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I use AI as an intelligence layer — to widen the research field, model audience behaviour, pressure-test strategic routes and structure messy inputs into clearer systems. I don't use it as a substitute for judgement. At Made Thought, I moved beyond prompting and built AI agent frameworks for strategic and behavioural research — systems, not just tools. The flagship was Aura: a behavioural strategist agent I designed to deconstruct briefs, validate evidence against defined time periods, apply behavioural science frameworks and translate findings into strategic imperatives. The most important safeguard was what I called \"apples with apples\" data integrity — if the evidence was stale, projected or from the wrong geography, it had to be flagged as context, not treated as the spine of the recommendation. I also collaborated with Made Thought's Head of Innovation on defining where AI could support the strategic process and where human judgement was non-negotiable. 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