Brett Willms

Laetro

CEO, Co-Founder

Indeed.com

Developed Indeed.com/Lead and Indeed Work Happiness Score.

VP Marketing, Experience

Google

Director of Marketing, Google Fiber

Bitty, Inc.

Bitty automatically builds mobile websites for small businesses using information and assets  available across the web.

Co Founder

Gusto (formerly ZenPayroll)

Named Gusto.com. Built the Brand. Developed core marketing engine incl. Gusto for Accountants.

CMO, Growth

Leads strategy, brand, customer acquisition and retention programs for Google Ads & suite of small business products.

Director of Small Business Marketing, Americas

Leads strategy, program development and operations of digital performance marketing / new customer acquisition for Google Ads & suite of small business products.

Director of Digital Customer Acquisition, Small Business (O-Force)

Country Marketing Manager, Canada

Let's get creative with AI.

I've been creating things, every minute of every day, ever since my mom turned around in the front seat of the car and said, "Let's play a game". She explained, "Every time you notice something neat in the world, notice what's missing. Notice how things could be even better. Imagine what you would create if you could create anything, and we'll daydream about it together. This is inventing." I fell in love with inventing at that moment, and have never stopped.

Malcolm Gladwell said it takes 10,000 hours to become an expert at something. I've been inventing deliberately, non-stop, for over 40 years. I have thousands of inventions and have brought hundreds to the world: a collaborative online market research platform that's still around today, Canada's first performance advertising network, a machine that makes websites in 10 minutes, Google's (and Gusto's) approach to customer acquisition, and Google Partners – Google's largest money-making marketing program ever, now generating billions annually.

Above all, I love inventing ways to help others flourish. Like the Indeed Happiness Score – a program we created at Indeed to help people be happier at work, and let everyone know where all of us are actually happiest working.

What would make you happiest at work?

For me, it's having the freedom to create. And in today's AI revolution, I see an unprecedented opportunity to give everyone that same freedom.

So, I'm building Laetro AI. The all-creative AI platform transforming how brands produce marketing assets. By orchestrating the latest state-of-the-art creative AI models, we enable marketers to generate their entire suite of marketing materials faster and more efficiently than ever before, while maintaining their unique brand style and tone.

What makes us different is our commitment to both creativity and fairness. We've built an ecosystem where professional creatives are compensated for contributing their unique styles to our AI system, creating a library of authentic, ethically-sourced creative approaches. Brands can either tap into these curated styles or develop their own unique AI style, ensuring their marketing materials remain distinctively theirs.

All with no quality compromises, just pure creative potential realized.

Whether you're a brand looking to revolutionize your creative process or an innovator excited about the future of AI-powered creativity, I'd love to connect. Let's explore how we can make the creative process more efficient, more inspiring, and more human together.

Let's ride!

The new way for brands to get Creative.

Good Content

At Good Content, we help B2B technology companies turn great ideas into high-quality published content. Our approach empowers experienced human writers with advanced AI tools to produce better content in less time, without sacrificing nuance or brand voice. We can also support thought leadership content with original research. 

Services include:

Market Research 
We turn public conversations into usable insight. By ethically collecting and analyzing data from publicly available sources, we help you identify what your audience is actually saying, not just what industry analysts report. From emerging concerns to unexpected use cases, our research surfaces data points and voice-of-customer language you can use in campaigns, pitch decks, and media outreach.

Thought Leadership
Original thinking deserves original content. Our goal is to get unique points of view out of your experts’ heads and into the world. We create long-form editorial assets that combine SME interviews, data-backed analysis, and incisive editorial framing. Deliverables may include eBooks, white papers, keynote talking points, and contributed articles.

Copywriting
Foundational content still matters, and it needs to be done well. We deliver the blog posts, case studies, landing pages, and product copy that support ongoing conversations with prospects and clients. Whether you're launching a new product or maintaining a regular cadence of marketing content, we match your brand voice and make sure every asset serves a clear business goal.

AI Enablement
We help marketing teams analyze their content operations to identify where AI can add the most value for your team. That might mean recommending off-the-shelf tools, refining your editorial workflow, or building lightweight AI solutions to accelerate production. We also offer a customizable version of our own platform, Good Bloggy, which supports the creation of longer-form copy drafts.

Founding Writer 

WonderingAbout.AI

WonderingAbout.AI is where I write about the human side of AI adoption. From shifts in creative industries to classroom policies and everyday tools, my goal is to look at the real-world impact of AI beyond business strategy and into daily life.

My work on this blog includes hands-on research. Depending on the topic, I may collect datasets (ethically, of course), build experiments, interview experts, or simply talk with people dealing with AI-related change firsthand.

Also, I'm always looking for guest posts. DM me if you have an idea.

Founding Editor

Good Bloggy

I built Good Bloggy because I was tired of writing long-form content in chat windows.

Like many AI power users, my workflow involved feeding an outline to a language model—often one section at a time—along with any previously written material. It worked… kind of. But the process was painfully manual. Each round of prompting meant copying, pasting, reformatting, and scrolling endlessly through cluttered chat threads just to keep things coherent. And line-editing was virtually impossible in chat UIs not built for writers.

So I built the tool I wished existed.

