Notes on marketing, data and decisions.

• June 26, 2026 · 6 min read

  The real problem with AI in marketing isn't the AI. It's the data.

  The whole industry argues about which model is smarter. The real bottleneck was off to the side the whole time — the data the model runs on when you bring it a real problem.

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• June 26, 2026 · 7 min read

  Most marketers don't know their customer. They know a line from the brand book.

  "Maria, 28, into yoga." That's not an audience — it's a passport record with yoga stapled on. You can't make a single decision from it.

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