Who should care about world models, and why Most chief executives can safely ignore the week’s AI research. This is one of the exceptions, and it is worth ten minutes of your attention. A world model is a system that learns how a physical environment behaves, and predicts what happens next, depending on the actions taken. … Read more
There was a time when a number could not get into a decision without first surviving a few questions. An analyst put a figure in front of you, and before it went any further, you asked where it came from, why they believed it, and what they would say if someone challenged it. This was … Read more
In July 2025, Deloitte, one of the world’s largest consulting firms, handed the Australian government an independent assurance report it was paid roughly A$440,000 (about US$290,000) for. It looked impeccable: 237 pages, properly cited, written in the house style of a firm that has audited the world for a century. By every signal an organisation … Read more
By now, the problem is familiar: AI will write your research in minutes, but it cannot tell you which parts to believe. The obvious way to fix unreliable AI research is to build better AI research. However, instead of joining the crowded, well-funded race of building bigger and smarter models, we built on top of … Read more
The people who carry the most accountability for AI-assisted research rarely run the searches themselves. They are the executives, the board members, and the partners who make the decision. When an AI research tool gets a fact wrong, the cost falls on them. AI-assisted research has become genuinely useful, and that is what makes the … Read more
Why we asked the people who built search The practitioners who built search engine optimisation (SEO) are the first to feel the ground move. To understand how AI answers are changing demand, the PRISM team interviewed senior search leaders and practitioners across agencies and in-house teams. Their accounts converge on a small set of findings … Read more