I work extensively with AI, so it seems reasonable to tell you how AI was used to make the website you're reading.

There's an old joke about the cobbler's kids having no shoes. For someone who has spent a career working in branding and communications, I have a remarkable ability to neglect my own brand and positioning. So I used AI to help me treat myself like a client.

The process started on a walk with my dog in the foothills of the Verdugo Mountains. I gave Claude a briefing on the brand-discovery process I use with clients and asked it to interview me using that process. Claude conducted the interview, helped me interrogate my own assumptions, and synthesized the conversation into a brand brief identifying my positioning, unique value proposition, and primary audiences.

I then gave that brand brief to ChatGPT and asked it to turn the findings into a creative brief.

Claude created the site's information architecture.

I wrote the website copy myself. I've written books, advertising, scripts, talks, and more words than I can count, and writing is work I still want to do. Once I had a draft, I used both Claude and ChatGPT as critics: testing the positioning, structure, clarity, tone, and places where my personality might help or hurt the work. I made the substantive revisions myself. Claude then served as a final copy editor for grammar, spelling, and punctuation.

With the information architecture and finished copy in hand, I used Claude's computer-use tools to develop the site with me. We iterated on the visual design together, eventually landing on the minimalist, typography-driven approach you see here.

When the site was ready, I handed the finished bundle to Hermes, my AI agent. Hermes selected and configured the hosting infrastructure, made the necessary DNS changes, deployed the site, and brought it live.

Then I realized the site said nothing about AI.

That seemed like an omission.

So I took another pass — this one explicitly documenting how the machines participated. I dictated the story you're reading to ChatGPT. ChatGPT organized my dictation and wrote this disclosure in my voice. I reviewed it and decided what stayed. Hermes then integrated the finished disclosure into the website and deployed the change.

That process is pretty representative of how I think about AI.

I don't think good AI use means asking a chatbot to do your thinking for you. I think it means understanding what different systems are good at, choosing deliberately where to use them, knowing where human judgment matters, and keeping responsibility for the outcome.

AI did a lot of work on this website.

So did I.

The distinction matters.