Rajesh Jain

The Brand Daily: Saving the 80% Marketing Ignores (Part 15)

The Transformation in a Table

Dimension	Marketing Today (Promotional Messages)	Marketing Tomorrow (The Brand Daily)
Purpose	Extract transactions	Build relationships
Frequency	Sporadic campaigns (weekly/monthly)	Daily ritual (consistent presence)
Duration	Long emails (2-5 minutes to scan)	Micro-moments (60 seconds max)
Interaction	Passive consumption (read & click away)	Active engagement (games, polls, quizzes)
Content Focus	“Buy this now!” (promotional pressure)	“Here’s something useful” (value-first)
Personalisation	Crude segments (Women 25-34)	N=1 intelligence (BrandTwin profiles)
Customer Role	Passive recipient	Active co-creator (Vibe Coding)
Success Metric	Click-through rate, conversions	Hooked Score, engagement streaks, habit formation
Economics	Cost per send (expense mentality)	Revenue per engagement (profit engine via Mu + ActionAds)
Attention Model	Interrupt & persuade	Earn & reward (Mu currency)
Content Creation	Manual (slow, expensive, bottlenecked)	AI-generated (Creator produces 30 days in 30 seconds)
Channel Strategy	Email competes with other channels	Email orchestrates cross-channel (sync to Push, WhatsApp, App)
Target Audience	Best customers (already engaged)	Rest customers (40-50% quietly disengaging) and Test customers (30-40% already disengaged)
Churn Response	Reactive rescue (expensive win-backs)	Proactive prevention (daily engagement stops drift)
Brand Perception	“Another sales pitch”	“Daily utility I look forward to”
Unsubscribe Rate	Rising (email fatigue)	Declining (participatory ownership)
Competitive Moat	Temporary (campaigns copied easily)	Structural (personalization + habit = switching costs)
Customer Data	Inferred behaviour (tracking pixels)	Expressed preferences (zero-party through polls/surveys)
Adaptation Speed	Quarterly campaign refreshes	Real-time learning (BrandTwin improves daily)
Mental Salience	Forgotten between campaigns	Top-of-mind through daily presence
Revenue Model	Brand pays platforms (adtech tax)	Brand monetizes attention (ActionAds, Alpha pricing)
Inbox Role	Promotional graveyard	Entertainment + utility destination
Long-term Result	Constant reacquisition (AdWaste spiral)	Customer retention (OONA reality)

The Shift in One Sentence

Marketing Today: Interrupt customers periodically with promotional campaigns they ignore, lose them to platforms, pay 10× more to reacquire.

Marketing Tomorrow: Show up daily with 60 seconds of value they anticipate, build habits they can’t break, never lose them again.

Thinks 1789

SaaStr: “The companies winning with AI share one critical trait: a culture of curiosity combined with executive mandate. It’s not enough to tell everyone to “go experiment with AI” – that creates chaos and duplication. Snowflake’s approach: identify the naturally curious folks who lean in, formalize them into an AI council (30 people at ~20% time allocation across all marketing functions), and have them test, learn, and share quarterly with the broader organization. But if the CEO doesn’t make AI a top strategic priority, employees won’t treat it as one either. You need both top-down leadership and bottom-up innovation.”

The Athletic: “The CLA, which stands for Constraints-Led Approach, is a learning method that has made its way from academia to the mainstream, drawing from innovative research in psychology and neuroscience. It replaces traditional block training, where an athlete learns a single movement pattern step-by-step, with game-like situations that feature special rules, forcing them to adapt their moves on the fly. It’s founded on the principle that training perfectly yields imperfect results.”

Jon Levy: “A glue player is the team member who multiplies everyone else’s results, helping the team win. They have unusually high emotional intelligence and know how to move the group forward. They anticipate needs, take actions no one asked them to and help teammates perform at their best, often without seeking recognition. They put the team above themselves and don’t fight for credit because their priority is progress, not attention. Glue players “lead from behind.” They let the stars shine while making sure the team succeeds as a whole.”

