Craft
Your customers can see the stitches that aren't there
J.Crew's AI catalog passed the glance and failed the people who know how a shirt is cut. The customers who look closest are the ones you lose.
Most technologyasks you to trust it.
I help brands build the kind that earns it.
Latest writing
Trust as Infrastructure
The lawsuit and the licensing deal are the same negotiation
Answer engines stopped paying for attribution with clicks. Now it gets priced in court and in contracts.
Craft
The more an AI avatar mimics a human, the more unsettling it becomes
Coca-Cola swapped people for polar bears and still landed in the uncanny valley. Let your AI look like AI.
