“The ideas of the Human Tribes came first; with synapses screaming the dreams of their Gods.”
from “Gods & Bots” by Dave
BRUTAL REALITY.
THE MANIFESTO STATEMENT.
If you can’t create original human content you’re about to see why Steve Bartlett has dumped all AI copy and returned to human written content.
Eventually clip art (which goes all the way back long before the internet was invented) became boring. A lot of steps have been tried, by those with no imagination or skills, to automate “creative” and marketing content – it has failed every single time. And every single time it’s taken too long for businesses to realise.
But now even the Universities are waking up – (funnily enough, just the last few weeks since SIG rules became law on August 2nd) offering very quickly thrown together, or dusted off, courses starting next month (September) in real Human creative.
All the companies that threw their budget at AI and threw away their marketing agencies, real designers, real writers – are discovering it was a waste of money.
AI Generates — Humans Create.
AI didn’t suddenly make everyone a designer or writer.
AI search engines are not interested in AI content because AI can’t learn from itself – it can only learn from original Human content.
You can’t Humanise or Automate Creativity – it isn’t even what AI Is all about.
The counter revolution’s here. Join us – or drown in a sea of mediocrity.
The AI Illusion vs. Commercial Reality Research
Businesses are burning millions chasing the AI hype cycle.
It isn’t working.
Don’t take our word for it:
- MIT Project NANDA 95% of generative AI initiatives deliver exactly zero financial return to the bottom line .
- RAND Corporation
80% of AI projects fail —making it twice as risky as traditional software deployment. - S&P
42% of businesses became so frustrated they abandoned their AI projects entirely last year.
Why? Because internal teams are trying to build complex tech infrastructure instead of buying specialized commercial strategy.
They are chasing changing algorithms while losing market share.
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OUR APPROACH: We cut the confusion.
We don’t sell speculative tech experiments. We deliver distinct, creative marketing assets that convert viewers into customers.
That pound you can’t spend twice? Chasing an AI sales pitch? Or invested in solid Creative Marketing Strategy?
AI Can burn money – and you’d never notice.
MEANWHILE IN YOUR WORLD - COMPARTMENTALISE!
OVER VIEW by Humans:
3 out of 5 new clients we speak to these days gift us their plans to integrate AI.
Or their experience of having tried.
Generally there are as many opinions as there are businesses – but after a few Deep Dives – it tends to break down into two main Tribes…
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TRIBE A:
“Oh yes we’re in the race to integrate AI into all our operations.”
Tribes B to R … Other ideas
TRIBE S:
“Yea, well no, I’ve no idea. Could do without it but the lass in the warehouse seems to have a good handle on using it to design flyers.”
Tribes T to Z
“… Never heard of it, don’t need it, stop bothering me, design my paper catalogue and packaging.”
It doesn’t help when you can scroll past 35 FB and Insta adverts for AI this and AI that in less than ten minutes.
In the last week alone another 5 acronyms have been added to the list abounding from Start Up sellers of Artificial Intelligence apps.
[With the number of AI Start Ups – It’s like the Wild West – another saloon opens, another gold rush commences, another herd of buffalo are slaughtered for no other reason than – well you can.]
Remember the olden days (last year) when SEO was the holy grail – keywords and H-Tags and alt text? And there were enough different opinions on that approach – as if ANYONE really knew how to crack Google search engines, why would Google allow that when they’re trying to sell you paid advertising?
Now – you’re just getting used to not knowing what GSO and GSE and GPO was… hold on, not GPO, that’s something to do with Snail Mail. Then suddenly there’s ASO and ASE and it’s all to do with AI – and you’ve already lost the will to live.
You just want to make what you make, sell what you sell and go home to steak and ale pie or the vegan version.
Did you join the race to the bottom?
IT'S ALL SO MUCH WHITE NOISE!
So let’s make this simple: In real English,
the NUMBER ONE GOLDEN RULE
Sort everything you know (or want to know) into
AI Para Boxes – see brilliant human Page Header design above.
The only way to save your Sanity is to “Compartmentalise” so you’re not comparing apples and oranges.
