The AI Edit
Welcome to my real-world take on the era we’re all navigating - a conversation at the intersection of brand, design-led business and AI. Expect sector-relevant observations, practical guidance and thoughtful musings on how these worlds come together. You’ll find ideas for using AI to best advantage - without losing your voice or your standards.
It’s Search, but not as we know it...
Search has changed, and its changed fast. If you’re in interiors and feeling the ground shift, you’re not imagining it. Search is becoming a multi-platform confidence journey, with AI increasingly the introduction and proof now essential as the closer. This post is my non-techy guide to what’s changing for brands who make and sell beautiful things, and how to stay distinctive and discoverable for people who don’t love the language of dashboards.
The Great Flattening: Why Taste, Story and Proof Beat Sameness in the Age of AI
Two forces are quietly homogenising the interiors world: algorithms that reward the familiar, and AI tools that default to what's most common. The result is a feed full of content that's polished, predictable, and entirely forgettable. This piece untangles how both kinds of flattening work - and why the brands holding their nerve are winning in an AI search era where specificity, story, and proof matter more than ever.
Keep AI behind the scenes; your craft (and people) centre stage
Thoughts on a building site on New Bond Street as the blueprint for how to bring AI into your business: craft in front, structure behind. A reflection on why the best AI use is back-of-house while the ‘doorman’ moments that build trust stay firmly human.