My background has been primarily in advertising, digital marketing, strategy, business development, and agency leadership. 

 

AI began showing up in marketing in 2023. Like many, my reaction ranged from unimpressed to appalled. 

 

I had an opportunity to step back from the day-to-day and wanted to really understand this new tech. Not as I was seeing it deployed in the marketplace but from first principles. 

 

So I started building.

 

Some of the work was product-oriented. Some of it was research. Some of it began with a client or agency problem, and some with a broader question about how AI might change the way businesses operate.

 

Over time, the focus widened from what LLMs could generate to what they could help people actually do: support analysis, participate in workflows, augment expert judgment, coordinate information, and operate within business context and defined rules.

 

Projects like the Brand Positioning Audit, Lamina, Pamela and Cadence came out of that exploration. Each approached AI from a different direction, but the method was often similar: make the idea tangible quickly enough to interact with it, test the assumptions behind it, and learn from something real.

 

A design philosophy emerged

 

1. Start with the business problem, not the technology. 

2. Give the AI enough context to understand what it is being asked to do. 

3. Provide enough structure to constrain how it does it. 

4. Keep human judgment in the loop where judgment matters.

 

And build early.

 

Today, I think of Moth Labs as a showcase and platform for that work. It is where I continue to research, experiment, prototype, and develop ideas around applied AI. Increasingly, I am bringing that work back to the field I know best: advertising and marketing.

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September, 2026