AI and communications

Why email only works when you sound like a real person. And why AI slop is killing what little trust there is to start with.

From Tracey Emin to TikTok school wars, the old playbook for fighting misinformation is broken. Kids can smell a fake but us adults often can't. Here's what needs to change.

In a world that's fast-filling with AI-copywritten slop, it pays to be original, honest, well-informed and sincere. Here's how to write better than any robot.

LLMs are rewriting the rules of search. Our analysis of three research organisations shows why some win citations and AI referrals from ChatGPT — and others remain invisible.

When is it right to use Chat GPT to write a clickbait headline

When should you credit your AI with creating an image?

We’ve been doing a fair bit of work with companies recently, helping them to dovetail social media and crisis