Hey, I'm Sergio Giannone

I started in the editorial world and then moved into e-commerce teams at places like ASICS and Coca-Cola, figuring out how to get the right words in front of the right people across dozens of markets and languages.

Somewhere along the way I co-founded a couple of startups (one of them an AI-native business in the HR space) and led content teams at B2B SaaS companies. This is when I developed a borderline obsessive interest in how AI actually changes the way work gets done. Not the hype version. The real one.

These days I work at Frasers Group, a household name in UK retail, where I sit on the AI Board and help shape how AI gets adopted across the business, whether it's creating content at scale, enabling new creative processes and campaigns, or increasing conversion rates. That means working with senior leadership on strategy, running training sessions, and figuring out where LLMs and AI agents can actually move the needle versus where they just create noise.

Outside of that, I run a consultancy service called Cowritten.ai, where I work with B2B SaaS companies on messaging, positioning, and building AI solutions that let lean teams scale growth without scaling headcount. Most of the companies I work with have a good product and a vague story. I help them fix the story, then wire up the AI systems to tell it efficiently.

I also co-host the A Dose of AI podcast and write a Substack where I share what I'm learning about shipping AI content inside large organisations. The messy parts included.

What I keep coming back to is this: the best AI-assisted marketing still needs someone who knows what good looks like. I've spent my career building that judgement, and I'm more interested in that problem than in any individual tool.