Posted by: Adam Weston
14 March 2025
At GrowCreate, we're always looking ahead—helping our clients cut through the noise of digital innovation to focus on what truly drives growth. That's why we created the Technology Compass, a guide to emerging technologies that can enhance your digital platforms and ensure you stay ahead.
In our latest Digital Leadership Briefing, we explored three transformative technologies shaping the future of digital experiences: AI-powered Natural Language Search, Generative AI optimisation, and Umbraco Engage. Here's what you need to know.
1. AI-powered Natural Language Search for smarter, more intuitive interactions
Traditional search functions force users to think like a database, but AI-powered Natural Language Search changes how users interact with your platform. By understanding intent and context, this technology enables users to ask questions in plain language and receive accurate, human-like responses.
Why it matters:
- Enhances user experience by eliminating complex navigation.
- Surfaces the right content dynamically, improving engagement.
- Reduces cognitive load for users, making interactions seamless.
We've integrated this tool into platforms like Invessed, our Client Engagement Platform, where it delivers secure, personalised content. The AI fetches real-time, tailored responses when clients ask about holdings, transactions, or reports.
Next Steps: If you're considering an AI search, let's run a proof of concept. We're developing plugins for Umbraco and Optimizely, making integration easier than ever.
2. Generative AI Optimisation for staying visible in AI-driven Search
Search habits are shifting. AI-driven engines like ChatGPT, Google AI Overviews, and Gemini are transforming how users find information—reducing traditional organic traffic by up to 25% in some industries.
Why it matters:
- Ensures AI search engines retrieve accurate information about your brand.
- Protects visibility and reputation by reducing AI-generated misinformation.
- It helps businesses adapt to AI-first search trends before they lose organic traffic.
At GrowCreate, we're developing Generative AI Optimisation (GAIO) services, helping firms analyse their AI visibility, adjust content strategies, and stay ahead in this new search era.
Next Steps: Want to future-proof your search performance? Let's talk about an AI optimisation strategy tailored to your business.
3. Umbraco Engage: for simplifying martech with an all-in-one toolkit
Marketing stacks have become overwhelming, with teams juggling multiple tools and underutilising expensive software. Umbraco Engage solves this by consolidating essential marketing capabilities—A/B testing, personalisation, analytics, and campaign tracking—into a streamlined, cost-effective solution.
Why it matters:
- Reduces reliance on multiple third-party tools, saving time and budget.
- Since Engage is in Umbraco, it eliminates silos between content teams and marketing teams.
- With growing concerns around third-party cookies and data privacy, Engage ensures businesses own and control their data, improving compliance and future-proofing marketing strategies.
- Many businesses overpay for complex martech tools but only use a fraction of their capabilities.
Next Steps: Want to see Umbraco Engage in action? Get in touch with our team for a personalised demo.
The Technology Compass
Innovation moves fast, but with the right strategy, you can support, enhance and evolve your digital platforms. Our Technology Compass is designed to help you identify emerging opportunities and navigate them with confidence.
Explore the full Technology Compass on our website—or reach out to discuss how these innovations can work for your business.