No hype. What actually works in AI and marketing.
In the Lab we write down what we see in practice: what AI does and does not do for your marketing, how you get found in the AI era, and what the agencies talk around. Opinion, backed by real numbers and our own work.
- AI & advertising
Google Ads with AI: the agent builds your campaign, then comes the measuring
Connect an MCP and your agent really does build the campaign, in an afternoon, and it is good. Then comes conversion tracking: five overlapping ways to report the same thing, a door Google quietly shut in June, and a click id you do not always get. It fails quietly, which is exactly why it costs money.
- AI & building
Building your website with AI: the tool builds it, but you do the work
Lovable or Claude builds your site in thirty seconds. Then comes the question that never goes away: is this actually any good? You cannot tell. And whatever happens next, it is yours to carry. Where these tools genuinely work, and where they quietly eat your weekends.
- SEO & findability
SEO for AI: become the source ChatGPT names
Your customers ask ChatGPT, not Google. You can rank #1 and still be invisible. How AI picks who it names, why the tricks fail, and how you get into the answer.
- AI & strategy
AI marketing: the bar goes up, not down
AI makes producing a text, image or campaign nearly free. Which is exactly why good marketing gets scarcer, not easier. What AI marketing is, and why data, judgement and execution decide it.
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