The other day, I was catching up with a former colleague when they asked how we’re navigating AI and all the changes across the digital marketing landscape. As I started writing out my answer, I realized just how much has changed at Working Planet over the past five years, and how much of that probably isn’t obvious to people who aren’t directly involved with us today. So, I took some time to reflect on what’s changed, what hasn’t, and how we've evolved since transitioning t

There has been no shortage of opinions about what ChatGPT is going to do to advertising. Search is dead. AI is the new search. Brands need to figure out ChatGPT immediately. If you aren't there now, you're already behind. You get the idea. The problem is that there has been a lot more conversation about what ChatGPT could become than data showing what advertising on ChatGPT actually looks like today. We have now run ChatGPT Ads across a number of clients...

Before you decide how much you're willing to spend on a test, you should know what you're hoping to get out of it. After all, your budget should be driven by the value of the answer to your question. The dream outcome is obvious. You discover a channel full of your ideal customers, they're converting below your CAC target, and you've found your next growth engine. Ten or fifteen years ago, that happened more often. Today, it rarely does.

Every week, I receive cold emails from agencies promising dramatic growth. "We'll double your pipeline." "We'll triple your leads." "We'll 4X your customer acquisition." I've also had marketing firms suggest we make similar claims in our own outreach. One even recommended taking a case study where we helped a client grow customer acquisition by 4X and turning it into a promise that we'd do the same for every prospect. That's not a marketing strategy. It's a distortion of