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LinkedIn Algorithm 2026: how Brew 360 is redefining what works (and what doesn’t)

Posted on januar 22, 2026januar 22, 2026 by Valentina Casasola

In 2026, LinkedIn’s content ecosystem looks very different. The old “algorithm” that once rewarded posting frequency, timing hacks, and superficial engagement has been replaced by something much smarter, an AI-powered recommendation and visibility system called Brew 360. This shift isn’t a minor tweak. It rewires how content gets seen, who it reaches, and what actions truly drive influence on the platform.

In this article, we unpack what Brew 360 actually is, why many old tactics no longer work, and how professionals and companies should adapt their LinkedIn strategy in 2026, with practical steps backed by expert insights.

What Is LinkedIn Brew 360?

LinkedIn’s Brew 360 isn’t just another algorithm update, it’s a comprehensive AI-driven content visibility system that interprets the meaning behind what people post, who they are, and who might genuinely care about their content. Unlike the legacy model, which mostly counted likes, comments and basic engagement signals, Brew 360 understands context, language, and professional relevance.

Under this system:

Content is evaluated for semantic relevance, not surface-level metrics
The system learns from your historical activity and expertise signals
Visibility is personalized, not everyone gets the same treatment
Engagement quality (e.g., saves and thoughtful comments) matters more than quantity of reactions

In short, Brew 360 reads like a human editor, prioritizing clarity, relevance, and real value over tricks and shortcuts.

Why traditional LinkedIn tactics no longer work

Many professionals have noticed that impressions and reach are down, even for high-quality content. But this isn’t because LinkedIn is broken. It’s intentional. Brew 360 shows fewer posts to smaller but more targeted audiences, rewarding content that genuinely serves the right people.

Here’s what has changed:

Engagement and hacks are dead. Games like tagging long lists of people, posting at “magic” times, chasing likes, or using engagement pods are now actively detected and deprioritized. Brew 360 reduces visibility for content that feels forced or off-topic
Frequency doesn’t mean visiblity. Posting constantly no longer increases reach. Instead, the system favors focused consistency over sporadic bursts of volume. Quality is now the central signal.
Hashtags no longer influence content distribution. LinkedIn now identifies recurring themes across your posts to understand what you consistently talk about and who should see your content. Profiles and companies that focus on two or three defined areas of expertise achieve more stable and highly targeted visibility.

How Brew 360 actually works (behind the scenes)

According to LinkedIn experts and real user experience. reads more than your post. It examines:

Your profile information (headline, About, experience)
Historical posting patterns
What you engage with
Comment quality and conversation depth
Which audiences find your content valuable
Consistency shapes credibility

Posting tightly around 2–3 core topics helps Brew 360 understand your niche. This thematic consistency leads to more stable and relevant reach.

AI-generated or templated writing is penalized

Because the system detects patterns, generic or template-style content gets less visibility. Authentic, human language wins.

Saves and thoughtful engagement are high-value signals

When people save a post or engage with a meaningful comment, LinkedIn interprets that as long-term value. These signals significantly boost visibility and longevity in the feed

What this means for individuals

Under Brew 360, your LinkedIn strategy should shift from gaming visibility to building credibility and value. To succeed:

Engage in your niche consistently: likes and replies in your field signal relevance.
Align your content with your professional identity: make sure your headline, About section, and posts tell a cohesive story.
Focus on fewer, higher-impact posts:1–2 thoughtful posts per week beat daily shallow broadcasting.
Write clearly and teach something useful: explanations, frameworks, and lessons outperform generic observations.
Encourage thoughtful discussion: questions and reflections that spark real comments matter more than surface reactions.

What this means for companies

Company pages are especially impacted. Organic reach has declined because Brew 360 now prioritizes relevance at scale over broad visibility. To adapt:

Define your focus clearly: your company description and tagline are now key signals.
Create audience-specific posts: avoid generic updates for everyone; target content by sector or role.
Use visuals to clarify, not bait: charts and carousels perform best when they illuminate insights.
Leverage employee advocacy: early, thoughtful comments from internal experts amplify reach and credibility.
Invest in a proper Paid Advertising strategy to pair with organic publications
Organic visibility can still work, but it works differently: through relevance, precision, and coordinated engagement.

