Welcome to this week’s edition. Whether you’re leading marketing, sales, or experience design, one thing is clear—what used to work doesn’t cut it anymore. We're seeing new behaviors, new tech, and new expectations. But amidst all the noise, three themes stand out that deserve your attention. 

Let’s dive in.

“XR is going mainstream.” That was the headline at AWE. But for those of us who’ve been in this space for over a decade, it’s a statement that stirs both excitement and skepticism.

Yes, the tools have matured—hardware is lighter, software is more intuitive, and workflows are more accessible. But here’s the catch: most organizations still don’t really get what XR is or how it fits into their world. Confusion isn’t limited to one industry—it’s everywhere: manufacturing, entertainment, hospitality, and especially agencies, where legacy systems are crumbling but no one’s really talking about how this impacts their clients.

Here’s what is new—and why this moment matters: AI.

AI is the missing piece that gives XR superpowers. AI makes XR smarter. XR gives AI a place to live. Together, they make things faster to build, easier to scale, and more personalized than ever. The potential is massive—but it won’t unlock itself.

Mainstream adoption won’t happen because of hype. It’ll happen when business leaders see real-world value, reduced risk, and tangible ROI. The opportunity? Helping them get there first.

At AWE, I tested Snapchat’s Spectacles and something unexpected happened—they made me smile.

Why? The interface. Instead of the awkward floating buttons that AR is (in)famous for, the team at Snap went with a “pinch-to-bubble” gesture. It felt natural. Like popping virtual bubble wrap. You squeeze a little, see the virtual button compress, and once it “pops,” you know the interaction worked. It even mimics the satisfaction of tactile feedback—subtle, but effective.

It reminded me: great design isn’t loud. It’s invisible until it’s missing. In a world racing toward new tech, it’s the little interaction moments that often matter most.

Across industries, the models we once relied on are being tested. Agencies, in particular, are in a moment of reinvention. Old workflows, predictable structures, and tried-and-true strategies aren’t delivering like they used to.

The shift is unavoidable—and it’s forcing agencies to rethink how they operate, how they create, and how they lead. But what’s not being talked about enough is what this means for their clients.

Because while agencies are evolving, many of their clients are still clinging to the familiar—same mindset, same tactics, same results. That’s where the real disconnect begins. And for those who can see it clearly, that’s also where the real opportunity lives.

If you’re ready to bridge that gap and rethink how you show up—for yourself and your clients—let’s talk.

Let’s keep building what’s next.

Until then, keep experimenting.