Blog
What we noticed.
What we run into while putting AI to work for commercial teams. What broke, what we changed our mind about, and what the rules actually ask of you. Our name is on every piece.
Announcement · 29 October 2026
Sander Hooghiemstra joins as co-founder and CCO
From We Are Era, Snapchat and WeTransfer. He takes positioning, onboarding and client development.
Announcement · 1 September 2026
AI Opener is now Tisser
A rename, not a restructure. What the new word means, and why we went looking for it.
Research · 29 August 2026
The AI Blunder File: 22 documented brand incidents
Every incident dated and sourced. More than half were mechanically catchable before publication.
Benchmark · 19 August 2026
Which brands LLMs name when buyers ask
The same buying questions, asked to the same assistants, logged and compared. The method is public ahead of the data.
AI visibility · 24 July 2026
Why doesn't your brand show up in AI answers?
A name comes back when buyers ask, increasingly not yours. Why that happens, and how to put a number on it.
Rules · 24 July 2026
What is shadow AI, and why do most tools run without IT sign-off?
It isn't sabotage. It's speed. Why it spreads, and how to pull it into the light.
Brand · 24 July 2026
How do you keep AI agents on brand?
Everyone can generate fluent copy. Almost none of it sounds like them. The fix isn't a better prompt.
Rules · 23 July 2026
EU AI Act Article 50: what marketing must label now
In force since 2 August 2026. Per content type, with the one exemption that changes how you organise review.