York Business Festival: AI essentials and ‘Digital Thursday’

The day began with Dr Andrew Fairely of York St John University, who spoke about the challenges facing businesses and how AI can help.

His session looked at the tools to increase day-to-day efficiencies, covering inputting risks, interjections, data security, prompting frameworks and evaluation.

Next came Andrew Edge, business development manager for York consultancy Simpson Associates.

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Andrew says the session he gave went really well, with businesses keen to learn of the opportunities AI can offer.

He told The Press: “It was a great opportunity to meet new businesses and discuss the exciting things we are doing across York.

“I talked about how to understand how to identify the key levers in your business and apply AI and unlock applications. There was definite interest. The thing that resonates with people is how to do process mapping in a simple and effective way to highlight challenges.”

The Press and its marketing sister LOCALiQ also explained how they lead the way in helping businesses thrive online.

Steve Lowe, Sales Director for York Press and LOCALiQ, and Kelly Sowerby, Head of Digital, delivered an engaging Digital Marketing Masterclass to a packed audience of local businesses.

The session attracted around 30 attendees eager to learn how to strengthen their digital presence and drive growth in an increasingly competitive online landscape.

The workshop covered everything from building brand awareness and creating a fit-for-purpose website to understanding customer behaviour and optimising marketing strategies across multiple channels.

A major theme of the afternoon was the impact of AI on search. Steve and Karen highlighted that traditional methods of reaching the top of search results are changing rapidly, with AI-driven answers now appearing ahead of PPC and organic listings. Businesses were urged to develop a robust AI strategy to maintain visibility and relevance.

Other key topics included:

l SEO and Keyword Strategy – Ensuring websites are optimised for search and aligned with customer needs.

l Integrated Marketing – Combining offline and online efforts for maximum impact.

l Customer-Centric Thinking – Recognising that customers search across Google Maps, social media, and even offline channels like newspapers and magazines.

Attendees also took part in practical exercises, exploring tools and techniques to optimise their own websites and improve digital performance.

Steve Lowe said afterwards: “Digital marketing is no longer optional – it’s essential. Businesses need to think like their customers and ensure they’re visible across every touch point, from search engines to social platforms and beyond.”

Adding to the digital theme on Thursday was a Cybersecurity Masterclass from Thom Sion, founder and director of Techscend of York, which looked at ransomware attacks, as suffered by M&S and others.

And ending the day on something different, Cherie Federico of Aesthetica spoke on how to make businesses sustainable, securing new markets and funding, recalling how her own business has evolved and changed over the years.

The day reinforced York Business Festival’s commitment to equipping local businesses with the knowledge and skills to succeed in a fast-changing digital world.