Research
Original thinking on AI, GEO, and B2B marketing
Frameworks, series, whitepapers, and analysis. Everything here is built around one question: how do you build visibility and credibility in a world where AI mediates discovery?
The Eightfold Path of AI
Read the series →A mental model for understanding AI - from first principles to agentic systems
Eight steps that build on one another - from the earliest computational constraints through deep learning, the Transformer, foundation models, and on to autonomous agentic systems. Written for marketers and business leaders who want to understand AI properly, not just use it.
Whitepapers
Self-Refine Without a Repetition Penalty
A controlled case study in recursive model collapse on a local Mac Mini model, and the one setting that fixed it.
Get the PDF →WhitepaperHow to Optimise for AEO and GEO
How AI search systems are reshaping visibility, measurement, and brand meaning - and what B2B marketers should do about it.
Get the PDF →WhitepaperA Weighted Sum of Everything Ever Written About You
What Bayesian linear regression, copied by hand from a textbook I've owned since January 2007, tells us about getting cited by AI.
Get the PDF →Analysis
AEO Visibility Decays Faster Than SEO
Why answer engine visibility erodes more quickly than search rankings - and what that means for measurement.
GEO / AEOAI Visibility is a Layered Problem
SEO, AEO, and GEO are not the same thing. Understanding the layers is the first step to solving them.
GEOWhy GEO Matters More Than SEO
The case for shifting focus from search engine optimisation to shaping what generative AI says about you.
GEO / BrandBrand is How You Impact GEO
AI systems are trained on everything written about you. Brand positioning is the lever that shapes those priors.
GEO / AEOThe Crocodile Effect
What falling SEO clicks actually mean in the age of AI Overviews - and why visibility may be fine even as traffic drops.
MeasurementB2B Marketing Measurement
How to measure marketing in a world where AI mediates discovery and last-click attribution tells you almost nothing.
GEO / Content StrategyYour Brand Doesn't Get Its Own Space Inside an AI Model
Language models pack more concepts than they have room for. Generic content competes for that same overcrowded space as everyone else's, and usually loses.
Downloads
All resources →Free frameworks, scorecards, and guides - everything from the Marketing Pyramid to the Brand and AI Visibility deck. View all downloads →