So how does that work? And when you look at those brands that are sort of content first, What's that strategy that you're seeing that's working today, right? Is it TikTok first? Is it go live? Or is it, hey, we're going to focus on really high quality stuff? Kind of give me your take on that.

Yeah, I mean, I think there's different ways to do it, right? Like, I think the one that most people are talking about now is probably like the Hudson method, you know, how Hudson really grew comfort.

which was by building out kind of a proprietary network of sellers and affiliates, you know, starting with TikTok and now across Facebook and Instagram and Pinterest and all these other platforms too.

That, you know, the reason that is so like, people are trying to do that right now is like it serves many purposes there.

One, it kind of turns you into a content company without having to produce any content yourself, which is usually the biggest barrier for most brands, right? Like getting the product out, getting the launch, getting the site up is easy, but then it's about producing all that content.

Most people don't know where to start.

You know, like three, four years ago, I remember, if you know the name JT Barnett, he's like a big creator dude.

What's the reality on that versus the sort of the, you know, sort of the headlines that we're reading? How much of AI is actually driving commerce and how are you seeing that working at the moment?

I think the three biggest places that people don't understand sink a lot of their dollars.

One is ads, of course.

That's the one everybody knows.

One is inventory.

And then the third one that people don't really realize at all is everything related to 3PL and shipping.

When you look at portless for what you're doing with air freight directly from the source and delivering it here compared to what some of these 3PLs are charging, it's insane.

How have you seen tariffs affect the brands you work with?

How I've seen brands react to it is one is definitely raising prices.

So what kind of what are you seeing right there? What are the use cases and fun stuff you've been messing around with?

Yeah, I mean, I've gone so deep in the world of AI.

I exited my agency in October.

And basically after that, I was like, all right, I'm not going to get left behind in this AI race.

So the most intimidating thing to me at that time was trying to set up a Clodbot or an OpenClaw on a Mac Mini, and everybody was buying one.

And I started to see on Twitter that everybody's making these websites and apps and all this stuff.

And so I was like, all right, I need to just figure this out.

When you think about the right business, what's your two cents when it comes to that agency, commerce, or just business model in general conversation? Yeah.

Makes sense.

And so then I thought to myself, you know, if I, like 10 years from now, if I don't make this move now and try to figure out how to land this plane and just keep doing it because, you know, the money's good or, you know, everything is just comfortable, then, um, in 10 years from now, I'm gonna look back on myself and be so disappointed that I didn't like make that jump or take that leap.

And so, um, around summer last year, I was having dinner with, uh, Aaron Paul at my apartment and he, he was like, "Yo, you should, you should absolutely do it.

Talk to these two people." I talked to two people.

They were basically like, "Hey, why don't you do a reverse RFP?" So, you know, an RFP process is like a brand sends out a form with, you fill out all the things, uh, and then basically turns into like a proposal.

So, um, what I did was I basically listed out all the things that I had, so, you know, my people, my talent, what they're good at, who's good, who's not good, who I'd keep, who I'd maybe move around, um, who are our brands, who's willing to stay, who could be upsold, who's, who might churn.

Basically just like, "Hey, this is the most raw, real look of our agency.

With AI first or like-