Good Bloggy runs on Claude 3.7 Sonnet and offers a clean, familiar writing interface with tools designed specifically for long-form AI-assisted content. Features include:

A standard text editor with formatting, not a chat box

Section-by-section generation without having to paste in prior context

Instant AI rewrites with one click

Auto-generated meta tags and social copy

All your content, neatly organized—no more losing your place in a sea of messages

It’s built with Python, Django, PostgreSQL, and Bootstrap, and hosted on Heroku. I also dislike monthly subscriptions, so Good Bloggy offers usage-based pricing. 😄

Explore it at goodbloggy.com

Co-Founder

The Argonaut US

Before founding Good Content, I was Director of Content Strategy at The Argonaut, where I led account strategy and content production for a portfolio of B2B tech clients including Adobe, ChargePoint, Confluent, Drift, and others.

Over time, I grew annual content-driven revenue from $200K to $2M, building a scalable process for producing high-quality assets that supported every stage of the buyer journey.

I personally led the development of 200+ unique content pieces—everything from blogs, eBooks, and messaging docs to videos, podcasts, and landing pages. To support that volume, I built and managed a nimble team: one full-time copywriter/strategist and a bench of three freelance writers, all focused on delivering strategic content that moved the needle.

Collaborating with cross-functional teams across Studio and Operations, I oversaw complex, multi-asset campaigns requiring both high-touch client service and standout visual design. I worked closely with clients to develop detailed content plans tailored to their goals—ensuring we didn’t just make content, we made impact.

Director of Content Strategy & Services

Senior Copywriter/Content Strategist

Copywriter

Bridging Human Creativity and AI Efficiency | B2B Content Strategist and AI Writing Expert

I bridge the gap between content strategy and execution for B2B technology companies, helping them turn great ideas into high-impact blogs, case studies, eBooks, and thought leadership content.

Over the past 15+ years, I’ve seen firsthand that while developing a solid content strategy is important, execution is where most programs struggle. A multi-channel B2B campaign may require 20+ high-quality assets, each traditionally taking weeks to produce. The result is typically bottlenecks, delays, and missed opportunities.

At Good Content, the B2B writing and research agency I founded, we empower human writers with AI tools and automated editorial systems, so we can move faster without sacrificing quality. All our processes are human-led, and we always disclose how and when (and if) AI is used in projects.

But writing great content is only part of the picture. Increasingly, technology audiences want thought leadership that’s backed by original research, not just opinion. When clients don’t have proprietary data of their own, we help fill that gap.

First, we collect data (carefully and ethically) from publicly available sources, such as Reddit posts, blogs, job listings, and other digital media. Then, we apply machine learning models (e.g., clustering, sentiment/emotion analysis) to uncover trends, behaviors, and patterns worth talking about.

The resulting data and insights can be featured in white papers, keynotes, blog posts, and sales content. They can also be shared with journalists.

How I support B2B tech clients:

Premium, human-crafted content for high-stakes assets
AI-accelerated editorial systems that speed up production without sacrificing voice
Custom research + ML analysis to power data-backed thought leadership when internal data isn’t available

Whether you’re looking to scale a content program, explore how AI fits into your strategy, or develop insight-rich thought leadership that earns attention, I’d love to connect.

Areas of expertise:

B2B Content Strategy & Execution
AI-Enhanced Editorial Systems
Thought Leadership Development
Custom Research Using Public Data
Sentiment & Emotion Analysis for Content
SME Interviewing & Long-Form Writing
Brand Voice Preservation at Scale

Karen Spinner

7 ways to catch hallucinations in AI-generated content

1. Have a low-hallucination model review the draft.

Use the Vectara leaderboard to find another model that does better on hallucinations than yours. Ask it to identify and fact-check claims, and flag passages that may need manual verification.

2. Manually match every number to its source.

AI loves to improvise statistics, percentages, dates, revenue figures, etc. If you didn't provide the number yourself, track it down. If you can't find the original source, delete it.

3. Check all links and citations by hand.

AI will confidently generate URLs that don't exist and cite papers that were never written. Click every link. Verify every author, title, and publication. This is non-negotiable.

4. Get an SME to review content outside your expertise.

If you're writing about a topic you don't know well, you won't catch the subtle errors, which are often the most damaging to your credibility. A subject matter expert will spot them immediately.

5. Cross-reference bold claims against multiple authoritative sources.

For very bold claims, one source isn't enough. If you can't verify a claim in at least two reputable places, treat it as suspect until proven otherwise.

6. Be wary of quotes.

AI frequently fabricates quotes from real people. If you didn't provide the quote yourself, verify it exists before publishing. A made-up quote attributed to a real person can turn into a negative viral moment.

7. Watch for vague sourcing.

Phrases like "according to recent studies" or "experts say" without specifics are red flags. Real sources have names, dates, and publications. If AI can't give you those details, it's probably making things up.

🎯 If this sounds time-consuming, it is. AI-assisted research and writing can be more efficient, but it's not that much more efficient. A lot of the time you save by generating content you'll spend on verifying it.

So...what's your process for catching AI hallucinations?

Writer & Content Strategist | Research Automation + Machine Learning | Data-Driven Storytelling

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Karen Spinner

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The Battle

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