Notes

Short, dated notes on how AI is changing marketing — written by Alex Schultz as the thinking happens, not after it has settled.

The cheat sheets are the reference: stable frameworks you can put to work. The notes are the workshop: provisional ideas, open questions, and arguments still being tested — on AI media buying, the future of attribution, what experimentation looks like when models do the targeting, and everything else shifting under the industry's feet.

Each note is signed and dated. Thinking here may evolve; where it does, the note says so. If a note grows up into something durable, it graduates into a cheat sheet.