INSIGHTS
Clarity in
The Age of AI
Featured perspectives:
The ideas shaping the future of human–AI communication
Language is changing faster than most organisations can adapt. Clarity breaks at scale, governance lags behind creation and AI accelerates everything – including drift.
Insights is where we examine these tensions – and share the structures, models and systems that keep communication coherent, human and intelligently governed.
Why Brands Are Losing Control of Their Voice
How fragmentation, speed and AI-driven drift are eroding brand coherence – and what organisations must redesign to regain control.
Human? AI? Wrong question.
The Human vs AI debate misses the real issue. Without a system beneath the writing, both humans and AI distort the brand in different ways.
The AI Hype Cycle Is Already Outdated
Why the industry’s focus on “AI + writing” is yesterday’s conversation – and why the real shift is structural, not technological.
What Is a Language System?
A language system is the structured framework that defines how a brand’s voice works – and how people and AI use it.