Frequently asked questions
Clear, straight answers to the questions we hear most: what we do, and how we can help your business do better online.
What is copywriting and SEO copywriting?
Copywriting is the art of writing texts that aim to persuade readers, capture their interest and motivate them to take a specific action, for example buying a product or using a service. SEO copywriting is a specialisation within copywriting that focuses on the use of keywords and phrases so that…How do I know whether I need an agent or a cheaper solution is enough?
An agent pays off where the next step is decided only by what is discovered along the way, and where the list of possible variants would be longer and more fragile than the description of the goal. If the whole procedure fits into a one-page flowchart with no node that…Will AI and automation replace our employees?
Our experience is different: routine disappears, not people. AI and automation take over retyping data, searching documents and putting reports together – in other words work that nobody enjoys. People move towards customers, checking and decision-making. For this to work, every deployment must also include explanation and training, otherwise the…How does a consultation differ from an audit?
A consultation is a conversation about your situation and ends with a recommended direction. An audit is separate work in which we go through the website, campaigns or processes in detail and measure things. If the consultation shows that an audit is needed, we will propose its scope and price.…Do we have to have our data in order before we involve AI in our processes?
At least partly, yes. Language models only work where they have access to data in a usable form – not in ten versions of the same Excel file. In practice the two go hand in hand: when a process is digitalised, the data is unified and completed at the same…How can I tell whether online marketing is making money for me?
You have to measure all the way to the order or enquiry, not to the click. We will set up analytics and a connection to your e-shop or CRM so that every channel has its own cost and revenue figure. Only then can you say what to strengthen and what…Does a paid article have to be labelled as advertising?
Most reputable media require it and we respect that. Labelling commercial cooperation does not reduce the effect as much as companies fear. Readers expect the label these days and take it far worse when they find out that something was hidden advertising. The risk of a complaint or of the…Rozběhneme model na serveru, který už máme?
Často ano, hlavně pokud v něm je grafická karta s dostatkem paměti. Provedeme audit toho, co máte, změříme, co na tom reálně poběží a jak rychle, a teprve pak řekneme, jestli stačí dokoupit paměť, vyměnit kartu, nebo pořídit nový stroj. Někdy vyjde levněji doplnit stávající server než kupovat nový.Who owns the fine-tuned model and the data used for training?
Your data remains yours and we do not use it to train anything else. The trained model and the training set belong to you, including documentation of how they were created. With open-source models we check the licence so that commercial use is in order, and with cloud services we…Which models and technologies do you work with?
We work with open language models (such as Llama or Mistral) as well as commercial APIs like GPT or Claude. Besides language models, we also train computer vision models and predictive models over business data. For more demanding training and fine-tuning we use the computing power of the LUMI supercomputer,…Will AI replace an agency or a marketer?
No. AI speeds up production and analysis, but it will not decide for you where to put your budget and it will not spot that the data has been measured incorrectly. Without a brief and checking, a great deal of content is created with no effect. It is useful where…How did it all begin? What is the principle of link building in SEO based on?
Links have been important from the very beginning of the web. The World Wide Web – the universe known today as the Internet – can be simply defined as a vast collection of interconnected documents. It is links that are responsible for those connections, allowing users to move between pages,…
