Destreza

The author

Andy Parton.

Founder of Destreza. Andy writes about how AI changes marketing decisions, creative quality and the work of building a brand.

The recurring question is what gets better for the customer, the work or the business. These articles connect new capabilities to a practical decision, and distinguish the evidence from the judgement.

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The longer view.

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 · September 2026

A better model. A better customer experience?

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.

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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 · August 2026

More executions. How many ideas?

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.

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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 · July 2026

Where should the time saved by AI go?

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.

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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 · June 2026

What to ask an AI marketing supplier

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.

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