PERFECTLY WRONG - How AI Turns Sustainability Blind Spots into Business Risk. Publishing Fall 2026.

New Book by Ken Alston

Free Report: The 38 Questions: A Self-Diagnostic for Leaders Using AI in Sustainability Work when you register for advance details of the book Perfectly Wrong.

Something changed in September 2023. Standing in front of a room of industry professionals, Ken Alston opened an AI tool and asked it a sustainability question.
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The answer was fluent, confident, well-sourced — and wrong in a way that 36 years of experience made instantly visible. He tested it across four major AI systems. They all returned the same answer.
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Perfectly Wrong documents what that means for every organisation using AI to guide its sustainability decisions — and what must be examined before the next one is made. Register below for the free report and to be notified when the book publishes.