Seven strategic shifts you can apply now

Here’s a concise action plan based on expert insights from LinkedIn strategists:

Refine your professional narrative: make your expertise crystal clear in your profile and posts.
Pick 2–3 core topics and post consistently around them.
Write for clarity, not cleverness: avoid AI templates and buzzwords.
Encourage real discussions: questions that require thought signal value to the algorithm.
Focus on saves and long-term utility: craft posts people will want to bookmark.
Coordinate employee engagement thought-leading comments matter more than generic replies.
Pair organic content with LinkedIn Advertising for scale and frequency control

For professionals and brands who adapt early, Brew 360 offers a significant competitive advantage. For those relying on outdated tactics, visibility will continue to fall.

Want help mastering this new landscape? Stay tuned for our Project Neon guides on advanced LinkedIn strategy or contact us for a tailored audit.

TWENTY ONE!

Posted on desember 18, 2025desember 18, 2025 by Cathrine Pierce

The big wins are easy to see, but often, it’s the small things that matter most.

To celebrate the small things, we’ve picked our top moments from 2025 – giving us twenty-one little wins that shaped our year.

Because the small things add up – and they’re often the ones that tend to leave a lasting mark.

Summer party

Our 2025 summer party will live long in the memory. A luxurious boat cruise to the beautiful Lysefjord, complete with great company, food, beverages – and an obligatory dip in the fjord. Oh, and the weather was glorious. Stavanger at its very best! – Sven

Our office views

For those of you who have been inside our office, I’m sure you’ll agree that scoring the desk by the window is a win! Being able to breathe in the fresh ocean air and seeing the life of our small city buzzing throughout the day is my creativity booster. Combining that with Sven’s music and dry humour, Valentina’s laughter and Laura’s positive energy is the perfect formula for great days in the office throughout 2025. – Cathrine

TCO website

2025 was the year we delivered a brand new website for TCO. They now have a digital presence that matches their capabilities, supports commercial objectives, and strengthens their position in a competitive global market. – Sven

Mission Impossible campaign for Izomax

One of my standout professional moments at PN was leading the Mission Impossible campaign for Izomax. What made this especially meaningful was finding a client in the oil & gas space who had the courage to do something genuinely bold – a rarity in a traditionally conservative category. Collaborating with Moxie to bring the concept to life was incredibly rewarding, and the creative partnership pushed the work to a level I’m truly proud of. While budget constraints meant we couldn’t execute the full rollout as envisioned, the experience reinforced the value of brave clients and ambitious ideas, even within challenging industry contexts. – Valentina

Seeing our work out there

This isn’t something that can be attributed to 2025 alone, but it is something I love year on year – seeing our work in “real life”. Whether it’s driving past the Ocean Installer office and seeing the logo on their building, or strolling through an exhibition and getting eyes on a stand we designed. There’s true satisfaction when we see our work delivering as required. – Joe

International Propeller Club of Norway

Supporting IPC Norway as they established themselves in Norway has been a privilege and joy! The people behind the scenes are incredibly passionate, and we’ve truly enjoyed being their communication partner this year. A highlight was hosting them at our last Morning Focus event of 2025. – Cathrine

Practising what we preach

From consistent LinkedIn posts, regular website blog articles, launching our monthly newsletter to securing press opportunities for ourselves! The team have taken the challenge of boosting our own communication and smashed it! There’s always more to be done… but that’s what next year is for!!
– Laura

Breaking even

Given my role, my eyes are always on the numbers and reaching break-even each year is a quiet but meaningful milestone. It’s a testament to the hard work done by the wider team and gives us confidence in the operational decisions made along the way. – Stephane

Developing the FOX Subsea website

Often part of our role is to help a company enhance and evolve their visual identity, but in this instance, FOX had a strong and distinctive brand… it just hadn’t been brought to life digitally. Taking inspiration from their exhibition stands, it was satisfying to align their digital presence with their physical one. A new website which fully reflected the strong identify they’d already created. – Joe

Working with Pio

For a few months this year I’ve worked full-time as a consultant at Pio, focusing on creating content for their marketing team. While I’ve missed the office, it’s been really nice to dive deep into one product.
– Catarina

