Social media engagement isn’t just about chasing likes or racking up followers – it’s about building meaningful connections that drive real value for your brand. In today’s crowded digital space, success lies in sparking conversations, inspiring action, and creating content that resonates deeply with your audience.

What is social media engagement? 

Social media engagement shows how well your content is resonating with your target audience. Are they interested enough to interact with your brand – and how often? They are used to determine what is working and what needs refining, so that you can sharpen your strategy.  

You can measure the success of social media posts and campaigns using a range of metrics, such as likes, shares, saves and for video content, watch time. But not all metrics are equal. Too often, brands focus on follower numbers and post reactions (widely referred to as “vanity metrics”), which look impressive but reveal little about genuine connection or conversation. 

What should we be tracking? 

Lots of followers might look impressive, but if they are only watching but not engaging, they are not driving real value. Engagement isn’t about looking good; it is about sparking authentic conversations and inspiring genuine connections that help your business grow. 

More meaningful metrics to focus on include: 

• Shares: what content pieces does your audience deem worthy of sending to others? Possibly the most valuable indicator of your audience liking your content, shares are a strong vote of trust and brand confidence, plus they extend your reach. 

• Saves: If your content is genuinely useful, inspiring, or worth revisiting, people will save it. So next time you create a post, ask yourself, “Would someone want to keep this?” 

• Comments: A lively comments section means your audience has opinions, emotions, or ideas connected to your content. If your comment section is growing, this is indicative of your audience becoming more invested in your brand. 

• Video completion rate: This is the percentage of viewers who watch your videos to the end. Social media platforms will prioritise videos with a high completion rate, so this metric directly impacts visibility. 

If a user engages in any of these actions, it indicates that they have a genuine interest in your brand or product and may be considering making a purchase or getting in touch. 

Brands and creators are increasingly recognising the value of these metrics, and LinkedIn, for example, has become the latest platform to introduce options to save and send posts, offering a more accurate picture of what truly resonates with audiences. This marks a significant shift in determining how we create engaging content; it is no longer solely about likes and comments. Visibility is not enough. If your post receives fewer likes but more shares or saves, don’t panic; this kind of engagement shows that your content is valuable.  

Consistency Wins 

Consistency on social media is another key factor influencing engagement. 

Posting regularly using a variety of stories, videos, reels, carousels, and infographics, will produce a far more positive result than posting intensively for a short period, then going quiet. Why does this work? Consistent posting signals to algorithms that an account is a reliable content source, increasing your chances of appearing in feeds. It also gives your followers more opportunities to connect and engage, deepening trust and community. 

Building trust through engagement 

Tracking your social media engagement metrics not only helps you refine campaigns, but also provides insight into your brand health, how you compare to competitors and helps measure campaign success. Understanding what drives your audience to engage with your content helps shape a more effective, customer-focused marketing strategy.  

When creating content, aim for it to be useful and valuable. Ask yourself if someone would share this with a friend or save it until later? Don’t just chase vanity numbers that don’t reflect real impact.  

If you want to elevate your social media with content that inspires genuine engagement, get in touch with Wildwood Plus. We have years of experience in helping our clients grow their visibility and develop meaningful connections online, and we can help you turn engagement into lasting relationships. 

Contact Wildwood Plus today to discover how we can support your social media campaigns

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The process by which B2B decision-makers research and specify products has undergone a fundamental change.

Rather than using a traditional search engine query, a buyer or specifier is just as likely to start their research by asking a question of a Large Language Model (LLM), like ChatGPT, Copilot or Gemini – or if they do use a conventional search engine – actioning one of the cited links in the AI Overview at the top of the page.

This shift fundamentally defines the challenge of Generative Engine Optimisation (GEO) for B2B brands.

For companies in the B2B sector, this presents both a challenge and opportunity. Will your brand be cited as one of the definitive sources of expertise, or will it be a competitor that occupies that space? Understanding and mastering the principles of GEO is now critical for maintaining market relevance.

