points of view
Insights
Working notes on how AI is changing advertising and commerce. Written for the person who signs off the pilot, not the person selling the tool.
AI advertising
Why your faster generator hasn't moved launch day
Halve production time and launch moves by 5%. The buying question is how much of the campaign clock a tool can actually change.
Read the paperagentic commerce
Who owns the answer when the product changes?
Shopping assistants give your product claims another place to travel. Someone still has to know whether they are true.
Read the paperAI video cost
The procurement spreadsheet needs a different denominator
The cheaper generation can become the more expensive approved ad. Budget for accepted outputs, not attempts.
Read the paperUGC briefs
A better brief starts with the evidence, not the adjectives
Name the buyer's uncertainty and the evidence that answers it. Then give the creator room to be themselves.
Read the papercreative testing
Stop letting asset counts stand in for evidence
Forty assets and three keepers is a production loop, not a learning system. What should the next person make differently?
Read the paper