AI & Web Intelligence · Friction & Toil

Your buyers are asking AI.
AI is answering without you.

When your buyer searches for the best luxury hotel, heritage venue, or members' club — AI hands them a shortlist. Most brands we audit appear on one or two engines. Their buyers ask three.

Get my free score → Book a 15-min call first

14-day unconditional refund on every report · £250 AI Search · £1,000 Full (rises to £1,500 on 1 July)

Live example · Cotswolds wedding venue · asked across 4 AI engines

ChatGPT
Named ✓
Claude
Absent ✗
Gemini
Absent ✗
Perplexity
Named ✓

Named on 2 of 4. Their buyer asked all 4. Two engines sent the enquiry to a competitor. 14 distinct venues were named across the four engines. Not one appeared on all four.

The problem, in numbers

From 200+ audits across luxury hospitality,
heritage venues, and private members' clubs.

1 in 3
brands we audit appear on all five AI surfaces when their buyers ask
~33%
average AI Share of Voice at first audit — 30 cells, 5 AI surfaces (v2 methodology)
48 hrs
to know exactly which engines name you, which don't, and what to do about it
Cost of inaction
£35,000 – £90,000 / yr

Enquiries lost to competitors AI names instead of you. Modelled on your category's recommendation volume, your share of voice, and your average booking value. Every report arrives with your figure.

The methodology

Not a tool.
A structured intelligence process.

Tested across 30 cells, 5 AI surfaces. Human-led, not automated. Every report is run by F&T — not software.

30
cells tested per audit
6 queries × 5 AI surfaces — ChatGPT · Claude · Google · Perplexity · Gemini
5
AI surfaces checked per audit
ChatGPT · Claude · Google · Perplexity · Gemini
Champagne+FromageChampagne+Fromage Hymn to NinkasiHymn to Ninkasi Wild Branding StudioWild Branding Studio Corporate Culture CoachCorporate Culture Coach FFS KateFFS Kate Champagne+FromageChampagne+Fromage Hymn to NinkasiHymn to Ninkasi Wild Branding StudioWild Branding Studio Corporate Culture CoachCorporate Culture Coach FFS KateFFS Kate
Independent. No agency partner, no tool licence, no platform bias. We give you the diagnostic. Agencies quote you execution. Ours is the only score that's built to serve your interests, not a upsell.
See it on a real brand — Fever-Tree full report · how the big brands score
From the F&T Library · Free intelligence, no pitch Browse the Library →

"ChatGPT does not have its own index. The fix for that, almost no UK business is doing."

How to Rank in ChatGPT →

"The most consequential change to Google search in fifteen years is unmeasured."

AI Overview Visibility →

"Faith is a poor substitute for arithmetic. Agencies stopped doing the maths. They sell the next thing instead."

The Cost of Not Knowing →
How it works

Three steps.
48 hours.

1
Submit your URL

Four fields — your website, email, ideal customer, and main competitor. No account. No login. Takes two minutes.

2
We run the audit

F&T runs every report. Not automated software. A 30-cell AI visibility test across 5 surfaces, a 5-dimension web intelligence sweep, and your revenue gap modelled in £ — all checked by a human before delivery.

48-hour turnaround
3
Your report and Brain arrive in your inbox

An interactive dashboard, pre-filled AI prompts for every fix, and a private AI Brain pre-loaded with your audit. Ask it to build your 90-day plan, walk you through fix #1, or write your homepage copy in your brand voice.

→

Most AEO audits stop at the diagnosis. Yours arrives with pre-filled AI briefs for every fix, a private Brain that walks you through step one, and five shareable formats — audio overview, video walkthrough, mind map, infographic, and a board-ready briefing doc.

Free · No commitment

Find out where you stand.
Your AI score. In minutes.

We run a real audit, not an automated checker · No pitch sequence · Score by email in minutes

Example of what lands in your inbox

Recommended Cited Emerging Invisible Blocked
Rung 2/5

Emerging · 4 /30 cells cited · scored across 5 AI surfaces · What does each rung mean? →

1
Add FAQ schema markup — ChatGPT currently cites your competitor's FAQ, not yours
2
Claim and verify your Google Business profile — absent from Gemini AI Overviews
3
Add a dedicated "best [category] in [city]" landing page — Bing cites none for your category

Illustrative example. Your report will reflect your actual website, your competitors, and your category.

What arrives

A diagnosis is the easy half.
Yours comes with the fix.

◎
AI Maturity Rung + Revenue Gap in £

Composite across 5 dimensions. Your Cost of Inaction modelled for your category, your share of voice, and your booking value. The figure that makes £1,000 feel irrelevant.

◈
Private AI Brain

Pre-loaded with your entire audit. Ask it to build your 90-day plan, walk you through fix #1 step by step, or write your homepage copy in your brand voice. Every answer cites the section it came from.

