Our latest thinking from our Frameworkers

The Prompt: The art of AEO: are you part of the conversation?
Answer engine optimisation (AEO) isn’t about gaming AI search or mangling your website to suit machines. It’s about creating an honest, authoritative version of your expertise that an LLM can actually use.
Louise Sheeran, Content Director
The Prompt: Your audience isn’t a persona. It’s a moving target.
The supply of brand knowledge is changing – but so is the demand. Brands must understand the evolving questions, needs and cares of the people they want to get close to.
Louise Sheeran, Content Director
The Prompt: Your brand has got the answers. AI just can’t find them.
You don’t need to create a second universe of AI content; you just need to make the gold already sitting in your brand content accessible to AI.
Louise Sheeran, Content Director
The Prompt: Your brand content is losing you AI search – but it could be the solution
The way people discover brands is changing fast.
Ellie Hennessey, Strategist and Insights Lead
The Prompt: Being known is no longer enough in an AI world
In the early days of the internet, the idea that anyone would buy something virtually felt inconceivable. To part with your hard-earned cash, you needed to see and feel a product for yourself, or build a personal relationship with a salesperson.
Ellie Hennessey, Strategist and Insights Lead
The Prompt: Are your brand guidelines ready to deliver behaviour?
Sandra Peat spent 18 months researching how brands create meaning through behaviour. She tells us that most B2B companies are designing for a world that no longer exists.
Don Hoyt Gorman, Strategy Director
The Prompt: AI, ACL tears and building stronger, more resilient brands
How do you future-proof your brand in an AI world? Senior writer Janelle Blasdel explores this question with a leap into skiing and a determination to never tear her ACL again.
Janelle Blasdel, Senior Writer and Editor
The Prompt: AI; didn’t read. Why audiences are craving personality
As AI changes how people view content, how should writers adapt? Our senior writer, Charlotte, speaks to Alys Key, a business and tech journalist, about how – and when – to stand out from the machines.
Charlotte Irwin, Senior Writer and Editor
The Prompt: Using AI to create a more accessible (and dynamic) digital future
Welcome back to The Prompt, a series tackling all the big questions about building B2B brands in an AI world.
Sergio Agosti, Lead Developer
The Prompt: What does AI think of your brand? And why does it matter?
The way people discover and experience brands is changing. Unlike traditional search where a range of responses appear, AI platforms give clear, authoritative answers.
Charlotte Irwin, Senior Writer and Editor
The Prompt: Why brand matters more than ever in an AI world
Welcome to The Prompt, a series tackling all the big questions about building B2B brands in an AI world.
Louise Sheeran, Content Director