Brian Thomas Clark

Will you let Google be the sales rep in your store, or will you build experiences so essential, so convergent and so creative that even the smartest browser can’t replace them?

There’s also the potential of generative UI, dynamic interfaces that adapt to customer needs in real time, not just conversational text overlays. Imagine experiences that anticipate gaps before a copilot has the chance to fill them. Imagine convergence plays that combine categories once siloed by outdated technology.

Websites that were supposed to be owned experiences risk becoming dinosaurs, static commoditized destinations in an age where attention is dynamic and personalized.

The click is no longer the moment that matters. In the age of AI, people aren’t navigating, they’re conversing. They’re not clicking through funnels. They’re co-creating experiences with machines.

This shift involves changing workflows and aligning a digital strategy to ever-changing consumer expectations. What used to be judged by clicks is now judged by tone, fluency and feel on your owned platforms and across distributed ones.

No one is asking their teams, “How do we make people feel something real in this new interface?” But they should.

There is a link between music streaming platforms and social content, yes, but it goes in the opposite direction. A big artist releases an album on Spotify, Spotify puts it in playlists, and that artist grows on Instagram and TikTok. It’s almost never the other way around. And this is actually true for almost every form of digital media right now.... See more

Instead of linear ads, brands should build modular, explorable stories – ones that reward participation, remixing and discovery. Think playable storytelling, dynamic content that responds to audience actions, and narratives that unfold across touchpoints instead of following a single script. The format matters less than the feeling. It’s that sense... See more

The ingredients of ‘good’ curation

I think great curation comes down to five key elements that span the processes of searching, selection and contextualizing:

1. Preservation: Caring for, reviving or resurfacing things that might otherwise be lost or forgotten in archives or streams.


2. Connection: Inspiring moments of surprise –, “I didn’t think of

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