A common language for AI.

The terms you keep hearing when AI comes up, explained plainly, each with why it matters for your brand.

Basics

Large language modelLLM: An AI model that understands and writes text. Tools such as ChatGPT, Claude and Gemini are built on these models; how well they do depends on the information and direction they get.
Prompt: The instruction you give an AI. A good prompt states the goal, the context, an example and what a good result looks like.
AI Training and Development
Hallucination: When an AI produces information that sounds right but is wrong or made up. Approved sources and human review reduce the risk.

Applications

Brand knowledge: The approved sources an AI relies on when it works for your brand: strategy, audiences, product facts, tone of voice and visual standards. The clearer and fresher they are, the more on-brand the output.
AI assistant: An application that works from approved brand knowledge and answers questions from customers or the team. It can make product discovery easier and speed up the team’s searches.
Marketing and Creativity
AI agent: A system that can take actions with tools within the permissions it is given. What it reads, what it does, where it stops and when it hands back to a person are defined up front.
AI and Automation
Automation: Handing rule-based, repetitive work to systems. Where interpretation or drafting is needed AI steps in, and people make the decisions.
AI and Automation

Ways of working

Human approval: The final say on steps such as messaging a client, changing a budget or publishing content stays with a named person. In a good AI application, approval points are designed in from the start.
Pilot: A trial of one clearly bounded scenario in conditions close to real work. The result is compared with the recorded baseline and the success measure agreed beforehand.
AI Strategy

Visibility

Visibility in AIGEO / AEO: Your brand being described correctly and cited in AI-powered search and chat answers, including Google’s AI Overviews. It cannot be guaranteed; it is improved and tracked through clear, consistent brand information.
Visibility in AI

Let’s get started

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Tell us the idea or business problem on your mind, and let’s find the right first step for your brand together.