The old web split inspiration from intent. AI puts them back together.
For the last twenty years, digital marketing has been organised around a fairly simple idea: either people know what they want, or they do not. If the…
Whoever Controls the Decision Layer Controls the Market
One of the most important patterns in the history of the internet is that the companies controlling discovery tend to accumulate disproportionate powe…
Brands risk becoming APIs
AI systems are compressing brands into summaries. That sounds efficient. Helpful, even. But I think it hides one of the biggest strategic risks of th…
The Web Is Splitting in Two: One Layer for Agents, One Layer for Humans
A recent article about The Economist caught my attention. The publisher is experimenting with new ways of structuring content so it can be read more…
AI should remove the work, not the experience
A lot of the current conversation around AI seems to assume that the ideal end state is full automation. The interface disappears, agents take over, a…
Model-Driven Interactivity: Why AI Needs Actions, Not Prompts
ChatGPT gave AI a simple interface: prompt, wait, read. That works for questions. It breaks for decisions.
The 30-Tab Problem: why search fails with decisions
You're shopping for project management software. Fifteen minutes later, you have a dozen tabs open, three spreadsheets started, rising decision fa…
Progressive Enhancement Patterns
From Answers to Decisions