"Based in Dungannon, County Tyrone, the company manufactures tyre balers, sidewall cutters, waste compactors, and glass crushers - specialist recycling and waste management equipment shipped to operators across the UK, Ireland, Europe, the Middle East, Australia, and the United States. It's not a startup story. There's no venture capital, no app, no pitch deck. It's a factory in Northern Ireland that makes heavy machinery and has been doing so for years."
"Historically, new business came through predictable channels: trade exhibitions, industry directories, referrals from existing customers, and organic Google search. A facility manager in Poland or a waste operator in the UAE would search for tyre baling equipment, find Gradeall's website in the results, and make contact. That pipeline still exists. But sitting alongside it now is a growing stream of enquiries from buyers who found Gradeall not through a Google search, but through an AI tool."
Gradeall International manufactures specialist recycling and waste management equipment in Dungannon, Northern Ireland, supplying operators across multiple international markets. The company historically relied on trade shows, industry directories, referrals and organic Google search for new enquiries. Director Conor Murphy tracked inbound leads and noticed changing patterns in where enquiries originated. Alongside the traditional pipeline, an increasing number of buyers began finding Gradeall via AI tools. Systems such as ChatGPT, Google's AI Overviews, Perplexity and Microsoft Copilot now answer sourcing questions and sometimes name specific manufacturers, altering discovery channels for potential customers.
Read at Business Matters
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