Why AI doesn't sound like you
The surprising complexity of tone of voice and AI.
Brilliant Noise
We write concise analysis for business leaders navigating the AI transition – what's real, what's hype, and what it actually takes to build an organisation that uses AI well.
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AI won’t transform your organisation.
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How to show up in ChatGPT’s answers
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Our favourite meeting of the week
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AI is both an audience and a mirror
Clarity for machines makes clarity for humans.
The AI that does
What ChatGPT Agents tell us about the future of getting things done
Congratulations on your promotion
AI hasn’t automated creativity. It’s promoted us all.
What’s happening to SEO?
Are the old rules of SEO breaking down?
The Great AI Expansion
AI is no longer a tool. It’s becoming the environment.
What the hell is vibe coding?
The future of software development is pure vibes.
Why taste still wins in the age of AI
One for the creative leaders.
Why AI reasoning models are probably the future
AI that thinks before it speaks.
Is Share of Model the new way to measure Search?
A new dawn, a new bit of marketing jargon.