Aizle
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Brands aren’t saving the world. They’re selling it
What if I told you the most powerful force for social change isn’t governments or NGOs, but companies hawking overpriced sneakers? Modern brands have become identity drug dealers. They’re not selling products; they’re selling psychological upgrades. Tesla didn’t revolutionize transportation by lecturing about carbon emissions—they made electric cars faster and sexier than gas guzzlers. Suddenly, saving… More →
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It’s 1995. Again.
TL;DR: The current AI boom feels exactly like the early internet in 1995—a ton of nauseating hype and bullshit hiding a genuine revolution. I’ve seen this movie before. Skepticism is healthy, but dismissal is a mistake. AI isn’t a replacement; it’s the most powerful creative tool we’ve had in 20 years. That’s why I started… More →
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The ensemble era: Why great creative work now has a cast list
In 2019, I asked a simple question (here’s the original blog post). Imagine it’s a decade from now, you’re at Cannes, and the Grand Prix winner was secretly cooked up by an AI. What happens? Do you disqualify the cyborg? Do the planners who asked the right questions, the CDs who picked the idea, and… More →
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Rory Sutherland’s book recommendations and media picks: A personal challenge
I’ve spent the last few months mainlining Rory Sutherland. Who am I kidding, he’s responsible for my interest in behavioural science in comms ever since I saw him talk at Cannes Lions about a decade ago. I don’t know how many hours of podcasts and YouTube clips I’ve consumed, but my brain is buzzing, and… More →
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Beyond the hype: An executive’s playbook for AI in marketing & communications
TL;DR → Frustrated that AI hasn’t revolutionized your creative team? The problem isn’t the AI—it’s your team’s behavior. Instead of just teaching prompts, the article argues for a “total-body operating system upgrade” to change how your team collaborates with AI by default. This isn’t about tools; it’s about rewiring your team’s culture to eliminate fear,… More →
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From insight to impact: A marketer’s guide to driving results with behavioral science
TL;DR → Most marketing underperforms because it treats people as logic machines. Treat them as humans—predictably irrational and beautifully social—and your work gets sharper, faster, and more profitable. Behavioural science gives you the levers; AI gives you the speed. Aizle helps you wire both into your team so you stop renting capability and start compounding… More →
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The creatively adaptive workforce: A framework for upskilling your team in the AI era
TL;DR: Skills only stick when environments, incentives, and systems make the “right” behaviour the easy default. Pair behavioural design (habits, rituals, norms) with systems thinking (guardrails, roles, SLOs, feedback loops) and you’ll get a creative org that compounds capability in the AI era—in weeks, not years. Remember that “AI for Creatives” workshop you ran last… More →
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Advertising & AI: Awarded Intelligence
Note: I originally wrote about this on my old website in February 2019, more than six years before Aizle was started. I followed this up in 2025 with a new article that shows how much the world has changed and how my thinking has been updated. Anyway, here’s the original… Imagine this. You’re at the Cannes… More →