The AI Advertising Wars

Three years after ChatGPT shook Google to its foundations, the AI advertising wars have finally erupted.

But what looks like a competition for ad dollars is actually something more fundamental: a protocol war that will determine who captures value at the moment of decision—and what happens to the $300 billion advertising economy built on a different architecture.

The structural shift isn’t from “Google ads vs. OpenAI ads.” It’s from attention-based monetization to intention-based monetization. The protocols announced in January 2026 are the infrastructure for that transition.

---

Now you can join the Business Engineering Thinking OS program by subscribing to it directly from here (select The BE Thinking OS). This is a high-touch, AI-native coaching program designed to embed AI throughout your professional workflow, amplifying your impact as an executive, practitioner, entrepreneur, and more.

I sit down with you to understand what business goals you want to achieve in the coming months, then map out the use cases, and from there embed the BE Thinking OS into the memory layer of ChatGPT or Claude, for you to become what I call a Super Individual Contributor, Manager, Executive, or Solopreneur.

If you need more help in assessing whether this is for you, feel free to reply to this email and ask any questions!

---

You can also get it by joining our BE Thinking OS Coaching Program.

---

---