Google Ads, YouTube, agentic AI, and marketing strategy — written to connect dots, not confirm what you already know.
In 2016, AlphaGo played a move no human would make. Commentators called it a mistake. It won the game. That single moment explains everything about where AI and marketing are heading — and why most teams are still playing the old way.
"A move that no human would make.
That's where the advantage is being built right now."
Google's open-source Marketing Mix Model isn't just a measurement tool. It's a confidence infrastructure for enterprise media investment.
Most organizations are running Google's products as separate channels. The ones pulling ahead are running the whole system.
Beyond prompts and chatbots — AI that acts, decides, and executes across systems. What this means for how marketing gets done.
Most teams are locking their workflows to a single model. That's the wrong bet. Here's how to build infrastructure that survives the next model shift.
AI is dissolving the divide between creative teams and media teams. The organizations that see this are moving faster than anyone.
PMax is misunderstood at almost every organization running it. Here's what the system is actually optimizing for — and how to guide it.
The framework I use to think about the full loop — from audience signal to creative brief to media execution to AI optimization.