New Reality

Studies show that one in four B2B buyers now use Generative AI more often than conventional search when researching suppliers. For tech buyers, that number is even higher, with two-thirds relying on AI as much or more than Google or Bing for evaluation. This shift from searching to citing is going to reshape the B2B sales funnel.

When a specifier asks an LLM a question it will deliver a summarised, but also definitive answer. If your PR content isn’t the citation source, your brand will be excluded from the specifier’s initial shortlist.

GEO is fundamentally changing the way people search

Authority

To be recognised and cited as an authority by LLMs, your marketing material must be easily consumed and verified by AI. This means AI needs to see proof that others trust you. The single strongest form of proof is validation from a credible third party. For example, when your opinion or thought leadership piece is published in a respected industry journal it acts as a high-value reference point. This external validation helps the LLM distinguish genuine expertise from mere sales or marketing content. By achieving this coverage you establish a source of authority that AI can continue to reference, giving your content long-term value and influence.

Take Control

The first step in our GEO blueprint is a tailored GEO Footprint Audit. We analyse what major LLMs say when prompted with market analysis and competitor comparisons in your sector. We then create a clear, actionable roadmap to address citation gaps and ensure your owned content is structured for maximum visibility and authority. If your expertise isn’t being cited, your competitor’s will be. Don’t let the AI filter your brand out of the B2B funnel.

Don’t Let GEOFilter You Out

Contact Wildwood Plus today to schedule your GEO Audit and secure your position as an authority in your sector.

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You’ve probably heard the term ‘PR’, short for public relations, most commonly used when it comes to elaborate or amusing advertising ‘stunts’ to promote brands in public. But in reality, PR is a much broader, and sometimes sensible, approach to promoting companies through a variety of avenues.

A company of any size, large or small can reap the benefits from PR support and without the need of a huge budget.

But what is PR?

PR essentially refers to how information from a brand is strategically communicated to its audience. This involves the creation of content, tailored to their specific audience and then published on the most appropriate platforms which will cause the most effect.

However, as a broad ‘umbrella’ term, PR encompasses a range of strategies and tactics, such as media relations, content creation including press releases and case studies, social media management, crisis management and event planning. All these elements help to manage and maintain the carefully built brand persona.

Why do you need PR?

Just like people, brands also need a voice and that’s where PR comes into play. It provides the opportunity for personality, key messages and audience relationships to prosper and solidify.

The key benefits of PR are building brand awareness, understanding target audiences, promoting a positive brand image, increasing visibility, building relationships and strengthening strategic messaging.  

PR is all about telling a story and building a brand’s profile which takes time, patience and creativity – a job in itself. Brands themselves have a day job to do, but with the help and support of PR their efforts can be elevated to help maximise results and achieve those all-important ROIs.

It’s also important to remember that PR is a game of trial and error, which is why it is crucial to monitor and evaluate work. What works for some, may not work for others so it’s vital to be open and adaptable to change if something isn’t working. Practice makes perfect!

Working alongside you in every aspect, your PR team will become an extension of your company and together you’ll achieve success!

And in the words of Wildwood, it is true – you talk to us and we really will talk about you!

Trade shows account for a huge 40% of B2B marketing budgets, according to research gathered by Trade Show Labs. A significant investment, however they can be perfect platforms for business development, industry networking and positive exposure. But the bustling environment of trade shows is competitive, with numerous companies vying for the attention of attendees. So, how do you maximise your investment and ensure your company’s products, services and innovations are seen by the people that matter? Two words… public relations.

Maximising Exposure

Likely one of, if not the core goal of exhibiting at a trade show is getting as many eyes on your company booth, products and services as possible. This is what public relations (PR) agencies have been built to do for their clients, and a trade show can represent an ideal opportunity to bring one on board. So, how do they help make such an impact?

