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An honest journal of what we test and what we learn.
Jean-Marc is 50 and has always had WordPress. We propose Next.js. His question: "If you disappear, what do I do?" The honest answer nobody gives.
A real dialogue where the AI gets caught flattering, admits it doesn't understand its own functioning, and a dog listening to Bach becomes the best analogy.
One morning in March 2026, Camilo asks Claude a question. Not about code. About the very mechanics of their interaction: does asking for an opinion shift the centre of gravity of the matrix?
When you searched "pizza Sion" on Google, AI was already auto-completing. YouTube, Spotify, Netflix... AI was everywhere. ChatGPT just gave it a face.
A video of a president declaring war. A photo of an explosion at the Pentagon. All of it existed. All of it was fake. How do you know what's real?
"AI will revolutionise your marketing." We've been exploring these tools for two years. Here's what we actually observe — far from the promises.
Everyone talks about ChatGPT. Few people understand what actually happens. It's not magic. It's not intelligence. It's something else.
GPT-3, GPT-4, ChatGPT... These letters are everywhere. Behind the acronym lies an architecture that changed the world of AI.
Most Swiss SMEs have a website that generates zero leads. No organic traffic, no conversion, no tracking. We see the same mistakes everywhere.
From CHF 500 to 150,000. The real price ranges, what justifies the gaps, and how to calculate return on investment.
"We show results.
Never the recipe.
We document. We share
what actually works."
Real cases. Verifiable figures. No jargon.
Before we talk. Metrics first.
Honest learnings. Mistakes included.
These explorations help us better serve our clients.
Curious to see what AI can do for you?
Curious to see how we can help.