Reelwell milestone

Our long-standing client, Reelwell, signed a landmark contract with Vår Energi at the start of the year – marking the start of a multi-year deployment of their game changing DualLink technology on the North Sea. It was great to help communicate this to the industry, through press releases, photos and videos.
– Sven

Laughter in the office

Maybe this is cheating, as it’s not one moment (!), but hearing laughter across our office is always something that makes me smile. Bringing together a team that works well together and gets on well is not always easy or achievable. But this year, this team has jelled both professionally and personally. A solid team that’s been a pleasure to work with. – Laura

Keystone customer testimonials video series

The Keystone customer testimonials video series was a deeply collaborative project, built for the client and with the client. It stood out as a moment where trust, co-creation, and strategic storytelling came together seamlessly. Working closely with the client ensured authenticity at every stage (from concept to execution) resulting in content that felt credible, human, and commercially effective. This project highlighted the power of partnership-driven work and remains a benchmark for how I approach client collaboration. – Valentina

The weekly check-in

One hour each week to take stock, share updates and plan what’s next. Nothing flashy, just a practical, productive and scheduled time in the week that is vital to keeping everyone aligned. Over the year, those small moments of structure make a big difference. – Stephane

FourPhase media

Calling Shell’s office in Trinidad and Tobago is not something we do daily. But for our clients we are more than happy to defy time zones and country codes. Especially when it results in a sign-off for FourPhase’s press release that later turned into several pieces of media coverage in top tier international news outlets.– Cathrine

Global Maritime – Custom Build for Offshore Wind Exhibition (London)

Collaborating with Joe and Full Circle on our first fully custom-built stand for Global Maritime at the GOW in London was another great moment. It marked a full end-to-end delivery (from strategic thinking through to physical execution) for a high-profile international event (Global offshore wind). Seeing the concept come to life on the exhibition floor, and witnessing the client’s response, was incredibly fulfilling and set a new standard for what we could deliver as a team. – Valentina

Feedback

Whether it’s a comment from a client, someone attending one of our events, or a message from a contact in the industry, feedback always lands with me. Not because it’s flattering (which it can be too! 😆), but because it confirms that the work is seen and resonating with people. A small but important signal that we’re doing something right. – Laura

Morning Focus

2025 was the year we jazzed up our popular Neon Nights event by adding a morning event for the early birds. So if you think coffee and presentations by industry frontrunners is the perfect start to the day, make sure you pencil in our next Morning Focus event on February 11th, 2026.

Media intelligence

Working with PR means I live and breathe news, so I loved putting together a new media product for our clients this year. It’s called media intelligence, and it offers a tailored round-up of industry and company specific news once a week. This helps the executive and business development teams stay up to date with the latest movings and shakings, and come prepared with all the latest updates to client meetings. – Cathrine

Julebord!

Nights out with the Project Neon team are always a highlight, but the Julebord (Christmas party) this year was spectacular. The views, the food, the company… stunning! As a remote member of team I’m always struck with how beautiful the city is at Christmas time. Strolling along the cobble streets, with the Christmas lights is always a highlight of the year for me and a great kick-off to Christmas. – Joe

Ending the year without panic

All businesses have ups and downs; Project Neon is no different. But this year I feel we’re ending the year with the business in full control – not always the case in an agency-style business. While we don’t know what 2026 has in store, the current sense of steadiness is something to be acknowledged and valued. – Stephane

From online brochure to online ecosystem – has your website evolved with the times?

Posted on november 28, 2025november 28, 2025 by Laura Lewis

The adoption and integration of AI tools have transformed how we find and engage with information. Generative tools are now embedded into our working lives, and “answer engines” are increasingly summarising results before a single website link appears.

Where SEO and search engine ranking once kept marketing teams busy, the goal has now changed. Today, the golden ticket is ensuring that AI draws information from your website and not someone else’s.

Let’s put this in context. Picture the scene: Erik, a production engineer in Stavanger, is tasked with finding an oil service company to manage solids on a high-rate well. He doesn’t turn to Google. Instead, he pastes the brief into an AI assistant because it’s faster than trawling through ten PDFs. The assistant returns a tidy plan with cost bands and citations. Erik now just needs to validate it – so he clicks on the source: ideally, your website.