Colin Fisher: “If you ask many people, “What’s the thing you would want to change the most about your work life?,” their response is about group dynamics, their team, office politics. The response is about the things they want to change about the whole world, the ways in which we see intergroup problems in nations—between companies, and within their own families. So, group dynamics represent the most important but least talked about topics that we see in management or self-help genres…One of the most powerful interventions for improving a group and getting it to reflect and change is a relaunch—starting over, as if from day one. One reason relaunches are powerful interventions is the natural “inertial” of groups. Whatever happens—usually in the very first meeting—sets a pattern of interactions that tends to persist throughout much of the group’s life…We often need to disrupt these patterns in working environments and in the modern world.”

The Brand Daily: Saving the 80% Marketing Ignores (Part 14)

The Ecosystem

The Brand Daily isn’t just an email—it’s an entire ecosystem requiring infrastructure, governance, monetisation, and continuous evolution. Four critical layers make the difference between proof-of-concept and scalable reality.

The Analytics Layer: Making Success Measurable

Traditional email metrics (open rates, click-through rates) miss what matters most for The Brand Daily: habit formation and relationship depth. The TBD Dashboard must track different signals: Hooked Score (engagement intensity over time—are customers more engaged this week than last?), open streaks (consecutive days opened—7-day, 30-day, 90-day milestones), block engagement (which Envelope blocks drive completion? which Brand blocks generate clicks?), and Mu burn/earn ratios (are customers accumulating or redeeming? High redemption signals value perception).

Cohort analysis reveals patterns invisible at aggregate level: Gen Z might prefer prediction markets whilst Boomers engage more with trivia quizzes. Morning openers behave differently from evening browsers. High-value customers respond to exclusivity; price-sensitive segments need different triggers. Block-level metrics answer the critical question: which combinations drive retention versus revenue? Some blocks build relationships (educational tips, stories); others drive transactions (product carousels, flash sales). The analytics must separate engagement from commerce, measuring both independently.

The Marketplace Layer: Content as Currency

As The Brand Daily scales across thousands of brands, a SmartBlock Exchange emerges naturally. Creators and brands trade high-performing block templates—games that achieve 89% completion, polls generating 67% response rates, product layouts driving 12% click-through. This isn’t just asset sharing; it’s ecosystem growth. Fashion brands discover quiz formats perfected by coffee companies. B2B firms adopt storytelling templates from consumer brands. The marketplace creates network effects: more brands using The Creator → more block innovations → better templates for everyone → more brands attracted.

Quality curation becomes essential—the exchange needs reputation systems (block ratings, performance metrics), category tagging (industry-specific versus universal), and usage licensing (free, premium, revenue-share models). Top creators might monetise innovations: “This sustainable packaging quiz generates 43% higher engagement—license for ₹5,000/month.”

The Ad & Monetisation Layer: Making Economics Work

ActionAds transform The Brand Daily from cost centre to profit engine, but placement requires dynamic auction mechanisms. Real-time bidding determines which advertiser wins each slot based on customer profile, context, and bid amount. A customer browsing coffee grinders sees kitchen equipment ads; someone researching sustainability sees eco-product promotions. Frequency capping prevents ad fatigue—maximum one ActionAd per TBD, rotating advertisers daily.

Revenue models must align incentives: ZeroCPM (brands send free, monetise via ActionAds), Revenue-share (Creator takes 20% of incremental sales driven by TBD), or Alpha pricing (outcome-based fees tied to Hooked Score improvement and churn reduction). The key: brands profit when customers engage, making quality enforcement automatic—poor TBDs don’t earn, killing bad actors naturally.

Cross-Channel Sync & Governance: Maintaining Coherence

The Brand Daily’s power multiplies when it auto-publishes snippets across channels. Top quiz questions become Instagram Stories. Poll results flow to WhatsApp broadcasts. Product carousels appear in app push notifications. This extends reach whilst keeping email as the engagement hub—other channels drive traffic back to the full TBD experience.

But multi-channel demands governance and consistency. AI moderation acts as “brand grammar checker”—enforcing tone alignment (playful brands stay playful, premium brands maintain sophistication), preventing off-brand content, flagging quality drops (repetitive blocks, broken personalisation), and ensuring accessibility compliance. Without governance, thousands of auto-generated TBDs could become chaotic, diluting brand identity faster than building engagement.

The Compound Effect

These layers don’t operate independently—they multiply each other’s value. Analytics identify winning blocks → Marketplace spreads innovations → More brands succeed → ActionAd inventory grows → Revenue funds better content → Analytics get richer data. The flywheel accelerates: each component strengthens the others, creating an ecosystem where The Brand Daily becomes infrastructure, not just innovation. When the system works this well, competitors face an insurmountable challenge: they’re not just replicating technology—they’re competing with an entire self-reinforcing platform.

