This article explores why traditional buyer journeys and rigid marketing “scripts” no longer reflect how people actually make decisions. Instead of trying to control complex behaviour with more touchpoints and segmentation, brands should focus on understanding buyer intent and closing the “Confidence Gap” - the space between knowing and feeling ready to act.
Read more
From the end of the traditional trend report to the rise of AI-mediated relationships and a backlash against frictionless everything, SXSW 2026 revealed a shift in how technology intersects with human behaviour. These five takeaways highlight a common theme: in an increasingly automated world, the brands and organisations that win will be the ones that double down on what makes them unmistakably human.
Read more
An exploration of the Confidence Gap in modern buyer journeys and why so many decisions stall in the “messy middle.” The article explains the psychology behind hesitation and introduces the 7DOTS confidence framework for designing digital experiences that turn intent into action.
Read more
AI is rapidly reshaping the buyer journey, shifting discovery from search engines to AI-driven conversations that summarise, compare, and recommend before a single website visit. As research, decision-making, and even purchases move inside platforms like ChatGPT, brands must rethink how they show up, structure content, and compete in an AI-led funnel.
Read more
We asked people to be brutally honest about AI and the answers might surprise you. From “my creative buddy” to “I’m not sure I trust it,” discover how AI is shaping creativity, work, and our thinking and why people are both excited and uneasy.
Read more
Culture and technology aren’t opposites — they evolve the same way and thrive on impact. Drawing on 15 years of digital strategy and real-world examples, this piece explores seven patterns behind today’s most successful cultural organisations ahead of the REMIX Summit in London.
Read more