Category
Artificial intelligence
I don't write about artificial intelligence as a technology. I write about what happens when it walks into a company: who decides, who gets frightened, who is left behind, and how it changes the way people talk to each other. Here you'll find AI governance explained for people who will never write a line of code but will have to answer for it, the communication mistakes that turn a sound project into an internal crisis, and the new craft of being found when the thing answering is no longer a search engine but a machine that summarises. The thread is always the same: the technology is the easy part.
3 articles
July 27, 2026
You can publish AI-written text without a label. You just have to prove it
Do you have to declare AI-written text? From 2 August yes, if it informs the public on matters of public interest — unless human review is documented.
July 16, 2026
How to talk to your employees about AI without spreading fear (and how not to: the Duolingo case)
Most companies think fear of AI comes from AI. I believe it's the opposite: it comes from how we communicate change. The Duolingo case — the «AI-first» memo, the backlash, and a U-turn a year later — proves it almost perfectly. And it tells us something that holds for every company: people believe the criteria you decide by, not the reassurances you declare.
June 25, 2026
SEO, AEO, GEO: how to be found when nobody clicks anymore
Google traffic to websites has collapsed by a third in a year. People no longer search: they ask, and an AI answers. What this means for anyone with a business, a name, a reputation — and what I actually did on my own website.