What I'm doing now

Updated February 2026. This is a .

Building agents for Lifely

Most of my time goes into building and deploying AI agents for Lifely, an Australian DTC furniture brand. The idea is simple: each team gets their own agent, tailored to their workflows.

The marketing team has a research agent that mines competitor data, reviews, and trends. The customer service team has a CX agent handling first-line support. The QA team has an agent catching product issues before they reach customers.

I'm learning a lot about what makes agents actually useful versus what just looks impressive in a demo. Turns out, the hard part is never the AI. It's understanding the team's workflow well enough to build something they'll actually use.

YouTube

I'm making content about agents and marketing. Not tutorials where I walk through a tool for 20 minutes. More like: here's what I'm actually doing, here's what's working, here's what I got wrong.

The channel is growing slowly and steadily. I'm fine with that. I'd rather make something useful for 100 people than something clickable for 10,000.

Figuring out the future of marketing

What does "marketing" even mean when AI agents can do 80% of the execution? That's the question I keep coming back to.

My working theory: the value shifts to strategy, taste, and system design. The people who win will be the ones who know what to build and why, not the ones who can execute fastest. The agents handle execution now.

I don't have all the answers yet. I'm figuring it out by doing the work and sharing what I find. That might help someone else figure it out too.