Industry trade shows and exhibitions are often a hotbed of journalists and media representatives looking to get a handle on the news of the day. PR agencies worth their salt can leverage their connections to ensure that a company story can cut through the noise and get noticed. The mechanisms vary, but for example at Wildwood Plus, we offer the entire gamut of journalist liaison for our clients; arranging executive interviews (both traditional and video), facilitating press conferences, background briefings, and ensuring that press materials reach the right people at the right time.

The reason PR agencies can do this is because of the strength of their media and industry relationships, and they recognise how these connections can significantly enhance the brand awareness and credibility of their clients. Agencies know how to pitch stories in a way that grabs journalists’ attention, making it more likely that a company will be featured in trade show coverage.

Compelling Content

Timing and content of announcements at trade shows can also make a substantial difference in their impact. Again, at Wildwood Plus we excel in crafting compelling content, ensuring it’s issued at the most opportune moments. As we’re in the unique position of not only representing regular industry exhibitors at trade shows, but also several trade shows themselves, such as Integrated Systems Europe (ISE), kbb Birmingham and Decorex, we understand the dynamics of on-site news cycles and can therefore strategise for maximum client exposure. But don’t just take our word for it…

“We’ve worked with Wildwood Plus on kbb Birmingham for over five years, and always been really impressed with their media contacts in this sector which has helped our coverage grow ten-fold since we started working together. They are a creative and professional team that come to us with new ideas and additional ways in which we can progress the show, essentially becoming a central part of our event team. We’re really looking forward to working with them again on the next event.”

– Sam Fisher, Events Director, Informa Markets (kbb Birmingham & Decorex)

Enhancing and Protecting Perception

Trade shows also offer an excellent opportunity to enhance brand perception. PR can facilitate this by helping to create a cohesive and compelling show narrative that aligns with your company’s wider business goals. The output(s) of this can take many forms, but includes everything from press kits and media outreach, through to social & digital strategies and on-site support.

By managing a company’s public image and messaging, PR agencies do their utmost to ensure the brand is portrayed in a positive light. Consistent and professional representation is also vital should unexpected issues arise during a fast-paced trade show environment. Whether it’s a technical glitch, negative press or any other unforeseen event, having experts on-hand which can swiftly and effectively mitigate potential damage and even turn a negative into a positive is worth its metaphorical weight in gold.

A Trusted Communications Partner

In the competitive landscape of trade shows, the support of a skilled and trusted PR agency can be a game-changer. From building media relationships and strategically issuing announcements, to enhancing brand presence and managing crises, the right partner can provide assurances that a company’s significant trade show investment gets the return it deserves.

If you want to enhance your company’s visibility and success at your next trade show, get in touch with Wildwood Plus today. We have over 30 years of experience representing exhibitors and exhibitions across build, design and technology shows in both Europe and North America.

My name is Leah, and I have recently completed a PR internship at Wildwood Plus and am beginning my third and final year at university, where I am studying for a BA in Journalism. I first became interested in PR when I started exploring the different career paths available through my degree, which is when I discovered Wildwood Plus and the exciting work that they do.

I was lucky enough to be offered a summer internship position at Wildwood Plus, which I started in July 2025. Over the last three months of working alongside the team, I have developed a range of skills that will be essential for my future in the industry.

During my internship, my role focused primarily in supporting the Build and Design team with the Interior Design Business (IDB) podcast. This involved writing LinkedIn blog posts to promote events and new episodes, creating engaging social media content to encourage audience interaction, and helping to grow the podcast’s presence on platforms such as Instagram and YouTube.

Seeing a live podcast recording

I particularly enjoyed being invited to live podcast recording events. The IDB podcast team took me to three live recordings in three different locations with different dynamics. My favourite recording was at Design Centre’s Focus/25 event, which took place inside the Soho Lighting showroom and had a live audience. Attending these recordings gave me insight into the professional recording process, editing decisions, and audience-focused content creation. These experiences also closely tied in with my university course subjects and will be especially useful as I produce audio content in my final year.

