Most marketing blogs teach you how to get clicks.
This one teaches you how to get chosen.
If you're still optimizing for CTR, impressions, and "traffic growth" — you're optimizing for a version of the internet that is already dying.
ChatGPT doesn't send users to 10 websites. It gives them 1 answer. And most brands are not in it.
If that doesn't concern you, leave this page.
4 emails a week. I'm building this list because I'll eventually sell you an audit and a course. That's the deal.
Pick your angle. Or stay blind.
Start here if you want to understand what's actually happening
AI Search Strategy
Start hereWhat Is Paid AI Search (And Why It Replaces SEO Faster Than You Think) →
The category definition most brands will discover too late — what changed, why traffic is the wrong goal, and where the decision actually happens now.
ChatGPT Ads
Most readHow ChatGPT Decides What People Buy (And Why You're Not Included) →
The mechanics of AI recommendation — what signals matter, what gets filtered, and what your brand needs to look like to be considered.
AI Search Strategy
CriticalAI Visibility: The Only Metric That Will Matter in 12 Months →
Why inclusion rate replaces CTR, how to measure whether you exist in AI answers, and what the shift from ranking to recommendation actually requires.
Ecommerce AI
PlaybookWhy Your Product Page Is Useless If AI Can't Explain Your Product →
The hidden failure mode killing AI visibility for ecommerce brands — and the structural fix that makes AI recommend you instead of a competitor.
Latest articles
New thinking. No recycled tactics.
Most of this will contradict what you've been told about marketing. Good.
AI Search Strategy
What Is Paid AI Search (And Why It Replaces SEO Faster Than You Think)
The category definition most brands will discover too late — what changed, why traffic is the wrong goal, and where the decision actually happens now.
ChatGPT Ads
How ChatGPT Decides What People Buy (And Why You're Not Included)
The mechanics of AI recommendation — what signals matter, what gets filtered, and what your brand needs to look like to be considered.
AI Search Strategy
AI Visibility: The Only Metric That Will Matter in 12 Months
Why inclusion rate replaces CTR, how to measure whether you exist in AI answers, and what the shift from ranking to recommendation actually requires.
Ecommerce AI
Why Your Product Page Is Useless If AI Can't Explain Your Product
The hidden failure mode killing AI visibility for ecommerce brands — and the structural fix that makes AI recommend you instead of a competitor.
Start here
From the Wire
The issues
2026-04-30
ChatGPT just picked your competitor for you
ChatGPT's Compare feature decides who you fight in product discovery — and writes the verdict from sources you don't control.
2026-04-21
ChatGPT ranked Waterloo #3 and told me exactly why it'll never be #1.
I asked ChatGPT for a product roadmap for Waterloo Sparkling Water. It gave me five specific fixes, named the weak SKUs, and disclosed its ranking weights. Any DTC brand can run this in 5 minutes.
2026-04-20
ChatGPT is reading your SEO strategy and throwing most of it out.
I tested 5 product categories. In 4 of them, ChatGPT explicitly excluded affiliate-driven 'top 10' lists from its reasoning. That's the exact content most SEO agencies are still selling.
2026-04-18
ChatGPT will tell you exactly how it ranks your category. You just have to ask.
ChatGPT ranks products on a weighted rubric. It will publish the weights if you ask. Here is what it returned for automatic coffee machines — and the 10-minute audit to run for yours.
2026-04-17
3 of 4 products. No description. This is what AI agents see.
OpenAI killed in-chat checkout last month. The real news is what I found when I clicked into the Shopify Catalog Mapping screen.
2026-04-14
I asked ChatGPT for the worst coffee machine. It recommended the same brand as the best one.
12 queries. Same 3 brands kept winning. The brand ChatGPT called best was also the brand it called worst.
2026-04-13
Coffee above 194°F is burned
I asked ChatGPT Plus to recommend a coffee machine. It showed me a storefront. On the tier that has no ads.
Paid AI Search Wire
Your competitors will discover this too late.
Right now, most brands are still arguing about ROAS, creative testing, and attribution models. Meanwhile, a new layer is forming above all of it.
AI decides what people buy. Only a small percentage of brands will be mentioned. The rest will be invisible.
We document
Which brands show up in ChatGPT answers
Why they show up — and what signals drive it
How to reverse-engineer what works
How to position your products to be chosen
4 emails a week. I'm building this list because I'll eventually sell you an audit and a course. That's the deal.
This is not a blog. It's a system.
Three lines of work. One goal.
ChatGPT Ads
You don't run ads. You position your brand at the decision moment.
ChatGPT doesn't surface 10 options and ask buyers to choose. It gives one answer. The brands in that answer own the sale before the click exists.
Read more →
AI Visibility
Either you are mentioned — or you don't exist.
There is no page 2 in an AI answer. Inclusion is binary. The brands that build the right signals now are the ones that get recommended when it matters.
Read more →
Ecommerce AI
The sale happens before the click.
Buyers are making purchase decisions inside AI conversations before they land on any product page. Your PDP is an execution layer — not a persuasion layer.
Read more →
Case studies
Proof. Not opinions.
Real brands. Real AI answers. What worked, what didn't, and the exact positioning changes that made the difference.
Transformation
Invisible → top AI recommendation
How one brand went from zero AI mentions to the first recommendation in its category.
Analysis
Why this product wins in ChatGPT answers
Reverse-engineering the signals that make AI consistently recommend one brand over its competitors.
Transparency
What ChatGPT actually says about your brand
A live audit of AI answer content — and what it reveals about how AI perceives your positioning.
Coming soon
You don't need more traffic.
You need to be the answer.
Every week we break down how AI selects brands, which signals drive recommendations, and how to position your products to be chosen — not just seen.
4 emails a week. I'm building this list because I'll eventually sell you an audit and a course. That's the deal.