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Every few weeks, someone posts that they’ve replaced their entire SEO team with a fully automated AI workflow. Cristiano Winckler doesn’t think that’s ever really true. “That is not possible,” he says. “AI is a tool, but it does need a specialist who knows what it’s doing, who has been

If a long AI session starts producing weaker answers, it’s rarely a mistake you made. It’s the model running low on room to think. Cristiano Winckler, Somebody Digital’s Director of Digital Operations, compares it to how a person’s memory works under a hard limit. “Imagine your brain has a certain

When a company’s content already ranks well on Google, but AI tools keep citing competitors instead, the instinct is to rewrite everything. Cristiano Winckler, Somebody Digital’s Director of Digital Operations, says that’s usually the wrong fix. “If you have great content, it is already ranking well organically, but you’re not

KEY TAKEAWAYS It’s rarely the tool: Automation failure is almost never due to the software itself; it is consistently caused by a lack of foundational groundwork. Map the workflow first: You cannot effectively automate a process that hasn’t been documented. Skipping the “boring” step of mapping your current human workflow

There is a Gartner finding that every marketing leader with an AI implementation on their roadmap should read carefully. According to their research, more than 40% of AI automation projects will have failed by 2027.   The number is striking, but the reason behind it is more important than the

This is not a piece about AI replacing marketers. It’s a piece about something more specific and, for many marketing leaders, more immediately disruptive: the single-channel specialist model that has defined digital marketing hiring for the past 15 years is breaking down. And it’s breaking down now. “You can’t simply

For as long as digital marketing has been a professional discipline, there has been a fight. It shows up in budget meetings, QBRs, and attribution reports. It shows up in the way teams are structured, the way performance is measured, and the way credit gets assigned. It is the paid-versus-SEO

There is a version of the B2B buying journey that most marketing teams are still building for, which goes like this: A buyer identifies a problem. They go to Google. They search for solutions. Your ad appears. They click. They convert. Your pipeline grows. That version of the journey is

Eight  in ten B2B Paid Campaigns Are Optimizing for the Wrong Thing, and Your Competitors Know It Every marketing team we’ve ever audited says the same thing: we optimize for quality, not just volume. They say it in QBRs. They say it on LinkedIn. They nod confidently when someone mentions