If AI Is Doing the Searching, Who Are You Optimising For? For years, search has been a relatively simple game to understand. Rank on Google, get the click, win the customer. That model is breaking. Search is no longer just a list of links. It is increasingly a layer of answers,...

From Attention to Action: Commerce Media and the Rise of Agentic Buying  For most of modern marketing, attention was the goal. Reach, awareness, impressions. The assumption was that if enough people noticed the message, some of them would eventually act on it.  Retail and commerce...

Brand Drift and the Curse of the Prompt There is a strange comfort in believing that AI will make marketing easier. Faster copy, quicker visuals, endless variations, infinite ideas. A bottomless coffee pot of content. It sounds great until you wake up one morning and realise your...

Why “Cheaper, Faster, Easier” is the Biggest Myth in Modern Marketing There’s a new myth sweeping through the boardrooms of modern marketing: the idea that generative AI in marketing is the cheap, quick fix for creativity. You’ve seen the TikToks and Instagram Reels — a few lines of...