Perspectives on AI, search and brands
Short pieces on what we are learning. Our own research into what AI models say about companies, what we learn from client work without naming clients, and our reading of the news in AI.
October 2026 · 5 min
What AI models get wrong about UK energy suppliers
Five suppliers, four models and two hundred questions. The errors cluster on three facts, and most of them come from one kind of source.
September 2026 · 4 min
The question that decides the shortlist
When people ask an AI for three names, the wording of their need moves the answer more than any brand's own pages do.
September 2026 · 3 min
Agents that stay in use
Three routines went into one team. A month later two were in daily use and one was gone, and the one that went had the best demo.