That content you've ignored for years? AI is training on it right now
Every piece of content you publish is shaping how AI tools understand and represent your organisation to users. Here's how to turn your content risks into a strategic advantage.
AI isn't a writing problem, it's a governance problem
Without content strategy and governance, AI amplifies existing gaps in how people, processes and technology work together.
Introducing the Content Design Academy
For years, content professionals have asked us: what comes after learning the fundamentals? How do I move into strategy or leadership? The Content Design Academy is our answer. It’s a flexible programme designed to help you build the skills you need at every stage, from getting started to leading change. You can take just one or follow the full pathway.
We need to talk about GenAI
GenAI tools are already here, and content practitioners are being asked to use them now. Not next year, not when the technology matures—today. While these tools come with serious challenges around copyright, environmental impact, and bias, ignoring them isn't an option. Instead, we're choosing to engage critically, helping practitioners understand how to use GenAI responsibly and navigate the messy reality of working with these tools.
Chatbots can’t fix disorganised content
Recently, I’ve seen organisations using chatbots to “help” their audience find information. In fact, some go out of their way to tell people the chatbot is the fastest way to the relevant content.
I have to wonder - why would you advertise that the content isn’t working rather than fix the actual problem?