AI is not a channel. It is the operating system.
Most companies treat AI as one more line in the marketing budget. That framing guarantees they will miss what is actually happening.
Ideas
Ideas on AI, marketing and what comes next
Essays, frameworks and analysis on how artificial intelligence is rewriting marketing, creativity and business — written to be useful, not viral.
Marketing to machines
AI agents are becoming a real audience: they research, compare and decide on behalf of people. Brands need a strategy for being chosen by software.
The agency model isn't dying. It's inverting.
When production cost collapses, agencies that sold hours are in trouble — and agencies that sell judgment become more valuable than ever.