This behavior isn’t fringe anymore. Official SSB data suggests that in 2025, more than half of Norwegians aged sixteen to seventy-nine used generative AI tools in the preceding three months. The habit is normalising.

Why this matters for your website

The shift in search behavior changes what your website needs to be.

It’s no longer enough to have a digital brochure that lists services and contact details. To be visible, and credible in an AI-driven world, your website must function as part of a larger digital ecosystem.

AI systems, and the humans that are steering them, reward companies that demonstrate expertise, structure, and accessibility. That means your website needs to do more than look good; it needs to work hard, feed your other channels, and actively support business growth.

From brochure to ecosystem

In a connected digital environment, your website, content, SEO, social media, campaigns, analytics, and even CRM or lead-generation tools need to work together to support business goals and build credibility.

In practice, this means a website should:

Act as the core hub for all digital communication
Integrate with other tools such as analytics, lead tracking, and social content
Support business development through structured content and clear user journeys
Reflect technical expertise while making it easy for clients to find what they need
Evolve with the company – not just visually, but strategically

A website should operate as an active business tool – capturing insight, driving engagement, and connecting every digital touchpoint to measurable outcomes.. Think active and purposeful. Not static or cosmetic.

The reality of the shrinking the click pool

With AI summaries now increasingly sitting above everything else, fewer people click through to the links beneath. That shift won’t reverse.

If clicks are scarcer, the winners are the sources which both assistants and humans perceive as authoritative. That means your best thinking and proof points must sit on your website. They need to be presented with clarity, structure, and evidence, so that your site is easy to cite and easy to trust.

When Erik scrolls past the overview and chooses a link, he’s looking for depth and decisiveness. Your job is to meet that intent: answer the question clearly, show your workings, and reduce risk with specifics (numbers, ranges, methods, standards).

Professionals aren’t wary of AI anymore; they’re wary of false claims. Your website exists to lower that risk with verifiable detail and practical guidance.

What to publish

You need to build a credible bank of relevant content.

Start with the questions your buyers keep asking.

Give credibility to your content through transparency and clarity – what to expect, how it compares to alternative options, typical pitfalls, and realistic outcomes.

If you make third-party references or claims, include a source link. If you’re including data, try to add a table, diagram, or chart – anything that turns a paragraph into a reference point. The goal is to make your page something an engineer would bookmark and an AI assistant would happily cite.

Optimise for SEO and AIO (AI optimisation): Traditional SEO still matters, but it’s no longer the whole story. You need to optimise both for search engines and for AI assistants that scan, summarise, and cross-reference your content.

Practical steps include:

Use clear structure: Break content into logical sections with descriptive H2 and H3 headings that mirror the questions your buyers ask.
Be intentional with keywords: Use natural, topic-relevant phrases in headings, introductions, and meta descriptions – not keyword stuffing, just clear signals.
Add context and connections: Include internal links to relevant case studies, product or service pages, and FAQs. This helps both users and AI understand how topics fit together.
Show who’s behind the content: Add author names, roles, and (where relevant) technical backgrounds. Expertise and accountability build trust.
Make it personal and current: When you publish the content, add a short intro when sharing it on LinkedIn or email, link back to the article, and include a “last updated” date on the page itself. Regular updates show that the information is maintained, not abandoned.
Think in answers, not slogans: Open sections with direct, concise answers to the question, then expand with detail, examples, and references. This mirrors how answer engines work. If SEO helps people find you, AIO helps AI understand and trust you. You need both.

3. Build depth, not just volume

A handful of strong, well-structured articles will do more for your digital ecosystem than thirty thin blog posts. Focus on:

Topics that sit close to your core services
Processes or decisions that carry risk or cost for your buyers
Areas where you genuinely have stronger insight than your competitors

Depth signals seriousness. It tells both humans and machines that you’re not just joining the conversation, you’re equipped to lead it.

4. Keep it alive

An ecosystem needs maintenance. Schedule periodic reviews of your key articles to:

Refresh data, examples, and standards
Add new case references or lessons learned
Retire or merge outdated content

This isn’t about chasing trends; it’s about making sure that when someone lands on your article – or an AI pulls from it – the advice still holds.

