Early in 2026 I realised AI had quietly wiped out most of the edge my team and I had spent years building. Instead of fighting it, I put 500 hours into rebuilding our entire operation around Claude: our brands and our agency now run on AI agents, departments and custom tools operated by a small team. The real lesson was the opposite of what everyone expects: the tools are useless on their own, and they only produce something valuable when there is a human behind them with real experience, real scars and the context to direct them. I will walk you through that journey honestly, show you three of the tools we built for Amazon, and explain what finally made them work. And I will end with the bottleneck we all now share: there is almost no talent that knows how to run this, and what we decided to do about it.
