The day started with Dr Andrew Fairley from York St John University, who spoke about the challenges businesses face and how AI can help.
His session explored tools to improve day-to-day efficiency, including input risks, interjections, data security, prompting frameworks, and evaluation.
Next up was Andrew Edge, business development manager at York consultancy Simpson Associates.
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Andrew says his session went very well as businesses want to know about the opportunities that AI can offer.
He told the press:
“We talked about how to identify the key levers of a business and understand how to apply AI to unlock applications. There was definite interest. What resonates with people is how to do process mapping in a simple and effective way to highlight challenges.”
The Press and its marketing sister LOCALiQ also shared how they are helping businesses succeed online.
York Press and LOCALiQ Sales Director Steve Lowe and Head of Digital Kelly Sowerby delivered an engaging digital marketing masterclass to a packed audience of local businesses.
The session attracted approximately 30 participants who wanted to learn how to strengthen their digital presence and drive growth in an increasingly competitive online environment.
The workshop covered everything from building brand awareness and creating a fit-for-purpose website to understanding customer behavior and optimizing marketing strategies across multiple channels.
The main theme of the afternoon was the impact of AI on search. Steve and Karen highlighted that traditional methods of reaching the top of search results are rapidly changing, with AI-driven answers coming ahead of PPC and organic listings. Businesses were required to develop robust AI strategies to maintain visibility and relevance.
Other important topics include:
l SEO and Keyword Strategy – Make sure your website is optimized for search and positioned to meet your customers' needs.
l Integrated Marketing – Combine offline and online efforts for maximum impact.
l Customer-centric thinking – Recognize that customers search across offline channels such as Google Maps, social media, and even newspapers and magazines.
Participants also took part in practical exercises and explored tools and techniques to optimize their websites and improve their digital performance.
Steve Lowe then said, “Digital marketing is no longer an option, it's a necessity. Businesses need to think like their customers and make sure they're visible at every touch point, from search engines to social platforms and more.”
Adding to Thursday's digital theme was a cyber security masterclass by Tom Xiong, founder and director of Techsend in York, who looked at the ransomware attacks that have hit M&S and others.
Cherie Federico from Aesthetica then ended the day on a different topic, talking about how to make your business sustainable and securing new markets and funding, and reminiscing about how her business has evolved and changed over the years.
The day reinforced York Business Festival’s commitment to providing local businesses with the knowledge and skills to succeed in a rapidly changing digital world.
