Insights
Thinking behind the work.
Notes on building lasting AI capability inside consumer and commerce brands.
Methodology · October 18, 2026
AI readiness is a depth, not a checkbox.
Why the Fathom Index measures how deep your foundations go, and what that tells you that a single maturity score cannot.
Read the articleMethodology · September 15, 2026
The “not yet” column: how to decide what AI should wait on.
Saying no to a good idea is among the most valuable things a readiness assessment can do. Here is how to tell what should wait, and what would make it ready.
Read the articleGrowth · August 11, 2026
Being found by AI shopping assistants.
Shoppers increasingly start with an assistant instead of a search box. What decides whether your brand is in the answer is mostly groundwork you can begin now.
Read the articleOperations · July 14, 2026
Where to start automating commerce operations.
A practical way to choose the first workflows to automate, and the three tests that keep a good idea from becoming an expensive one.
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