Hello and Merry Christmas to all!

Sneaking this episode out just before the Big Day - and it’s an absolute doozy.

We get a question from the A-list writer and all-round clever guy Bob Bly, who wants to know why the heck copywriters are rebranding as something vague and possibly meaningless.

There’s also some very, very good hate mail, late night ramblings and a question chosen by Gemima that, for some reason, I found really annoying.

My apologies to whoever actually asked it…

Thanks to all who listened to us in 2025 and for all who intend to keep listening in 2026.

I hope you get some epic presents. In fact - tell us your best present in the comments and we might do a top 10 gift wrap up (unwrapped?) in early 2026.

Cheers and good cheers,

Hayden & Martin

Hello, people of the Brave New Word.

We’re back with a big, beautiful, sad and fascinating question from an anonymous listener who is petrified of AI - and also afraid of being left behind by not embracing it.

This is really the meat and potatoes of these AI of the Storm episodes. Because the reality is, AI is here, and it has changed and will continue to change the world around us. Throw your shoes in the machine all you like: that machine will spit out poorly-made knockoff shoes for free, and a lot of people will gladly wear those shoes and say they’re absolutely brilliant and anyone who still pays for shoes is a moron.

But the reality is that it’s not a binary thing. There’s not Before AI and After AI. The world is still, actually, mostly the same. People are mostly the same. Words are mostly the same. People still have stuff to buy and sell. People are starting to realise those knockoff AI shoes are even flimsier than this metaphor.

One of the best things you can do (in any situation, really) is to know your enemy. That’s why, in this episode, we recommend at least learning a bit about AI. Sticking your head in the sand has some merits, but ultimately, ignorance never serves anyone particularly well.

We also dish out a fair bit of waffly other advice, and to be honest, I’ve forgotten a lot of it since we recorded the episode. I guess that means you’ll just have to listen to it.

As always, please keep sending us your questions, comments and more.

Oh - and please spread the word about Brave New Word. Send this email to your friends. Have BNW listening parties in your coworking space. Bonus points for the most creative/obnoxious promo. I might get Martin to send you a bottle of wine or something.

Until next time!

-H

Content warning: there’s a fair bit of swearing in this one. Some of it from Charlie!

In this episode, Martin gets his passion project torn to shreds by Charlie “Danny Dyer” GPT. It might be my favourite moment in this podcast, ever.

But the critique doesn’t stop there. We munch on some humble pie and answer the question:

What’s your worst trait as a copywriter?

I won’t give away the answers (it’s a podcast, listen to the thing!) but it turns out we’re rather similar in our faults.

It can be pretty uncomfortable to put yourself on the other side of the desk and criticise not just your work, but your entire way of working. But being able to identify and own your bad habits as a writer is important: it’s the only way you’ll ever keep a handle on them.

We also talk a little about my book (it’s a work in progress) and we put our Agony Aunt hats on and help someone face up to a real challenge: how to manage an unwanted and very annoying-sounding house guest.

Until next episode,

H