Diverse industry experience

In addition to podcast related work, I also supported colleagues across other departments. This included creating posts and captions for different clients, assisting with client communications, and taking on general administrative tasks. The variety of projects meant no two days were ever the same, which allowed me to gain experience across different areas of the industry and clarify the career direction I would like to pursue.

Throughout my time at Wildwood Plus, I enhanced my creativity and adaptability by tailoring content to suit different platforms and audiences. I strengthened my writing skills, deepened my understanding of SEO, and learned the importance of organisation and preparation for a fast-paced work environment. Most importantly, I built my confidence in sharing my own ideas, which allowed me to contribute meaningfully to the teams work and push myself to new levels of growth.

Looking ahead

I am incredibly grateful to the team at Wildwood Plus for their support and encouragement throughout my internship. With great delight, I can announce that I have been offered the opportunity to continue to work for Wildwood Plus whilst I finish my degree. I look forward to further developing my skills and gaining deeper, professional insights into the industry.

ISE 2025 was a stand-out event in every respect, with record-breaking visitors and exhibitor numbers and exceptional feedback across the industry. Among the many new show floor features and technologies, one feature truly stood out for me: the Connected Classroom. As many of us prepare for the start of a new school term, I’m reflecting on why the Connect Classroom feature was so influential at ISE 2025. 

As a parent of primary school-age children, the Connected Classroom resonated deeply with me. In these uncertain times, we live in hope for the next generation, which is possibly why this show floor feature seemed to strike a chord with many others as well. Powered by Logitech, the Connected Classroom was an immersive showcase experience where visitors could connect and engage with solutions designed to create inspirational learning environments. 

Dedicated Zones

The space featured over 30 products from brands including Logitech, Brainstorm, Alfalite, Minus45DB, Sensory Nook, and SMART Technologies. These products were integrated into four distinct zones: the Social Learning Zone, the Teacher’s Zone, the Hybrid Learning Zone, and the Streamers and Creators’ Zone. Seeing competing brands come together to showcase the future of learning was truly inspiring. It provided a glimpse into the technologies that our children could benefit from during their educational journey. 

The Connected Classroom highlighted the importance of technologies to facilitate hybrid learning, content creation tools, ensuring greater accessibility for students, and providing EdTech support for teachers. It was more than just a display of technologies; it lifted the curtain on EdTech and institutional learning in the modern world.   

Two Perspectives

Personally, I loved exploring the kind of solutions that my children might have access to in their classroom now and in the future.  

Professionally, I found this feature to be an education in itself. At Wildwood Plus, we often attend EdTech events to support clients and gather research and trend information, but it’s rare to see such an interactive, collaborative showcase between industry leaders. It set a benchmark for me, and I hope to see more features like this representing other industry vertical sectors – the connected home, the connected workspace, the connected car…has a ring to it, watch this space! 

Supporting Education Everywhere

Going a step further, the Connected Classroom was also a conscious show floor feature. Recognising that not all children will be fortunate enough to access state-of-the-art educational facilities, all the equipment featured in this year’s Connected Classroom was donated to the UNICEF/ITU Giga programme. This programme aims to get every classroom in the world online. 

This also feeds into Project Impact, ISE’s legacy programme, and rounds the project back to what really matters; providing every child with the tools they need to access education.  

I’m exciting to discover what’s in store for ISE 2026 and finding out how the EdTech landscape has evolved in the past 12 months. At Wildwood, we’re working closely with ISE to drive industry communications in the lead up to ISE 2026, as its channel PR agency for the 9^th year running.  

Stay tuned at ISEeurope.org to be the first to know about what’s on the agenda for ISE 2026.

As the CEO & Managing Director of Wildwood Plus, I had the distinct honour of serving as a judge for the PRCA DARE Awards this year.

This experience has not only been incredibly rewarding but also highlighted the significant role that industry award schemes play in promoting excellence and innovation within the PR and communications sector.

