Blog

Perspectives, predictions and provocations. Penned by the people of Archetype.

Signals_ISSUE02_new

ChatGPT cracks Google’s query monopoly

For two decades, no single competitor has taken a double-digit share of global search queries...

6 min read

cybersecurity

What happens when an AI agent goes rogue?

In late July, OpenAI made headlines for sharing details of an autonomous AI agent that...

7 min read

Why your LinkedIn company page probably matters less than you think (1)

Why your LinkedIn company page probably matters less than you think

I should start by saying I don’t have a vendetta against LinkedIn company pages. They’re...

7 min read

A pixel stylised jimi hendrix surrounded by work-related imagery

Crossing the agentic threshold: my terminal now has a personality

There’s a moment from about three years ago that I keep coming back to. I’m...

Why bother writing in the age of AI_

Why bother writing in the age of AI?

A creative writing professor at MIT recently described his meeting with a new class, having...

creative_rules

Big tech just said the quiet bit out loud: GEO builds on good SEO, and good SEO still needs originality

Google has published its clearest advice yet on how to show up in AI Overviews...

VISTA (1)

VISTA: the framework for building brands that get seen, trusted and chosen

Why fragmented communications no longer work – and what to do about it. The communications...

GEO Content Optimisation (4)

Your earned content and your FAQ pages are now linked. You need both to stand out

If your website content isn’t structured for retrieval, your PR activity is doing all the...

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