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AI Meets Accessibility: Tech solutions for real-world challenges
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As Generative AI tools become more widely available, their potential to support disabled people is starting to receive long-overdue attention. While much of the public conversation has focused on productivity and automation benefits more widely, these technologies are quietly reshaping accessibility, offering meaningful support for people who have historically been excluded from full participation in digital life.

More than 1.3 billion people live with some form of disability, according to the World Health Organisation. In the UK, that figure is estimated at 16 million, or around a quarter of the population. Despite advances in inclusive design, many digital services remain difficult to access, especially for people who rely on screen readers, need simplified content, or process information differently. AI isn’t a simple silver bullet, but it is helping to bridge these gaps. And, as with any tool, the way it is applied will determine whether it delivers real progress or simply reinforces existing barriers, as Léonie Watson (pictured), Co-Founder at TetraLogical explains…

A new way to engage with information
For many neurodivergent people, consuming large volumes of information can be a real challenge. Long reports, academic and administrative documents are often difficult to process due to issues with focus, language, or executive functioning.

Generative AI offers ways to simplify this experience. It can help by condensing documents into clear summaries, rephrasing ideas into plain language, and responding to follow-up questions to clarify areas that weren’t fully understood in the first instance. This turns reading into an active process where users set the pace and shape the content around their own needs. In an era of constant overstimulation and information overloads, this kind of personalisation is fast becoming essential for many.

Improving access for blind and low vision users
People with visual impairments and low vision face persistent barriers online, especially when content isn’t designed with accessibility in mind. PDFs are a notoriously common problem: many are scanned images or contain layouts that are inaccessible for screen readers. AI tools can now extract meaning from these formats, summarising content and presenting it in more digestible forms.

AI also enables ad hoc image description. Whether it’s a photo, or a diagram with no alt text, users can request a detailed summary of what is shown. This extends to everyday content such as restaurant menus, infographics and social media posts, or, put simply, areas where accessibility is often overlooked.

Seeing the world in real time
Some of the most exciting developments are happening in real-time visual description. AI tools built into smart glasses or mobile apps can now analyse a live video feed to provide instant feedback about the user’s surroundings. For blind or low vision users, this could mean identifying objects in a room, reading signs while navigating, or simply having a better understanding of what is going on around them in a social setting. There are still challenges here, particularly around battery life, privacy and consistency. But as the technology improves, so too does its potential to support greater independence.

Opportunities and Limitations

Despite their promise, AI tools should not be seen as a replacement for inclusive design. Nor should their outputs be taken at face value. AI systems can and do make mistakes: image descriptions can include hallucinations with confident but incorrect details, and document summaries may contain factual errors or even fabricated content.

This means users must approach AI outputs critically and treat AI as a helpful assistant, not a final authority. For some, this adds a layer of digital literacy to the accessibility equation. For designers and developers, it’s a reminder that AI should support, but not sidestep, the core principles of accessibility.

Designing with care

The role of AI in accessibility is likely to grow, but only if it’s developed and applied with care. Recent UK research found that over a third of disabled people are concerned they will be left behind as AI becomes more widely used in healthcare and public services. Many also fear that if disabled people are not involved in the design process, these tools will fail to meet their needs.

When the dust settles on the hype around AI, it will not be just about what this technology can do, but also about who it is built with, and how it is made available. Used thoughtfully, AI can support greater equity. But it must be developed alongside a commitment to accessible standards, inclusive practices, and real user involvement.

Put simply, inclusion doesn’t happen by accident. It takes planning, listening, and a willingness to challenge assumptions. AI can help open doors, but it’s up to us to make sure everyone is invited in.

How to make your online presence more sustainable
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With the threat of climate change growing larger each day, individuals and businesses alike are needed to take action and lessen their impact on the environment. 

One area which may not be so obvious when it comes to its impact on the environment is our digital activity. Every online interaction leaves a carbon footprint. In fact, the average person contributes around 968 grams of CO2 every single day just by scrolling. Multiply that by 1.13 billion websites that make up the world wide web, and the environmental impact becomes huge. 

But for businesses today, when social media pages, branding, and an engaging website are more important than ever, how can you reduce your digital footprint and create a truly sustainable online presence, in every sense of the term? In the following guide domain and hosting experts Fasthosts, offers practical steps for businesses big and small, to go green online.

Energy efficiency

The foundation of a sustainable website begins with how it is being powered. All websites start from hosting websites, and before that from data centres. The data centres require huge amounts of energy to operate. Fortunately the rise of data-centres powered by green energy has made it easier for businesses to choose an eco-friendly hosting provider.

Eco-friendly hosting providers that source their energy from green sources will mean reduced emissions, and improved reliability and performance. Moving to a green hosting provider will be one of the most effective ways to reduce your website’s carbon footprint.