Celebrating Excellence and Innovation

Industry award schemes like the PRCA Dare Awards are essential for several reasons. Firstly, they provide a platform to celebrate the outstanding work being done by professionals and agencies across the industry

These awards recognise the creativity, strategic thinking, and dedication that go into crafting successful PR campaigns. By acknowledging these efforts, we not only celebrate individual and team achievements but also set benchmarks for excellence to which others can aspire.

Encouraging Best Practices

One of the key benefits of participating in award schemes is the opportunity to showcase best practices. As PR agencies, we are often focused on promoting our clients and their successes. However, it is equally important to take a step back and reflect on our own work. Preparing award entries can be time-consuming, but it is a valuable exercise in self-assessment and improvement. It encourages agencies to critically evaluate their strategies, outcomes, and overall impact, leading to continuous growth and development.

Inspiring the Industry

The diversity and quality of entries I reviewed as a judge for the PRCA Dare Awards were truly inspiring. From innovative digital campaigns to impactful community engagement initiatives, the submissions demonstrated the incredible talent and creativity within our industry. It was heartwarming to see how agencies are pushing the boundaries and finding new ways to connect with audiences.

This spirit of innovation not only drives the industry forward but also inspires others to think creatively and strive for excellence

Identifying Award Schemes and Crafting Entries

Identifying the right award schemes for your agency or client is crucial. At Wildwood Plus, we have successfully identified and participated in various award schemes, many of which are run by industry publishers and associations.

Crafting entries for such awards involves highlighting the innovative solutions and measurable impact of the projects. For Panasonic Heating & Cooling, we focused on showcasing the energy efficiency, sustainability, and overall performance of their installations, backed up with installer and customer testimonials.

Our Successes

Wildwood Plus has a track record of success in various award schemes.

Our entries for Distech Controls and Panasonic Heating & Cooling have been recognised for their excellence in several industry award schemes; for Panasonic we achieved 14 award wins during 2024/25 out of 16 created and submitted.

The category wins included, Collaboration of the Year, Public Sector Project of the Year, Best Residential heat pump project, Domestic Energy Saving Product and Heat Pump Product of the Year to name a few.

These accolades not only validate our efforts but also motivate us to continue pushing the boundaries of innovation and excellence in our industry.

And for Distech Controls we won the i8moressive IBcon Digie Award for Best AI Tech innovation for its Resense Move.

Award schemes are not just a way to boost your ego or show off your achievements. They can also have tangible benefits for your business, such as increasing your visibility, enhancing your reputation, attracting new customers, and motivating your staff.

My Experience as a Judge

Judging the PRCA Dare Awards was a deeply enriching experience. It provided me with a unique perspective on the breadth and depth of work being done across the PR and communications landscape. The process involved evaluating a wide range of submissions, each with its own unique approach and impact. It was a privilege to witness the passion and dedication that went into each entry.

While the task of judging was challenging due to the high calibre of submissions, it was also incredibly rewarding. It reinforced the importance of recognizing and celebrating the hard work and creativity that define our industry. I encourage all PR agencies to take their own advice and get involved in award schemes. By doing so, we not only promote our own achievements but also contribute to the collective growth and advancement of the industry.

Conclusion

Industry award schemes like the PRCA Dare Awards play a crucial role in celebrating excellence, encouraging best practices, and inspiring innovation within the PR and communications sector. My experience as a judge has been a testament to the incredible talent and creativity that exists within our industry. I look forward to continuing to support and celebrate the amazing work being done by PR professionals and agencies around the world.

Thank you for reading, and I hope to see many more inspiring entries in the future!

Just over a month ago a twelve-strong team from WW+ were out at ISE 2025 in Barcelona – the world’s biggest tradeshow for the pro AV and Systems Integration industry.

An impressive 85,000 attendees soaked up the innovations across eight halls of show floor exhibition space and special features, enjoyed unmatched networking opportunities, and boosted their professional development with ISE’s comprehensive content programme.

It was immense. It was invigorating. It was eye-opening.

