The Builder’s Log
Marketing leaders in the AI age aren’t those who collect the most tools or master the most prompts.
They’re the ones who can think systematically about marketing challenges and orchestrate AI capabilities toward strategic outcomes.
I’m documenting my journey here, covering analytics, frameworks, strategies, tools, prompts, workflows, experiments, automation, and more, along with lessons learned.
Depth, not hype.
Foundational thoughts
The AI Marketing Strategy Gap:
Why tools without architecture fail, the “Pile of Parts” problem.
Could AI Replace Marketing Teams?
With the right architecture, led by a skilled Operator. The L1-L5 maturity model.
AI Marketing Framework:
From “Pile of Parts” to working system. Building AI marketing systems in the agentic age.
Latest log
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8 CPaaS Providers Positioned to Power the AI Agent Era
8 CPaaS Providers Positioned to Power the AI Agent Era AI agents are about to rewire commerce. Google’s Universal Commerce Protocol launched in January 2026. Visa and Mastercard expect agent-led purchases by Q1 2026. Amazon’s Alexa+ is booking appointments through Expedia and […]
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7 Roles Marketers Must Master to Stay Relevant in the AI Agent Era
7 Roles Marketers Must Master to Stay Relevant in the AI Agent Era Gartner reports that 65% of CMOs say AI will dramatically change their role in the next two years. Most are not prepared for what that change actually looks like. […]
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How to Use Claude Cowork for Marketing Operations in 5 Steps (No Code Required)
How to Use Claude Cowork for Marketing Operations in 5 Steps (No Code Required) Marketing teams spend 40 to 60 minutes per day on file management, report formatting, and data wrangling, according to OpenAI’s 2025 State of Enterprise AI report. That is […]
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How to Implement the Universal Commerce Protocol in 6 Steps (Complete Technical Guide)
How to Implement the Universal Commerce Protocol in 6 Steps (Complete Technical Guide) How to Implement the Universal Commerce Protocol Complete Technical Guide for Agentic Commerce AI SURFACES Google AI Mode Gemini ChatGPT Other Agents Universal Commerce Protocol (UCP) REST API • […]
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How to Build an AI Marketing Agent in 6 Steps
How to Build an AI Marketing Agent in 6 Steps You’ve read about AI agents transforming marketing. You’ve seen the demos. But when you try to build one yourself, it feels like you need a computer science degree just to get started. […]
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UCP vs ACP: Which Agentic Commerce Protocol Should Retailers Implement?
UCP vs ACP: Which Agentic Commerce Protocol Should Retailers Implement? Two competing protocols now define how AI agents will shop on behalf of consumers. OpenAI and Stripe’s Agentic Commerce Protocol (ACP) launched in September 2025. Google’s Universal Commerce Protocol (UCP) launched in […]
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Universal Commerce Protocol (UCP): 7 Things Marketers Need to Know About Google’s New Agentic Commerce Standard
Universal Commerce Protocol (UCP): 7 Things Marketers Need to Know About Google’s New Agentic Commerce Standard Universal Commerce Protocol Ecosystem Universal Commerce Protocol AI Platforms Retailers Payment Providers Gemini ChatGPT Walmart Shopify Target Mastercard Visa Core Capabilities Checkout Identity Orders Payments UCP […]
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How to Build Your First AI Content Workflow in 5 Steps (Without Coding)
How to Build Your First AI Content Workflow in 5 Steps (Without Coding) Hendry Builder’s Log How to Build Your First AI Content Workflow in 5 Steps (Without Coding) Last updated: 4 January 2026 Your team has access to ChatGPT, Claude, Jasper, […]