Digital minimalism

When it comes to the layout and design of your website, keep the term digital minimalism in mind. Avoid clutter, and busy pages, which will consume unnecessary energy. To do this, you can archive or delete outdated content to reduce storage requirements, not only streamlining digital assets to enhance performance, but also improving your on-page SEO.

Green technology choices

When building your website, it can be overwhelming trying to decide which tools and platforms to use. One key way to narrow down your options is to opt for those that are green certified, or built with sustainability in mind. To go one step further, you can engage tools that monitor and help reduce your website’s carbon footprint.

Website optimisation

Every time a website’s page is visited, energy is used to process the request. So optimising your website can make it greener. Faster loading websites use less energy, minimising the strain on servers and data centres, and will improve your SEO ranking. To optimise your website you can compress any images without reducing the quality, clean up unnecessary code and deactivate unused plugins, and avoid clutter and eliminate redundant features that could be slowing your website down.

Content Delivery Networks

Content Delivery Networks (CDNs) are a smart solution to websites with a global audience. CDNs are globally distributed servers that allow users to access the content from the server located closest to them. This reduces latency and load times, and makes web performance faster for its visitors. Because of this, CDNs are not only great for improving user experience, but also reducing energy use leading to lower carbon emissions.

Sustainable AI practices

While artificial intelligence can be a powerful tool for sustainability, it too has an energy cost. By using smaller, optimised AI models, and implementing AI such as chatbots, recommendation engines, or content analysis tools, only where they add value to your website, will ensure energy isn’t wasted on unnecessary tasks.

Scalable architecture

Having a scalable website, allows you to add features and can handle increased traffic without the need for a full redesign. When you can break down growth into smaller steps, this reduces the need for frequent overhauls, meaning that less hardware, and development resources are needed, minimisng e-waste.

Modular code

Similar to having a scalable website, writing modular, reusable, code that can be updated easily will not only extend your website’s lifecycle, it will also reduce digital waste too. Reusable and modular code reduces redundancy, lowering the computer power needed to maintain and update websites. This, in turn, decreases energy usage, reducing the carbon footprint.

Regular maintenance

Lastly, perform routine updates to software, plugins, and security features to keep your site running efficiently and securely. Well maintained websites require less server power, and by regularly and proactively fixing issues on your website, you can prevent major failures that would otherwise require significant energy and resources to resolve.

Image credit: Marija Zaric – Unsplash

Selecting the Ideal Website Platform for SME Brands: Key considerations for Digital Managers
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A website is often the first point of interaction between a Small and Medium-sized Enterprise (SME) and its potential customers. For digital managers, choosing the right platform – whether it’s WordPress or Wix – is a decision that can clearly impact a business’s online presence. We’ve rounded up the key considerations when making the important decisions…

1. Ease of Use and Flexibility

The chosen platform should offer a user-friendly interface that can be managed by team members with varying levels of technical expertise. For SMEs, where resources are often limited, the ability to easily update content, add new pages, and make basic customisations without needing extensive technical know-how is crucial. Flexibility in design and functionality is also important to ensure the website can evolve alongside the business.

2. Scalability

Scalability is paramount. The platform should be able to accommodate the growth of the business, handling increased traffic and additional content without compromising performance. This means considering not only the current needs of the business but also its future aspirations, ensuring the platform can grow with the brand.

3. Cost-Effectiveness

Budget constraints are a common consideration for SMEs. Digital managers must weigh the costs associated with different platforms, including setup, monthly or annual fees, and any additional costs for plugins or extensions. It’s important to find a balance between affordability and functionality, ensuring the platform offers value for money.

4. SEO Capabilities

Search Engine Optimisation (SEO) is vital for increasing visibility and driving traffic to the website. The platform should have strong SEO capabilities, allowing for optimisation of content, mobile responsiveness, fast loading times, and the ability to modify meta tags and URLs. These features will help the website rank higher in search engine results, an essential factor for online success.

5. Security Features

With increasing cyber threats, the security features of a website platform are non-negotiable. The platform should offer robust security protocols to protect sensitive data, including SSL certificates, regular security updates, and secure payment gateways for e-commerce sites.

6. Integration with Other Tools

Integration capabilities with other digital tools and systems, such as CRM software, social media platforms, and email marketing services, can significantly enhance efficiency. The ability to seamlessly integrate these tools can streamline operations and provide a more cohesive digital strategy.

7. Technical Support and Community

A strong support network is invaluable, particularly for SMEs with limited in-house technical support. Platforms that offer reliable customer service, comprehensive documentation, and an active community forum can be advantageous, providing resources and assistance when needed.

8. E-commerce Functionality

For SMEs looking to sell products or services online, e-commerce functionality is a key factor. The platform should offer a seamless shopping experience, with features such as shopping carts, payment processing, and inventory management.

