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Moth Labs was created in early 2024 to be the organizational and digital home of my applied AI research and practice.

 

I have a background in advertising, digital marketing, strategy and business leadership. Over the last couple of years, I stepped outside that world to build things, test ideas and develop a much more practical understanding of what AI can do—and not.

 

I took the time to go deeply into large language models and generative AI to explore what happens when it is introduced into real businesses, workflows, products and services. 

​​In mid-summer 2026, I brought my focus back to advertising and marketing with the goal of bringing these two threads together.

Exploring the Questions:

  • How does AI affect the way an agency operates? 

  • How does it change or create marketing channels? 

  • Where does AI provide real leverage rather than simply adding another layer of technology?

 

That is increasingly where I'm focused.

Build And Find Out (BAFO... : )

Rapid prototyping has become an important part of how I work.

 

Rather than spending weeks developing specifications or recommendations around an untested idea, AI now makes it possible to build a functional version quickly enough to interact with it, test the assumptions behind it and learn something.

Cadence

A recent example of this approach is Cadence (working title), an AI-Assisted PPC Maintenance application. 

 

This functional prototype explores how an AI system might support an experienced PPC specialist in the ongoing management of advertising accounts.

 

The application combines live campaign data with persistent client context, agency-defined rules and LLM reasoning—allowing the AI to evaluate what is happening, recommend what should happen next, all while keeping a human specialist in control.

Transitions

Moth Labs has been a place to explore ideas around marketing, expert services, operations and positioning. To work on problems where AI may offer meaningful leverage.

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It lives on as a showcase and home for the ideas and systems and prototypes developed during my foray into the opportunities and challenges to business and people in the new age of AI.

 

I'm always happy to connect with fellow travelers and those seeking a better understanding of AI, it's impacts and utility.

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