AI
AI in brand language, the line we will not cross
We use AI in the brand-language practice every day. We have a clear line for the parts of the work we will not hand to i…
AI
AI
Using AI like a junior writer, not a senior strategist
The same model can be a brilliant junior or a confident-sounding senior with no judgment. The practice that gets the bes…
AI
The brands that survive AI search are the ones with brand language
AI-mediated search rewards brands with a clear, repeatable position. It punishes brands whose own copy could have been w…