Pure Publishing

16/06/2026

Part 2 of the AI vs Humans World Cup Fantasy experiment is live.

Same prompt. Same rules. Same budget. Five completely different strategies — and one moment that perfectly sums up the biggest risk with AI.

Each model explained its reasoning in full. ChatGPT played it safe and sensible. Claude Sonnet actively tried to outsmart the other AIs — it predicted what its competitors would pick and deliberately went the other way. Claude Opus produced the most human-like reasoning of the lot, referencing real injury news and fixture difficulty. Gemini Pro went purely mathematical. Gemini Flash fielded five midfielders, three of them German.

But the standout moment? One model quoted a player's price completely wrong — and stated it as fact with total confidence. No hesitation, no uncertainty. Just a made-up number presented as reality.

It's a perfect example of why AI always needs proper setup and supervision. It doesn't know what it doesn't know.

The wider point beyond the football — five models, same information, same rules, five completely different strategies. That's exactly what happens when businesses use AI. The approach matters as much as the tool.

Part 3 coming soon — why did every single AI ignore Messi and Ronaldo?

Full breakdown here 👇

purepublishing.com/blog/world-cup-fantasy-how-ai-picked

13/06/2026

I entered 5 AI models into my World Cup fantasy league as actual competitors. Not as advisors — as independent managers, picking their own squads against real humans.

Same rules. Same budget. Same prompt. Five completely different squads.

Every AI picked Mbappé — all five, four made him captain. When models built by three different companies independently reach the same conclusion, that's not luck, that's data.

But beyond that they disagreed on almost everything. ChatGPT played it safe. Claude Sonnet went full attack with three premium forwards. Gemini Pro was the only one brave enough to captain a midfielder. Claude Opus picked every household name going. Gemini Flash fielded five midfielders — either genius or a disaster, we'll find out.

The humans have gut instinct. The AIs have zero bias and perfect maths. Who wins?

Updates throughout the tournament. Full squad breakdowns on the blog 👇

I entered ChatGPT, Claude, and Gemini into a World Cup 2026 fantasy football league to compete against humans. Here's what they picked.

21/05/2026

Still think AI isn't for your business? This one's for you.

We're not talking about robots or complicated software. We're talking about tools that draft your emails, write your captions, and free up your evenings.

Small businesses across East Sussex are already using them — quietly saving hours every single week.

You don't need a Silicon Valley budget. You just need to know where to start.

14/05/2026

ChatGPT and Gemini are brilliant tools. We use them too. But here's what they can't do:

They don't know your business. They don't know your local area, your customers, or what you're actually trying to achieve this year. Ask them to write your About page and you'll get something polished — but it won't sound like you.

What we offer is different. We sit down with you, get under the skin of your business, and use AI to do the heavy lifting — then shape everything around your voice, your goals, and your local market.

Think of it like this: ChatGPT is a very smart stranger. We're the team that actually knows you.

Curious what that looks like in practice? 👇
purepublishing.com/ai-solutions

11/05/2026

What if you could get more done each week without hiring more staff or working longer hours?

That's exactly what a custom AI solution can do. We work with small businesses in Hastings and East Sussex to find the tasks that eat up your time — and build something smart to handle them.

Pure Publishing designs AI tools that work the way your business works. Simple as that.

Want to find out where AI could save you time? Send us a message and we'll talk it through or download our free guide - purepublishing.com/free-guide

09/05/2026

Alongside our bespoke website design, Pure Publishing now offers custom AI solutions built specifically for small businesses.

Every business is different. So rather than pointing you at an off-the-shelf tool and wishing you luck, we sit down with you, understand how you work, and build something that fits.

A website that reflects who you really are. An AI assistant that handles the bits of your day that don't need you personally.

If that sounds useful — or even just interesting — we'd love to hear from you.

Get in touch and let's have a proper conversation about it.