Turning your website into an ecosystem

For many companies, the gap isn’t ambition, it’s capacity. Teams know their website should be doing more, but time and resources are focused on operations, tenders, or delivery.

We work alongside our clients to help create content plans and develop consistent articles to support business ambitions and help share their story.

We started this process with FourPhase back in 2022, before AIO was even a concept. Today they have a bank of specialist insights – structured, searchable, and increasingly cited by AI tools.

In an AI-driven world, this is no longer a “nice to have”. It’s how your website earns authority. So if you haven’t already, move the mindset for your website from online brochure to online ecosystem, and let your expertise do the heavy lifting.

Networks that open doors

Posted on november 20, 2025november 20, 2025 by Cathrine Pierce

Morning Focus with Mari Danielsen Lunde

Who helps you find your way when you step into a new industry or move to a new location? On Tuesday 18^th November we opened our office doors, ensured everyone had a a coffee in hand and explored how professional communities can make the “hard to crack” maritime industry feel more open, steerable (pun intended) and human.

Mari Danielsen Lunde, Shipping Operation Manager at Equinor and Board Member of The International Propeller Club of Norway talked about her own experience in this.

Mari brings a career that stretches across energy and shipping, with international projects in Canada and South Korea. Today, she leads Equinor’s Shipping Operations department for oil and product tankers. Outside of work, she is an opera singer (we know, very cool!) and music enthusiast.

This blend of operational responsibility and creativity shaped the tone of the session. Inviting others in the room to join the conversation, the morning became collective exploration of how to best connect and help each other professionally.

What do you think? Are opportunities shaped by proactiveness alone, or do we also need a bit of luck to meet the right people at the right time?

Mari Danielsen Lunde, Shipping Operation Manager and IPC Norway Board Member

Community as a career catalyst

Mari described shipping as an industry that can feel insular and closed in from the outside. Much of what really matters lives in trust, long-term relationships and informal networks built over time. For people arriving from other sectors or countries, entry into the Norwegian maritime industry can feel more like decoding a culture than applying for a job.

Professional networks, she argued, are one of the most effective ways to bridge that gap. Rather than being purely about “contacts”, they create visible, low-threshold arenas where people can meet on equal terms.

A morning gathering, an evening event or a club meeting can be a first step into conversations that would never happen in a formal interview setting. Over time, these encounters translate into insight into who does what, where decisions are made, and which challenges the industry are grappling with.

The power of networks

Mari described shipping as an industry that can feel insular and closed in from the outside. Much of what really matters lives in trust, long-term relationships and informal networks built over time. For people arriving from other sectors or countries, entry into the Norwegian maritime industry can feel more like decoding a culture than applying for a job.

This is one of the reasons Mari chose to get involved in The International Propeller Club of Norway. The vision of IPC Norway is to build a network across the maritime sector, not just traditional shipping. That means bringing together people from ship operations, ports, energy, services, finance, law and technology, and giving them a shared arena to share experiences and perspectives.

In the end, what Mari highlighted is something many of us recognise but rarely articulate: careers don’t grow in isolation. They grow through people – the ones who answer questions, open doors, and make a new landscape feel navigable.

In a sector where trust and access shape opportunity, networks help level the playing field, especially for those stepping into something new.

That’s exactly why we’re going to keep creating spaces like Neon Nights and Morning Focus. Places where conversations spark, ideas move, and connections turn into opportunities.

If you haven’t joined us yet, consider this your invitation!

This is Norway – A market entry and growth guide for energy and maritime companies

Posted on november 6, 2025november 20, 2025 by Cathrine Pierce

Download the Guide

In 2025, Norwegian oil and gas investment has remained at high levels as operators mature new field developments and sustain drilling activity across the Norwegian continental shelf.

According to Statistics Norway, total oil and gas investments are expected to peak at around NOK 275 billion in 2025, before easing slightly to around NOK 230 billion in 2026.¹

At the same time, Norway is accelerating investment in green and efficient shipping, reinforcing maritime activity as one of the nation’s most significant export arenas.²

Government initiatives such as the UK–Norway Joint Strategic Partnership (2024) and the Green Industrial Partnership (2025) highlight Norway’s commitment to collaboration and cross-border innovation — drawing on global learning to fast-track the green transition and the path to net zero.

