Working Theory · Category
The thinking, the systems and the local reads filed under Commentary.
6 ARTICLES
Two flagship models landed within days of each other and every channel is crowning a winner. Here is what we actually reach for, job by job — and why the choice decides less than the arguments suggest.
SEP 17, 2026
Ads have arrived inside ChatGPT, and they don't behave like search ads. An honest early read for small and local businesses: what to fix first, and how to test without betting the budget.
SEP 16, 2026
Labels and hidden watermarks are starting to follow AI-generated images, audio and text around the internet. Here is what they can actually tell you, and what they can't.
SEP 15, 2026
The question isn't whether AI will be involved in making good content. It already is. The question is who decides what's worth publishing — and whether it says anything.
SEP 15, 2026
Every few weeks a new AI model tops the leaderboard. For a business trying to get real work done, that is rarely the thing that decides the result.
SEP 11, 2026
Every few months someone declares the website dead. Every few months, the businesses that actually get found are the ones that still own one — just not the brochure you're picturing.
SEP 9, 2026