White Noise can be cancelled.
FEEDING THE MACHINE.
WHAT AI SEARCH ENGINE MACHINES ARE LOOKING FOR AND WHY.
Unlike old Google not wanting you to know how to SEO your way to the top of a page; because they want you to get all frustrated and pay for Google Ads and Google Shop – AI wants you to feed it.
Machine Learning is not new (neither is AI – see list right at the bottom of the page) but Machine Learning was the seed that led to the AI we all rave about today, being developed both simultaneously and consecutively – yes you can do both.
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[If you’re interested the potted history goes like this:
- 1613 – in a book called “The Young Man’s Gleanings” by Richard Braithwaite, he described someone who was exceptionally fast at arithmetic as “the truest computer of Times, and the best Arithmetician ever breathed”.
Right up into the 1800’s if you hired a computer you hired a human, manually calculating huge tables of trigonometry, logarithms and charts for logistical purposes such as navigation for ships. - 1897 – the word “Computer” was used for the very first time to describe a calculating machine.
- 1943 – Warren McCulloch, a Neurophysiologist and Walter Pitts, a Logician were trying to develop a mathematical formula for how the human brain, specifically cells, “think”.
- 1945 – After the wartime codebreaking triumphs at Bletchley Park and Turing’s pioneering work to crack the Enigma machine, the phrase ‘Computer’ finally shifted to mean a “programmable, digital electronic machine”.
- 1950 – Alan Turing published a paper that would become legendary in scientific circles and beyond.
In his paper “Can Machines Think” he proposed that instead of programming a computer with millions of rules and directions (if this happens that happens) in almost flow chart strictures and pathways, programming should be more like teaching a human child, so that it “learnt” from experience. - 1952 – 1959 – Arthur Samuel, a Computer Scientist at IBM, built a program that taught itself how to play Drafts (well, Checkers, it being American).
The computer started playing better than he did. - 1959 – Samuel officially coined the phrase “Machine Learning”.]
IF YOU USE BIG CHUNKS OF TEXT or IMAGES ON YOUR WEBSITE GENERATED BY AI – AI isn’t interested.
Quick Note here on changes in the law. If you use AI Generated Content, without significant alteration the copyright and intellectual property is treated differently in the UK and the US
In the UK unaltered / not completely changed AI Generation means the IP doesn’t belong to anyone; so your competition could steal it and there would be nothing you could do about it.
In the US unaltered / not completely changed AI Generation means the IP “belongs to the computer” in other words the AI platform / provider.
See “Taking Care of Business” for more information.
It can’t learn anything new or different from itself – it needs Human Intelligence, Original Input, More (more more more) Information from the Natives to feed the machine and Learn.
This is the Paradox of the AI Para Boxes.
a) If you replace creativity with AI generated slop – AI search engines will ignore your website.
b) If you, and all your competitors, send the same prompts and queries to Gemini and Chat and Claude etc (and you will because you all sell the same things) you will all look exactly the same.
So even those potential customers using old fashion searches, directories, comparison sites and Google Ads to find you – aren’t going to be any more impressed with your offering than they are with your competitors.
WHO WINS? We all do – Us Humans that is…
It’s a feast pf information here.
THE GOOD CONTENT.
What else attracts those AI Search Bots to your Website?
Apple and Google etc – spent $Billions on what attracted humans to their products – both physical and digital – and then applied that to their AI search programmes.
There were two revelations.
1) The Bento Box and its almost coincidental creation of a Foveal View.
2) The Natural Human flow of Words…
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1)
The Bento Box – named after the Japanese Organising Trays with their rounded inner corners (easier to make using injection moulding, easier to clean – as nothing can get stuck in the corners) for cutlery and much more – led to most tech products and website containers being built with a specific diameter curve to each corner (you will see these on most techy websites and those of Banks and other large organisations – don’t let that put you off – it isn’t expensive to do, which is why you’ll se them on our home page. The big boys, for once have already paid for your research).
The Foveal View (known to Human Graphic Designers for many decades) is the way sharp square corners take your eye out / away from the content of a box, while curved corners take your eye into the centre of the box – the Foveal View.
