The person you design for isn't always the one who drives adoption or who guides the path to purchase.

The best way brands can ensure a chatbot's information about them is both accurate and discoverable is through effective brand design.

For decades, marketers have largely viewed choice as a source of value. But at some point, abundance creates friction. Consumers need help interpreting information.

For one: Finding people who look like your best customers demographically or behaviorally is not the same as finding people who will act like them..

The advertisers who win the World Cup will treat it as fuel for an audience they already own.

Somewhere along the way, brands started optimizing more for feeds, formats, and recommendation systems than for actual human behavior.

Trust is considerably harder to measure because it isn't built through a single impression or one particularly clever campaign.

ROAS isn't wrong, but it's incomplete. Growth is achieved by understanding that brand marketing creates demand and performance marketing captures it.

The organizations that outperform will be those exercising greater discipline in deciding where AI belongs -- and where it does not.

A collection is rarely just a group of items. It can be a public expression of identity, an entry point into a community, or a source of social content.