How AI is reshaping marketing.
Thinking on AI, advertising and the future of the agency — from YW co-founders Serhat Gürcü and Seden Gürcü.
From Agencies to Agents: Why Creative Power Is Decentralising
The agency was built on big teams and billable hours. AI is dismantling both — and moving creative power to talent and brands.
Read on YW →ArticleA New Era in Marketing: AI Agents, Creative Intelligence and Smarter Workflows
AI is becoming marketing's operating system. On AI agents, creative strategy, and YW's Creative Intelligence System.
Read on YW →NewsletterAI for Marketing
Serhat Gürcü's newsletter on how AI is reshaping marketing — latest: from campaigns to business value.
LinkedIn ↗EssayA New Era of Advertising: From Agencies to Agents
How AI agents are reshaping the agency model — and what comes after the campaign.
serhatgurcu.com ↗EssayFrom Brand Building to Real Connections: How AI is Changing Marketing
Why AI is shifting marketing from broadcast brand-building toward real, measurable connection.
serhatgurcu.com ↗EssayThe Billion-Dollar Shift: How Large Advertisers Are Taking Media Investments In-House
The structural move of major advertisers bringing media investment in-house, and what it means for agencies.
serhatgurcu.com ↗EssayHow CMOs Can Stay Ahead During a Recession
Practical thinking for marketing leaders on protecting growth and brand through a downturn.
serhatgurcu.com ↗EssayCould ChatGPT Be One of the Most Important Innovations in History?
A founder's take on where large language models sit in the long arc of technology.
serhatgurcu.com ↗EssayAI Can Revolutionize Legal, Agriculture and Health — What Can It Do for Digital Media?
If AI is transforming regulated, complex industries, what does that imply for digital media investment?
serhatgurcu.com ↗