The new brand growth engine for the AI era

From funnel to flywheel, we need another playbook for the post-search era, where both LLMs and humans decide what wins.

Of all the things we’ve used ChatGPT for in 2025, one of the most specific was: “What should we drink on a Dalston dive bar expedition on a Thursday night with cooler, younger clients, to avoid a hanxiety-filled Friday, with a board presentation to write?”