Hybu Cig Cymru – Meat Promotion Wales (HCC) is continuing to explore new ways of connecting with consumers, by utilising AI platforms to advertise PGI Welsh Lamb and PGI Welsh Beef.
As part of the current ‘Look for the Logos’ campaign, HCC recently trialled advertising through ChatGPT, extending reach beyond traditional social media, video and display advertising channels.
Artificial intelligence is becoming an increasingly common part of everyday life across the UK, with people using AI-powered tools to search for information, work, and manage daily tasks. Recent research from Ofcom found that more than half of UK adults (54%) used a generative AI tool in 2025. Chat GPT is regarded as the world’s most widely used AI tool and received 1.8 billion visits in the first eight months of 2025.
The activity forms part of HCC’s ongoing work to understand how rapidly evolving digital technologies could influence the way consumers discover brands and make purchasing decisions in the future.
As search and online discovery continue to evolve, AI assistants, generative experiences and emerging forms of commerce are expected to play an increasingly important role in how consumers research products and make purchasing decisions. In response, HCC is taking proactive steps to understand how its brands can remain visible, trusted and relevant within these new digital spaces.
Alongside testing advertising opportunities, HCC is also exploring Generative Engine Optimisation (GEO), an emerging discipline focused on improving how brands appear within AI-generated responses and recommendations.
The work is helping build an evidence base that can inform future digital marketing strategies, ensuring decisions are grounded in real consumer behaviour rather than speculation.
By embracing innovation and exploring new opportunities early, HCC is positioning itself to respond to the changing landscape of digital search, discovery and commerce, while continuing to support the visibility and competitiveness of Welsh red meat brands in the years ahead.
