Insights
Practical thinking on where AI creates business value.
On finding the right AI opportunities, designing the systems around them, and the business case that has to come first. Written for the people who run specialist agencies and SMBs.
Featured
AI StrategyWhy we start with the business case before the AI.Most AI projects don't fail on technology. They fail because the workflow wasn't worth changing in the first place. A practical way to weigh expected value against the cost of change — before anything gets built.Prateek Bawa8 min readRead the article →
From the article
Expected valueCost to changeBusiness case
ROI first. Technology second.
Latest articles
6 articlesAI for RecruitmentWhy recruitment agencies struggle to maintain consistent business developmentDelivery pressure, late-recognised opportunities and manual follow-through — where the BD execution gap actually comes from.7 min readAI for RecruitmentCandidate-led business development: turning your database into a commercial assetThe most credible reason to start a client conversation is often already in your candidate network.9 min readAI StrategyHow to decide whether a workflow is worth automatingA practical framework: expected value against cost to change, and why 'easy to automate' is the wrong starting question.6 min readAI SystemsWhere human judgement should remain in an AI workflowApproval states, review points and the difference between removing repetition and removing responsibility.8 min readAI for MarketingHow marketing agencies can use AI beyond content generationResearch, inbound handling and delivery operations — the less obvious workflows where AI protects margin.7 min readCustom AI DevelopmentBuild vs buy: when custom AI software makes senseProductised systems cover recurring workflows. Here's how to tell when your problem is specific enough to justify a custom build.10 min read
Where we focus
Five topics, built into connected bodies of work.
AI for RecruitmentBusiness development, candidate-led BD, account intelligence and the operational side of winning mandates.Explore the topic →AI for MarketingContent operations, SERP research, inbound handling and the delivery workflows behind agency margin.Explore the topic →AI SystemsHow working systems get designed: workflows, integrations, approval states and human-in-the-loop review.Explore the topic →AI StrategyWhere AI is worth using, how to build the business case, and when the right answer is not to automate.Explore the topic →Custom AI DevelopmentBuild vs buy, custom agents, internal tools and what it takes to move from prototype to dependable system.Explore the topic →
Growing deliberatelyEach topic grows into a connected body of work — pillar guides first, supporting articles around them.
Have a business problem you think AI could help solve?
Reading is a good start. Working backwards from your actual workflow is better.