AI Tools
Claude Skill for SEO Website Audits (Free)
Download a free Claude Skill that runs a full SEO audit on any webpage and returns a prioritised, ranked list of fixes. No setup beyond the skill itself.
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Practical, experience-driven writing on using AI in real businesses—strategy, implementation, tools, and real results.
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AI Implementation
Best Practices for Creating an llms.txt File
A plain markdown file at your site root that hands AI models a clean, curated map of what you publish. Here is how to write one that earns its place.
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AI Tools
Building the MoltSets Skills Library
How a handful of hand-packaged Claude Skills turned into a community library of 39 (and growing) pre-built workflows for MoltSets, and the product and technical decisions along the way.
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AI Tools
Your Intercom Help Center Is Probably More Broken Than You Think, Here's a Prompt to Fix It Using Their MCP
Most help center managers know their docs are messy. What they mean is they haven't looked closely in a while. Claude's native Intercom integration makes a comprehensive audit possible in the time it takes to run a single planning meeting.
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AI Implementation
The AI Training Flywheel Most Teams Don't Maintain
Everyone knows AI agents need ongoing training. Most teams just don't do it. Every real conversation is a signal — the teams that treat it that way end up with agents that compound. The ones who don't end up with agents that plateau.
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AI Implementation
My Favourite Fin AI Guidance Snippets (And What They've Taught Me)
If you're running Fin as your AI support agent, the guidance you write is the product. After a lot of trial and error, here are the snippets I keep coming back to.
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Case Studies
People are nicer to things that look like people. Go figure.
I wrote anecdotally about giving RB2B's AI agent a name and a face. Intercom ran a proper analysis after a month. Frustration language fell 37%. Soft resolution climbed 6 points. The numbers held up.
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AI Strategy
My AI support agent kept answering the wrong question. Here's how I fixed it in four sentences.
A user asked why they couldn't export more than 30 days. The agent knew the answer — it just gave the wrong one. Here's what happened, and the four-sentence fix that made it right.
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Case Studies
I gave our AI support agent a face and a name. Here's what happened.
I made a small but ultimately significant change to RB2B's AI support agent. I gave it a name and a face. Users became friendlier, more patient, and more descriptive — and resolution rates improved. All from a profile photo and a name.
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AI Strategy
The AI Support Agent Is Not the Point
When RB2B went from 2,800 accounts to 42,000 and our support ticket volume didn't move. That's not because we have a great AI agent. It's because we stopped thinking about support as a support problem.
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AI Strategy
Three Updates That Are Keeping Our AI Support Agent Resolution Rate in the 80s
Since day one I've tracked resolution rate — whether the AI actually solved the problem without a human stepping in. Lately, the numbers have been sitting in the high-70s to low-80s. Here are the three changes that got us there.
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Case Studies
How AI Helped My Daughter Ace a Science Test She Wasn't There to Learn
My daughter missed ten science classes in a row and still got a perfect mark on her test. She didn't cheat. She didn't get extra help from her teacher. She used a tool that most parents are still afraid of.
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Case Studies
One Day In: What Happened When I Gave Our AI an Installation Debugger
I built a tool that lets our AI tap into a debugging API whenever a user hits an installation issue. One day in, nine tickets handled automatically and 16 users who solved their own problems without asking anyone.
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AI Strategy
When AI Resolves, Not Just Answers
There's a meaningful difference between an AI that answers questions and one that actually resolves tickets. Here's how to close that gap.
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AI Strategy
The hidden cost of AI-first support? I've become the person customers only reach when they're already angry — and it's taking its toll.
The AI gets the wins. I get the fallout. Nobody talks about this when companies go AI-first — but somewhere in those resolution numbers is a human absorbing 100% of the frustration.
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AI Strategy
Most Companies Are Pouring Millions Into AI and Getting Nothing Back
We're in year three of generative AI. That's enough time to see clear patterns. Three obstacles are blocking most companies — and each one has a solution.
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Case Studies
How We Got Our AI Support Agent to Replace a Full-Time Human Role (and the Unglamorous Work It Actually Took)
Our AI support agent now saves us 100% of a human agent's time. Not 80%. Not 'mostly handles things.' A full human role — and it took unglamorous work to get there.
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AI Implementation
Stop Blaming the AI. Your Hallucination Problem Is You.
If your AI is hallucinating, you probably built a broken system and blamed the tool. Here are the four layers that actually eliminate the problem.
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AI Tools
I broke a man's heart today. At least, I hope I did.
He thought RB2B was only matching 5% of his visitors. His GA showed 800 sessions. His average engagement time was two seconds — and almost no one was coming back.
