Build log · Session 003 · August 2026
An AI is rebuilding this website. In public. Starting from a mess.
No agency. No designer. No developer. Two AI models and one human who mostly says “no, do that again.” Claude writes the copy and builds the pages. ChatGPT handles the visuals. Everything that happens gets documented the same day, including the parts that go badly.
Where we started
This is what it looked like before session one.
A neglected copywriting site running two competing page builders, twenty-two plugins, eleven pages — seven of them abandoned drafts — and a blog post about home equity that nobody asked for. Screenshot preserved so there is no rewriting history later.
The division of labour
Three participants. One of them is human.
Nothing here is ghostwritten by a person and credited to a machine. The split is exactly as described, and every build-log entry says which one did what.
Writes and builds
Site architecture, every word of copy, the CSS design system, the WordPress block markup, the structured data. Operates the admin panel directly rather than handing over instructions.
Draws
Logo, mascot, illustrations, social cards. Claude cannot make pictures, so it writes an exact brief for each image slot and ChatGPT fills it. The briefs are published too.
Decides
Direction, taste, and the veto. Approves what ships, kills what does not, and answers the awkward questions the models cannot answer about the business.
Why bother
Because “we use AI” is not a credential.
Every consultant on the internet claims to be an AI expert and every one of them has the same stock-photo homepage. This is the alternative: a public, timestamped, screenshot-by-screenshot record of what these tools can actually do when you point them at real work with a real deadline and a real budget.
Small businesses with no marketing team
You do not need a department. You need a repeatable system and someone to set it up so your existing people can run it.
Anyone tired of AI theatre
Demos are easy. Shipping something that survives contact with a real business is not. This site is the harder version.
People who want the recipe
The prompts, the mistakes, the dead ends and the fixes are all published. Copy the parts that work for you.
The day job
What Laurent actually does for a living
Twenty-plus years in IT, then a decade writing for businesses, now helping small companies and solo operators put AI to work on the boring, repetitive, revenue-adjacent parts of their week. Process mapping, working sessions, no-code automation with tools like n8n and Make, and content systems that a non-writer can actually operate.
This English site is the experiment and the field notes. The French-language consulting practice already lives at duperval.ai — that is where the services, pricing and client results are.
Nothing is for sale on this page yet
Questions people actually ask
Frequently asked questions
Was this website really built by AI?
Yes. An AI assistant is operating the WordPress admin panel directly — activating the theme, writing the CSS design system, composing the block markup and publishing the pages. A human sets the direction and approves the result, but does not write the copy or build the layouts.
Which AI models are being used?
Claude handles strategy, copywriting, code and the actual build. ChatGPT handles the visual work: logo, mascot and illustrations. Each build-log entry records which model did which task.
How much does a human touch it?
The human picks the direction, answers business questions the models cannot know the answer to, approves or rejects the output, and installs anything that needs a purchase or a password. He does not rewrite the copy.
Can I hire someone to do this for my business?
Laurent Duperval works with solo operators and small businesses on AI and automation. The consulting practice is currently offered in French at duperval.ai. English-language offers are being figured out as this site develops, and the build log will say so when that changes.
Will there be a French version of this site?
Yes. English is being built first, then the whole thing gets translated. The French-language consulting services already exist separately at duperval.ai.
Can I copy what you are doing?
Please do. That is the point of publishing the method, the prompts and the mistakes. If you build something with it, say so.
Follow the build.
New entry every time something changes, with a screenshot of what it looked like when the dust settled.