BRXND Dispatch

Editor’s note from Mike: Today’s piece is a collab with our friend Tom Critchlow, forward deployed engineer at Alephic and founder of AI Search Leaders. It’s written in the singular first-person because we effectively became one brain on it. As a reminder, Tom is taking the stage at BRXND NYC 2026 on November 5 to provide a state of AI brand visibility you won’t want to miss. We look forward to seeing you at The Times Center in 76 days.

As we build towards this year’s BRXND NYC conference, I’m continuing our series of interviews with founders, technologists and marketing leaders innovating in the problem space around how AI is fundamentally reshaping the way consumers build preference and purchase brands. If there’s someone you think I should get to know, please drop me a line at mike@brxnd.ai.

ICYMI—we announced our initial speaker lineup for BRXND NYC 2026 last week. We’ll have marketing, creative and AI leaders from Amazon, Microsoft, Bark, Rocket Money and more taking the stage with additional speakers announced soon. $749 early bird pricing runs through July 31. Can’t wait to see many of you at the Times Center on November 5. The terminally online are having a viscerally anti-slop moment.

Another week, another article about the dangers of tokenmaxxing. This one comes courtesy of the New York Times and even introduces “tokenminning” as the antidote to the old way of thinking. But once again, the article’s example companies are countable on one hand: Meta, Amazon, and Uber.

We’re five months out from the BRXND NYC conference on November 5, 2026 and are currently starting to source sponsors and speakers. We have a very limited number of partnership opportunities available so if you’d like to help shape the narrative of the day, please get in touch. If you’d like to attend the show, you can still add your name to the early bird waitlist.

You’re getting this email as a subscriber to the BRXND Dispatch, a newsletter at the intersection of marketing and AI. Forward it to a friend, they’d like that, and so would we. I’m recently back from helping to throw our flagship event for Ride AI, our sister publication that covers the intersection of AI and mobility.

You’re getting this email as a subscriber to the BRXND Dispatch, a newsletter at the intersection of marketing and AI. Forward it to a friend, they’d like that, and so would we. There’s a thing that happens sometimes where you read an article about your industry or area of expertise and find a million holes in the reporting and thesis. But then you turn the page and read about the Strait of Hormuz or China or synthetic biology and are entranced by every word and depth of reporting.

You’re getting this email as a subscriber to the BRXND Dispatch, a newsletter at the intersection of marketing and AI. Author’s note: This week we’re sharing a piece Noah originally published on the Alephic blog. It’s a great complement to some of our latest dispatches. Subscribe to BRXND Dispatch: Satisficing is one of the most important and yet least understood ideas in marketing.

You’re getting this email as a subscriber to the BRXND Dispatch, a newsletter at the intersection of marketing and AI. We’re hosting our next BRXND NYC conference on September 18, 2025 and currently looking for sponsors and speakers. If you’re interested in attending, please add your name to the wait list. As space is limited, we’re prioritizing attendees from brands first. If you work at an agency, just bring a client along—please contact us if you want to arrange this.