Appice Editorial

Perspectives.

Editorial writing from Appice on marketing, agents, decisioning, and what comes next in the enterprise. Each piece is also published on LinkedIn. These are the primary versions.

Article · July 14, 2026 · ~5 min read

Marketing's New Buyer: The CFO

Marketing's next quarter isn't a campaign brief. It's a P&L defence.

On who funds the marketing rebuild once the customer's agent takes matching. Thirty years of MarTech spend has struggled to prove the line to enterprise value, and the CFO stopped funding rebuilds on faith. The three surviving jobs only survive if the CMO can defend them with outcome metrics the CFO can measure — with India's EASE reform as the existence proof.

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Article · July 6, 2026 · ~4 min read

Marketing's New Role: Beyond Matching

When the customer's agent makes the decision, the brand's job doesn't disappear — it inverts.

On what's left for the brand once the agent does the matching. Three surviving jobs — demand creation, the agent-facing surface, and the relationship after the match. And the pattern they share: the brand's website was for humans; the brand's API is for agents.

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Article · June 22, 2026 · ~5 min read

When the Audience Has an Agent: What Comes After Personalisation

On the consultancies that built the marketing stack — and the audience they still cannot see.

On the four-pillar framework major consultancies popularised, the roughly fifteen thousand MarTech tools that followed, and the audience — the customer's agent — that does not appear in any of the diagrams.

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The longer body of work.

Twenty-one essays on marketing after the agent — the volume the perspectives above extend from.

Read A Moment to Think →

See the ideas in action.

30 minutes. Real use cases. No slides.