Bertha.ai
I grew Bertha's audience 400% in seven months by fixing one thing: nobody could tell what set it apart from the flood of AI tools that hit after ChatGPT.
Here's how I fixed it and how I can do the same for your AI brand.
The Results After Seven Months:
Social following
Change
5/23
12/23
Monthly Reach
Engagement
102
350
1.7%
510
1.2K
3.2%
+400%
+243%
+88%
Bertha Was the First AI Implementation in WordPress and the Second in Chrome
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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 promising the same magic.
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.
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The Strategy
Going head to head on features or scale was a losing game, 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 versus 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.
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Analytics screenshots comparing when I started to six months later
My Favorite Design Work
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Focused Messaging on In-Workflow Writing
I leaned heavy 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.
Here’s How I Turned That Strategy Into Content That Performed:
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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, 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.
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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