Whether you go for WordPress or Wix, choosing the right website platform for an SME brand involves a careful evaluation of various factors, from ease of use and scalability to cost, SEO, security, integration capabilities, support, and e-commerce features. By thoroughly assessing these considerations, digital managers can select a platform that not only meets the immediate needs of the business but also supports its long-term digital strategy, fostering online growth and success.

Are you about to embark on a new website project for your organisation? The Digital Marketing Solutions Summit can help!

The most sought after freelancers in the UK? Web & graphic designers
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Twenty-two per cent of SME owners suggest that web design is the most-likely role to be outsourced, while digital roles hold top three spots for highest average hourly freelance pay.

That’s according to a recent study by small business lender iwoca, which analysed some of the UK’s most popular job sites to identify the top freelance hiring trends across the UK.

The research shows just how reliant small business owners could be on freelancers, with nearly half of respondents at 47% saying they had used a freelancer before, and 65% claiming they are likely to use one to help grow their business.

The top three roles that business owners are most likely to outsource are:

  1. Web Designer- 22%

  2. Accountant- 20%

  3. Social Media Manager- 15%

iwoca’s research on freelance site Upwork identified that the freelance skill costing the most, on an hourly basis, was Search Engine Marketing Specialist (SEM).

SEM Freelancers advertise an average hourly rate of £58.76, the most expensive skill of those studied on Upwork in the UK. If hired as a full-time employee, the hourly rate for an SEM Specialist would be just £15.17 (based on average annual salaries from Glassdoor), only around 25% of what the equivalent freelancer would make.

Rank

Freelance Skill

Average hourly rate to hire on Upwork

Annual earning potential as a freelancer

Average annual salary in full-time employment

1

SEM Specialists

£58.76

£112,826.88

£31,540

2

SEO Specialists

£57.59

£110,566.09

£35,365

3

Copywriter

£53.87

£103,424.64

£28,966

4

Developer

£51.82

£99,488.45

£41,851

5

Programming

£49.65

£95,323.84

£33,223

The three lowest paid freelance roles, all costing less than £20 per hour, were Sales Representatives, Customer Service Representative and Data Entry Execs at £17.03, £18.28 and £19.01 respectively.

Despite the high hourly rate of Search Engine Marketers, it’s not the role with the most freelance job ads. Only 13 SEM roles were advertised on the freelance site Upwork (up to 31 May) compared to the most advertised job, Developer, which had 243 openings, followed closely by Copywriter, with 234 job openings.

Rank

Job Title

Job openings for freelancers

1

Developers

243

2

Copywriter

234

3

Sales Representative

220

4

Branding

200

5

Graphic Designer

197

To view the full research please visit iwoca: here 

WHITE PAPER: Optimising your eCommerce site
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By Kate Norton, Selesti

With so many businesses now needing their digital sales to prop up any bricks and mortar revenue more than ever, the landscape for eCommerce sites and the amount of competition is evolving every day. It’s vital therefore to ensure that your brand’s voice cuts through the noise. Simply having the best quality products, the widest range of options, or the lowest prices alone just isn’t enough. 

Growing your online income requires more than simply listing your products/services on your website and hoping your customers will find you. Whether you’re transitioning from the high street or looking to grow an already established website, or just starting out, ensuring you optimise your brand experience is key to increasing your footprint and reaching your eCommerce business goals. 

The first step for any successful online store is crafting a well rounded strategy that ties your marketing KPIs and objectives to your overall business objectives. Without a clear idea of how you see your business growing in the years ahead, it is impossible to effectively measure success. In our white paper we look at how to build your brand strategy using SMART goals, understanding the best channels to focus on, planning your marketing mix and building your brand with USPs and a value proposition.

Having the best strategy in place will only work, however, if you know your customers inside and out. What are they doing when they aren’t shopping with you? What real world issues are they concerned with, and how does your brand resonate with them? We cover how to ensure you have the right data for your customers, and where to find it, as well as how to grow your customer personas into usable resources for targeting your marketing and growing your revenue. Not only is it important to look at who your customers are, but also how they interact with your brand. We take a look at how to track your customers’ journey across multiple touchpoints and how to use this information to refine your tactics and address customer pain points. 

Finally, the look and feel of your site will have a massive impact on how customers view your brand. Issues with the user experience or overall site design can cause valuable consumers to disengage from your brand and move to the competition. We’ve included some best practice examples for optimising your website design to get you started. However, real success comes from testing your design. Our whitepaper aims to help you to understand the ways in which you can utilise user testing, heat mapping and screen recording, and A/B testing to increase your conversion rate.

In our whitepaper, we take a multi-disciplinary approach to your eCommerce website optimisation journey. Helping you to combine strategy, data and analysis, and iterative design testing techniques to continually drive the right people to your store and build revenue. 

Click here to download the White Paper.