It’s hard to explain the rise of inbound marketing to anyone who didn’t live through it. At the time, the idea that people would find you, organically, online seemed really far-fetched. In hindsight, that seems obvious, and I’m seeing a similar trend in the rise of AI, but with one major difference.

This change is going to lead to a skills gap opening up in marketing, and most people are looking for it in the wrong place.

They’re waiting for the next inbound — a brand-new channel to study, staff, and add to the roadmap. But that’s not the gap.

That’s the difference: the gap is that AI isn’t creating a new marketing channel — it’s fundamentally upending all the ones you spent the last decade understanding.

SEO becoming AEO is the obvious one, but every channel is being impacted in small and large ways.

While that may all seem like doom and gloom, there is one positive: Small teams will be able to move fast and compete at a level they haven’t been able to before.

A one-person marketing team can keep a sharp point of view in motion while the channels under their feet are being rebuilt. Especially the unglamorous work most marketers still fail at: taking one POV and putting it into the world again and again, instead of starting from scratch every Monday.

I’m not selling you a clean 5x dashboard. Plenty of people will. What changed is the architecture.

Money used to buy the distribution edge. Now a clear POV, moved at scale, punches up — and AI makes that replication loop realistic for a team that fits around one pizza.

That’s what this list is for.

Twice a week I’ll dig into the real tensions:

• High-ROI community and DMs die first when scope expands — how do you protect them without killing batchable work?
• Copy got cheap. Creative assembly is the bottleneck. What’s the unlock at 1–3 people?
• “Hire a Marketing Engineer” vs. “my only channel is me and I’m exhausted” — which problem are you actually solving?
• Borrowing an Anthropic-style agent stack without their inbound firehose — what’s signal, what’s cosplay?

Twice a week: the gap, the edge, and what I’m building, with agents amplifying my point of view. My takes. My voice. On the backend, AI posts to my site, uploads to my ESP, and hits send.

That’s my experiment as one person shipping this system — not a prescription that every company should run marketing alone.

— Brian

P.S. Next: what SEO → AEO actually changes for a 1–3 person team, and why most teams miss it because it isn’t loud.