Marketing
When Your Customer Stops Opening Your App: Marketing in the Agent-Owned Web
As agents carry customer goals across services, apps may become capabilities inside longer workflows. What changes for discovery, retention, authority, and marketing when the interface is no longer the relationship?
Who Owns the Pixel? ChatGPT and the Repricing of Advertising
ChatGPT ads put conversational context and advertiser outcome data on different sides of a measurement boundary. That changes what brands and agencies can know, test, and credibly claim.
The Answer Independence Paradox: Trust and Incentives in AI Commerce
OpenAI says ChatGPT ads can use conversation context without influencing answers. How can that separation be tested, and what would make a product recommendation worth trusting?
The Geometry of Intention: What Behavior Can Tell Us About Human Goals
Clicks and searches reveal what people do. Context can help us infer why, but a useful system must remain open to being wrong.
The Empowerment Imperative: What Should Agentic Marketing Optimize?
Marketing systems can optimize measurable actions. This essay asks what else they should protect, how to turn human agency into a design question, and what evidence would test the proposal.
A New Front Door: What OpenAI DevDay 2026 Means for Brands, Reach and Marketing Operations
What DevDay's connected announcements mean for brand discovery, persistent customer tasks, shared marketing work and software adoption, with a practical workflow for building and evaluating a useful service.
Meta Built the Ad Machine. OpenAI Built the Agent. Who Controls the Agentic Marketplace?
Meta and OpenAI approach agentic commerce from opposite directions. Follow the complete system to see how customer delegation, merchant access, payment, memory and measurement could reshape platform power.
ChatGPT Ads: An Agency Playbook for a Controlled Test
How to design, instrument and evaluate a ChatGPT Ads pilot, from account access and creative to conversion events, bidding, independent reporting and a credible decision about what to do next.
The Map That Talks Back: Gemini, Local Discovery and Geography-Based Advertising
Gemini connects local questions to place recommendations, navigation and supported actions. What must work between a useful answer and a successful visit, and what changes for local businesses, advertising and human choice?
Cannes Lions 2026: When the Product Becomes the Creative Idea
SOS POS, Uber Eats and UVA show how a service, an app and a cultural moment can become creative material. What must a team build around an idea to make it work?