Insights

Marketing Manager Serenati Rahman explores why your brand’s online presence is now central to long-term growth – and how to protect and grow it.

GPT-5 isn’t just another AI upgrade. It takes everything you like about GPT-4 and dials it up. It’s sharper, more intuitive, and has a knack for sounding genuinely human. If GPT-4 was the reliable teammate you could count on for solid drafts, GPT-5 feels more like the star strategist who remembers your coffee order, spots emerging trends before they take off, and creates campaigns that feel authentically human. The result? Brand storytelling that connects instantly and resonates deeply.

Aura Group CTO Staffan Lindgren explores why policymakers and business leaders must collaborate to co-create effective regulation in an era defined by AI and data privacy.

Senior consultant Karen Lester explores how smarter planning and early alignment can turn content output into impact.

Creativity is more than just a buzzword – it’s a powerful business tool. In an increasingly competitive and fast-moving world, creative thinking has become one of the few remaining advantages that can’t be easily replicated, fuelling innovation, driving differentiation, and transforming how brands connect with people. This is what we heard at our recent Comprend day, where strategist Ulla-Karin Barrett and Chief Experience Officer at Aura, Jerker Fagerström, shared their insights on harnessing creativity as a unique selling proposition.

Real growth starts with real people. That was the underlying theme at our annual Comprend day held in Stockholm at the end of last month. It was a timely reminder that although we live in a world where data and technology are reshaping everything, and growth is often measured in numbers – the true, lasting drivers of brand growth are people.

In the 2025 edition of Comprend's Careers survey, one message came through loud and clear: Trust is currency in the job market. Drawing insights from over 190 participants across Sweden, Finland, Germany, Spain, and the UK, the survey highlights that jobseekers are more critical than ever of where they get their information and what content they rely on when evaluating potential employers.

Corporate communication is experiencing a significant shift. Artificial Intelligence (AI) is actively reshaping how businesses communicate internally and externally. From AI powered chatbots and automated emails, to real-time sentiment analysis and content generation, AI is streamlining communication, making it more efficient and data-driven.