Destreza

Destreza / Thinking

Stay with the argument.

Monthly analysis of what AI changes for brands, the work behind them and the people they are trying to reach.

Newest first. Monthly analysis is ordered by its editorial “as of” date.

5 pieces

A group of friends around a dining table in a room with Sonos speakers.
Sonos 27 launch photography, released on 1 September. Its connection to external AI assistants enters Early Access on 8 September; this scene is launch imagery, not evidence of customer satisfaction. Source: Sonos.

Analysis 005

A better model. A better customer experience?

Analysis 0055 min read

September brings new AI controls and fresh evidence of customers’ reluctance to retry a failed chatbot. A launch needs to prove what happens after the conversation.

Read analysis
A hand holds a smiling Goldfish cracker close to the camera, with a young person’s face softly out of focus behind it.
A product close-up from the 30-second version of Goldfish’s “Photoshoot”, published in July. It shows the campaign’s central idea: the snack itself smiles back. System1’s 27 August review evaluates a shorter execution from the same campaign. Source: Goldfish / Mischief / Blinkink; film supplied by Marcus Lim SO.

Analysis 004

More executions. How many ideas?

Analysis 0045 min read

August brings more control over AI image editing. The creative test is whether that freedom produces a better idea, or simply more versions of the first one.

Read analysis
Nick Louisson presenting ISBA’s 2026 Gen AI survey, with the original subtitle “Nothing scales better than mediocrity”.
Nick Louisson discusses ISBA’s 2026 Gen AI survey in its 9 July preview. The results, released on 22 July, distinguish widespread use from reported business impact. Source: ISBA.

Analysis 003

Where should the time saved by AI go?

Analysis 0035 min read

July’s ISBA findings expose a gap between using AI and getting a business result. The next decision is what to do with capacity you can prove you have released.

Read analysis
The Optimizely Opal interface at the start of Conductor’s June10 AI Brand Visibility Report Agent demonstration, asking what the user wants to work on.
The opening screen of Conductor’s 10 June demonstration of its AI Brand Visibility Report Agent in Optimizely Opal. A supplier demonstration is the starting point; a paid trial should follow the work through to a usable result. Source: Conductor / Optimizely.

Analysis 002

What to ask an AI marketing supplier

Analysis 0025 min read

A paid trial on a real brief can reveal the work, costs and responsibilities behind a persuasive AI pitch. June’s spending evidence makes that scrutiny timely.

Read analysis
A presenter stands on the Google I/O stage before a screen about shopping on Google, with the event audience visible in the foreground.
Google’s shopping presentation at I/O on 19 May 2026. Its announced Universal Cart rollout is intended to bring more of the journey from discovery to purchase into Google’s products. Source: Google / I/O 2026 press photography.

Analysis 001

A brand still has a job when AI gives the answer

Analysis 0015 min read

Google’s May shopping and advertising announcements bring more of the buying decision into an AI conversation. Brands need accurate answers and a reason to be chosen.

Read analysis