Insights
Notes from putting agents into production.
What works, what breaks and what it costs. Written by the people who build it, not by a content team.
Written by the people who build it.
Why 95% of AI pilots never reach production
It’s rarely the model. It’s the data, the owner and the missing number. Here’s what the ones that ship do differently.
All notes
- Strategy
What an Agentic OS is, and what it isn’t
Not a chatbot, not a platform licence. A plain-language definition, with the four layers that make agents safe to run a business.
15 Sep 2026 · 4 min read - Playbooks
What agents should never do alone
A practical way to write approval rules: money, promises and anything you can’t undo.
8 Sep 2026 · 4 min read - Engineering
Every agent needs a judge
Why we put a second model in front of every answer, and when it isn’t worth the cost.
1 Sep 2026 · 4 min read - Case notes
Testing a campaign on customers who don’t exist
Synthetic personas built from real buyers: what they predict well, and what they get wrong.
25 Aug 2026 · 4 min read - Playbooks
The 30-day playbook, week by week
From the first call to production: the exact steps, artefacts and sign-offs we use.
18 Aug 2026 · 4 min read - Case notes
Cart recovery with agents: notes from our own store
Timing, channel and tone. What changed when the message was written for one person.
11 Aug 2026 · 4 min read - Strategy
Build, buy or both?
When an off-the-shelf AI tool is enough, and when your process deserves its own agent.
4 Aug 2026 · 4 min read - Engineering
Getting cited by ChatGPT and Claude
Generative-engine optimisation for product pages: facts, Q&A pairs and entity pages.
28 Jul 2026 · 4 min read
The monthly note
One email a month. What worked, what didn’t.
No hype, no roundups. One real lesson from production, with numbers.
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