Writing

Digital influencers, marketing, and what we found on the way.

Product updates, how running digital influencers actually works, and the holes we fell into ourselves.

Getting caught is not the risk. Sounding the same is.
3 min readopinion

Getting caught is not the risk. Sounding the same is.

Pangram scanned a million posts in July - 41% of longform LinkedIn is fully AI-written. Three weeks later LinkedIn added a report button. The cost has moved.

Why a synthetic AI persona earns real supporters
7 min readopinion

Why a synthetic AI persona earns real supporters

The real advantages of a digital persona built from scratch, the kind of audience an AI persona earns, and the situations where it fails.

Digital doubles are becoming infrastructure, not toys
5 min readopinion

Digital doubles are becoming infrastructure, not toys

The face was never the hard part. What changed is that a double can now keep going. The anatomy of one that works, and where it is already daily production.

Why we let the AI write, and still make you press publish
2 min readproduct

Why we let the AI write, and still make you press publish

Fully automated posting sounds great, and we deliberately did not build it. Here is why we kept one human step, and what that means for your accounts.