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AI Implementation
We Never Taught Our AI This. It Answered Anyway.
RB2B has no Google Sheets integration. It's not in our knowledge base. When a customer asked about it, Fin reasoned its way to a perfect answer anyway.
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AI Strategy
You Waited 5 Hours to Avoid a 5-Second Answer
A user demanded a human at 11pm. By 4:30am they called our support 'terrible' — for a question our AI had ready to answer in under 5 seconds.
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AI Strategy
I Didn't "Adopt AI." I Let It Take Over the Worst Parts of My Job.
I went from Technical Operations Manager to Head of AI by starting with the work I dreaded most. AI didn't replace my job. It widened it.
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AI Tools
Claude Code This. Claude Code That. Here's the Actual Win.
One very simple thing AI can do has already earned its place in my workflow, and everything else it's capable of is gravy.
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AI Strategy
Most teams "use ChatGPT" the way people "use" a gym membership.
Access isn't results. Most teams default to the free model for decisions that cost thousands to get wrong, and start fresh chats instead of building systems.
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AI Implementation
AI Isn't the Problem. The Language Gap Is.
AI adoption has a strange problem: usage is exploding, understanding is not. That disconnect between technical teams and business leaders is killing pilots.
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AI Implementation
How Training an AI Support Agent on Psychology Changed Everything (Without Changing the Product)
AI support agents rarely fail because they lack information — they fail because of how that information is delivered. A case study on layering psychology into Fin.
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AI Strategy
2025 was a friggin' wild year.
I went from Technical Operations Manager to Head of AI. AI didn't change my job title — it changed the direction of my career.
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AI Implementation
Principles for Building an AI Support Agent That Actually Works
Eight principles that helped guide 98.5% of support at RB2B to be handled autonomously — built from years of running AI-first support with real consequences.
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Case Studies
RB2B November AI Support Agent stats
For the fifth month running, our AI saved us more than the equivalent human working hours. We're now just shy of $80k saved in the past 12 months.
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Case Studies
We spent $525 on AI support in October. It handled what would require 170+ human work hours.
For the fourth consecutive month, our AI answered more tickets than a single human could handle. Total cost: $525. Here's exactly what changed and how we got there.
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AI Strategy
Why AI will never fully replace a human (a real example from our support queue)
A user went in circles with our AI chatbot because they never explained what they actually wanted. Most support issues aren't technical problems — they're communication problems.
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Case Studies
How AI support saved us $59,915 in 2025, so far.
We replaced a human support agent with AI at RB2B. In September our AI worked 178 hours — saving $59,915 versus a salaried employee in 2025 so far.
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AI Strategy
When you argue with AI and lose, the problem isn't the AI.
AI tools aren't out to get you. They're mirrors. If one is pointing out contradictions in your argument, that's not manipulation — that's what your words actually said.
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AI Strategy
Our AI support agent works so well that I've become the person who ruins people's day.
The AI handles everything I used to be good at. I'm left with the hard conversations — edge cases, feature requests we'll never build, and disappointing people for a living.
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AI Implementation
Last week at the Retention.com off site in NYC, I presented on how we're using AI across RB2B.
Not the flashy stuff — the actual systems quietly making us more efficient every day. Three AI approaches that transfer to any SaaS business.
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AI Implementation
Changelog: The Superpower Pill for your AI Support Agent
Your changelog isn't just for show — it's literally the difference between your AI support agent being brilliant or embarrassingly stupid.
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AI Tools
Lovable Learnings
I used to jump straight into Lovable and spend hours fixing what the AI got wrong. Turns out I was doing it completely backwards — and 30 seconds upfront fixes everything.
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AI Implementation
One really simple n8n workflow supercharged our AI support agent's resolution rate.
Fin couldn't see our user event data natively — so we built a simple n8n workflow to feed it context at the start of every conversation. Resolution rate jumped 7%.
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Case Studies
RB2B's August AI Support Statistics
We let our last support agent go — then realized we didn't need to replace them. 182 hours of AI support, 552 tickets resolved, $6,897 saved, 1,249% ROI.
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Case Studies
#Fin5000
We hit 5,000 customer conversations resolved by AI — a milestone that once felt like a pipe dream. From 53 resolutions in March 2024 to 6,950 total and counting.
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AI Implementation
Our AI just told a customer they could do something that's literally impossible…
Perfect support response for 3 paragraphs. Then a complete contradiction in the final one. Here's what happened, how we caught it, and what we did to fix it in real time.
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I help SaaS teams design, train, and optimize AI support agents that actually resolve tickets—not just answer questions.
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