Oleksii (Alex) Lunkov joins Alicia Esposito to unpack how meaningful constraints fuel creativity in an age of algorithmic abundance. From Saint Sophia's 9 million glass cubes to the digitization of Berry Bros. & Rudd's 300-year heritage, this conversation navigates the tension between AI efficiency and human authenticity. Discover why 95% of AI pilots fail, how brands become cultural ambassadors, and what fractional leadership means for tomorrow's commerce teams.

• Meaningful constraints drive better creative outcomes. Removing all friction from digital experiences leaves us wondering why we don't feel anything.
• AI dramatically increases individual productivity, but human oversight remains essential for tone preservation, fact-checking, and maintaining brand authenticity.
• Successful brands act as cultural ambassadors, translating something unique through their channels while balancing best practices with distinctive identity.
• The fractional work revolution emerges at the intersection of AI-enhanced productivity, volatile job markets, and businesses seeking expertise without long-term commitment.
• Most AI implementations fail because teams don't understand the technology's actual capabilities and limitations before deploying it.
• [00:06:14] "We removed all the friction, and we wonder why we don't feel anything." - Oleksii, quoting Phillip Jackson
• [00:11:40] "In order to build a personal brand, you need a person to be behind that brand." - Oleksii
• [00:28:48] "AI adoption is this huge spike on the top and then very long tail afterwards." - Oleksii

• Read Oleskii on Insiders
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Following the release of his work, The War of the Worlds Did Not Take Place, Nick Susi joins the pod to unravel the real War of the Worlds myth: not alien panic, but a battle between newspapers and radio that manufactured mass hysteria. Phillip, Brian, and Nick explore how narrative form shapes collective memory, why brands weaponize conflict for attention, and what happens when everything becomes participatory fan fiction.

• Structured narratives outlast formless truth in collective memory.
• Brands now weaponize conflict and controversy for attention economics.
• Everything is becoming participatory, co-created, and infinite fan fiction.
• "The War of the Worlds is not actually a war between humans and aliens. It's really this war between mediums." — Nick Susi
• "We've entered the phase of the attention economy where the game is attention at any and all costs." — Nick Susi
• "People don't want to share the thing. They want to share their experience of the thing." — W. David Marx (referenced)
• "Awareness does not decrease manipulation necessarily." –– Brian
• "We've become much more aware of the act of storytelling as a culture, like we see the artifice of storytelling and we appreciate the act of it itself." –– Phillip

• The War of the Worlds performance piece and publication by Nick Susi
• Order The War of the Worlds Did Not Take Place on Metalabel
• Blank Space by W. David Marx
• Insiders #196: Time After Time by Brian Lange

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Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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Katherine Dee, internet culture writer and mastermind behind her popular AM-style call-in show, joins us to explore the archaeology of online life. From dissecting the Friend AI pendant's failed attempt at god replacement to chronicling e-girl evolution in her Meta Label publication, Katherine offers an unvarnished look at how we're moving beyond relentless content production. The conversation navigates haunted objects, the fragmentation of social platforms, and why the future might be more mystical than algorithmic. As AI reshapes proof itself, Katherine argues we're witnessing a cultural shift toward physical witnessing and enchanted meaning-making.

• AI companions fail when they gaslight users and demand emotional labor constantly
• Internet culture documentation requires trust without judgment to reveal authentic subcultures
• Social platforms fragment as users crave stories over gossip and embodied over digital
• The erosion of digital proof drives a turn toward mysticism and magic
• Content exhaustion pushes creators toward dynamic formats and offline experiences

• Katherine’s response to the Friend AI pendant
• E-girl 001 publication
• Katherine's call-in show exploring paranormal and internet culture
• Reggie James on spiritual technology

• Check out Future Commerce on YouTube
• Check out Future Commerce+ for exclusive content and save on merch and print
• Subscribe to Insiders and The Senses to read more about what we are witnessing in the commerce world
• Listen to our other episodes of Future Commerce

Have any questions or comments about the show? Let us know on futurecommerce.com, or reach out to us on Twitter, Facebook, Instagram, or LinkedIn. We love hearing from our listeners!

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