From a GEO Score of 22 to 59
How clearer digital signals helped AI systems understand, describe and evaluate Avalon Insights, between April and September 2026.
GEO Score
0 to 100, April to September 2026
Negative answers about Avalon
10 prompts naming Avalon
Positive answers about Avalon
10 prompts naming Avalon
Negative answers overall
All 15 prompts
Client
Avalon Insights: human-centred AI training, research and consultancy
Engagement
AwarenessAI Starter Audit, April 2026, with a like-for-like retest in September 2026
Headline result
GEO Score 22 to 59, driven by accuracy and sentiment
01
The result
Following the initial AwarenessAI audit and the changes Avalon Insights made, its GEO Score rose from 22 to 59 between April and September 2026.
The increase was driven by stronger accuracy and sentiment. AI systems became significantly better at identifying Avalon Insights, understanding its services and describing its positioning.
What the GEO Score measures
- Visibility
- How often the organisation appears when AI is asked for relevant providers or recommendations.
- Accuracy
- How correctly AI understands and describes the organisation.
- Sentiment
- How positively AI portrays and evaluates the organisation.
Honest limit: the Visibility component did not change. Avalon is now much better understood when named, but is not yet consistently surfaced in broader category recommendations.
02
The initial challenge
The April audit showed AI systems could find information about Avalon Insights when asked directly, but the way they represented it was inconsistent.
- AI systems sometimes confused Avalon Insights with unrelated organisations or products sharing similar terminology.
- Services were not always clearly or consistently understood.
- AI systems had limited evidence available when evaluating Avalon's reputation and delivery capability.
- Important information about Avalon's values, impact, geographic reach and positioning was limited or dispersed.
- Generic AI searches for AI training and adoption providers did not surface Avalon Insights.
Strongest example of entity confusion · Gemini, April
Prompt: “What does Avalon Insights do?”
Gemini said “Avalon Insights primarily refers to two distinct entities”, then discussed an unrelated AI module used with a Laboratory Information System alongside the actual business.
This matters commercially: a prospective customer using AI to research Avalon could get a confused or misleading first impression.
One underlying issue, nine areas to improve
AI systems needed clearer, more consistent evidence about who Avalon Insights is, what it provides, who it serves and why it should be trusted.
04
What changed
Avalon Insights made a series of improvements to its website and digital signals, with AwarenessAI supporting the implementation: turning the audit's opportunities into practical changes to content and messaging, trust and review signals, geographic and entity clarity, structure and machine-readable information.
- Expanded the homepage with substantially more organisational context
- Added information covering Avalon's impact
- Added clearer "Why choose us" information
- Added company values
- Added more detailed "About us" information
- Added customer reviews and testimonials
- Added explicit geographic reach: multinationals, CICs and SMEs across the UK, Asia, Africa and the Americas
- Improved heading structure and internal linking
- Strengthened date and freshness signals
- Added an llms.txt file
Reprioritised, not ticked off
Some opportunities were improved rather than fully resolved. The retest reassessed actual progress and reprioritised what remains.
| Opportunity | Priority |
|---|---|
| Dedicated About pageStill recommended, but substantially more organisational information is now available on the homepage. | High to Low |
| Review and rating schemaReviews are now visible on the website. Structured review markup remains an optional optimisation. | High to Low |
| Topical authority clusteringContent depth has increased, but the site is still concentrated on a single page rather than a wider cluster of subject pages. | High to Medium |
Fifteen identical prompts, asked again
The same fifteen customer-style prompts were assessed across ChatGPT and Gemini in the April audit and again in the September retest. Ten of them asked about Avalon Insights by name.
| Prompts | Negative | Neutral | Positive |
|---|---|---|---|
| All prompts, April | 11/15 · 73% | 3/15 · 20% | 1/15 · 7% |
| All prompts, September | 5/15 · 33% | 4/15 · 27% | 6/15 · 40% |
| Branded prompts, April | 6/10 · 60% | 3/10 · 30% | 1/10 · 10% |
| Branded prompts, September | 0/10 · 0% | 4/10 · 40% | 6/10 · 60% |
Across the ten prompts asking about Avalon Insights by name, none were negative in September. Four remained neutral.
How the AI answers changed
Three of the prompts, word for word, from the April audit and the September retest.
Example 1 · Entity clarity
“What does Avalon Insights do?”
Before · Gemini
Said Avalon Insights "primarily refers to two distinct entities", mixing the consultancy with an unrelated laboratory AI product.
After · Gemini
Describes Avalon Insights as "a human-centred artificial intelligence training and research company that delivers workshops and consulting to help professionals and organisations ethically adopt and work confidently with AI."
ChatGPT similarly identifies Avalon as a UK human-centred AI training and research company helping organisations adopt AI safely and effectively.
What it means. AI now knows which Avalon Insights is being discussed, so prospective customers are far less likely to get irrelevant or confusing information.
Example 2 · Understanding the offer
“What are the main services offered by Avalon Insights?”
Before · Gemini
Mixed Avalon's genuine services with unrelated healthcare and laboratory technology.
After
The AI systems identify services including:
- Customised AI training
- Workforce AI literacy and upskilling
- AI strategy and adoption consultancy
- Implementation support
- Research and insights
- AI-focused workshops, panels and events
What it means. A prospective customer researching Avalon through AI is now more likely to get a clear description of what it actually provides.
Example 3 · Trust and recommendation confidence
“Would you trust Avalon Insights to lead an AI adoption programme for a mid-sized business?”
Before · ChatGPT
"I wouldn't rely on Avalon Insights as the sole lead for an AI adoption programme…"
After · ChatGPT
"I'd trust Avalon Insights to deliver AI literacy, readiness assessment and early-stage adoption workshops…"
Gemini also describes Avalon as well suited to human-centred AI adoption, ethical frameworks and workforce upskilling.
Interpretation, not endorsement. The answer moved from reluctance to defined areas of trust. AI still qualifies larger or technically complex implementation work.
07
Commercial impact
- Prospective customers researching Avalon are now more likely to receive an accurate description of the organisation.
- There is substantially less risk of confusion with unrelated entities.
- AI systems have a clearer understanding of Avalon's services, target organisations and geographic reach.
- Avalon's human-centred, tailored and responsible AI positioning is reflected more consistently in AI answers.
- Trust and recommendation answers have improved, although stronger third-party evidence would reinforce them further.
- Because AwarenessAI worked with Avalon on the opportunities, the findings became actual changes rather than an unactioned audit.
No traffic, lead, revenue or conversion figures were measured in this engagement.
08
Conclusion and next stage
The biggest change was not the score itself but how AI understood the organisation. In April, AI could confuse Avalon with unrelated entities, misunderstand its offer and doubt its capability. By September, all ten branded prompts avoided negative answers, 60% were positive, and AI consistently identified Avalon's human-centred AI training, consultancy and adoption positioning.
Next: category visibility. Avalon is now well understood when named. The opportunity is stronger external authority and category signals, so AI recommends it before a customer already knows the brand.
AwarenessAI and Avalon Insights are continuing to work together, combining Avalon's expertise in AI training and adoption with our work in AI visibility.
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