Insights

Field Notes on AI-Powered Marketing

MCP, AI audits, agency operations, and what actually works when you connect language models to live ad accounts.

Meta's "Acquire New Customers Only" Setting: What It Actually Does

Meta added a toggle that promises to spend your budget on new customers alone. Here's what it really does, and where it breaks.

In the space of a few months, MCP went from a niche protocol to the default way serious agencies connect AI to live ad accounts. Here's what changed.

Google, Meta, and half a dozen third parties now offer an MCP connection for ad accounts. Here's how they actually differ on price and depth.

For years, using AI on ad accounts meant exporting CSVs and pasting into ChatGPT. MCP kills that pattern — and it changes how agencies work.

A good audit was always slow. AI does not make it shallower — it makes it faster, more thorough, and easier to act on.

AI adoption inside an agency is a change-management problem, not a tooling problem. Here is how we approached it.