Business & Technology
AI saves marketers time but not strategy, survey says
SOFIAH NICHOLE SALIVIO
News Editor
Optimizely has published research suggesting artificial intelligence is saving marketers time without creating more room for strategic work. The survey covered 227 marketing professionals across B2B industries.
The findings point to a gap between the work respondents value and the tasks that fill most of their day. In the survey, 41.8% of marketers said their role is only “50/50 creative on a good day”, while 37.9% said their work is mainly focused on coordination rather than creative or strategic output.
AI featured heavily in the results, but its effects on day-to-day work were mixed. While 61% of respondents said AI saves them time and 55% said it makes some tasks easier, only 36% said it meaningfully frees up space for strategy.
That distinction sits at the centre of the study’s argument: efficiency gains do not necessarily lead to higher-value work. The research also found that 28% of marketers believe AI is increasing output expectations, while 13% said it is making workflows more complicated.
Workflow strain
The survey paints a picture of marketing teams spending more time managing processes, systems and internal demands than developing campaigns or shaping strategy. Marketers are increasingly navigating a wider mix of tools, channels and stakeholders, adding pressure to roles many entered for creative and commercial reasons.
The data also suggests marketers are not rejecting AI outright. Instead, respondents appeared to distinguish between AI that removes repetitive work and AI that simply adds another layer of expectation to already fragmented workflows.
More focused time, clearer priorities and fewer reactive demands were the changes most consistently identified as likely to improve effectiveness. Despite the pressure, most marketers were not looking to leave the profession, though some questioned whether the current pace and structure of work are sustainable.
Tara Corey, Senior Vice President of Marketing at Optimizely, commented on the findings.
“The issue isn’t that marketers have lost their passion; they’ve simply lost the space to act on it. It isn’t due to a lack of effort; it’s due to complexity. More tools, more channels and more stakeholders are fragmenting the work. By connecting workflows, cutting down coordination and giving marketers more space for strategy and creativity, AI has the potential to bring more structure to how work gets done. But, if teams are only using AI to increase their output, they’re just accelerating the chaos,” Corey said.
Pressure paradox
The research describes this tension as a “passion-pressure paradox”, with marketers still motivated by creative work and business impact but often spending their time elsewhere. It reflects a broader industry debate over whether AI is meaningfully changing the nature of knowledge work or simply compressing deadlines and raising volume expectations.
In this case, the numbers suggest AI’s immediate value lies more in task efficiency than in reshaping how teams allocate their time. If that pattern holds, marketing leaders may face pressure to rethink operating models as much as software choices.
The survey sample was weighted towards experienced respondents: 72% were at manager level or above, and 83% had more than eight years of experience. That gives the results a strong tilt towards established professionals working in B2B settings.
That matters because senior marketers often sit closest to decisions on budgets, planning cycles and tool adoption. Their responses suggest concern not just about productivity, but about how work is organised when new technology is introduced into already busy teams.
For businesses investing in AI across marketing departments, the findings point to a practical challenge. Saving time on individual tasks may offer limited value if the recovered hours are absorbed by more approvals, more reporting or higher content output targets rather than planning, experimentation or creative development.
The study also adds to a growing body of industry research showing that enthusiasm for AI often coexists with scepticism about implementation. Marketers may welcome tools that reduce repetitive effort, but remain wary when those tools are introduced without changes to priorities, processes or team structures.
Optimizely’s survey concludes that marketing performance may increasingly depend on how work is structured rather than on adding more tools alone. Among respondents, the strongest demand was not for more technology, but for more focused time and clearer priorities.
Business & Technology
UK travel company enters liquidation – all holidays cancelled
Ski Yodl Ltd, founded in March 2018, offered ski holiday packages to destinations including the French Alps.
The company’s LinkedIn profile described it as “a collective of ski industry professionals driven to create a customer-centric booking experience with skiing at its core”.
All holiday packages cancelled as Ski Yodl enters liquidation
After eight years, Ski Yodl, based in Norwich, is now set to close, having voluntarily entered liquidation.
A voluntary winding-up order was agreed on July 22, according to The Gazette, with Richard Cacho from RCM Advisory Limited appointed liquidator.
As a result, all package holidays booked through Ski Yodl have been cancelled.
ABTA, one of the UK’s largest travel trade associations, said: “We do not believe that there were any current customer bookings for package holidays at the time of liquidation.
