How much are you willing to pay for your intelligence? And what happens when tha
By Destaney Wishon · May 28, 2026 · Curated by George's Blog
How much are you willing to pay for your intelligence?
And what happens when that intelligence gets more expensive?
Is your current AI strategy actually sustainable in the longterm?
These are questions we have asked ourselves while building our AI infrastructure at BTR Media.
Right now it's easy to get caught up in all of the buzz and hype.
Every scroll through LinkedIn feels like another wave of AI FOMO:
“This tool replaces your entire team.”
“This workflow changes everything.”
“This costs almost nothing.”
Does this sound too good to be true?
Most of the time, when I do a quick look under the hood, the answer is yes.
A lot of companies are subsidizing intelligence right now in order to win adoption and market share.
But what happens when AI pricing reflects the true cost of compute, power, and scale?
At BTR Media, we’re trying to stay focused on the layers of AI that will still matter 5 years from now.
Not just slapping an “AI” label onto glorified keyword research tools or using Claude to automate the same rule-based bid management everyone else already has access to.
The real advantage won’t come from who prompts ChatGPT the best, it will come from who builds the deepest understanding of the customer, category, and business goals underneath the ads.
That’s where we’re investing:
🔶 Building data infrastructure that gives us a full-funnel view of brand, category, customer behavior, and retail performance
🔶 Creating custom AMC workflows that solve nuanced business problems at scale, not just surface-level reporting
🔶 Developing audience analysis frameworks that help identify what actually drives conversion, retention, and customer quality
🔶 Using AI to reduce operational drag so our team can spend more time on strategy, creative thinking, and business growth