The Archive · 2013 — Now
Marketing archive.
24 posts in this category
24 essays in the archive · 13 languages · 45 categories
What "AI-native" actually means for a marketing team (vs AI-assisted)
AI-native means the model produces the first pass and people review and decide; AI-assisted means a person produces the work and reaches for a model to speed up part of it. Same tools, different centre of gravity. Here is the distinction, a comparison table, and a short diagnostic for telling which one your team actually is.
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The Parade Problem: why AI on top of old workflows fails
The parade problem is what happens when you bolt AI onto a workflow you never redesigned: a faster first step, the same bottleneck behind it, and no earlier finish. Here is why it happens, the four bottlenecks that survive most AI pilots, and how to tell whether you are speeding up the float or redesigning the route.
How AI changes media research, personas, and data advantage
AI does not mainly make media research faster — it makes it continuous. Personas stop being a document drafted once and become a working model, and the durable advantage moves from public research (now cheap for everyone) to your proprietary first-party data and memory. Here is what that changes, and why governance is a precondition rather than paperwork.
The Full Index
Earlier entries
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The agency-design decision framework (keep / change / stop selling)
No. 05AIDoes AI replace media planners?
No. 06AIWhat stays in-house vs agency in the AI era
No. 07MarketingWhat Publicis Is Really Buying for $2.2B: Notes on the LiveRamp Deal
No. 08AIHow to govern marketing data for AI
No. 09AIHow to measure AI marketing impact
No. 10AIWhich marketing tasks to automate (workflow audit)
No. 11AIAI campaign localization
No. 12AIWhat Agencies Actually Need From AI Is Not More Content
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