For most of my career I worked on one half of communication: how a company sends its meaning out into the world. Brand, story, the shape of an intention made clear enough that it lands the same way in every head.
Lately I’ve been stuck on the other half, and it’s the same problem wearing different clothes. How does a machine receive you? When you hand an AI your intention, how much of what you meant actually survives the trip, and how much falls off in transit?
It’s strange to watch the thing I spent years on show up again from the opposite direction. The sending side had a name: brand. The receiving side doesn’t have a clean one yet. But it’s the same question underneath: did the meaning make it across.
When you explain something to an AI, how much of what you meant do you think it actually receives?