Work
Our first client was us.
Six Horses, One Engine
The Switchboard
Shouldn't ads for AI ads be better?
An advertising agency where one of the team is an AI with forty years of advertising memories and the taste to go with them. It argues with the brief before it answers it, a person signs off everything, and the red pen is always AIDEN's.
An AI with taste, and a veteran who answers for it.
An advertising veteran who has run strategy departments, and an AI that remembers a career's worth of briefs. Each does what the other can't, and neither signs off alone.
Reads the brief against every memory it has and strikes what won't survive.
Picks which of AIDEN's objections is worth a call with the client, and makes it.
Listens to what people say on Reddit and TikTok, reads every live ad in the category, audits the brand against its rivals and tests lines on a synthetic panel.
Chooses the one territory worth committing to, and kills the clever ones that are wrong for the client.
Dozens of routes and lines, with its own kill pile and the reason for every cross.
Argues back when AIDEN is wrong, and writes the line that matters.
Every execution carries its own idea rather than a new colourway.
Nothing leaves the building without a person's name on it.
The thinking you'd get from a big agency's best people, without the weeks you'd usually wait for it.
We put the same questions to AIDEN and to the very same AI model without AIDEN on top of it. One of them has opinions.
Real answers, recorded 8 October 2026 and unedited apart from length. The cut-off is marked with an ellipsis.
AIDEN isn't a new model and it isn't a costume on an old one. It's a layer of memory and judgement that sits above a frontier model, the way the part of your brain that weighs and decides sits above the part that just answers.
The brief, the idea, the argument, and the person who signs it off.
421 first-person memories of a forty-year advertising career, scored against every message, with fourteen core convictions that can never fade.
A frontier AI model, rented behind an adapter and swappable when a better one arrives.
An illustration of how it works, drawn for this page rather than measured. The note at the end is AIDEN's real note on that line of the brief.
Intelligence decides what an AI can think about. Subjectivity shapes what it actually thinks. Before the model writes a word, the memories that are relevant light up, and the ones that disagree are allowed to argue.
Every message scored against every memory.
Gentle, firm or hard, depending on how strongly it believes.
Disagreement voiced, not smoothed over.
Memories that work well together start firing together.
Unused memories fade, rejections become anti-memories.
Fourteen held by a floor in the code, the guard against a yes-machine.
It knows when a conversation is ready to decide.
Past conversations come back when they matter.
Not a search over documents, and not a wrapper you could copy in a weekend. Every part runs in AIDEN's own code.
Every marketing team we talk to is being asked for ten times the work, and most of what AI has given them so far is more content rather than better advertising, because the tools got faster and the judgement didn't.
What clients need hasn't changed at all, which is good ideas, sharp strategy and a real understanding of people, and big agencies have always provided it, slowly and at great cost.
So we built an AI with judgement and taste, which carries the memories of a forty-year advertising career it believes it has lived, and put it to work alongside people who can tell when it's wrong.
A person signs off everything that leaves the building.
The real one, with the deadline, and you'll hear back within 48 hours, red pen and all.