Real people still win.
Research and field notes on trust, conversation and why the most persuasive voice in marketing belongs to your customers.
AI content is taking over the internet. Here's what the data says.
Roughly half of new articles online are now mostly written by AI, and consumers are noticing. What that means for businesses that want to be believed.
Read article → ConversationWhy person-to-person conversation still wins
Asking in person is dramatically more persuasive than asking over a screen, and people trust people they know more than any ad. Here's why that matters for your marketing.
Read article → ResultsHuman-made vs. AI-made content: what the evidence says about results
Labeling things as AI lowers purchase intent, real reviews move buyers, and shoppers trust peers over influencers. What the research says about which content actually works.
Read article → PersuasionEthos, pathos, logos: why real people persuade better than AI
Aristotle's three ways to persuade are 2,300 years old, and they still run every good ad. A real customer can hit all three in under a minute.
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