Budget 2026: Can businesses afford to B&Q it?

As November arrives, the communications industry gears up for one of the most competitive commentary environments of the year: Budget 2026. The speed and intensity of coverage have never been greater, with the majority of titles now digital-first and reporting industry reactions live as outcomes unfold, followed by deeper-dive analysis pieces. The first voices on the Chancellor’s announcements will be those C-Suite leaders that deliver rapid-fire responses in real time. But in this race for immediacy, is there the risk that speed comes at the expense of substance?  

It seems so. A recent conversation with a seasoned business editor highlighted a growing frustration: senior interviews and comments are increasingly over-polished, filled with corporate jargon and brand language, and often unusable. The gap in the market for straightforward, valuable insights cannot be underestimated. As the editor aptly put it, “we want expert voices that make a point, not a platitude”. 

Could it be that the communications industry may have had an unwitting part to play here, falling victim to its own success somewhat? Perhaps. Some wonder if Instagram is to blame (it usually is) – its relentless standards of perfection influencing most walks of life. While cancel culture has understandably led to heightened caution across the board. Regardless of what brought us here, the path to securing cut-through in conversations around the 26th is clear – and refreshingly simple: perfection is no substitute for authentic points of view grounded in experience, knowledge and passion.

Another challenge is the rise of AI-generated content. So-called ‘workslop’ – the term coined by Harvard Business Review to describe “polished, passable output that lacks depth” – now regularly lands in journalists’ inboxes. So much so, some correspondents have even begun advising against the use of GenAI tools in their requests.

Such ‘comment’ is not only generic, adding very little value to the journalist’s work (not to mention undermining the credibility of the brand), but can actually land them in hot water for publishing it, with respected titles enforcing strict policies on the use of AI-generated content. A sure-fire way to wave goodbye to any relationship with said journalist, at best. At worst, to get blacklisted by the title.

The lesson on leaving budget insights to the bots is clear: beware the dangers of DIY when it comes to communications at such critical times. Especially where individual and business credibility is ultimately at stake. It may appear quicker, easier and even cheaper, but it tends to end up costing a lot more in the long run. And you could lose a finger.