Strategy, insight, and the occasional uncomfortable truth about modern marketing.
STRATEGY
For seventy years Cannes judged the finished work. This year it changed the question, and the answer runs on the one input a machine cannot manufacture: what your customers actually say.
PRODUCT
I built two AI agents for a hotel group. One chases the click, the other protects the brand. Last week they disagreed about a single word — and it turned out to be the oldest argument in advertising, now running inside the code.
Sam Altman thinks 95% of agency work is going away. If he's even directionally right, the skill that's left isn't answering — it's knowing what to ask. On question machines, taste, and the part AI still can't do.