And it was an experience that made me so incredibly proud of all the hard work we’d put in to ensure the delivery of another smooth and enjoyable show.

You see – as well as supporting multiple exhibiting clients – we are also the lead PR agency for ISE AND we manage the ISE Press Office on-site. It’s a mega busy week for Wildwood, but one that we carefully plan, prepare, and train for months in advance.

The experience of working for ISE, and at ISE, and wanting to walk the show floor and be a part of the action, is a thrilling well-choreographed juggling act. All of us playing a role to keep those balls in the air! The whole team gets involved to support the gargantuan effort of managing multiple activities on-site, including client campaigns, panel discussions, interviews, events and more. And there is the team back home who make sure the WW+ office runs smoothly while so many of us are in Barcelona.

Here are five tips for delivering successful media campaigns at big trade events:

1.Detailed Planning Pays Dividends

From comfortable footwear to ensuring your spokespeople are fully briefed – get every detail right and you minimise the impact of anything going wrong and it’ll be smooth sailing on the show floor.

We start planning ISE on-site media activity for our clients’ months in advance – confirming spokespeople, detailing key messages, collating media kits, arranging press events etc…

At WW+ we make sure our clients know which media will be visiting their booths and when – we provide a media briefing pack for all client spokespeople, and likewise we make sure the media know which clients they are visiting and when. Everyone is armed with the information they need on the day, and a WW+ team member is always on hand!

2.Careful Scheduling is Key

Build in enough time to get from A-B. And be sure to make the same consideration for your media contacts too. There’s no point in scheduling meetings with a 5-minute gap in between if one is in Hall 8 and the other in Hall 2 – it takes at least 15 minutes to walk that far.

Also think about your feet…it’s a long show and nobody wants to walk 67,000 steps on day one. Ouch

At WW+ we have a live team schedule that can be filtered by client or team member. So, everyone knows where they need to be, and where their colleagues are in case back up is required!

3.Remain Agile – Shifts Happen

There are always factors that are beyond our control at big events like ISE. Being able to adapt and handle tricky situations like the level-headed pro’s we are is part of our agency DNA – resilience is one of our CORE values after all.

Here’s an example.

At ISE 2025, one journalist didn’t arrive for a VIP client interview. After contacting the journalist by phone (always ensure you have contact details to hand), it transpired that his travel plans had been scuppered by a flight delay. Rather than cancel the meeting, we were able to calmly rearrange to a later timeslot coordinating schedules with both the journalist (on the phone) and the spokesperson (on-site). The journalist was delighted that he didn’t miss out on this interview opportunity, the client was impressed with our quick handling of the situation, and the spokesperson was happy that we’d rescheduled without impacting their day further.

The key is being organised with the information readily available, so you can act swifty and find a solution that works for everyone.

4.Make Sure On-site Comms Are Watertight

With a twelve-strong crew across eight halls and two press offices, it’s vital to stay connected. We might be required to cover a press office shift, a media meeting, or set up a last-minute interview request at the drop of a hat.

We had various means of communication on the show floor, including a dedicated ISE team WhatsApp group, as well as client WhatsApp, Slack and WeChat channels – there are a lot of messages, but we stay in touch!

5.Teamwork Makes the Dream Work

Working together and tag-teaming across the show floor not only kept the schedule flowing smoothly but also kept morale high. At ISE 2025 we had team members that have attended ISE since it launched 21 years ago (ahem, Jeff, Tanya, John) and others that have been coming for 10 years or more (looking at you Shereen, Oliver), as well as some who were there for the first time (hey Becca, Jen).

Then there’s the team back home who support us from afar, managing our non-ISE related accounts, and generally keeping WW+ running smoothly while the event is on. It’s a real team effort to deliver a successful ISE for WW+ clients – we simply couldn’t do it without an awesome team.

