Marketing

The Scoreboard Fallacy: Why AEO Won't Save You From a Problem That Already Happened

AEO isn’t a new playbook—it’s the same game with the scoreboard harder to read. Zero-click was already the majority behavior before ChatGPT; AI just made the blindness undeniable. The crisis isn’t traffic. It’s visibility.

Marketing

The Automated Illusion: Why AI Will Break Attribution Before It Fixes It

Attribution doesn't measure marketing effectiveness. It measures proximity to conversion—and the entire industry has agreed to pretend that's the same thing. Now, AI is optimizing against this pretense at machine speed.