B2B content marketing · AI empowerment
I've built for the web since 1999. Now I build with AI.
I create B2B content with staying power and help those around me get genuine utility from AI. And if the right tool isn't out there, I just vibe-code it.
Timeline
From a first homepage to AI.
My background sits at the intersection of human psychology, data structure, and operational flow. Now, I use that blueprint to build better B2B content and drive real AI adoption.
- 1999
Built my first homepage.
- 2003
Studied psychology.
- 2005
Studied database modelling.
- 2008
Finished a degree in logistics and went to work.
- 2009
Started my own web consulting firm.
- 2014
The firm grew into digital and content marketing.
- 2020
Went remote, and still am. B2B content marketing and AI empowerment.
ALTRUIXM
Didn't you already write about this?
ALTRUIXM is a Mac app that knows everything you've published, by meaning. Ask it a question and it answers with the passage and a link to the page.
- Ask
- In plain words, about anything you've published.
- Answer
- The passage, and a link to the page.
- Shows
- What you've covered, what's still open, what changed.
- Drafts
- Briefs and articles built from your own material.
- Runs
- On your Mac. Your content stays there.
Vibe-coded by me, and useful enough that I use it every day. Coming soon for Mac (Apple Silicon, macOS 14+).
How I work
AI as a Lever: High Speed, Zero Waste
I use AI for two core jobs: speeding up execution (the junior) and sharpening strategy (the sparring partner). But AI never makes the final call. I do.
To turn AI into real business value rather than just extra noise, I require three things before launching any initiative:
- Tooling & Human Value: Is AI actually the best tool for this, or does it still require a human touch?
- Brand Integrity: How do we protect and maintain our distinct brand voice throughout the process?
- Scalable Workflows: Once a process proves its value, how do we package it into reusable skills to scale the impact?
The result? Faster delivery, protected brand equity, and AI initiatives that actually move the bottom line. Every process keeps a human owner, every build is tested before scaling, and we always operate at a pace we can control.
Writing
HowTo AI Content.
Essays on AI, content marketing and the limits of automation.