So how did we do? We’ll let some of our testimonials do the talking…

“Wow, what a week!! Thank you so much for the incredible work you delivered on ISE. The interviews, the panel, the coverage, and all your on-the-ground support. I am so appreciative of this team. “

Director of Global Communications, Sonos

“Thanks to the whole team for your support pre, during and post-ISE.“

Director of Media Relations, L-Acoustics

“Jeff and his team are impressive as far as PR firms go. I see the gamut when it comes to the PR world. They certainly take care of business in a professional way”

Editor, AV Nirvana

“Congrats on another successful ISE, thanks for looking after us all at the show”

Editor, All Things Media

“Thanks for all you and the Wildwood team continue to do at ISE supporting the press. Honestly the press room is such a haven and very much appreciated by all of us. If there was ever a ‘best in show press room’ award you’d have it!”

Editor, ProAVL

If you’re an ISE exhibitor and need support with planning your media strategy for ISE 2026, please get in touch to see how we can help. We’d love to hear from you!

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Like countless other industries, the interior design sector is also undergoing a significant transformation driven by the integration of artificial intelligence (AI).

This technological shift is revolutionising how designers create spaces, offering plenty of new opportunities. However,
associated challenges to creativity and potentially to employment, are creating ripples amongst the
design community. So, is AI a friend or foe of interior designers?

AI: A boon to creativity and job satisfaction

There’s the obvious post-pandemic interrogation of our public and private spaces from a health and safety perspective, with air flow and occupancy levels becoming critical considerations of the same importance as fire and flood regulations and building codes.

It’s been suggested that AI-powered tools are enhancing creativity and efficiency across the design
process. Platforms like Adobe Firefly and Autodesk’s Dreamcatcher use AI to generate an array of
potential design options based on user prompts, allowing designers to quickly explore and refine
their ideas. Designers are also using AI tool Midjourney to brainstorm interior design projects and
source inspiration images to portray a mood and direction. These tools accelerate the ideation phase
of interior design, and may lead to more creative and personalised offerings.

On the topic of personalisation, solutions such as Houzz, an online community and platform for
home design, employs AI to recommend products and ideas tailored to individual user preferences.
Does it always get it right? No, but it’s still comparatively early days, and tools like this will arguably
get more accurate at deciphering user preference the more they are used.

Spatial planning is another area where AI is making a significant impact. AI algorithms can optimise
the utilisation of space, generating layouts that include desired hard furnishings while maintaining
aesthetics and functionality. This future-gazing Apple Store project covered by the British Institute of
Interior Design even uses AI to make real-time layout adaptations depending on each customer’s
needs and preferences.

Akin to other industries, interior designers can also utilise AI for streamlining the management of
concurrent projects, predicting timelines and assisting with planning and budgeting – helping them
speed through the admin and instead focus on the creative elements of their work.

AI: A threat to creativity and employment

Conversely, the integration of AI into interior design also brings a potential threat to creativity. There
is a risk that over-reliance on AI might stifle human creativity, leading to homogenisation and
‘parroting’ of design styles and a loss of unique, human-driven ideas. The automation of various
design processes also poses a threat to certain levels of employment within the sector. As AI tools
become more sophisticated, more routine tasks (especially the creation of visuals) may become
obsolete, impacting job security. According to a report by McKinsey, up to 30% of tasks in 60% of
occupations could be automated, highlighting potential for job disruption.

Data privacy is another valid concern by many. AI’s reliance on large datasets to function effectively
raises issues around the collection and analysis of personal data, including imagery, for personalised
design experiences. Ensuring compliance with data protection regulations like the GDPR is crucial to
mitigate these risks.

In addition, investing in AI software, training staff, and keeping on the cutting edge of advancements
may be both a time and monetary resource that smaller design firms or sole trader designers just
don’t have.

Humans + AI: A perfect design?

AI has already started to transform the interior design industry, offering exciting opportunities for
innovation, efficiency, and enhanced client experiences. And this excitement is valid.