This blend of large-scale offshore projects, ambitious decarbonisation goals, and high public expectations for transparency makes Norway unlike any other market.
Decisions made in Oslo, Stavanger or Bergen often ripple into European energy conversations and shape the agendas of international events like Nor-Shipping and ONS.

For international energy and maritime companies, success in Norway isn’t simply about entering the market – it’s about understanding the values that shape it.

Credibility here is built on openness, technical integrity, and a clear commitment to safety and sustainability.

That’s the purpose of “This is Norway”. We’ve created this guide to help brands communicate in a way that resonates with Norwegian audiences and aligns with local expectations.

For almost 10 years we’ve been supporting international energy and maritime brands. As a Norwegian company, with an international team, we combine deep local understanding with global marketing expertise.

Culture shift: comms Leading the Way

Posted on september 25, 2025november 20, 2025 by Cathrine Pierce

When was the last time you challenged your own practices?

The willingness to rethink and reimagine is what makes communication such a powerful force for transformation.

It was also a theme that came to life in our recent Morning Focus. We were joined by Ruth Siri Espedal Lycke, Head of Communications, Life Cycle at Aker Solutions, who gave us an inspiring answer, showcasing how internal communications is more than a function, it serves as a spark for culture change.

Ruth brings decades of experience spanning journalism, corporate communications, and internal culture building. Her passion for storytelling and employee engagement shone through as she shared the evolution of Aker Solutions’ Life Cycle, a bold initiative designed to activate employees and build a culture of continuous improvement.

Communication as a Tool for Change

For a global company like Aker Solutions, with over 4,000 employees across offices, workshops, and offshore teams around the world, connecting people is no small task. Rising costs and the demand for efficiency meant the organisation needed to engage its teams in meaningful ways that went beyond standard corporate messaging.

Ruth explained that traditional best practices like polished corporate emails, and top-down directives, no longer resonates in today’s fast-paced environment. She quoted Adam Grant:

“A lot of your best practices were built in a world that no longer exists. Instead of clinging to them, you need to look for better practices.”

This mindset led to the creation of the Life Cycle, a 15-minute live event every Friday. With the goal to spark dialogue, share improvements, and make employees feel like active participants in shaping the organisation’s current and future operations.

Power of Playful, Inclusive Communication

Ruth emphasised that successful internal communication doesn’t require huge budgets or advanced multimedia skills. What matters is creativity, commitment, and management buy-in. Additionally, Aker Solutions took full advantage of the opportunity to be playful internally by incorporating AI animations, a theme song, and creative brand elements. This helped to connect with employees in a way that was approachable and relatable.

Life Cycle features a panel of diverse employees each week, offering different perspectives on topics ranging from technical solutions to people-centred achievements. This format has been particularly effective for geographically dispersed teams. The approach also encourages vulnerability and courage: success isn’t guaranteed, but attempting new methods fosters trust and engagement. Since its inception, Life Cycle has attracted 300–600 attendees per week, and managers are now starting to integrate the content into team meetings and in workshops to broaden participation.

Perhaps the most impressive outcome has been the increase in employee ownership and initiative. Staff are now proactively reaching out to leaders like Pål Eikeseth, EVP Lifecycle, with suggestions to improve processes. This is a clear indication that communication can directly influence business performance and operational efficiency. By leveraging communication strategically, Aker Solutions has turned storytelling and employee engagement into tools for driving operational excellence.

Ruth emphasizes that Communication is an enabler for driving cultural change and a support for leadership. Still, it is the direct communication between leaders and employees in meetings and leadership actions that has the greatest impact.

Morning Focus

Networking and peer focused events, like Morning Focus, are invaluable for communication and marketing professionals as they provide a space to pause, reflect, and learn from innovative leaders who are challenging traditional practices.

The session reminded us that courage and creativity are the building blocks for bold communication strategies. And bold communication has the power to transform how organisations operate. For those in internal communications, the insights Ruth shared are immediately actionable: from creating inclusive formats to experimenting with playful storytelling.

If you missed this session, don’t worry – Morning Focus will return in November.
Stay tuned for updates!

