Owner ZATO Google Ads Agency. TEDx speaker. Author. Married w/6 kids. Not on X much anymore, let's connect on LinkedIn: https://xitter.cf/t.co/ZTxbxkmz9r.
Billings, MT
Joined February 2009
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Google: "Our PMax AI is smarter than you could possibly imagine."
PMax performance if you change your ROAS target from a 450% to a 445%:
I actually think I've been changing my viewpoint on this even today... I hear "shopper" and think purchasing, but I'm becoming more aware of it as what @tomfgoodwin described: discovery & consideration, which can actually narrow down (a sea of) choices for the consumer to buy 🤔
The liability discussion of AI is getting interesting fast. Sure, users should be cautious what they connect agents to, but then it's reasonable to assume they have basic expectations that a released product has some limit to the damage it can cause if released to the public.
SCOOP: Major U.S. banks are detecting unauthorized third-party AI agents inside customer accounts, including some attempting to take actions that appear to be independent of user instructions, sources told Axios.
The findings have alarmed banking executives, who are racing to restrict access to their systems as AI moves at a velocity faster than financial institutions can respond, multiple industry and bank executives told Axios.
Several banks are now preparing for worst-case and even “day after” scenarios, including how to rapidly secure or restore customer accounts if things go wrong, the people said.
Several bank executives told Axios they're struggling to distinguish between human users and AI agents. One executive said banks also struggle to determine whether agents are authorized by customers or potentially operating without their permission, more akin to rogue agent behavior.
Read my latest for Axios here: axios.com/2026/10/22/ai-agen…
I think agentic commerce will grow and exist & bear purpose, but will never reach significant (undefined🤷🏻♂️) mass consumer adoption levels because there is an experiential aspect to purchasing that many humans value. Not everybody wants ultra-efficiency for things they like doing.
…so the benefit of removing small purchase decisions to focus on the bigger things, is attractive. I think that’s actually a valuable trait, but my argument is that’s not how the masses think… at all. (cont)
Axle CV boot replacement commencing… NOW. Super common issue on old G Wagons. I think this is an acceptable alternative to “touching grass” this weekend for me 🤔 AI and humans (YT) are both essential to this project!
@gildner I finally pulled the trigger on the project 🫣🫣 we’ll see what happens but so far it’s going well
Kirk Williams retweeted
I've been thinking a lot about client comms, and I love that @tobi coined slop grenade, because it represents something we're seeing more and more in our client engagements.
Situations where clients have automated systems that they use to judge or monitor our work and then paste the output from the AI directly for us to address. Most of the time I'm skeptical they even read it.
We then need to spend human hours responding to questions the client doesn't actually have and are generally missing context, incorrectly analyzed, or straight up irrelevant.
I totally understand the desire to be on top of things. To solicit a second opinion on something you may not be fully informed on. Curiosity is good! We love questions from clients, and we love sharing our knowledge. But your AI monitoring and asking questions isn't curiosity, it's surveillance.
Time spent on comms is up 40% over the last 6 months almost entirely due to my team having to take time to respond to slop grenades.
The easy answer is "use AI to answer their AI" but at that point what are we even doing? What's the point?
I'm strongly considering writing into our contracts that we will not respond or engage with raw AI outputs. If there are questions it prompts you to have and you share them, we're happy to address. But we're not going to go through and respond point by point to an 8 page report your AI generated that you didn't even read.
Also I randomly saw someone talking about how we’re all posting the 9 games that “stunted our growth” as an attempt to dig at video games, which is a hilarious take when many people I’ve seen post this are driven, successful people with a family, business, etc 😂
If you spent a decade building your PPC and business skills, then you spent 6 months building your PPC agent, then you regularly guide and re-prompt and keep the agent on the right track, then the agent isn't the key to your PPC success... it's you 🥰