Hello. An actual human here and yes, it’s time we had that conversation.
I’m Nicole and I’m responsible for the marketing and the brand storytelling at maxwell+spark. In my other life I write children’s books. (While the worlds of children’s fiction and industrial logistics might appear incongruous, you’d be surprised how many of those skills transfer into brand storytelling). All that is to say I really care about stories and how they are made.
With the arrival of AI, the landscape of writing, content production and marketing has changed with breath-taking pace. Nowhere has it become more obvious than here on LinkedIn. Maybe you see it as an exhilarating tool or the poisoned apple that disfigured the platform into an AI slop dystopia. Perhaps a little of both.
Either way, we are now confronted with questions of authenticity, value, and our humanness. In this ever-changing, unstable context, I feel compelled to be transparent about how maxwell+spark content is produced.
While I don’t use AI in my personal writing, I do use it as a tool at maxwell+spark. It helps me understand technical content I otherwise could not write about as effectively. It helps me research and understand cold chain logistics and materials handling better, but it is firmly guided by human-lead drafting, editing and storytelling. My raw material comes from interview notes, listening to people talk about the things they are passionate and knowledgeable about, internal reports, case studies and spreadsheets. All of which are checked by engineers (fully human ones – or at least they appear so!).
I could get AI to spew out an infinite amount of content, but I have too much respect for your time and attention to do that. I have always believed in following a posting schedule built around giving something of value to the reader.
This slow content approach could arguably be seen as flawed marketing, but behind it are values that align strongly with maxwell+spark’s batteries: trust earned through proof and delivery, longevity over short-term gains, durability that is built to last rather than make a quick impression and, importantly, human support and accountability.
So our philosophy can be summarised as follows:
Human-led. Evidence-rooted. AI-assisted where useful. Human-accountable always.