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AI-Powered Performance Marketing: How the Game Is Changing

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  Before my current role, I was leading performance marketing for a global healthcare company—a quiet giant in the pharma world. The work was complex: multiple product lines, strict compliance, and highly targeted campaigns across markets. We used Google Analytics, CRM data, and a lot of hands-on optimization to drive results. Over the years, I’ve seen digital marketing shift from gut-based decisions and spreadsheets to data-driven planning. Now, we’re entering the next phase—where AI doesn’t just support campaigns, it actively shapes them. Whether it’s automated bidding, predictive audiences, or creative generation, the tools are evolving fast—and so is the way we work. 1. From Manual Analytics to Predictive Insights In the past, Universal Analytics was our go-to. We manually set up goals, configured event tags, and pulled weekly reports. GA4 changed that with its event-based tracking model and built-in machine learning. Real example – McDonald’s Hong Kong They used GA4’s predict...

Think the EAA is toothless? Think again...

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The European Accessibility Act: What It Means and Why It Matters (Now) If you work in tech, digital product development, or compliance, you've probably started hearing more about the European Accessibility Act (EAA). And if you haven’t yet, it’s time to tune in — because this is one of those laws that doesn’t just apply to “someone else.” It affects nearly every company doing business in the EU, whether you're based in Berlin or Bangalore. What is the EAA? The European Accessibility Act is a major EU directive that requires a wide range of digital products and services to be accessible to people with disabilities. That includes things like websites, banking apps, transport booking systems, smart devices, and even eBooks. By June 28, 2025, any organization offering services in the EU must comply. And “compliance” doesn’t just mean checking a few boxes — it means your digital experiences need to work for people with vision, hearing, motor, or cognitive impairments. What's Cov...

The Illusion of Thinking: Why Even the Smartest AI Models Struggle to Truly Reason

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The Illusion of Thinking: Why Even the Smartest AI Models Struggle to Truly Reason In June 2025, Apple published a research paper titled The Illusion of Thinking, and it couldn’t be more aptly named. In this study, Apple’s researchers pulled back the curtain on what we often assume about Large Language Models (LLMs): that their convincing chain-of-thought answers reflect actual reasoning. Spoiler alert—they don’t. Or at least, not reliably. This post breaks down what Apple discovered, how it compares with tools like ChatGPT, GitHub Copilot, DeepSeek, and Claude, and what it all means for the future of “thinking” machines. What Apple Found: Simulated Thinking Falls Apart Apple coined the term Large Reasoning Models (LRMs) for LLMs explicitly trained or prompted to reason step-by-step—like how ChatGPT uses “Let’s think step by step.” These models were tested on logical puzzles like Tower of Hanoi, River Crossing, and Blocks World, where complexity can be scaled in measurable ...

OpenAI's Leap into AI Hardware: The Beginning of the Post-Smartphone Era?

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Last week, the technology world witnessed a strategic pivot that could reshape the future of personal computing. OpenAI acquired Jony Ive’s AI hardware venture io for a reported $6.5 billion. This isn’t just a play for sleek devices—it’s an ambitious move to define what comes after smartphones. The implications were immediate: market reactions included a notable drop in share prices for major device and ecosystem players, signaling concern about a potential paradigm shift. But this isn’t about one company overtaking another. It’s about an emerging platform that could redefine how humans interact with technology. 🔁 From Apps to Agents: A New Computing Paradigm At the heart of this move is the idea of AI-native hardware —devices built from the ground up to operate as intelligent companions, not just tools. Unlike traditional phones or smart speakers, these devices aim to deliver context-aware, proactive assistance through powerful AI models like GPT. This new wave of devices may...

Why Google’s Search Dominance Is Slipping: The Impact of ChatGPT, Bing AI, Gemini 2.5, and Veo 3

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  Why Google’s Search Dominance Is Slipping: The Impact of ChatGPT, Bing AI, Gemini 2.5, and Veo 3 Is Google Losing Its Grip? The Rise of AI Search Tools For more than two decades, Google has been the undisputed king of internet search. Its search algorithm shaped the way the world accessed information — making Google synonymous with “search.” But the digital landscape is shifting rapidly. Since the launch of ChatGPT by OpenAI in November 2022, Google’s once unshakeable dominance is showing signs of strain. A compelling graph by ARK Invest, based on SimilarWeb data, reveals a subtle but undeniable decline in Google’s share of global search traffic. Google’s traffic share dropped from roughly 99% pre-ChatGPT to closer to 95-96% by early 2024 — a seemingly small dip with outsized consequences. Chapter 1: Understanding the Decline in Google Search Traffic From early 2021 to late 2022, Google maintained an iron grip on global search traffic. But post-November 2022, ChatGPT’s emerg...

Smart, Inclusive, and Hands-Free: A Deep Dive into Modern Accessibility Features

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Smart, Inclusive, and Hands-Free: A Deep Dive into Modern Accessibility Features Introduction Technology is evolving not just to be smarter but more inclusive. Accessibility features are no longer afterthoughts—they are at the forefront of design, helping people with disabilities interact seamlessly with devices and opening up powerful new ways of interaction for everyone. Whether it’s controlling your phone with your eyes, hearing music through vibrations, or issuing voice commands hands-free, today’s accessibility features are redefining user experience. Last week, I attended the GAAD (Global Accessibility Awareness Day) event and realized there are so many features in our phones and computers that most of us are simply unaware of. These powerful tools often remain hidden, used only on a ‘need to know’ basis. Imagine if companies used these features as key selling points or, at the very least, made users more informed—this would be incredibly valuable and empowering. In this blog, we...

10 Hot Jobs of 2030 (and Who Will Hire You)

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  In a world shaped by AI, climate urgency, and digital reinvention—these are the roles to watch (and prepare for)... Introduction: The Job Market is Morphing—Fast We’re not entering the future. We’re already in it. From generative AI to climate tech to immersive virtual workspaces, the rules of work are shifting rapidly. Roles are disappearing, emerging, and merging. If you feel uncertain—you’re not alone. But here's the good news: you don’t need to predict the future—you need to prepare for change . What matters most is the willingness to adapt, learn new skills, and think beyond job titles. Here are 10 roles we believe will be in demand by 2030—along with where you might be today, what you’ll need to learn, and the kinds of companies that might hire you. 1. AI Prompt Designer You are now: Writer, marketer, content creator, social media executive (0–5 years) Why this matters: Generative AI is only as good as the prompt it receives. This role is about mastering the art o...