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25 articles
Generic output is almost always a context problem, not a prompt problem. A model with nothing specific to work from produces the average of what has been written on the subject. That is not a flaw to be worked around with better phrasing — it is the correct behaviour given no information. The fix is […]
Every integration you add is a thing that can fail without telling you. That is the property that makes connected systems different from the tools they connect. A broken tool announces itself — you open it and something is wrong. A broken integration produces silence, which is indistinguishable from a quiet week. And the failure […]
Personalisation built from what a customer told you works. Personalisation built from what a model inferred about them produces complaints. That line is the entire subject, and it does not move as the technology does. The risk is not that the inference is bad. It is that it is confident, specific and occasionally wrong — […]
The useful question about an AI agent is not whether it can do a task. It is what happens the times it does the task wrong. Capability questions produce arguments. Failure questions produce decisions, and they stay answerable as the capabilities move. An agent, for the purposes of this article, is a system that takes […]
Editing a generated draft is a different job from editing a human first draft, because the flaws are the opposite ones. A human first draft is usually messy, uneven, and specific — the ideas are there and the prose is rough. A generated draft is the reverse: smooth prose, even rhythm, and nothing in it […]
Every marketing automation you add sends more email, and sending more email to a list that is not more engaged is the fastest way to lose inbox placement. That constraint governs the whole subject and almost no automation advice mentions it. The pitch is always additive — add a welcome sequence, add cart recovery, add […]
AI made producing content almost free and made verifying it more expensive per published piece. That is the whole strategic picture, and most content operations have absorbed only the first half. Output went up. The work of checking whether the output is true, specific, and worth reading did not go down — it went up, […]
Describing your voice produces generic writing with your adjectives applied to it. "Friendly but professional, approachable, expert without being stuffy" describes almost every brand that has ever written a voice guideline. A model given that description writes the average of everything matching it, which is exactly the register you were trying to escape. Showing works. […]
Start by establishing whether it ran at all, because a trigger that stopped firing and a task that nobody performed look identical. That distinction splits the whole diagnosis in two, and getting it wrong sends people to check credentials for a problem that was a renamed form field. Open the run history first. Everything below […]
Send time optimisation models are trained on when recipients opened messages, and open timestamps now include machine activity that has nothing to do with when anyone was reading. Privacy protection pre-fetches message content on its own schedule, regardless of whether the recipient opened it. Security gateways fetch content during pre-delivery scanning, which happens before the […]
Searching for a statistic and finding it repeated in six articles is evidence of circulation, not of truth. That is the trap this whole job turns on. A fabricated figure propagates, because the second article cites the first, the third cites the second, and by the tenth the number has the texture of common knowledge […]
Drafting scales almost without limit. Verification scales linearly. Differentiation does not scale at all. That is the arithmetic, and it is why content operations that doubled their output found their results did not double. The bottleneck was never drafting, so removing the drafting cost moved the constraint one step along rather than eliminating it. Knowing […]