From the room, not the brochure.
Practical articles on Claude AI, agentic automation and workshops for European SMBs. The longer-form version of what we work through with teams in person.
- ✦ AI search & GEO
What is llms.txt and how to write one (with a template)
llms.txt is a plain-text file that tells AI engines who you are and what you offer. What it contains, where it goes, what it does not fix, plus a template.
4 min → - ✦ AI search & GEO
How to get cited by ChatGPT: a five-step technical checklist for businesses (2026)
ChatGPT cites pages it can read: server-rendered HTML, open AI-crawler rules, structured data, llms.txt, answer-first content. Five checks that take ten minutes.
5 min → - ✦ AI search & GEO
GEO vs SEO: what your business actually needs in 2026
SEO puts you in a list of links, GEO puts you inside the AI answer. Where the work overlaps, which order to do it in — and numbers from two real sites.
5 min → - ✦ AI search & GEO
ChatGPT ads in 2026: what they are, how they work, and how a European business gets in
ChatGPT ads run in 31 European markets since August 2026; self-serve Ads Manager opened on 31 August. What they are, who sees them, how to buy them, what they cost.
5 min → - ✦ Claude product deep-dives
Claude AI for European SMBs in 2026: rollout guide
A practitioner's rollout guide to Claude AI for European SMBs in 2026: workshop format, GDPR posture, automation playbooks, what not to automate.
8 min →