Allegory DigiGov2026 Blog

By Emma Thwaites 

AI is a rapidly growing technology that’s here to stay. Recent events (models acting autonomously and in dangerous ways, tech bosses and others warning about the risks of superintelligence) have underlined the need for caution and careful consideration in adoption. For public bodies, this will be essential for maintaining public trust. As one speaker at the recent DigiGov conference reminded us, this is a journey, not a race. Digital literacy and data quality should be priorities, ensuring people, skills, and processes develop alongside the technology that is changing our everyday lives. 

This year I had the pleasure of representing Allegory’s client, the Open Data Institute (ODI), on the GovTech stage at DigiGov Expo 2026. Sharing a stage with a wide variety of experts means you get the full benefit of their knowledge, and this year’s panels and talks did not disappoint. From asking how the government assures the AI it’s already using, to whether the productivity promised from AI is actually happening, we posed a series of challenging questions and received some thought-provoking responses. 

Which problems to focus on

The day began with an overview from Chris Pannell of Salesforce, who asked whether we are focusing on the wrong problems. He gave examples from across the NHS, the Crown Courts, and prisons, and suggested that while technology use is increasing, backlogs and delays are too. He described humans as the ‘middleware’, bridging the gap between systems, teams, and processes. Chris highlighted NHS SBS as an example of an organisation that is handling the change in the right way. The company worked with Salesforce to redesign how enquiries flow between teams rather than simply seeking quick fixes. By using context and data to address root issues over time, they transformed the entire hand-off process. As a result, they cut the average time to raise a query from 12 to 3 minutes, and reduced average handling time by 20%. Chris posited that AI transformation should be approached in the same way as any transformation within an organisation; in the early days, “we all just got excited and forgot the rules!” 

This set the themes for the day, as speakers touched on how AI implementations require consideration of skills, people, and processes. 

AI assurance

Panellists in the AI assurance session stressed the importance of scaling literacy across entire organisations. As Paul Neville from The Pensions Regulator said, just as you would never want a Board that doesn’t understand finance, you shouldn’t have one that doesn’t understand AI. We must educate ourselves and our colleagues on reliable, productive ways to use AI at every level of the organisational hierarchy, he added. Alec Thomas from the Defence AI Centre (DAIC) emphasised bridging the gap between organisational leadership and AI professionals by encouraging a mutual understanding of risk and opportunity. All panellists encouraged a more individual approach to building skills and awareness by asking what each person needs, as well as what the organisation requires as a whole. 

Transparency

Alongside AI literacy, public trust is essential, and people only trust what they can understand. While emerging technologies are notoriously difficult to explain, organisations must commit to genuine transparency with their staff and end users. That applies internationally, in how global AI regulation develops, and locally, in how individual teams take a risk-based approach to adoption. As Alec Thomas noted, no one has agreed on a universal blueprint for what ‘good’ looks like when change happens this fast. Instead, the focus must be on building international standards, policies, and governance collaboratively so that citizens retain control over where their data lives and how it is used. Pointing to the DAIC as a practical example, Alec explained that they published their internal AI policy for public viewing. Ultimately, honesty is the best policy when explaining how organisations use AI, and, crucially, how they handle data.

Data quality

Data quality was another major theme throughout the data, a topic particularly close to our hearts at Allegory given our work with the ODI. If poor data goes into AI models, flawed outcomes inevitably follow. The ODI’s Resham Kotecha highlighted how easily bias creeps into datasets and scales through AI systems, warning of real-world risks like LLMs delivering faulty legal counsel or health recommendations that ignore key demographic factors. Catherine Nikolovski from the GovTech Global Alliance and Civic Software Foundation argued that we need to understand what AI amplifies when the underlying data is flawed.

What comes next?

No one can predict how technology will look 70 years from now, and anyone trying in 1956 would probably have missed the web entirely! Something that came through loud and clear on the GovTech stage was the importance of admitting humility when considering what the future may hold: there are many new skills to learn and much new knowledge to acquire. However, we can decide now how we will use these technologies by building AI and data literacy across organisations, keeping policy transparent and honest, and carefully considering data quality to maintain public trust and mitigate harms, as we adopt new and exciting technologies in the decades to come. 

