Edition 83.

From AI being *too* helpful, to a new role redefining how fast content gets made —

Here are 3 brand bytes to inform and inspire you this week:

1. When AI “knows what it’s doing.”

I subscribe to YouTube Premium, so ads rarely cross my screen.

Then (in a sauna of all places), I catch GoDaddy’s Aero spot on the venue’s YouTube playlist.

Here’s the scene.

An actor guesses his way through a spaceship panel, walks through evidence at a crime scene, drives through race car traffic, and lands on this:

“I have no idea what I’m doing, but GoDaddy Aero does.”

Aero is GoDaddy’s AI product which claims to build a “logo, a website, and social content” for anyone who doesn’t know what they’re doing —

“But GoDaddy Aero does.”

Ironic.

Because a week earlier, I received a spam message from a website contact form I *never* created.

Turns out my domain provider, GoDaddy, used this AI feature, and quietly turned *five* of my parked domains into live websites.

Active websites. Working forms. Zero notice.

I build brands and digital ecosystems for a living.

But even the savviest digital creatives, like me, can be blindsided by a system that is trying a *smidge* too hard to be helpful.

Key takeaway?

AI tools are powerful, but they require oversight.

Audit your domains, know what features are on, and make sure no system is building your digital presence for you.

​→ Here’s the full breakdown: AI Built Five Websites for Me. I Didn’t Ask.​

2. You might need a “shreditor.”

A new term is circulating the Internet.

​Shreditor.

Amplified by creator and educator Omar Eltakrori, a shreditor is part shooter, part editor.

And fully dedicated to capturing and delivering your content with speed.

Same day or next day. No long waits. No two-week pipelines.

Just timely, relevant moments published while they still matter.

The idea mirrors live streaming culture, where “clippers” distribute standout moments in real time.

For entrepreneurs and personal brands, the shreditor plays that same role.

They travel with you, document the behind-the-scenes, and help you “be the content,” not create it.

Traditional videographers work for planned shoots, but not always for the unpredictable reality of daily business.

I know all too well.

But that’s where a shreditor fits in.

Speed wins.

​→ Here’s what you need to know: What is a Shreditor? (and Why Speed Wins)​

3. The stats are in...

This weekend is the Super Bowl.

For Shopify, that is 🛍️

The platform’s President is in full hype mode, firing off stats while every brand in your inbox is firing off sales.

And I get it.

Shopify makes online shopping feel effortless.

I can glide through checkout with the muscle memory of a seasoned online shopper.

And when a site isn’t built on Shopify, it’s obvious.

The checkout experience feels longer, clunkier, and a little annoying.

I want instant payments, seamless security, and a checkout flow that’s fast.

And most of our customers want the same.

So the hype is rooted in real consumer behavior, and the platform’s influence over online shopping on a global scale.

Here are some key stats: (Source)

• Shopify merchants earned $6.2 billion on Black Friday, up 25% from last year — a new record.
• At its peak, Shopify processed $5.1 million in sales per minute.
• More than 30 million shoppers bought from a Shopify store.
• Alo Yoga, Cozy Earth, and Caraway led trending sales.

And while the big brands are making big sales, Shopify is turning this shopping and spending extravaganza into a campaign that celebrates businesses of all sizes.

Shopify’s President shared this:

“Black Friday isn’t local anymore. It’s global. And it belongs to the entrepreneurs building on Shopify.”

So, for solo operators and smaller shops, the takeaway is clear:

You don’t need the scale of a household name.

You just need the kind of online shopping ecosystem that customers want to return to.

Shopify enables this.

Q: Where you a spender, seller, or both this BFCM (Black Friday, Cyber Monday)?

More brand bytes next Sunday at 5!