Most DTC brands are doing AI theatre, not AI outcomes. Sean Clarke breaks down the diagnostic, the benchmarks, and how to fix it this week.

If AI is running half your DTC workflow and you've been thinking about Claude, here's the migration sequence I'd actually run, and what doesn't transfer.

AI gives you the answer it was trained to give, not the answer your business actually needs. Brief it properly or it will confidently lead you in the wrong direction.

We sat down to deploy Meta's new brain AI in a real workflow. It's not ready, here's what we found, and what we're doing instead.

Your one-star reviews, customer service tickets, and Reddit mentions are the highest-leverage data in your business. Most founders ignore them because they don't feel good. Here's a 15-minute workflow using Ai that turns that data into a prioritized fix list you can action this week.

Shopify Agentic Storefronts is not a ChatGPT integration. It is your store becoming discoverable across ChatGPT, Microsoft Copilot, Google AI Mode, and Gemini simultaneously, with one setup, no extra fees from Shopify, and no opt-in required. The operators who get their product data right now will compound that advantage before this gets crowded.