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Signal Over Noise

Signal Over Noise cuts through AI hype with weekly reality checks on what actually works. Written by a digital strategy consultant who tests every tool before recommending it, each Friday edition delivers honest reviews, practical frameworks, and real-world insights for professionals who need AI to work reliably.

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The 95% AI Failure Rate Nobody's Talking About (And What to Do About It)

Signal Over Noise #18 September 3rd, 2025 Dear Reader, Air Canada recently learned an expensive lesson about AI implementation. Their customer service chatbot provided incorrect information about bereavement fares, and when challenged, the company argued they weren't liable for their AI's mistakes. "My AI told you that." isn't much of a legal defense. The court disagreed. The ruling was clear: organisations remain accountable for AI-generated decisions. This case represents a broader pattern...

Signal Over Noise #17 August 27th, 2025 Dear Reader, Two weeks ago, I built a complete business intelligence tool in one afternoon. Not a prototype, but a fully functional system that scrapes social platforms for monetizable problems, analyzes them with AI, and outputs detailed business opportunities. It’s also something that I had no planned intention of building that day. The trigger? A fellow developer’s impressive SaaS demo that I was curious enough to use, but at a subscription price I...

Signal Over Noise #16 August 20th, 2025 TLDR: Watch the video above for a brief on this week's issue. Dear Reader, I’ve been publishing this newsletter every Friday for the last 10 months, but growth has completely stagnated. I could keep doing what I’m doing and hope for different results, or I could treat this like any other workflow problem and systematically fix it. So - it’s not an accident that you’re now receiving this on a Wednesday. Note: DALL-E and SORA have big problems displaying...

Signal Over Noise #15 August 15th, 2025 Dear Reader, Well it’s been a week since release and everyone’s still talking about ChatGPT-5. Most can’t access it, and those who can have mixed reviews at best. The GPT-5 rollout on August 7th was supposed to be transformative, but it’s turned into a masterclass in why chasing the latest model is the wrong strategy entirely. So in this issue, let’s talk about what actually happened, why OpenAI is scrambling to fix it, and why your prompting framework...

Signal Over Noise #14 August 8th, 2025 Dear Reader, Back in April, I told you the AI tool landscape was a mess and gave you a simple framework: pick one core assistant, add research tools, maybe some workflow apps. Some months later, I’m still using that framework, but my actual daily stack looks completely different than what I recommended, and it changes depending on context (at my desk, out and about etc.) Here’s what I’ve learned after months of real-world testing, and what’s actually...

Signal Over Noise #13 August 1st, 2025 Dear Reader, I came across this meme on social media this week: “The dumbest person you know is being told ‘You’re absolutely right!’ by ChatGPT.” Source: X/Twitter So maybe now’s a good time to talk about AI sycophancy. Mostly because I constantly get that yes-man behaviour from my AI assistant(s), and despite constantly reminding it not to do it, it keeps happening. Chances are, it's happening to you too. The Pattern You’ve Probably Noticed Here’s what...

Signal Over Noise #12 July 25th, 2025 Dear Reader, Last week, a reader got in touch with some feedback that gave me pause: “Your newsletter last week felt a little ‘ChatGPT-y’,” they said. And yeah. They were absolutely right. It’s no secret that I like to experiment widely with various AI tools (also - that’s the whole point of this newsletter) but in the process, I’d let the machine’s voice creep in where mine should have been. So this week, let’s get into how to spot AI-generated text -...

Signal Over Noise #11 July 18th, 2025 Dear Reader, Browsers Are Getting Smarter I’ve been testing web browsers that can now book hotels, fill forms, and chat with PDFs. It’s making me rethink what browsers are actually for. Remember when browsers just showed you web pages? Those days are ending. I’ve spent the last week doing early testing on two browsers - Dia from The Browser Company, and Comet from Perplexity that treat AI as a first-class citizen, not an afterthought. Let's get to it....

Signal Over Noise #10 July 11th, 2025 Dear Reader, Earlier this week a friend sent me a message that got me thinking. He’d been testing out a custom GPT I built months ago called Prompto - a structured prompt builder that forces you to break down what you’re actually trying to accomplish before throwing it at an AI. He was working on a CMS selection project for a client, comparing three to four different options and weighing up the pros and cons. Prompt is a free tool designed to take simple...

Signal Over Noise #09 July 4th, 2025 Dear Reader, In a tech world obsessed with frameworks, best practices, and shipping at scale, it’s easy to forget that sometimes you’re allowed to build things just because you want to. You don’t need to be a software engineer with a five-year plan. You don’t even need to know exactly what you’re doing - you just need to care enough to have a go at it. This is the spirit behind vibe coding - a term that no doubt you’ve seen bubbling up in creative tech...