Patrick Gilbert

Exciting updates on my new book, “Never Always, Never Never”: 1. Amazon has dropped the paperback price by more than 15% !! 2. Now available for FREE for Kindle Unlimited customers! 3. Audiobook is now live on both Spotify and Audible! 4. 20+ 5-star reviews, with one calling it, “A must-read for marketers and AI leaders.” The feedback has incredible thus far and we’re just getting started. Get your copy today in whichever format your heart desires. a.co/d/09e9ldHv

I'm launching a weekly newsletter, focused on marketing, AI, and strategy. I spent 5 years writing Never Always, Never Never. During that time, I went quiet. The book consumed so much of my life. Now it's out, and I still have more to say. Every Saturday morning: one concept from the book, new examples that didn't make the cut, and how these ideas are playing out in real time. Grab your coffee and read something that makes you think differently about marketing. First issue drops this Saturday (tomorrow!). It's about Wilt Chamberlain, granny shots, and why the most effective marketing strategy is often the one that makes executives uncomfortable. Sign up: neveralwaysbook.com/newslett…

Today is launch day for my new book: Never Always, Never Never: Strategic Marketing in an AI World. Get your copy on Amazon: a.co/d/00VDBZlG Took me five long years to write it. Most challenging project of my life but I’m really happy with how it came together and proud of the outcome. If you choose to order a copy, an Amazon review would mean the world to me. Thank you in advance❤️

This is of my favorite ads we've ever shipped. It’s for a small brand with an incredible product, brought to life by our creative team using AI tools. There's a difference between something made with AI and something made by AI. Our creative team conceived this concept, wrote the music, recorded themselves singing the tune, and then meticulously edited every frame over many hours. AI was a tool. Not the creative director. Too many people are resisting AI content, or think it’s somehow cheating, and are missing the point. This is a great ad, conceived by talented marketers. Put the same tools in the hands of less experienced or less talented people and you get slop. But here’s what matters: this is an advertisement for @MitoGrow, a patented biostimulant that works with soil ecosystems rather than against them, helping reduce water consumption by up to 50%. It's basically a multivitamin for plants. You should know about it. But small brands like this have historically lacked the resources and budgets to produce quality video. Which made it impossible to compete on premium channels like TV against 150 year old synthetic fertilizer brands. AI, in the hands of talented creatives, is helping change that. This would not have been an option two years ago. Proud of our team for continuing to ship amazing work on behalf of our clients.

For the record: Em dashes have always been a valuable ally for effective communicators. They’re all over my book, “Join or Die,” (published 2020), with the first one appearing on the second page of the book’s introduction. LLMs definitely overuse them. But they do so because user feedback proves it’s more helpful for understanding context than traditional punctuation. We PREFER reading text that is broken up by em dashes. We need to stop the em dash shame—it’s not always AI slop.

Huge miss by @TheRewatchables not covering Happy Gilmore this week. @BillSimmons claiming he didn’t like the sequel… but he’s not the target demo. During slow content summer months when millions of people are desperate for a new podcast, particularly a fun one to listen to with others during a road trip, how did you not see this opportunity??

My favorite part of 2025 thus far is the number of times these three dots have appeared and disappeared over the last ten minutes, as my innocent boomer father grapples with this unfathomable response

Oh happy day!

From a recent @DigitalSamIAm newsletter—the desire for rational, clearly outlined outcomes often keeps marketers from making better decisions. In my experience, the companies who pound their chest about being “a data driven company” are often optimizing their campaigns into the ground.