What happens when AI image generation makes your brand the default?

We asked Google Gemini to generate an image of a construction site and the unbranded excavator it featured looked very much like a Caterpillar. Is this the ultimate branding victory or a dangerous slide into genericism and risk? It was a simple prompt: “Generate an image of a modern construction site featuring an excavator.” The […]

Your AI-generated customer looks perfect. But have you lost your credibility?

The allure of a perfect AI-generated testimonial is understandable, but as this tactic moved from theory to reality at a recent construction tradeshow, it posed the question: is a flawless image worth potential damage to your brand’s reputation? A few months ago, I wrote about an AI-generated fashion model in a Guess ad published in […]

From blank walls to brand pride: Turning physical space into a B2B communications asset

Inspired by a client’s use of beautiful construction project photography, we reflect on how to turn blank walls – in offices, training centres or factory corridors – into a strategic tool for building internal pride and external trust. As specialist industrial B2B communicators, we spend much of our time focused on digital channels – crafting […]

Navigating the promise and peril of AI-generated podcasts

AI can now turn a whitepaper into a podcast voiced by your CEO. But should it? We explore how B2B brands can innovate using synthetic media without losing the trust that underpins their reputation. At SE10, we had a moment recently that felt like a glimpse into the future. We fed a blog post into […]

Lessons from the nuclear sector in changing public perception

At the inaugural Nuclear Power Expo in Piacenza, SE10’s team discovered a sector reshaping its narrative and winning hearts and minds. From student engagement to strategic outreach, the nuclear industry is showing how bold, purposeful communication can change perceptions – and offers powerful lessons for any industrial brand seeking to do the same. When my […]

How cybersecurity impacts corporate reputations

At the end of May, my colleague Jack Porter and I had the pleasure of attending CYBSEC-EXPO, an insightful new cybersecurity exhibition co-located with Pipeline & Gas Expo 2024 in Piacenza, Italy. This event, organised by Mediapoint & Exhibitions, was launched in response to growing cybersecurity concerns voiced by participants at the 2022 Pipeline & […]