AI writes generic content? Look at your brief. How to brief AI properly, and where humans must keep decision rights in an AI content workflow. […]
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Bad AI Output Is a Briefing Problem — How to Brief AI
AI writes generic content? Look at your brief. How to brief AI properly, and where humans must keep decision rights in an AI content workflow. […]
Read More… from Bad AI Output Is a Briefing Problem — How to Brief AI
The Content Operating System: Build Before You Buy
The Content Operating System: Why You Should Build the System Before You Buy the Tools You wouldn’t buy sofas for a house that hasn’t been designed yet. Obvious, isn’t it? And yet that is exactly how most companies are “doing AI” in their content function. They’re buying furniture — tools — for rooms that don’t […]
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Why 80% of Companies See No ROI From AI
Why 80% of Companies See No ROI From AI — and What the 20% Do Differently Two numbers should be on every leadership agenda this year. According to McKinsey’s State of AI research, 71% of organisations now use generative AI regularly in at least one business function. And yet more than 80% report no material […]
AI for startups
Why most founders fail at AI (and how to actually use AI for startup growth) Everyone is talking about AI. Almost no one is using it properly. And founders are feeling it. “I’ve tried AI tools, but they didn’t actually help my business grow” That’s not an edge case. That’s the pattern. The Real Problem […]
Am I losing my job?
Love and terror for AI in brand, marketing and communication Every day, I spend a bit of time sitting cross-legged at my laptop, scrolling through news and social media, and falling into rabbit holes of personalities who are promoting whatever online. I would normally call it ‘keeping myself updated with the latest trends.’ However, in recent […]