Thinks 1788

SaaStr: “The truly great people — your A+ players — they’re not going anywhere. They’re still few and far between. They’re still invaluable. They bring creativity, strategic thinking, emotional intelligence, and judgment that AI can’t touch yet. And yes, they probably can manage and orchestrate 10+ AI Agents, so they are and will be even more valuable than before. But B players? That’s a different story. Because here’s the thing about AI Agents: they’re always there.”

Ben Thompson: “This is a push to make ChatGPT the operating system of the future. Apps won’t be on your phone or in a browser; they’ll be in ChatGPT, and if they aren’t, they simply will not exist for ChatGPT users. That, by extension, means the burden of making these integrations work — and those conversions performant — will be on third party developers, not OpenAI. This is the power that comes from owning users, and OpenAI is flexing that power in a major way.”

WSJ: “Pound-for-pound, the human brain is the body’s most metabolically costly organ, consuming 20% of our energy and accounting for an outsize portion of our anatomy compared with most other animals. The reason? Our neural network, according to one hypothesis, evolved so that it could juggle our expansive social networks. Humans, it seems, are built to schmooze. At about 3 pounds, the human brain makes up 2% of our body weight, and three-quarters of this oversize organ is the neocortex, an area responsible for complex cognitive functions like memory, language, problem-solving and self-awareness. These abilities enable people to navigate the complex relationships of families, friend groups, sports teams and workplaces, and cultivating a wide network confers health benefits.”

NYTimes: “In the last decade and a half, boys and young men have more than doubled their average time per week spent gaming…The rise has coincided with technological changes that made games much more engrossing. Gaming went from an activity done at home on a console or computer to one also done on phones, anywhere and anytime.”

The Brand Daily: Saving the 80% Marketing Ignores (Part 13)

Vibe Coding – 2

Why Vibe Coding Changes Everything

Ultimate Zero-Party Data: Customers explicitly declare preferences rather than having BrandTwin infer them. “I love sustainability stories” beats analysing click patterns. Explicit preferences are more accurate, more trusted (customer said it), more actionable (no ambiguity), and more defensible (privacy-compliant, consensual).
Psychological Ownership: When customers design their experience, it becomes “my Brand Daily” not “brand’s newsletter I tolerate.” Ownership creates emotional stickiness. Unsubscribing means losing something you built, not escaping something imposed. Studies show co-created experiences generate 3× higher engagement and 2× longer retention than passively consumed content.
Friction Reduction: Traditional preference centres fail because they’re effortful and unclear. Vibe Coding makes customisation effortless and immediate—60-second conversation versus 10-minute settings labyrinth. Instant feedback loop: request change, see preview, approve or adjust. No wondering “did that work?”—transparency builds trust.
Differentiation Moat: No competitor offers conversational inbox customisation. Brands doing this first create unprecedented competitive advantage. Once customers invest time vibe-coding their experience, switching costs skyrocket. Moving to a competitor means losing carefully curated preferences, starting over with generic content.
Continuous Optimisation: Preferences evolve—interests shift, needs change, fatigue sets in. Vibe Coding enables dynamic adjustment without brand intervention. Customer tired of quizzes? They fix it themselves. Newly interested in sustainability? They add it immediately. The Brand Daily stays fresh through user-driven iteration, not quarterly brand surveys.

The Necessary Boundaries

Unlimited customisation creates risks. Vibe Coding needs guardrails preventing experience fragmentation and brand dilution:

Structural Constraints: Customers can adjust block frequency, type preferences, and timing—but cannot eliminate essential elements. Minimum requirements: at least 2 Envelope blocks (Mu economy needs engagement hooks), at least 1 Brand block (commerce connection required), total time stays ≤60 seconds (preventing bloat). System guides: “You’ve removed too many blocks—Brand Daily needs 3-5 components minimum.”
Recommended Mix Defaults: Before users customise, show what works for similar customers: “Customers like you enjoy: 50% engagement content, 30% education, 20% products.” Provide starting template, allow tweaking from there. Prevents blank-slate paralysis, establishes baseline quality.
Brand Identity Preservation: Some elements remain non-negotiable core brand expression. Coffee brand always includes coffee content (can’t request “no coffee, only tea”). Sustainability-focused brand always features impact stories (can reduce frequency, cannot eliminate entirely). Brand voice stays consistent (playful brand doesn’t become corporate because one customer prefers formal tone).
Progressive Disclosure: Don’t overwhelm new customers with full vibe-coding immediately. Day 1-7: Experience defaults. Day 8-30: Suggest simple toggles: “Enjoying the quizzes? Want more or fewer?” Day 31+: Unlock full conversational customisation once customers understand the system.

