Insights

Notes on creativity, AI and transformation.

3 October 2026 · VisibilityWhy don't AI assistants recommend our brand?AI assistants recommend a brand based on information they can reach, understand and cross-check. If your site doesn't answer questions clearly, your details contradict each other, or no one else mentions you, the assistant passes you over. GEO closes those gaps, making your brand more likely to be described accurately and cited as a source in AI answers.
3 October 2026 · VisibilityWhat is AEO, and how is it different from SEO?AEO (Answer Engine Optimization) means shaping your content so that search engines and assistants can use it as the direct answer to a question. SEO aims to get your page high up the results list and clicked; AEO aims to be the answer itself. They aren't alternatives: AEO is built on a solid SEO foundation.
3 October 2026 · AI and TransformationWho should own AI transformation inside the company?AI transformation should be owned by someone who can make decisions and be held accountable for the outcome; work left solely to IT often never gets past the pilot. Depending on the company, that owner can be a business unit manager, a small steering team, or a partnership between IT and the business. Visible backing from leadership is essential in every model.
3 October 2026 · Brand and ProductionCan AI-generated visuals harm a brand?Not in itself. The harm comes when a visual misleads viewers, clashes with the brand's identity, or uses someone's likeness without their consent. AI is a powerful tool for concepts, variations and imagined scenes; but wherever you need to show the truth of a product, a place or a person, a real shoot is essential.
3 October 2026 · Brand and ProductionWhat production scale does a corporate film need?It depends on the story the film tells and where it will be shot. Most corporate films combine the character scale, which portrays executives and employees, with the atmosphere scale, which shows the office, factory or event. If a product takes centre stage, a micro-scale studio shoot is added; if the facility or location matters, macro-scale aerial footage.