Nobody really prepares you for the aftershock effect of AI.

A few years ago, AI felt experimental. It was useful, exciting and relatively easy to contain inside certain workflows. This year felt completely different. As more people across our agency began adopting AI more deeply, I could feel pressure building beneath the surface of the business.

That was the moment I realized this was no longer just about tools or marketing innovation. This was an operational and leadership shift happening in real time.

I made the decision to step back, rip apart major parts of our internal systems and rebuild them before the disruption started ripping through the agency itself. That was not an easy decision after more than 20 years of building and scaling a company, but I knew the old structure would not support where AI was taking us next.

I talk more about the aftershocks of AI and what this transition is actually starting to feel like for businesses and leaders in this episode of Under the Brand.