The Participatory Future

Vibe Coding represents marketing’s evolution from broadcasting to co-creation. Customers stop being targets and become partners. Brands stop pushing messages and start enabling experiences customers design themselves.

The ultimate vision: A customer opens their Brand Daily and thinks, “This is exactly what I wanted—because I literally told them what I wanted and they listened.” When marketing feels like service, when customisation feels empowering rather than intrusive, when the inbox becomes a canvas customers paint themselves—that’s when The Brand Daily transcends retention tool and becomes genuine utility customers cannot imagine losing.

The question isn’t whether competitors will copy vibe coding. It’s whether customers, once experiencing this level of agency, will tolerate anything less. Participatory personalisation becomes table stakes. Brands offering it win. Brands resisting it fade. The inbox revolution becomes consumer-led, not brand-imposed.

And that might be the most powerful moat of all.

Thinks 1787

McKinsey: “The agentic organization will be built around five pillars of the enterprise: business model; operating model; governance; workforce, people, and culture; and technology and data. Imagine, for instance, the bank of tomorrow: When a customer wants to buy a house, a personal AI concierge activates a series of agentic workflows to serve the buyer. A real estate AI agent suggests properties, while a mortgage underwriting agent tailors offers based on the customer’s financial profile. Compliance agents ensure that the deal adheres to bank policies, and a contracting agent finalizes agreements before another agent fulfills the loan. All these workflows are overseen by an agentic team of human supervisors, mortgage experts, and AI-empowered frontline employees. In some cases, the bank could even extend its AI-powered services into furnishing, renovations, energy upgrades, and more. The bank becomes a network of agentic teams—an agentic organization.”

FT: “More than 18bn messages are sent to ChatGPT every week. In just three years, OpenAI’s chatbot has been used by more than one in 10 people and at a rate of adoption the world wide web did not achieve until the early 2000s — more than a decade after it was released.”

Sam Altman: “The way that I think of it is that most people will want to have one AI service, and that needs to be useful to them across their whole life. And so you’ll use ChatGPT, but you’ll want it to be integrated with other services and so you need to have other apps inside of ChatGPT. We need to have an API business, because you will want to be able to sign in with OpenAI into some service that someone else has built, and you’ll want the kind of continuity of experience and you’ll want it to still know you and have your stuff and know what to share and what not to share. So we want to build this AI helper for people and that’s going to have to — there’s a few pieces that have to fit into that. And then on the infrastructure side, this is where I’m spending most of my time now, it’s brutally difficult to have enough infrastructure in place to serve the demand we are seeing and it’s fun, it’s been an interesting new challenge for me, but there’s a lot that has to go into that.”

Business Standard: “Mumbai has traditionally relied on hubs such as Bandra Kurla Complex (BKC), Lower Parel, Worli, and Andheri East for commercial growth, and Chembur, Dombivli, and Thane for residential demand. Now, large-scale infrastructure projects are shaping new micro-markets that are set to define the city’s real estate future. Experts point to micro-markets in Uran, Ulwe, Panvel in Navi Mumbai, Versova, Vikhroli, the Andheri West–Gorai belt, the Palghar region, and Bhiwandi. Connectivity initiatives, including the Mumbai Trans-Harbour Link (MTHL), Navi Mumbai International Airport (NMIA), Virar–Alibaug Multimodal Corridor (VAMC), Versova–Bandra Sea Link, Thane Ring Road, Thane–Borivali Twin Tunnel, coastal roads, and the Metro network, are driving interest.”

The Brand Daily: Saving the 80% Marketing Ignores (Part 12)

Vibe Coding – 1

Every innovation in The Brand Daily so far—the modular architecture, the AI Creator, the BrandTwin intelligence—shares one assumption: brands control the experience whilst customers consume it. Brands decide which blocks appear, in what order, with what content. BrandTwin personalises intelligently, but customers remain passive recipients of algorithmic decisions.