“However, any customers who believe they may be affected should contact ABTA by emailing claimsrequest@abta.co.uk with details of their booking.”
The company also arranged accommodation-only bookings, which were not covered by ABTA protection.
ABTA advised: “Customers that paid by credit or debit card and had accommodation-only bookings will need to contact their card issuer for assistance with obtaining a refund.
“Any customers that paid by other means such as bank transfer will need to register their claim with the liquidator, RCM Advisory Limited, on 01603 331960 or info@rcmadvisory.co.uk.”
Other UK travel companies that have closed in 2026
Several UK travel companies have also ceased trading or entered administration in 2026:
Meanwhile, four UK airlines have fallen into administration or liquidation this year:
- Ascend Airways (liquidation)
- EcoJet Airlines (liquidation)
- Zenith Aviation Limited (administration)
- European Cargo (administration)
Have you booked a holiday with Ski Yodl? Let us know in the poll above or in the comments below.
Business & Technology
March is busiest month for UK startup address sign-ups
SOFIAH NICHOLE SALIVIO
News Editor
Hoxton Mix has published an analysis of more than 29,000 virtual office and registered address sign-ups, showing that UK industries tend to establish new business presences at different times of year. The data identifies March as the busiest month overall.
The London-based provider examined 29,070 subscriptions recorded between 2017 and May 2026 and grouped businesses across 21 industry sectors by their primary UK Standard Industrial Classification code. The figures suggest there is no single national startup season, with sector patterns differing sharply across the economy.
March produced 2,951 sign-ups and was the peak month for six sectors: Information & Communication, with 892 sign-ups; Professional, Scientific & Technical Activities, with 833; Wholesale & Retail Trade, with 719; Real Estate, with 275; Healthcare, with 125; and Finance, with 107.
That concentration suggests the spring surge was driven mainly by service-led and knowledge-focused parts of the economy. Those sectors account for more than half of the startup activity covered in the analysis.
Different rhythms
Outside March, the pattern becomes more fragmented. May was the annual peak for six further sectors, including Manufacturing, with 127 sign-ups; Transport & Storage, with 101; Agriculture, with 13; Mining & Quarrying, with six; Household Activities, with 24; and Other Service Activities, with 176.
Several industries peaked at other points in the year. Administrative & Support Services reached its highest level in January with 429 sign-ups, while Accommodation & Food Services also peaked that month with 107.
Education and Arts & Recreation followed a different timetable, with both reaching their high point in April. The figures showed 130 sign-ups for Education and 144 for Arts & Recreation in that month.
Construction stood apart from the wider trend, reaching its annual high in August with 228 sign-ups. It was one of the few major sectors not to peak during spring.
Sector timing
The findings point to different operating cycles across industries rather than a single moment when founders are most likely to set up. Businesses tied to project pipelines, seasonal demand or professional services appear to choose different points in the calendar when arranging a registered or virtual office address.
The data is based on subscriptions for virtual offices and registered addresses rather than total UK company incorporations, so it reflects behaviour among firms choosing that type of business presence. Even so, the scale of the dataset offers a view of how timing differs between sectors.
The records span nearly a decade, covering subscription activity from 2017 onwards. Using SIC classifications, Hoxton Mix mapped sign-up volumes against each month of the year to identify recurring peaks.
For information and communication businesses, the numbers suggest spring remains the strongest period for setting up an address presence. Professional services and retail businesses showed a similar pattern, reinforcing March as the busiest point of the year for a large share of service-based activity.
By contrast, January appears to hold more appeal for some operational and customer-facing sectors. Administrative and support services, along with hospitality-related businesses, recorded their highest sign-up levels at the start of the calendar year.
Construction’s August peak marks one of the clearest breaks from that pattern. The timing may reflect the sector’s own commercial cycle, which differs from office-based and consumer-facing businesses.
A brief explanation accompanied the release of the figures.
“New founders often ask when the best time is to start a business, but our data suggests that’s the wrong question. The real question is: when is the best time to start your type of business? Technology founders appear to launch in spring, construction businesses build momentum later in the year and hospitality businesses often favour January. These aren’t random patterns – they reflect the different commercial cycles, customer demand and opportunities within each industry. It’s a reminder that successful founders aren’t simply following the calendar. They’re timing their launch to give themselves the strongest possible start,” said Chris Sees, Chief Executive Officer, Hoxton Mix.
