Harton Works In The Media
When publications need perspective on the shift from traditional SEO to AI-powered search, here's where we've contributed.
The risky rise of AI medical advice
Speaking on his findings, Martin Jeffrey, AI expert and founder of Harton Works says: “Gemini’s new disclaimer is welcome, but tone matters. The model speaks with a calm, coaching style that makes its guidance feel more reliable than it is. The bigger concern is that a high percentage of people still look for health information on platforms where there is no meaningful warning at all. This creates the impression that the wider ecosystem is safe, even when the underlying information may not be.”
“DiVine is launching at a time when AI-generated content is starting to overwhelm the platforms that once shaped online culture,” Martin Jeffrey, a digital strategist specializing in AI and platform architecture, told Newsweek. “YouTube alone now feeds more than 200 times the number of citations into AI systems compared with most social platforms, which shows how heavily these models depend on user-generated video for training.”
Published: Nov 14, 2025
Reddit’s hyper-focus on search and A.I. proves the company has moved well beyond a forum site. This is “Reddit telling the market it wants to be the place where human context gets found and not just the place LLMs crawl,” Martin Jeffrey, founder of digital marketing agency Harton Works, told Observer.
Published: Oct 31, 2025
Google & Bing Are Indexing Grokipedia – AI Generated Wikipedia / Encyclopedia. Published: Nov 3, 2025
“Businesses need to be ready for a seismic shift in the way that Google is generating search results, and most are completely unaware.” Published: June, 2024