So AI search engines are programmed to look for Bento Boxes on your front page – they want to look at what humans are attracted to.
2)
But the Bento Box is just the gateway to content – remember AI is looking for ways to learn and it’s looking for content humans want to see / read.
So while the front page Bento might only contain 20 or 30 words, when you click through from there the AI will not be happy if it only finds “thin copy” – anything less than 200 words is pretty useless for these purposes, above that the more the merrier, and the easier for you to be found – or even better “recommended” – not really recommended – but added to the mash up of information used to answer a potential customers query of Gemini, Chat, Claude, CoPilot etc – you WILL be named as a source of information used – AI has to do that – it’s the law.
SO NOW YOU KNOW you can’t replace Humans with AI – but you have AI to help you develop anything that isn’t what we do – why not use it for all it’s worth?
The good Robots are looking for Human Content
THINK YOU KNOW NOTHING?
“The Dreams of the Gods”
You know that idea you had? The one you thought was so clever and unique that you told all your friends about it. Or maybe (being a pro) you wrote it down and maybe you made a plan, and then MAYBE, you forgot about that scrap of paper.
Well, you can’t do everything, what with a dog to feed and kids to walk and poo bags to deliver to the public receptacles … but you were always going to do it one day.
Definitely one day…
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Until one day you saw YOUR idea being made, rolled out, marketed and delivered to a public gone crazy with lust for your invention!
That was now being manufactured in China and sold by AQZ%EE Inc in every Supermarket and Argos for £19,99.
Someone must have stolen your scrap of paper – but no. It’s still there in a kitchen drawer with a kids crayon scribble on the back and a smear of Marmite on the corner.”
BUT WHY DIDN’T YOU DO IT?
We’ve come a long way from 1613 to 1945 and even then…
Never Give Up!
AI IS MAN MADE.
- 1952 – The Barcode is granted the FIRST real data collection patent, three years after the application was filed. Inventors Norman Woodland and Bernard Silver were getting in early. They had the grand idea; they just had to wait for the hardware and software to catch up… and along it came.
- 1960 – Laser technology is invented. It isn’t yet powerful enough to cut metal, or a person in half—even by the time Goldfinger threatens James Bond with one in 1964.
- 1974 – Lasers are finally accurate enough to scan barcodes. The early “bullseye” marks morph into the vertical bars we still use today, scanned for the very first time on a pack of Wrigley’s Chewing Gum.
- 1980 – AI raises its head at Stanford University. Yes, that long ago. Another massive idea way ahead of its time.
- 1989 – The World Wide Web puts a rocket under global tech, promising endless possibilities and given completely free of charge to humanity by Tim Berners-Lee.
- 1990s – The internet gives traditional bankers the terrifying ability to go online.
- 1994 – QR Codes are invented by Masahiro Hara and a tiny team at Denso Wave (part of Toyota). They need a better way to track car parts. Necessity proves to be the mother of invention—or Hitsuyou wa hatsumei no haha.
- Late 1990s – “Big Data” is coined by John Mashey to describe the looming issue of massive data sets crashing computer memory and storage. The physical hardware simply cannot keep up with the digital potential.
- 1998 – PayPal arrives, letting us move digital money with a click.
- 2004 – Chip and PIN lands in our wallets.
- 2007 – Contactless payments make spending effortless.
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Developed throughout the 1960s and 70s, game-changing Cloud Storage finally arrives in the late 90s—just in time for the “Mobile Revolution” of the 2000s and early 2010s.
In 2026, humungous Data Centres twice the size of Amazon Fulfillment Hubs and battery storage farms powered by millions of acres of Chinese solar panels and Norwegian wind factories are tearing across the landscape.
The windmills and panels are rendered real by machines using fossil fuels to power them so they can power the data centres.
The Data Centres drink a gazillion gallons of water each day, water diverted from crops and livestock.
All this in a brief 74 years since the first digital data was captured by an innocent little barcode to organise the sale of Juicy Fruit Chewing Gum.
You’ll be needing a Human Hand with that.
Humans Create – AI Generates