However, the sector must also address the accompanying challenges, particularly in regard to the possible stifling of creativity and risk to certain job roles. Even being aware of this is a good prompt to start thinking about creative working practices and relevant reskilling of employees.

While AI does a good job of analysing data, and from a design point of view, suggesting an array of
different options or visualisations, it simply can’t replicate the emotional and intuitive aspects of
human creativity (and all the personal and cultural experiences that are intertwined within that).
After all, interior design isn’t solely about aesthetics; it also involves creating spaces that evoke
emotion and enhance comfort and occupant wellbeing.

The interior design sector will always need the human touch – real people on the ground creating
these designs in real life, collaborating with suppliers and contractors to make sure a space looks and
feels perfect, something AI cannot (at present!) replicate.

In our opinion, the future of interior design and the key to navigating this new landscape lies in the
harmonious integration of both AI and human creativity, where technology enhances but doesn’t
overshadow. It’s important to remember that AI is a brilliant tool, but it is just that. A tool.

To learn more about many of the macro and industry-specific trends affecting the business of
interior design, then consider subscribing to Wildwood Plus’ Interior Design Business podcast. We’re
30-year veterans of the interior design industry and have the honour of representing the British
Institute of Interior Design, Decorex and many other brands within the sector.

So, if you’re looking to enhance the visibility of your business with the audiences that matter, then get in touch with us today.

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It’s fair to say we live in turbulent times. From a global pandemic to armed conflicts and everything in between, the last five years have brought about a slew of challenges for organisations across the globe. To weather these socioeconomic storms and remain profitable in the long-term, customer loyalty becomes not just a desirable asset but a crucial pillar of business survival.

The global semiconductor supply shortage and subsequent supply chain issues offers a fitting example, which adversely affected many organisations. As companies navigated significant market disruptions, it was those who prioritised customer loyalty that found themselves better equipped to emerge stronger when supplies started flowing again.

A slowdown and shift

Semiconductors are of course essential components in virtually all electronic devices, from TVs and sound systems to smart home technology. As supply dwindled, consumers faced limited product availability, longer waiting times, and rising prices. This scarcity created a potential breeding ground for customer dissatisfaction and associated attrition.

Because of the widespread macroeconomic conditions, numerous organisations were in the same proverbial ‘boat’. But it was those organisations that didn’t take their customers’ loyalty for granted that really thrived.

At Wildwood Plus, we work to advise our clients to not just wait for the market to pick back up, but instead to prioritise customer loyalty and retention above all else. Why? Well according to Bain & Co, just a 5% increase in customer retention produces more than a 25% increase in profit. This is because returning customers tend to buy more from a company over time. As such, its operating costs to serve them decline. Loyalty really does pay. To achieve this goal of increased customer loyalty and retention, businesses must emulate the strategies of those who successfully navigated the recent supply chain crisis.

Organisations that weathered the supply chain crisis most successfully prioritised transparency, customer service, loyalty, and community building. Open communication about delays and shortages fostered trust with customers. Exemplary customer service, including personalised support and flexible solutions, further cemented brand loyalty. Enhanced loyalty programmes and incentives rewarded loyal customers, while community-building efforts kept them engaged and connected to the brand. By prioritising these strategies, businesses were able to navigate the challenges and emerge stronger.

Loyalty Above All Else

It’s just one example, but the global semiconductor shortage really did underscore the importance of customer loyalty during periods of market instability. And the benefits are hard to overstate; customers are more forgiving of temporary inconveniences, they’re less likely to switch to competitors at the sign of trouble, they provide a stable revenue stream and are often willing to advocate for brands, even during downturns.

As industries continue to face uncertainties, the lessons from this period are clear – customer loyalty is not just a buffer against immediate challenges but a strategic asset that ensures long-term resilience and growth. Investing in strong customer relationships is, and will always be, a cornerstone of sustainable business success.

At Wildwood Plus we have extensive experience of helping our clients to weather whatever storms come their way – and go on to thrive – so get in touch today and we’ll show you how we can help.

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