Vibe Coding flips this entirely. It hands customers the steering wheel, letting them design their own Brand Daily experience through conversational interaction. Not crude preference centres with 47 checkboxes. Not impersonal settings pages buried three clicks deep. Natural conversation: “Show me more sustainability stories, fewer quizzes.” The system responds instantly, rewiring future content to match expressed preferences.

This is crazy brilliant—and potentially revolutionary. It transforms The Brand Daily from brand-driven broadcast to consumer-programmed feed. The inbox becomes co-created, participatory, genuinely “mine” rather than “sent to me.”

The Vision: Conversational Customisation

Imagine opening The Brand Daily and seeing a small chat widget at the bottom (powered by AMP’s interactive capabilities):

💬 Customise Your Brand Daily Customer types: “I love the coffee trivia but skip word puzzles. Can I get more trivia instead?” System responds: “Absolutely! Starting tomorrow:• Daily trivia (up from 3×/week)• Word puzzles removed• Added: coffee origin quizzes Your updated schedule shows 5 trivia variations weekly. Want to preview?” Customer: “Perfect! And can I get sustainability stories instead of brewing tips?” System: “Done! You’ll now receive:• Monday: Farmer profiles• Wednesday: Environmental impact updates • Friday: Ethical sourcing stories Brewing tips moved to monthly digest. Sound good?” Customer: “Yes! One more thing—I want emails at 7am, not 9am.” System: “Updated! Tomorrow’s Brand Daily arrives at 7:00 AM.Anything else you’d like to adjust?”

The entire interaction takes 60 seconds. No forms. No settings pages. No confusion. Just conversation that immediately reshapes the daily experience.

The Architecture: LLM Meets Brand Intelligence

Behind the conversational interface lies sophisticated orchestration connecting three systems:

The Vibe Chat Interface (LLM-powered) interprets natural language requests, handles ambiguity (“more games” = increase frequency or variety?), asks clarifying questions, and confirms changes clearly. It understands intent across phrasings: “too many quizzes” = “reduce quiz frequency,” “I prefer stories” = “increase story blocks,” “send earlier” = “adjust timing.”
BrandTwin API stores and retrieves individual preferences, tracks expressed interests versus inferred behaviour (explicit beats implicit), maintains content mix ratios (40% Envelope, 30% Brand, maintaining structure), and validates requests against brand constraints (can’t remove all Envelope blocks, minimum Mu opportunities required).
TBD Creator API dynamically reweights block selection algorithms, adjusts content calendars in real-time, regenerates upcoming TBDs (next 7 days) incorporating changes, and previews modifications before confirming. Changes apply instantly—tomorrow’s email reflects today’s conversation.

The Progressive Implementation: Crawl, Walk, Run

Phase 1 (Crawl): Preference Toggles

Start simple—inside each Brand Daily footer, offer slider controls:

⚙️ Customise Your Experience

Content Mix:
Quizzes:     ●━━━━━ Daily → 3×/week
Polls:       ━━●━━━ Weekly → 2×/week
Games:       ━━━━━● Never → Daily
Stories:     ━●━━━━ Rarely → Every send

Products:
Show: ●━━━━━ Bestsellers → Personalised picks
Frequency: ━━●━━━ Weekly → Every 3 days

Send Time: [Dropdown: 7am / 9am / 12pm / 6pm]

[Save Preferences]

No conversation yet, but customers gain control. BrandTwin records preferences, Creator adjusts block weights. Simple, immediate, functional.

Phase 2 (Walk): Guided Conversation

Add conversational layer using predefined intents:

Chat Widget: “How’s your Brand Daily experience?”

Customer: “Too many quizzes”

System recognises intent: REDUCE_CONTENT_TYPE

Offers options: “Would you like:
A) Fewer quizzes (3×/week instead of daily)
B) More variety (alternate quizzes with polls/games)
C) No quizzes (replace with other content)”

Customer selects → System applies → Confirms change

Feels conversational, stays controlled. Limited natural language, maximum clarity.

Phase 3 (Run): Full Vibe Coding

Deploy LLM-powered interface handling open-ended requests:

Customer: “Make it more fun and less salesy. I want to learn about coffee but not see products every day. And I’m competitive so show me leaderboards.”

