Writing.
On the work, and the market around it.
Articles on applied AI, digital strategy and what actually changes when a system goes in. Every figure quoted carries the organisation that published it and a link to the publication.
Articles
- Strategy
Buying a tool versus building a system
A tool is bought once and bent to fit. A system is shaped around how the business already runs. The distinction decides most of what happens afterwards.
- Practice
Why most automation automates the wrong thing
The visible bottleneck is rarely the expensive one. On where the time actually goes, and why the obvious candidate is usually a symptom.
- Market
AI adoption in the GCC: what the numbers miss
Personal use in the region is among the highest measured anywhere. Business adoption is not. On the gap between the two, and what sits in it.
- Governance
Human-in-the-loop: where the loop belongs
Approval placed at every step slows everything and is ignored within a month. On putting the checkpoint where a wrong answer would be expensive, and nowhere else.
- People
What AI actually does to the people using it
Not what it does to headcount. What it does to the working day of someone who uses it, measured by an organisation with no product to sell.
- Skills
Almost nobody using AI thinks they are good at it
The majority of people using AI at work do not believe they have the skills for it, and more than seven in ten want to learn. The constraint is not willingness and it is not access.
- Search
Being findable when the answer is written for you
Search is splitting in two. On what a peer-reviewed study found actually gets a page cited inside an AI-generated answer, and why it is not what the SEO industry is selling.
- Evidence
The AI statistics that survive checking
We tried to source every number on this site. Several of the most-quoted figures in the industry did not survive the attempt. Here is what happened to each of them.
New writing, when there is some
A short note when something is published: what it is about and a link. No more than a couple a month, and nothing else.
Start with
the diagnostic.
A scoping conversation costs nothing and ends with a straight answer about whether there is enough here to be worth doing. If there is not, we will tell you.