Business & Technology
Muscle Food at risk of closing after entering administration
Muscle Food has offered customers “quality” meat, high-protein meals, supplements, and more for 13 years (founded in 2013).
The brand has built its reputation on offering “macro-friendly” meal options, calorie-controlled bundles, and nutritional transparency, aiming to support customers’ health and fitness goals.
Its website explains: “Muscle Food brings together high-protein meats, curated hampers, supplements, snacks and functional drinks to support every goal.
“From lean, macro-friendly cuts to calorie-packed bulking options, our range is built to fuel performance, recovery and everyday healthy living.
“We focus on quality, clear nutrition and products that help you stay consistent, and we are always expanding to support your journey!
“Every order is carefully packed for freshness and delivered straight to you, making it easy to stay stocked with the food that powers your progress.
“With dependable delivery and consistent quality, MuscleFood fits seamlessly into your routine so you can focus on your goals.”
Muscle Food falls into administration
After 13 years, Muscle Food has now confirmed it has fallen into administration.
Stuart Kelly and Claire Harsley from Mackay Goodwin Limited were appointed joint administrators on July 21, according to The Gazette.
Despite its financial trouble, the company’s website remains online, along with a notice stating the joint administrators are now managing the business and its assets.
Muscle Food said: “The affairs, business and property are managed by the Joint Administrators, who act as agents of Muscle Foods Limited (In Administration) and without personal liability.”
Customers “very distressed” as Muscle Food at risk of closing
Muscle Food has built up a loyal customer base over the past 13 years, maintaining a 3.7-star rating on Trustpilot.
One long-time customer said: “Brilliant service, from delivery to the quality of the meats bought. My family and I have been using Muscle Food since their start-up.
“I first started buying for my family, and now my daughters have grown and have children of their own and now use Muscle Food too.
“I was VERY distressed to hear that they had gone into administration.
“Keep going Guys. There are thousands of us who appreciate you.”
Other UK companies that have closed or entered administration/liquidation in 2026
It has been a tough year for the UK high street, with several other retailers entering administration or liquidation and others announcing widespread store closures.
Major high street brands LK Bennett, Claire’s, and Quiz have been forced to close all their remaining stores after falling into administration.
UK fashion retailer Leading Labels is also set to close its remaining 15 stores after falling into liquidation.
Whitbread recently confirmed it will be closing all its UK restaurants in September:
- Brewers Fayre (89 locations) – September 7
- Beefeater (106) – September 10
- Bar + Block – September 3
- Table Table – September 3
- Cookhouse + Pub – September 3
TG Jones and the British Heart Foundation will also both be closing around 150 stores across the UK.
Other retailers have been forced to close stores this year, including:
Several UK travel companies have also ceased trading or entered administration in 2026:
Meanwhile, four UK airlines have fallen into administration or liquidation:
UK delivery company Yodel is set to be phased out after being acquired by InPost.
It’s also been reported that Morrisons is looking to sell some of its in-store pharmacies as it continues to cut costs.
It hasn’t all been bad news for the UK high street, with several major brands announcing new store openings for 2026, including Aldi, M&S, and Superdrug.
Plus-size clothing brand Evans also returned to the UK high street recently after closing all its stores and concessions in December 2020.
Bodycare has also returned to the UK high street in 2026 after closing all its stores last year, having fallen into administration.
Do you use Muscle Food? Let us know in the poll above or in the comments below.
-
Business & Technology3 weeks agoHSBC UK & Visa test AI shopping with live payments
-
Business & Technology3 weeks agoValarian lands USD $50 million backing for sovereign AI
-
Business & Technology4 weeks agoMouser warns against viral hacks to cool overheating phones
-
Oxford News4 weeks agoNew romantasy bookshop attracts queues of customers
-
Business & Technology4 weeks agoSNP & Palantir launch AI tools for SAP transformations
-
Business & Technology4 weeks agoKane tops England influencer rankings after Mexico win
-
Traffic & Transport4 weeks ago‘I felt my spine and body split’: the woman who was hit by a child on a Lime bike – and denied compensation | Ebikes
-
Oxford News4 weeks agoDWP now checking bank accounts for Universal Credit and Pension Credit