System parses multiple intents:
1. Increase entertainment content (games, trivia)
2. Reduce product carousel frequency
3. Maintain educational content
4. Add leaderboard visibility

Proposes changes:
“Here’s your new vibe:
• Daily: Trivia or game (up from 5×/week)
• Educational tips: Still daily • Product carousels: 2×/week (down from daily)
• Leaderboards: Added to Mu Meter block
• Stories: Increased to 3×/week

Your Brand Daily becomes: 60% engagement, 20% education, 20% commerce. Try for a week?”

Customer approves → Lives with it → Adjusts again if needed

This is true co-creation. The customer vibe-codes their inbox experience using natural language, and the system translates preferences into algorithmic reality.

Thinks 1786

SaaStr: “When growth starts slowing, there are five critical questions every founder needs to answer honestly. Not the sanitized versions you might present to your board, but the brutal, unvarnished truth…#1. Are We Less Competitive Than We Were? #2. Has the Market Changed? #3. Are the New Execs and Leaders We’ve Hired Working Out? #4. Are We Moving Fast Enough Anymore? #5. Do We Need to Do a Partial Reset?”

Russ Roberts: “Each individual on the team has specific job descriptions, often. And they inevitably tend to think, if they’re not careful, that that’s their job. It’s not their job. Their job is to achieve the greater goal, whatever it is that the organization is pushing toward. And I think leadership is really about reminding people of that in a way that makes their heart sing, rather than is a boring mantra that they get sick of hearing. And, that’s hard. It’s not easy to do. Because everybody forgets it.”

Mint: “India’s macro fundamentals are strong, yet foreign investors are pulling back from Indian equities. As stocks stay relatively overvalued, AI disrupts IT jobs, private capital investment remains sluggish and the export outlook dims, our growth story must find fresh ideas or risk losing its lustre.”

WSJ: “Researchers aren’t merely slowing aging; they’re learning how to reverse it. Artificial intelligence is supercharging that ambition. Thanks to AI, the process of identifying and developing new drugs, once a decadelong slog, is being compressed into months. AI can design molecules to target precise regions of a protein, simulate how they’ll behave in the body, use massive computing power to ensure they don’t bind to anything else in the body, and predict immune reactions to the drugs—all before a single human clinical trial begins. This convergence of computation and biology will usher in an era not only of curing disease but of preventing it altogether. AI is allowing scientists to reach biological pathways that medicine couldn’t even touch before.”

The Brand Daily: Saving the 80% Marketing Ignores (Part 11)

BrandTwin Integration – 2

BrandTwin’s intelligence touches every component of The Brand Daily—from subject line to footer, Envelope to Brand blocks.

Envelope Personalisation: Universal Engagement, Individual Tuning

Mu Meter & Streak Tracker adapts motivational messaging: “You’re on Day 8—just 2 more for 50μ bonus!” for streak-chasers versus “Back after a break? Here’s 5μ to restart!” for lapsed customers. Leaderboard positioning shown only to competitive personalities (BrandTwin scores “social comparison motivation”). Milestone celebrations time perfectly: “You just hit 500μ! Redeem for free shipping?”
Daily Magnets adjust type and difficulty algorithmically. Quiz-lovers get trivia; game-enthusiasts receive word puzzles; prediction-market addicts see sports/stock forecasts. Difficulty scales progressively: customers averaging 90% quiz accuracy get harder questions next time; those struggling at 40% receive easier challenges maintaining confidence without boredom. Question topics align with demonstrated interests—coffee enthusiast gets beverage trivia, sustainability-minded customer sees environmental questions.
Tips & Insights match content preferences and context. Customer who reads every brewing tip sees advanced techniques; someone skipping educational content gets entertaining coffee facts instead. Location awareness provides relevance: Mumbai monsoon storage tips versus Bengaluru cold-brew methods. Lifecycle triggers contextual advice: new customer gets basics, long-time subscriber receives advanced insights.
Polls & Surveys optimise for completion. BrandTwin identifies poll-fatigued customers (skip rate >60%) and reduces frequency to weekly versus daily for engaged responders. Question topics rotate based on interest graph: “You loved last week’s sustainability poll—here’s one on ethical sourcing.”

