Insights

Rules

Do we have to label everything we make with AI now?

No. Article 50 of the EU AI Act became applicable on 2 August 2026, and the claim that all AI-generated content must be labelled or the fine is €15 million is a significant overstatement.

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Measurement

AI fluency - are you using AI effectively and safely in your organisation?

Usage numbers tell you how much AI is being used but they do not tell you if anyone is using it well and improving.

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Getting it right

Where should we actually start with AI?

With the work, not the technology. The most impressive projects deliver the least, because they start with the clever thing and go looking for somewhere to put it.

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Protecting the business

How AI goes wrong, and how to protect your business

In nearly every one of these cases the AI did what it was asked. The harm came from an ordinary safeguard nobody had put in place.

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Strategy

Should we build our own AI, or keep renting it?

Most teams are renting the layer they run on. The choice is whether to keep renting or to own the data and run the model directly on it.

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Architecture

We have too many systems. Will more integrations fix it?

Each new connection between two systems is one more thing to maintain, and one more place for the numbers to disagree.

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Keeping control

When AI gets something wrong, who answers for it?

Using AI responsibly is less about principles on a wall and more about who answers when something goes wrong.

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Rules

Are there rules about using AI in my business?

There are, and for most smaller businesses they are less frightening than the headlines suggest. The simplest approach is to hold yourself to the strictest rule that applies to you.

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