10 signs your message is out of synch

AI can imitate your style, but it cannot long for meaning, and it cannot experience heartbreak or wonder. That is your edge.

The future is analogue

The future is full of AI. The advantage goes to the people who can still stand in a room, with nothing but a pen and a point of view, and move other humans.

AI systems now sound more authentic than people...

Across industries, AI-edited texts outperform human ones in readability but lose something subtler: Their sense of origin. We have entered the post-authentic era. Explore how your own communication holds up in the age of artificial expression.

You don’t need new words. You need a point of view.

If your tone, rhythm, and reasoning are rooted in your brand’s DNA, you can reclaim any word. Even “synergy” or "stakeholder". AI doesn’t corrupt language but it does expose how little intention we’ve had behind it.

Can AI Understand Stakeholder Needs Better Than We Do?

These are no longer futuristic promises. They are already part of the daily toolkit in stakeholder engagement. Which raises an important question: if AI can see so much, what is left for humans?

Is Advertising last year’s model?

It’s been said that it’s easier to imagine the end of the world than the end of capitalism. The same could be said of advertising. But the system is creaking. The old machine still hums in the background, but no one’s really listening. And three forces are dismantling it at the core.

When was the last time your AI said "I don't know"?

What role should human judgment play as AI becomes more prevalent in decision-making? How do we balance AI efficiency with human wisdom?

The Paradox of Perfect Advice

As AI becomes increasingly capable of making better decisions than we can, three questions become critical. Read here.

Reframing creativity

If you’ve felt uneasy watching AI create better, faster, and cheaper—this post is for you. This could be the start of a new creative renaissance. But only if we choose to show up for it.

Weak comms strategy

If you don’t decide who you are, someone else, or some system, will. And it’s hard to stay relevant in Brussels if no one can find you, explain you, or believe you. The age of AI will no longer tolerate a weak communication strategy.

Meaning in the age of AI

From giant agency networks to lone freelancers using ChatGPT and Midjourney, everyone’s pumping out content like it’s oxygen. But instead of breathing life into ideas, are we choking the system with sameness?

Is AI creative?

Can AI ever be considered creative? And are we heading into an epistemological crisis with AI, where even the authorship of ideas becomes uncertain? Is there some practical advice for creatives using AI? Lots to consider in our latest think piece.

What gives life meaning if AI does everything?

What happens when machines out-produce us in every measurable way? When AI can write better, think faster, create more, solve problems we didn't even know existed?

The Authenticity Paradox: When AI writes about human-centered AI.

When audiences can no longer tell who is speaking, trust begins to erode. That’s why clarity is more than a communication goal. It’s a strategic necessity.