Dr Farzana Irshad

Dr Farzana IrshadSep 14, 2026

I’ll probably get backlash for saying this, but I think we need to stop posting our children publicly on social media. Not occasionally reconsider it. Stop. Technology has changed too much for us to behave as though Instagram is still a harmless family photo album. A child cannot meaningfully consent to having years of their face, body, school uniform, birthday, location, routines and personal life documented online. And once an image is public, you lose control of where it goes. It can be downloaded. Copied. Reposted. Scraped. Manipulated. Used to create images that never existed. That last part should worry every parent. Generative AI has made image manipulation dramatically easier. You no longer need sophisticated editing skills to take a perfectly innocent photograph and turn it into something disturbing. And yet we are still uploading hundreds of photographs of children because the birthday decoration looked cute or because we wanted grandparents to see the school concert. I understand the argument: “My child. My decision.” Legally, perhaps. But parenting has never only been about what we are allowed to do. It is also about recognising risks our children are too young to understand and protecting them until they can make those decisions themselves. Your child may grow up and happily post their entire life online. Fine. Let that be their decision. But maybe we should stop creating a digital identity for them before they can even spell their own name. The internet changed. AI changed it again. Our behaviour as parents probably needs to change with it.

Dr Farzana IrshadSep 22, 2026

Your SEO report is green. Your enquiries are down. Both are true. And yet. Nobody in the room wants to say the second part out loud. When I was at the bench, the worst result was not a failed experiment. It was a beautiful graph that measured the wrong thing. You could run it a hundred times. Clean data. Wrong question. Marketing has that graph now. It is called rankings. In April 2025, Ahrefs measured what happens to the position-one click when Google puts an AI Overview above it. Down 34.5%. They ran it again in February 2026. Down 58%. For informational searches the top spot fell from a 7.6% click rate to 1.6%. Eight months. Same rankings. So a founder can hold every position they fought for and still watch the phone go quiet. Stop. The mistake I keep seeing is the reflex: publish more. More blogs, more keywords, more content into a channel where the click itself is disappearing. The comparison stage is going. Someone asks once and gets one name. The question is no longer where you rank. It is whether you are inside the answer. That is a different craft. Different signals. Honestly, a different job description. What it actually asks of you — → One clear sentence about what you do, repeated everywhere the web can read it → A founder with a face and a point of view, because models cite people before logos → Pages that answer a question in the first line, not the fifth paragraph → Proof other sites will repeat — reviews, mentions, directories that agree with you → A metric next to rankings: share of answer None of this fits on last year's dashboard. If you are a UAE founder still paying for a green SEO report whilst the enquiries thin out — I see you. The graph is not lying. It is just measuring the wrong thing. DM me ANSWER and I'll show you where I'd look first. ♡ Hi, I'm Dr Farzana Irshad Fractional CMO. Ex-biochemist. Now scaling founders. Me and my team at Mouj Solutions make businesses searchable. Not cute. Not viral. Searchable. Source: Ahrefs, AI Overviews CTR study, February 2026. #GEO #AISearch #UAEFounders

Dr Farzana IrshadSep 12, 2026

How to write with ChatGPT without sounding like ChatGPT: Step one: stop letting ChatGPT write for you. AI-generated content used to be mostly a freelancer problem. Now I see C-suite executives, doctors, senior managers, founders and people with 15–20 years of actual expertise publishing the same polished, beige, structurally perfect posts as everyone else. And I genuinely do not understand it. You spent years becoming someone worth listening to. You built judgment. You made mistakes. You sat in rooms most people have never been in. You developed opinions that came from doing the work. Then you hand all of that to ChatGPT and publish: “Leadership isn’t about having all the answers…” Please don’t. The problem is not that you used AI. I use AI constantly. The problem is that you outsourced the part people were supposed to come to you for: your thinking. You can now recognise the pattern instantly. The dramatic opening. The neat little lesson. The predictable contrast. The three bullet points. The inspirational ending. The graphic that looks like it came from the same factory as 40,000 other personal brands. Nothing about it is technically bad. That may actually be the problem. It is clean. Correct. Professional. And completely forgettable. If you are building a personal brand, there has to be a person somewhere inside it. Give ChatGPT your messy notes. Use it to research. Challenge your argument. Ask it to find holes in your thinking. Let it organise a transcript. Let it cut 500 words into 250. But the observation should be yours. The opinion should be yours. The strange sentence you would actually say in a meeting should probably stay. Otherwise, you are taking years of expertise and making yourself sound like someone who discovered LinkedIn last Tuesday. AI should make your thinking easier to express. It should not replace the evidence that you ever thought at all.