How media and marketing actually get done now
with AI in the room.

Latest
Three playful abstract characters reveal a knotted pipe behind campaign charts, illustrating business bottlenecks hidden from the data.
Systems12 Sep 2026·6 min read

AI Can Analyse the Campaign. Does Your Junior Understand the Client?

Managing AI output takes more than campaign data. Juniors need to understand the client, and seniors need to bring them into the room.

Read the essay →
Dark card reading Competitor tracking for the AI age media manager, with the old way struck through and a four step chain: capture weekly, one archive, AI reads it all, you judge.
Systems28 Aug 2026·3 min read

Competitor tracking for the AI age media manager

The ads are disappearing, the decks are stale on arrival, and the job has changed.

Read the essay →
A dark gauge dial with five colored bands from clay red to teal, needle at a score out of 100, above a five stop ladder from chatting to the brain.
Systems25 Aug 2026·2 min read + a 2 min test

Where do you score on AI nativity?

From chatting with AI to a brain that works while you sleep. Five levels, and a two minute test that scores you and your company.

Read the essay →
A media planner alone in a quiet agency office at dusk, facing a long wall of separate boards of fragmented work, with one continuous lit surface running beneath them.
Systems13 Aug 2026·2 min read

All the agencies are adopting AI, but are they "AI Native"?

The real opportunity is not faster production. It is redesigning how agency knowledge, workflows, talent, and value fit together.

Read the essay →
Bachir Zeidan
About

Written from inside the work.

I am a media and marketing operator based in Dubai, with a career spent inside some of the region's largest accounts: the retainers, the rebuilt decks, the late reports, the tools nobody adopted.

I now build and run those operations with AI, and I write about how it actually works. No frameworks I have not used, no tools I do not run, no client names.

Join The Brief
One email when I publish. Practical AI for media and marketing, from someone still doing the work.

No spam, unsubscribe anytime.

Connect on LinkedIn