INSIGHTS
What we have established,
and what we have not.
We publish our thinking on this channel as it develops, including the parts that remain unsettled. No projections, no borrowed benchmarks, nothing presented as certain before it is.
- 04
A new advertising surface needs a new discipline
Assistant interfaces change what a brand is competing for. That difference is a reason to build a dedicated practice rather than extend an existing one.
- 03
Positioning before placement
The work that determines whether advertising in an assistant lands is mostly done before any placement exists. It is clarity, not spend.
- 02
Restraint in an unproven channel
Nobody can honestly guarantee outcomes on a surface this young. Here is what we think a credible commitment sounds like instead.
- 01
Questions to ask before you buy AI advertising
A short diligence list for evaluating anyone offering to advertise your brand inside assistant interfaces, including us.