AI can write content, but here’s why the human touch still matters

Posted on september 25, 2025november 20, 2025 by Valentina Casasola

It’s a Monday morning in mid-September. First thing in the week, I want nothing more than a cup of coffee, a quick scroll through my emails, maybe a glance at the news or LinkedIn updates. But lately, I’ve noticed something strange: my feed feels… flat.

It’s the same overly enthusiastic, “guru” tone everywhere, peppered with emojis, every word capitalized like it’s shouting at me. Honestly, it’s uninspiring. Social media is spammed by ChatGPT and Copilot worded posts. We keep posting content pretending it’s authentic, when the opposite is the case. Everyone is basically just pretending.

Let’s be honest: this stuff might fool some people, but a “geriatric millennial” like me? Not so much. I was there when the digital world started opening up and remember when people poured hours into writing genuine blog posts, keeping them alive with consistency and passion. I witnessed the rise of social media. I’ve worked in companies that invested real time, money, and creativity into building a unique voice across websites, campaigns, and channels.

But today, everything feels different. AI tools haven’t just arrived to help us: they’ve replaced authentic human voices. And somewhere along the way, we stopped using our own creativity. We got lazy. We convinced ourselves that being good at prompts makes us experts in communication and personal branding. But here’s the question that keeps bugging me: where did creativity go? Where did authenticity go? Is it that our perspective and perception also changed?

Are we still able to discern what is “INSTRAGRAM” vs “REALITY”? Are we still able to see the world without filters?

Just a few philosophic questions to start the week!

Jokes aside and spoiler alert: I think that human voices still matter.

The power of authentic content in 2025

In a world flooded with content, what truly stands out isn’t just clever headlines or SEO tricks: it’s authenticity. People want to hear and read stories that inspire, educate, and actually add value to their lives. Something they can relate to. Authenticity isn’t optional, it’s everything.

Sure, AI platforms like ChatGPT, Gemini, CoPilot or Jasper can generate text quickly, based on data and patterns. But they still lack the human spark: the imperfect, emotional, real element that makes content engaging and relatable.

If you’re wondering why your unedited, low-res casual photos of the team get more engagement than a perfectly polished, on-brand carousel, well, you already have your answer.

It’s a changing landscape.

This is just the state of things right now. When I started writing this blog some months ago, it looked very different. I’ve had to update it again and again, because AI is evolving at lightning speed. Tools that seemed impossible twelve months ago are now part of our everyday workflow.

And yet, one thing hasn’t changed: AI still can’t replace human creativity or the personal touch. Yes, it gets (terrifyingly) sharper every day: it learns from our feedback, our experiences, our corrections. But it’s still not there.

Ipnocrazia

I’m thinking here about the fascinating case of the Italian philosopher Andrea Colamedici and his book Ipnocrazia, that appeared on the shelves this spring 2025. WIRED described it as an “Acclaimed Book About Digital Manipulation”. The book was created through a process of philosophical co-writing with artificial intelligence systems, under the pseudonym Jianwei Xun, a fictional character who, according to the author, represents a “collective of human and artificial intelligences.”

At first, it was released in only 70 exemplars, but it quickly became a success: selling over 5,000 copies and translated into multiple languages. Then came the controversy. Critics felt deceived when they discovered it had been written with AI. Some reviewers even accused Colamedici of “cheating” the literary world; El País initially reviewed the book positively, only to retract their article once the AI involvement was revealed.

But here’s the nuance many missed: Ipnocrazia was written with AI, not by AI. There’s a huge difference. In fact, creating a book using AI tools isn’t as simple as typing prompts. It’s a slow, intentional, and highly iterative process. Colamedici didn’t just copy-paste chatbot text: he steered the conversation, refined the language, added philosophical structure, and elevated the raw output into something that could stand as a serious work of thought. Without his guidance, editing, and intellectual framework, the manuscript would have been meaningless.

What makes Ipnocrazia so intriguing is exactly this tension: it’s not “pure” AI work, nor is it a traditional book. It’s a hybrid experiment, showing what happens when human creativity collaborates with a machine. And maybe that’s the uncomfortable truth we’re all grappling with: AI can impress us, even inspire us, but it still depends on the human mind to give it direction and meaning.

So maybe the real question isn’t how far AI can go, but how far we let it go. Where do we decide to stop? Where do we draw the line?

