AI SEO, Claude Gets New Skills, and the UK’s Big AI Training Push

What actually matters now in AI for marketers—beyond the hype. Paul and Martin unpack the week’s launches from Anthropic and Google, new Microsoft–Claude tie-ins, and the UK government’s civil-service AI literacy push. They also tackle the practical question: should you chase “AI SEO” today, or double-down on timeless content and distribution?

Top takeaways

• AI visibility ≠ old SEO. Generative search is highly personalised; “rank tracking” for LLM answers is shaky. Invest in high-quality, well-structured content and robust distribution over gimmicky “get featured in ChatGPT” checklists.

• Anthropic’s direction: Haiku 4.5 offers fast, low-cost coding and general tasks; Claude Skills hint at SOP-driven, tool-aware assistants and a future marketplace.

• Enterprise shift: Claude is deepening its Microsoft 365 integration (SharePoint, Outlook, OneDrive, Teams), making business context more accessible to assistants.

• Video creation reality: Google’s Veo 3.1 and Flow expand control (reference frames, storyboard timelines). Quality still depends on human editing judgement—AI is an ingredient, not the whole recipe.

• AI Studio cleanup: Google has unified its playground and simplified keys/settings, making it easier for newcomers to explore models and tune temperature/controls.

• Public sector skills: The UK’s “One Big Thing: AI for All” aims to boost civil-service confidence via short modules and department case studies—baseline literacy first, then role-specific adoption.

• Training that sticks: Start with common foundations (what LLMs are/aren’t), then move to function-level workflows. Create “champion” groups and a light governance rhythm so updates translate into process change.

Chapters

00:00 Harrison recap; AI in sales needs thoughtful application, not blind scale.

03:00 Brand presence in LLM answers: content + distribution over hacks.

10:00 Why LLM personalisation breaks classic rank tracking.

15:00 Anthropic: Haiku 4.5 and Claude Skills; SOPs for agentic work.

21:00 Claude ↔ Microsoft 365: the enterprise context advantage.

25:00 Google Veo 3.1 & Flow: creative control vs. “one-click” video.

34:00 Google AI Studio: unified playground; why marketers should tune temperature.

38:00 “Zero-to-magic” tease; what a no-code app path might mean.

40:00 UK “One Big Thing—AI for All”: literacy at scale; early gov use cases.

42:00 Good AI training design: baseline, then function-specific change.

55:00 Reality check: useful today, but still needs steering and review.

Practical guidance

• If you’re a marketer: Treat AI outputs as drafts. Edit for voice, accuracy, and distinctiveness. Measure distribution as much as production speed.

• If you’re a leader: Provide one sanctioned assistant (Copilot/Gemini/Claude), set guardrails, and fund a small “AI council” to turn releases into workflow changes.

• If you’re experimenting with video: Use Flow (or your editor) to storyboard, trim, and mix assets. Don’t ship raw generations.

Mentioned in this episode

• Anthropic: Haiku 4.5; Claude Skills; Microsoft 365 integrations

• Google: Veo 3.1; Flow storyboard editor; AI Studio updates

• UK Government: “One Big Thing 2025—AI for All” initiative

• Discussion: training that works vs. one-and-done workshops

Subscribe & follow:

New episodes weekly. Share your questions or use-cases for a chance to be featured.