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Thoughts on Tap
October 2026
Label it or leave it? The AI disclosure dilemma

The EU AI Act tells you the minimum you have to disclose, not what your stakeholders will make of you for disclosing it.

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News

The latest news from the Comprend team.

News

Join us at Almedalen 2026

As Visby prepares to host Almedalsveckan, we’re excited to share that Comprend will be joining the discussions this year. This unique annual forum provides the perfect setting to explore the future of tech-enabled marketing and communications and to connect with others shaping the future of our industry.

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News

Comprend named Optimizely's AI Innovator of the Year

Comprend is proud to announce that we have been named Optimizely's AI Innovator of the Year 2025 - an award recognising the partner that has done the most to deliver real, measurable AI impact for clients. The award was presented at Optimizely's Partner Kickoff in Stockholm.

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News

Optimizely appoints Comprend as its first Strategic AI Partner

Partnership brings purpose-built AI orchestration and expert services to enterprise marketing teams.

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Insights

The latest insights from the Comprend team.

Insight

Label it or leave it? The AI disclosure dilemma

The EU AI Act tells you the minimum you have to disclose, not what your stakeholders will make of you for disclosing it. Somewhere in your organisation, right now, someone is using AI to write something you'll publish. Maybe the first draft of a press release, or a plain-language summary of a 200-page sustainability report. Perhaps an image in a campaign that no photographer ever shot. The work is already happening. The only open question is whether you say so.

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Insight

We taught an AI our brand voice. Here's what we learned

Most brand guidelines get written, get approved, and then sit on SharePoint while everyone tries to remember if it's "website" or "web site". Not because we don't take them seriously – but because applying them consistently across every LinkedIn post, every web page, every proposal is grinding work, and grinding work always falls off the bottom of the list. 

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Insight

AI and design: what we've learnt, and what comes next

The interesting story in AI right now isn't the technology. It's the gap that's opened between two kinds of brand: those using AI to do the same work cheaper and faster, and those using AI to do better work than was previously possible. The first group is producing a lot. The second group is winning. Getting to that point has taken a couple of years of collective learning, some of it painful. Here's where we are, what we've picked up, and where things are heading.

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