This episode from The SEO Works looks at Anthropic’s latest research, which studied two million conversations with Claude to understand how people are actually using the AI and what it could mean for the broader economy.

The report, called the Anthropic Economic Index, introduces a new way to measure AI’s impact on the economy. It breaks down AI use by task complexity, user skill level, independence, and how often tasks are completed successfully.

The data shows that AI helps speed up work that already requires a high level of skill, however there is the chance for more inaccuracy. But it still finds it hard to manage complex tasks that take a long time to complete.

There’s a split in how it’s used around the world. In wealthier countries, Claude is often used for group work and collaboration. In less wealthy regions, it’s more commonly used to support learning.

The research also raises concerns that AI could reduce the need for skilled jobs by automating them. But the overall effect depends on how reliable the models are, and how widely they’re used in different places.

The report is here: https://assets.anthropic.com/m/218c82b858610fac/original/Economic-Index.pdf

This podcast from The SEO Works breaks down Ofcom’s latest Online Nation report, so you don’t have to read through all the pages yourself.

We’ve pulled out the key points: who’s using what, how people feel about the internet, and what’s changing.

Meta and Google still lead the way. WhatsApp and YouTube are used by nearly every adult who’s online. Most people in the UK are connected, but how they get online varies. Younger people and those with higher incomes tend to go for iPhones. Older users mostly stick with Android.

There’s also growing concern about safety online. More people are starting to question whether the internet is doing more harm than good.

Children’s use is looked at closely too. Many say they’re happy online, but they’re also staying up late and sometimes seeing things they shouldn’t.

We also dig into the rise of AI search tools and how people are responding to age checks being rolled out on adult sites.

There’s always a lot of noise around trends in search and consumer behaviour at the start of 2026. In this podcast we cut through it to highlight what actually matters, drawing on insight from Google, SparkToro, Econsultancy and our own team at The SEO Works.

This year, consumer journeys are messier than ever. People don't always start with Google. They’re picking things up from TikTok, Reddit, or even AI tools, often before they know what they’re really looking for.

Google still leads, but generative AI is evolving how people search. More users are getting answers without clicking anywhere. That means brands need to be visible not just to humans, but to machines that are scanning and summarising.

One thing hasn’t changed: content still matters. It needs to be real, useful and well made. But the focus is shifting. Clear facts aren’t always enough... "vibes" are influencing consumers and people are paying more attention to tone, feeling and style.

We discuss the trends in consumer behaviour shaping 2026.

And while the tech keeps moving, the basics still count. A solid site, strong content, and a clear brand are still what get you seen, even as AI becomes more adopted.

We sum up suggesting the best approach in 2026 is a mulfi-faceted one. Building content that can work across different channels, making it easy for AI to process. But never losing your own uniqueness or forgetting who it’s really for.