Experiments & Applied Learning
Build an ICP “target reader” as an AI agent to stress-test headlines, CTAs and template copy in hours – and fix clarity, proof and governance gaps fast.
Experiments & Applied Learning
Seven iterations, one recursive workflow. The behind-the-scenes account of preparing and delivering a live AI demonstration for The Data Lab – and what the process actually taught me.
Experiments & Applied Learning
This Isn't About AI Writing Better. It's About AI Removing What Stopped You Writing At All.
Experiments & Applied Learning
How I built a brand skill from scratch and produced a full campaign toolkit – speaking proposal, presentation, content calendar, outreach emails – in a single session.
Experiments & Applied Learning
How agentic AI turned Google’s Gemini 3 Pro hackathon experiment into a functional and innovative strategy tool for under-resourced charities.
Area Deep Dives
It’s the year when communicators should loudly and proudly articulate that their value isn’t in producing content – it’s in making sense of the world.
Leader Interviews
AI expertise isn't about being technically gifted – it's about understanding systems and workflows.
Newsletter
"The key is preparation. Use AI now to understand its capabilities and limitations. Build your prompts library when you're calm. Test on low-stakes issues. Because when a real crisis hits, you don't want to be experimenting – you want proven tools and workflows ready to deploy." - Amanda Coleman
Newsletter
Flipside's Barney Evison and his digital agency team have spent the past few years turning AI wonder into practical applications – and learning some hard truths along the way.
Join the communications professionals getting hands-on AI guidance grounded in real implementation.
AI tools built, pitches perfected, approvals fast-tracked: discover how smarter workflows are transforming PR and comms right now.
The real revelation isn't the tool itself - it's that a comms professional with no coding experience can build something this functional in three hours. The barriers between "I wish this existed" and "I built this" are crumbling.
Agonising over subject lines? Our AI prompt thinks like a journalist – asking the right questions and generating newsworthy subject lines without PR clichés.
How organised AI workspaces transformed my communications workflow (and why you should steal this approach).
In this edition, we dive headfirst into Claude's code-free Artefact app builder to see if we can build a proper LinkedIn content creation tool. Plus, a reality check on whether Grammarly's AI features actually help comms pros, and how ChatGPT’s Deep Research feature may save you hours of time.
I made the most of Claude’s latest app-building capabilities to create a tool that aims to offer several leading LinkedIn posting approaches as part of a structured, AI-powered workflow designed to save time and enhance engagement.
We tested Grammarly for 18 months across real client work: emails, proposals, newsletters. Is it the AI safety net every comms pro needs?
We put ChatGPT's new Deep Research feature through its paces with a real comms challenge. The results? Not perfect, but more than strong enough to prove its worth in certain situations.
The communications world is drowning in AI tool recommendations. Most appear to be written by people who've never actually used them. Our approach is different. Testing Models Every tool gets tested on communications work – the type we have actually done in the past, or that we are currently
Prompt engineering sounds sophisticated, but it's really just learning to ask AI systems better questions. Our approach focuses on what actually works for communications professionals. Real Scenarios, Real Constraints We produce and refine prompts on genuine communications tasks: press releases that need writing, crisis statements that need crafting,
When we build AI tools for communications, we're not trying to create the next unicorn startup. We're solving real problems that comms professionals face every day.
I'm here to experiment, fail, learn, and share everything along the way. Think of this as your comms insider's guide to figuring out AI together.
