 21 yearly homepages - [Tesco over time](https://brandsovertime.com/brands/tesco/): 104 pages, 2016–2026; 24 yearly homepages ### Food and drink - [COOK over time](https://brandsovertime.com/brands/cook/): 168 pages, 2015–2024; 24 yearly homepages - [Deliciously Ella over time](https://brandsovertime.com/brands/deliciously-ella/): 133 pages, 2023–2026; 13 yearly homepages - [GAIL's over time](https://brandsovertime.com/brands/gails/): 15 pages, 2016–2022; 15 yearly homepages - [Greggs over time](https://brandsovertime.com/brands/greggs/): 63 pages, 2022–2026; 22 yearly homepages - [innocent over time](https://brandsovertime.com/brands/innocent/): 54 pages, 2015–2018; 21 yearly homepages - [itsu over time](https://brandsovertime.com/brands/itsu/): 129 pages; 13 yearly homepages - [LEON over time](https://brandsovertime.com/brands/leon/): 0 pages; 6 yearly homepages - [Nando's over time](https://brandsovertime.com/brands/nandos/): 184 pages, 2015–2016; 22 yearly homepages - [Pret A Manger over time](https://brandsovertime.com/brands/pret/): 5 pages; 21 yearly homepages - [wagamama over time](https://brandsovertime.com/brands/wagamama/): 0 pages; 22 yearly homepages ### Fashion - [ASOS over time](https://brandsovertime.com/brands/asos/): 20 pages, 2021–2025; 22 yearly homepages - [boohoo over time](https://brandsovertime.com/brands/boohoo/): 1 pages, 2018–2018; 17 yearly homepages - [FatFace over time](https://brandsovertime.com/brands/fatface/): 47 pages, 2019–2022; 18 yearly homepages - [John Lewis over time](https://brandsovertime.com/brands/john-lewis/): 25 pages, 2021–2023; 25 yearly homepages - [Marks & Spencer over time](https://brandsovertime.com/brands/marks-and-spencer/): 15 pages, 2026–2026; 23 yearly homepages - [New Look over time](https://brandsovertime.com/brands/new-look/): 1 pages; 13 yearly homepages - [Next over time](https://brandsovertime.com/brands/next/): 4 pages; 25 yearly homepages - [Primark over time](https://brandsovertime.com/brands/primark/): 33 pages; 11 yearly homepages - [River Island over time](https://brandsovertime.com/brands/river-island/): 1 pages; 13 yearly homepages - [Superdry over time](https://brandsovertime.com/brands/superdry/): 74 pages, 2015–2021; 14 yearly homepages ### Travel - [British Airways over time](https://brandsovertime.com/brands/british-airways/): 16 pages; 19 yearly homepages - [easyJet over time](https://brandsovertime.com/brands/easyjet/): 23 pages, 2015–2026; 19 yearly homepages - [Eurostar over time](https://brandsovertime.com/brands/eurostar/): 0 pages; 18 yearly homepages - [Jet2 over time](https://brandsovertime.com/brands/jet2/): 118 pages, 2015–2022; 23 yearly homepages - [Loganair over time](https://brandsovertime.com/brands/loganair/): 1 pages; 24 yearly homepages - [National Express over time](https://brandsovertime.com/brands/national-express/): 1 pages, 2015–2015; 27 yearly homepages - [Ryanair over time](https://brandsovertime.com/brands/ryanair/): 0 pages; 27 yearly homepages - [Trainline over time](https://brandsovertime.com/brands/trainline/): 34 pages, 2015–2019; 20 yearly homepages - [TUI over time](https://brandsovertime.com/brands/tui/): 189 pages, 2017–2025; 33 before and 12 after ChatGPT; 1 yearly homepages - [Virgin Atlantic over time](https://brandsovertime.com/brands/virgin-atlantic/): 77 pages, 2025–2026; 12 yearly homepages ## Studies behind the numbers - [SGR-009: Do brands in the same sector sound the same?](https://scriptgrain.com/research/do-brands-in-the-same-sector-sound-the-same) - [SGR-010: How UK brands write](https://scriptgrain.com/research/how-uk-brands-write) - [SGR-011: Did brand writing change after ChatGPT?](https://scriptgrain.com/research/did-brand-writing-change-after-chatgpt)