◇
Pre-filled AI prompts

Every fix has a brief already written. Paste into Claude or ChatGPT. Publishable copy back in minutes. No copywriter, developer, or agency briefing required.

◻
Five shareable formats

Audio overview (10–15 mins, podcast style) · video walkthrough · mind map · branded infographic in your colours · one-page board briefing doc. Forward to your team. Present to your board.

Two unconditional guarantees. 14 days from delivery: full refund if the report isn't useful — no questions, no forms. 90 days from implementation: do the top 3 actions and if your AI visibility hasn't moved on the same scoring grid, we refund in full. Both apply to every tier.
Pricing

Simple.
Start where you need to.

AI Search Report
£250

AI visibility only. 30-cell Share of Voice grid across 5 AI surfaces, Maturity Rung placement, top 3 priority actions. Delivered in 24 hours. Credited toward the Full Report.

AI Search Report · 24-hour delivery · credited if you upgrade

See a real AI Search Report →
Full Intelligence Report
£1,000 launch · rises to £1,500 on 1 July

Five dimensions. AI visibility, SEO foundation, design & conversion, brand intelligence, competitive position. Interactive dashboard, Brain, pre-filled briefs, five formats. 48-hour delivery. 14-day refund + 90-day visibility guarantee.

Or spread it: £500 today · £500 at 30 days · £500 at 60 days (total £1,500)

See a real Full Intelligence Report →

Not sure which is right?

15 minutes. We'll walk through what the report covers and whether it's the right move for your business. No deck, no pitch.

Book a free 15-minute call →
What clients say

Real brands.
Real results.

"Truly exceptional service! These guys really know what they're doing, their advice is flawless and has really helped to maximise our website which is crucial in this day and age."

Champagne+Fromage
Angus O'Donnell
General Manager · Champagne+Fromage

"Wow, this is excellent. It's so helpful knowing what we need to fix, and how to fix it so we attract new customers."

Hymn to Ninkasi
Andrew Rodgers
Owner · Hymn to Ninkasi

"This is amazing! So valuable for both myself & my clients. The world of AI doesn't need to be confusing!"

Wild Branding Studio
Mel Matthews
Owner · Wild Branding Studio

"The intelligence and insights are really helping me to reach my customer base."

Corporate Culture Coach
Tamsin Kaminski
Founder · The Corporate Culture Coach
FAQ

Common questions.

What is the AI Visibility Maturity Ladder — and what does each rung mean?+

The Maturity Ladder is a five-position scale that shows where your brand sits in AI-generated answers — across Google AI Overviews, Bing Copilot, Brave AI, and Perplexity. It answers the question: when someone asks an AI assistant about your category, do you appear?

0
Blocked
Your robots.txt disallows AI crawlers. No score is possible — this is the fix that unlocks every other rung.
n/a
1
Invisible
AI never surfaces you. Competitors are named; you are absent. The conversation happens without you.
0 / 4
2
Emerging
AI mentions you occasionally — one engine cites you, others don't. Incomplete, inconsistent, often missing the details that convert.
1 / 4
3
Cited
Multiple AI engines include you. You have a foothold — but competitors are still recommended over you on the queries that drive enquiries.
2–3 / 4
4
Recommended
AI actively selects you. Your differentiators are clear, your evidence is current, you come up first. The priority now is protecting and extending that lead.
4 / 4

The free score places you on this ladder based on a single query across 5 engines. The full report runs 30 cells (6 queries × 5 AI surfaces) and shows exactly which queries and surfaces you're missing — and what it takes to climb.

What format is the report delivered in?+
Interactive HTML dashboard, hosted online. Five tabbed dimensions, each with findings, fixes, and a pre-filled AI brief. Not a PDF. Not a slide deck. Something you navigate, share, and return to.
Who runs the audit?+
F&T runs every report. Not automated software. A structured intelligence process: crawl data, competitor analysis, AI visibility testing, and human review across five dimensions.
How is this different from a free SEO tool?+
Free tools give you a number. This is intelligence: AI visibility plus five dimensions (Search, Design, Brand, Compete, Growth), your Maturity Rung, the revenue gap modelled in £, what competitors are doing, and a prioritised action plan.
What if I have multiple sites or locations?+
Multi-site reports start from £600 per site for 5+ sites. White-label rates available for agencies. Email hello@frictionandtoil.com for a tailored quote.
What's the turnaround time?+
48 hours from receipt of your briefing.
Who is behind F&T?+
Frank Graham is the editorial voice of Friction & Toil — a pen name, in the tradition of analysts and strategists who separate their published work from their day roles. The credential is the work: published intelligence on what AI means for organisations that didn't grow up digital, what invisibility costs, and how to close the gap.