DTC operator · AI builder

What happens when AI becomes the commerce layer.

7 years scaling consumer brands. Now building AI systems. Writing at the intersection — for operators who want the structural view, not the ChatGPT-for-email take.

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When to fix AI's work by hand vs fix the system that produced it

The short version: When an AI agent gets a task 80% right, you can patch the last 20% by hand and ship today, or fix the instruction behind it and never touch that task again. The patch is faster now. The fix compounds. Most people, me included, pick the patch too often, because the economics that should govern the choice have changed and our instincts haven't caught up.