The changing commercial web
When agents mediate customer choice, what can a business control, what must it verify, and what is it renting? Five essays connect trust, platform power, customer relationships, commerce readiness, and defensible growth.
The Answer Independence Paradox: Trust and Incentives in AI Commerce
Begin with trust: distinguish relevant ads, product fit, paid influence, and the evidence needed to test recommendation independence.
Who Owns the Pixel? ChatGPT and the Repricing of Advertising
Follow the infrastructure and information: how programmable buying changes agency value, and what the advertiser must measure independently.
When Your Customer Stops Opening Your App: Marketing in the Agent-Owned Web
Follow the continuing task: explore capability access, customer orchestration, repeat use, pricing, and dependence between services.
The Agentic Commerce Readiness Stack: From Product Discovery to Authorized Action
Build one merchant path: connect product evidence, interpretation tests, reviewed learning, supported capabilities, and authorised actions.
Distribution Alone Is Not a Moat: The Growth Playbook for the GPT Ads Era
Decide what to build from the reach: connect channel jobs and retained value to assets that competitors cannot readily copy.
Companion reading
The Anti-Slop Marketing Stack: How Brands Stay Distinct When Everyone Has AI
Creative judgment: decide what deserves production when generating more is easy.
Building to Learn: What Three Weeks of Prototyping Taught Us About Agentic Marketing Optimization
Measurement: examine what a product-fit simulation can actually establish.
The Empowerment Imperative: What Should Agentic Marketing Optimize?
Human purpose: keep a profitable outcome separate from evidence of benefit.