Brand Block Personalisation: Commerce Meets Intelligence

Product Carousels become hyper-targeted recommendation engines. BrandTwin analyses past purchases, browse history, cart abandonments, and similar customer patterns—then surfaces products with highest predicted affinity. Someone who bought Ethiopian coffee three times sees Colombian and Kenyan recommendations (fruity profile cluster). Price-sensitive customers see value offerings; premium buyers get exclusive blends. Replenishment timing predicts reorder windows: “Your usual Ethiopian runs out in 3 days—reorder?”
Educational Content & Stories align with demonstrated interests. Customer who clicks every sustainability story gets farmer profiles, impact metrics, eco-initiatives. Brewing-tip enthusiasts receive technique deep-dives. Product-curious browsers get origin stories and tasting notes. Click-through patterns train content selection: “You spent 2 minutes reading last week’s Colombian story—here’s one from Kenya.”
Exclusive Offers & Flash Sales personalise based on Live Ledger economics. High-lifetime-value customers receive early access and premium perks. At-risk Rest customers get strategic discounts preventing churn (BrandTwin calculates optimal discount minimising margin loss whilst maximising retention probability). Price-insensitive buyers rarely see discounts; deal-seekers receive curated promotions.
Dynamic Pricing & Urgency calibrate to individual psychology. Scarcity-motivated customers see “Only 3 left!” BrandTwin flags. Deadline-driven personalities get countdown timers. Aspirational buyers receive social proof: “127 customers bought this today.” Cart abandoners see gentle reminders: “Still thinking about that grinder?”

The Incremental Learning Loop makes everything smarter daily:

Every open updates engagement patterns. Every click refines product affinity. Every completed quiz adjusts difficulty algorithms. Every poll response enriches preference graph. Every purchase validates predictions. Every skip signals disinterest. Every unsubscribe triggers analysis: “What failed? Adjust future customers accordingly.”

BrandTwin feeds learnings back into The Brand Daily Creator, which generates tomorrow’s content using updated intelligence. The cycle compounds: better personalisation → higher engagement → richer data → smarter BrandTwin → even better personalisation.

The result: The Brand Daily evolves from broadcast to conversation, from generic to “Just for Me,” from marketing message to daily ritual customers genuinely anticipate. When every interaction feels individually crafted—because algorithmically, it is—the “Not for Me” problem disappears entirely. Personalisation becomes the moat competitors cannot replicate.

Thinks 1785

Ninan: “As India struggles to build its manufacturing sector and quality physical infra, we could consider what leadership role engineers should play in politics and the administration.”

NYTimes: “The scientific Nobels announced [recently] — in Physiology or Medicine, Physics and Chemistry — honored achievements rooted in fundamental research from decades ago.”

John West: “If you peer into the mind of a model, what you find won’t be recognizably human; it’s really a thicket of statistics, producing words by splitting language into long sequences of vectors. You can think of a vector as a point on a graph, which is identified by two numbers, one plotted horizontally (on the X axis) and the other vertically (on the Y axis). Instead of two dimensions, an LLM is turning words into vectors with many hundreds of dimensions—more than it’s possible to visualize. Plotting words in a “vector space” makes it possible for an LLM to detect the connections among them: Distance is an easily computable property in a vector space, and closeness encapsulates relationships. With enough data, an LLM can learn these relationships, so that given any word, it can predict what the next word should be, and the one after that. This predictive ability is what allows chatbots to carry out fluent conversations with human beings.”

Thomas Kurian on what is the most difficult thing to do when it comes to building AI for enterprise: “There are three elements. First, you need to have a model that’s world class in not hallucinating, and is using the right tools to do the right job…The quality of the model is really important. Second is just giving you a model by itself is not useful. If you’re building an agent — let’s say you’re doing financial analysis for your CFO — that agent needs to look up financial results from your ERP system. It needs to look at contracts you have in your Microsoft Office system. So it needs to be able to reason across all of that enterprise context. But in doing so, it should maintain your security, meaning it shouldn’t say, ‘Well, now that I have all this data, I’m going to publish it to the whole company.’ So it needs to manage your security and permissions the right way. And it needs to be able to understand the information as it changes, because in enterprises, information changes all the time. Third, when you build agents, you need to have a central place to govern and manage. Because organizations are worried about a million agents happening in their company and not having a central place to manage what permissions, what tasks they’re given permissions to do, etc.”