Skip to Content

Posts tagged with Newsletter

Previous Posts

Agentic AI in Martech: The new org chart

Agentic AI in Martech: The new org chart

Part 4: Roles that emerge when AI handles execution

A friend recently asked me what a marketing ops manager actually does when AI agents are handling campaign execution, optimization, and conflict resolution. It's a fair question. If systems are making billions of decisions autonomously, what's left for us mortal humans?

My first instinct was to give the standard consultant answer about "strategic oversight" and "creative direction." But the more I thought about it, the more I realized that's probably wrong. The interesting human roles in an agentic world are likely to be things we haven't fully invented, yet.

Beyond the "Human in the Loop" fiction

Most discussions about AI

Agentic AI in Martech: The new org chart Read More

This is me. Who are you?

This is me. Who are you?

On grief, connection, cosplay, and finding a home in unexpected places.

I was scrolling through Youtube comments under a video by Anthropic where someone wrote: “you say wow way too much” And I froze. Because I knew, I do that. If you have seen or listened to any of my podcasts, you will know that I’m the guy saying “wow” or “that’s amazing,” asking follow-up questions, leaning in a little too much. Trying to show I care. Trying to bond.

The spark.

At Navy boot camp, back in 1993, there were eighty of us in the end-of-training company photo, looking smart in our dress blues. Only one smiling face…

This is me. Who are you? Read More

Shopify isn’t enough

Shopify isn’t enough

…and deep down, you already know that.

There’s a moment that creeps in somewhere between “should I try another email pop-up plugin?” and “why don’t my reports ever answer real questions?” It’s a quiet realization. The platform that made it beautifully easy to launch your store might not be built to help you scale your marketing or understand your customers beyond last Tuesday’s sale.

Shopify does many things well. It’s clean, manageable, and doesn’t ask you to learn code or bribe a developer friend. It’s perfect for what it is: a commerce platform. Not a data platform. Not a campaign

Shopify isn’t enough Read More

Agentic AI in Martech: When agents disagree

Agentic AI in Martech: When agents disagree

Part 3: The inevitable conflicts in multi-agent systems

Picture this scenario: your personalization AI decides that Sarah (Conner? 😅), a loyal customer, should receive a premium upgrade offer because her engagement scores have been climbing. Simultaneously, your churn prevention AI flags Sarah as a retention risk and recommends a discount promotion to keep her engaged. Meanwhile, your email frequency optimization AI determines Sarah is approaching communication fatigue and suggests suppressing all promotional messages for the next week.

Three different systems, three different conclusions, one very confused customer experience.

Thanks for reading Martech Therapy! Subscribe for free to receive new posts and support my work.

This is the multi-agent conflict

Agentic AI in Martech: When agents disagree Read More

Agentic AI in Martech: From complicated to complex

Agentic AI in Martech: From complicated to complex

Part 2: What happens when your Martech stack becomes a rainforest?

Last week I wrote about the scale problem with agentic AI, how systems making billions of decisions weekly break traditional governance models. But there's another dimension to this. One that goes beyond just volume.

It's about predictability. Or rather, the slow erosion of it.

Your Martech stack used to be a Ferrari. Now it's a rainforest.

Scott Brinker and Frans Riemersma used this metaphor in the State of Martech 2025 report to explain how AI is changing martech systems from "complicated" to "complex." They were focused on the technical implications. I want to explore what this means for governance and

Agentic AI in Martech: From complicated to complex Read More

Agentic AI in Martech: The billion decision problem

Agentic AI in Martech: The billion decision problem

Part 1: Why scale changes everything about AI in Martech

I've been having a strange, recurring thought lately. It started after my conversation with Paul from Aampe, when he mentioned their AI agents handle somewhere between 15 and 200 billion decisions every week.

I love astronomy and the awe-inducing scale of the universe. Nevertheless, that number still amazed me, probably because I couldn't quite wrap my head around it. So I did what any reasonable person would do. I grabbed a calculator and started doing some deeply unnecessary math.

Let's say you're a marketing ops manager making about 50 meaningful decisions per day. Which segment gets the email blast, what

Agentic AI in Martech: The billion decision problem Read More
Load More You've reached the end of the list
© Martech Therapy