AI enhances, not replaces, human work: a creative partner

Beyond the ethical concerns, one truth stands out: the human element remains irreplaceable. As Tim Soulo, CMO of Ahrefs, puts it: “It’s your knowledge and unique ideas that make your content useful and interesting. Everything else is secondary.”

From philosophical / social experiments to marketing and communications, the lesson is the same: text produced solely by AI falls short. Human intervention is essential. Yes, AI-generated content is becoming more polished, but search engines like Google are constantly refining their algorithms to detect and prioritise human-driven work. Why? Because AI often misses the details (and we all know how important they are), the cultural context, and the emotional nuance that define truly great writing.

A forward-thinking copywriter should ask,
“How can I improve with AI?” rather than “Can AI replace me?”

My final 2 cents on the topic.

AI is moving faster than we can fully process. It’s powerful, and it’s here to stay. But it isn’t the protagonist of this story – we are. Used well, AI can amplify creativity, speed up the boring stuff, and free us to focus on what really matters. But it can’t replicate the spark that makes content truly resonate: our curiosity, our imagination, and our ability to connect with other human beings.

So, before you slash your marketing budget and hand the keys to automation, remember this: content is still king. And the best content doesn’t come from an algorithm. It comes from people – thinking, questioning, creating, and daring to tell stories that matter.

Why Now Is the Time to Plan Your Next Exhibition

Posted on august 28, 2025august 28, 2025 by Valentina Casasola

From global shows like ADIPEC and ONS to specialist events across renewables and geothermal, securing the right location, message, and execution takes time. That’s why experienced teams start now, not later.

Our Exhibition checklist: more than just a To-Do List

With years of experience, we’ve created the Project Neon Exhibition Checklist. This is not just a list – it’s a living, breathing framework designed to get you thinking and ensure no detail is overlooked.

This checklist covers everything from the essentials (stand design, power requirements, and shipping deadlines), to the finer touches (branded giveaways, lead capture tools, and post-show follow-ups).

It includes every aspect of the event lifecycle and provides a discussion framework to ensure everyone has clarity, accountability, and peace of mind that all bases are covered.

Having spent years sharing this checklist with our clients, we’re now sharing it with you!

Download it now and be empowered! We hope it helps you, or others in your organisation understand the full scope of what goes into a successful exhibition. Use it to align teams, streamline communication, manage budgets and reduce last-minute surprises.

Get a copy of this checklist now:

Download the checklist here

Why start planning now, not later?

Take ONS 2026, for example, with the show just one year away, the countdown to ensure your presence is successful, has already begun.

So don’t delay! Here are some reasons why early planning matters:

More creative freedom: With more time, we can explore bold, innovative design concepts that truly stand out.
Better budget control: Early planning allows for smarter allocation of resources and avoids last-minute costs.
Prime positioning: Early birds often get the best stand locations, closer to foot traffic and key industry players.
Stronger messaging: You’ll have time to refine your brand story and align it with the event’s theme and audience.
(Almost) Stress-Free execution: Let’s be honest – planning events can feel like trying to do five things at once with a deadline ticking. When you’re considering logistics, procurement, design, campaigns and approvals, the more time you have the more you can breathe a little easier.

We’ve supported clients at some of the world’s most influential energy and technology exhibitions, including:

OTC & ATCE (USA)
ONS & IADC (Norway)
Offshore Europe (UK)
ADIPEC & MEOS (Middle East)
AOG & EXA (Australia)
IPTC, OTC Asia & APM (Asia Pacific)
GeoTHERM (Geothermal)
Global Offshore Wind (Renewables)
EAGE & IMAGE (Geoscience)
Norshipping (Shipping)
AquaNor & Nor-Fishing (Aquaculture)

Whether you’re launching a new product, building brand awareness, or strengthening industry relationships, we’ve helped our clients stand out with purpose and precision.

“Project Neon made our ONS presence unforgettable. From concept to execution, they nailed every detail.” – Elisabeth Balchen Gundersen, TCO

With years of experience in sector relevant event management, we can help you with your next event. So, whether it’s a modest shell scheme or a show-stopping custom build, give us a shout if you want an exhibition partner who knows the global event landscape.