Content made intelligent.

Every B2B company talks about leads – tracks them, targets them, reports on them. Few agree on what the word actually means. That gap looks small. It isn't. It's where marketing and sales stop functioning as one system and start operating on two different sets of facts. In 2006, Philip Kotler, Neil Rackham and Suj Krishnaswamy published "Ending the War Between Sales and Marketing" in Harvard Business Review – a study of why two functions that share a single revenue goal so of

Content used to be scarce, so producing it was the hard part. Now content is nearly free, and a machine can generate more of it in a minute than a team once produced in a quarter. What's scarce again is something else entirely: a real person, describing a real problem, in their own words. That's what's actually worth paying attention to. AI-generated writing now accounts for roughly half of new English-language articles online – up from under 8% when ChatGPT launched in late

AI is a powerful tool for those of us who work in communication. Used the wrong way, though, it risks becoming a shortcut around thinking rather than a way to sharpen it. That's why it matters to draw a line between AI content and intelligent content. Philosopher Åsa Wikforss wrote in a DN article (14 June 2026) about what happens to human thinking when machines start solving our problems for us. She describes the risk of "cognitive surrender" – the gradual loss of our abilit