Get in touch to find out more about our specialist strategic communications service for AI and data organisations by emailing team@allegoryagency.co.uk. 

What the rise of AI-generated answers means for PR

Bright pink and yellow radial light pattern on green background suggesting AI data, speed and digital signals

Is your organisation showing up in AI search results? 

When someone asks ChatGPT or Google’s AI a question, it doesn’t just send them a list of links. It gives them an answer, and if your organisation isn’t part of that answer, you’ve effectively been skipped. Nearly 60% of searches now end without a single click to an external source. This is the reality of Generative Engine Optimisation (GEO), and it is changing what good PR looks like.

The good news? Earned media and traditional PR coverage, turns out to be exactly what AI systems look for. Here’s what you need to know:

Not all publications are created equal. AI is influenced by different publications to different degrees. For example, a niche blog that is considered to be more trustworthy on a topic might have more ‘clout’ with the AI systems than a traditional media outlet. Some publishers have even agreed deals to ensure their content is searchable by AI.

Press releases still matter. Press releases distributed via news wires are one of the most reliable ways to get your information into places AI actually looks at. Leading with what’s new is a foolproof way to get more widespread interest. 

Positive coverage drives citation. AI notices sentiment so neutral coverage can actually read as a negative signal. Consistent, favourable coverage across earned and owned media actively improves your visibility.

Your website needs to be AI-readable. Many websites inadvertently block AI crawlers – through Cloudflare settings, outdated robots.txt files, or slow page speeds. If AI can’t access your site, it can’t cite you and therefore you are not acknowledged as a potential source in a search. 

The brands that stand out in this environment aren’t those who are the noisiest, they are the ones who are most trusted. That’s always been the goal of good PR; now it’s the goal of good GEO too.

If you would like to find out more about how Allegory could help you navigate communications and PR in the era of GEO, get in touch with us: bizdev@allegoryagency.co.uk 

New year, new name: AI & emerging tech Shoreditch communications agency renames to Allegory

View looking up at a canopy of tall green trees with sunlight filtering through fresh spring leaves

Thwaites Communications has started off the new decade with a brand new name, identity and website. Emma Thwaites, founders and CEO, made the decision to rename the company from Thwaites Communications to Allegory in 2019 to give all staff more ownership of the company and to lay the foundations for company growth.

Allegory kick-started the year with the announcement of two new clients including The National Archives and Barcode Warehouse. The team at Allegory will be rolling out digital transformation for archivists all over the country, ensuring digital records are preserved for future generations, and showcasing technology solutions that allow companies across all sectors to be more efficient.

The team at Allegory have also launched a new series of workshops and training available to their clients, wider network and staff that covers all aspects of communications including; strategy and planning, audience and messaging, media training and social media. Details of these training courses can be found on our website

Renaming a business is no easy task. A seamless transition to a new name online and offline is nigh on impossible, as a company name is woven into all aspects of a business. A complete refresh does give businesses the chance to reflect and think about aspects of the business that go beyond the name, like purpose and values, allowing businesses to develop strong brand identity and ultimately resonate more with their audiences and customers. 

For CEO Emma Thwaites, removing her name from above the door was the right decision:

“The business today is so different from the one-woman-and-her-dog outfit that I started in my spare room in 2012. Everyone in the company is so invested in it, and I wanted to create a sense of ownership throughout the wider team. That just feels more straight-forward when it’s not my name above the door. The new name will create a bit of distance from me as the CEO, which I believe to be important. I’ll never lose my huge pride in what’s been achieved, or my emotional connection to the business I started but this company doesn’t just belong to me now, it belongs to the whole team.”

To find out more about this rebrand or what Allegory can do for you, please contact:

About Allegory:

Allegory is a full-service communications agency based in Shoreditch, London. Our team of communications professionals deliver communications strategies, brand development projects, stakeholder engagement campaigns, media relations and behaviour change exercises.

Established in 2012 by former Head of Strategic Communications at the Cabinet Office, Emma Thwaites, we have a core team of nine individuals, with a wider network of over 20 specialists and associates. In the eight years since we launched we have developed and delivered profile-building strategies for over 70 organisations.

We specialise in working with organisations using technology to improve services for the public. This often involves communicating complex messages to non-technical audiences in a simple way, and inspiring them to act.