Bertha.ai
After ChatGPT launched, Bertha looked like every other AI tool on the market. I spent seven months making the difference obvious, and the audience grew 400%. Here’s what I did, and what it would look like for your AI brand.
The Results After
Seven Months:
Bertha Was the First AI Implementation in WordPress and the Second in Chrome
Bertha.ai was ahead of the curve, helping creators write directly inside WordPress long before AI became mainstream. But once ChatGPT exploded in popularity, the market quickly became crowded, with countless tools seemingly doing the same thing.
Bertha needed to reintroduce herself, not as a competitor to ChatGPT’s scale, but as a focused, purpose-built tool that fit seamlessly into creators’ existing workflows.
We Were Up Against a Goliath
I knew going head to head on scale was a losing battle, so I built the whole position around the one thing nobody else was doing at the time: Bertha wrote with you wherever you were working, right inside the Chrome extension or the WordPress plugin.
I leveraged prompts, before-and-afters, POV content, and workflow examples to show the difference between working with Bertha and using the slower ChatGPT.
I also gave her a personality to match. I’ve always believed people follow people, not brands, and a co-pilot you write next to all day should feel like one. She stopped sounding like a product and started feeling like someone you wanted to write with.
Here’s How I Turned That Strategy Into
Content That Performed:
Focused Messaging on In-Workflow Writing
I leaned heavily into value-based posts, writing tips, and content shortcuts, so community members had a reason to follow and keep coming back. These posts also showed Bertha working inside real workflows, so people saw the benefit firsthand.
Positioned Bertha as a Co-Pilot, Not an AI
I framed Bertha as someone you work with, not a tool you use. I gave her a voice and a personality, and treated her like a real person. It was fun seeing it work: users started doing the same, talking to her like she was one of them. The whole “she’s real” bit became the seed for a run of memes and comedic content.
Activated the WordPress Community
Rather than chasing wide reach, I focused on the ecosystem Bertha was built for. Engaging with creators, joining conversations, and creating content that felt native to that space helped build trust and steady word-of-mouth growth.
Some of My Fav Image Posts
