https://liffey.ai/insights Brendan Hughes on commercial strategy, AI and where value leaks in a business. en-ie Sun, 13 Sep 2026 09:00:00 +0000 https://liffey.ai/insights/the-commercial-problem-beneath-confident-garbage https://liffey.ai/insights/the-commercial-problem-beneath-confident-garbage Sun, 13 Sep 2026 09:00:00 +0000 brendan@liffey.ai (Brendan Hughes) AI is helping everyone go faster. We've been working with our own AI engine on 33 leaks that were costing us trust, credibility and people's willingness to engage with us. https://liffey.ai/insights/ai-made-us-all-better-writers https://liffey.ai/insights/ai-made-us-all-better-writers Sat, 15 Aug 2026 09:00:00 +0000 brendan@liffey.ai (Brendan Hughes) LinkedIn has shipped a button for reporting AI slop, and it is the right call. It is also aimed at the cheap half of the problem. The expensive half is what ungrounded AI is doing to your voice, and to the decisions nobody ever publishes. https://liffey.ai/insights/your-customers-are-about-to-ask-you-to-prove-it https://liffey.ai/insights/your-customers-are-about-to-ask-you-to-prove-it Mon, 10 Aug 2026 09:00:00 +0000 brendan@liffey.ai (Brendan Hughes) Software spend is being audited the way headcount always was. The companies that hold price will be the ones that can say what changes because they exist, and show the number. The same pressure is arriving on the vendor side as a reckoning over AI returns. https://liffey.ai/insights/ai-roi-is-forcing-a-commercial-reckoning https://liffey.ai/insights/ai-roi-is-forcing-a-commercial-reckoning Fri, 09 Jan 2026 09:00:00 +0000 brendan@liffey.ai (Brendan Hughes) The boardroom question about AI has changed. It used to be where can we apply it. Now it is where is the return, and who is accountable for it. That second question is a commercial one, and it is the one most operating models cannot answer. https://liffey.ai/insights/nobody-owns-the-outcome https://liffey.ai/insights/nobody-owns-the-outcome Tue, 06 Jan 2026 09:00:00 +0000 brendan@liffey.ai (Brendan Hughes) AI deals rarely stall because the technology fell short. They stall because the commercial exchange is unclear. The moment the system does the work, the buyer stops purchasing a tool and starts purchasing a result. https://liffey.ai/insights/the-genai-divide https://liffey.ai/insights/the-genai-divide Thu, 01 Jan 2026 09:00:00 +0000 brendan@liffey.ai (Brendan Hughes) Enterprise AI adoption is high and enterprise AI return is not. The research puts the gap somewhere close to universal, and the dividing line has almost nothing to do with the models. https://liffey.ai/insights/your-team-is-using-ai-the-business-isnt https://liffey.ai/insights/your-team-is-using-ai-the-business-isnt Thu, 01 Jan 2026 09:00:00 +0000 brendan@liffey.ai (Brendan Hughes) Access to AI stopped being an advantage the moment everybody had it. What separates the companies seeing a return is where they put it: into commercial decisions, or into individual tabs.