Philip Russell, owner of Stables Wellbeing in Llandeilo, took part in the AI workshop in Carmarthenshire in February 2026.
Reflecting immediately afterwards, he described it as:
“Professional and informative…it was good to have time to focus on the subject matter without normal distractions.”
Two months on, the impact on the business has been clear – both in how AI is being used day-to-day and in measurable marketing performance.
Philip is now using AI across multiple areas of the business. This includes:
- creating engaging wellbeing content for their monthly newsletter,
- generating seasonal articles for external publications,
- and planning retreat schedules based on AI-generated annual calendars.
AI is also helping improve communication. It can draft and refine emails, and create social media posts to share recent activity and promote upcoming retreats.
The workshop also helped broaden Philip’s understanding of how AI can be used strategically:
“The workshop gave me a greater depth of knowledge rather than having tunnel vision just using one AI tool. I was scratching the surface before attending…you have to embrace it.”
Importantly, the practical, hands-on nature of the session meant action could be taken straight away:
“You can do real-world stuff and make improvements there and then. You don’t need to be highly technical, and you come away with an action plan and priorities.”
Since attending the workshop, Stables Wellbeing has also started using AI to refresh its website. This has resulted in a strengthening of their online presence.
Over an eight-week period, the business recorded strong performance improvements:
- +25% increase in overall website sessions
- +122% growth in organic search traffic (from 1,032 to 2,287 sessions)
- +77% increase in AI-driven referrals (daily rate rising from 0.75 to 1.33)
Stables Wellbeing stands out as a clear example of how AI‑supported content can boost visibility in search engines and AI platforms. Helping more people find and choose the business.
Philip’s advice to other tourism businesses is straightforward:
“There’s no reason not to attend. You’ve got to find out what you don’t know.”
