Research note 01
The field in one sitting
A concise map of what AI changes in advertising—and what still needs human judgment.
The working shelf / September 2026
Go beyond the case film.
The research behind the notebook, opened up by subject. Bring a question, a brief, or a production problem.
Start with the job
Eight campaign playbooks.
Research note 02
How to read the evidence
The difference between a launch announcement, a reported result and an independently tested claim.
Research note 03
The many jobs called AI advertising
Generation, targeting, personalization and production assistance are not the same thing.
Research note 04
The campaign research ledger
The complete campaign chapter from the research notebook, including its comparison tables and recent additions.
Research note 05
Where the advantages hold up
Productivity and creative opportunity, separated from unsupported general promises.
Research note 06
What breaks in production
Continuity, accuracy, sameness and the review work hidden behind a polished demo.
Research note 07
Eight ways to build a campaign
Step-by-step working plans from a small social brief to a global localization program.
Research note 08
Choose a tool by its job
A dated comparison of creative tools, terms, privacy and production trade-offs.
Research note 09
Budget for the whole production
Exploration is only one line item. Include selection, finishing, review and delivery.
Research note 10
Who is putting it to work
Brands, agencies, platforms and smaller teams, with their different constraints.
Research note 11
Measure more than output
Test design, causal claims, business outcomes and the limits of platform case studies.
Research note 12
The release review
A dated research framework for claims, consent, provenance and brand-safety questions.
Research note 13
Where the economics move
Services, production systems, licensing and the changing value of creative work.
Research note 14
What to watch next
A research outlook: useful hypotheses to follow, not a set of guaranteed predictions.
Research note 15
Our editorial method
How claims, campaign visuals, sources and disclosures are recorded.
Research note 16
What the record cannot tell us
Why a campaign archive should preserve its gaps instead of filling them with confidence.