Kyle Maurer
@mistermaurer.bsky.social
🧑🚀 Founder @undercurrentsy
📝 author of The Undercurrent
🗄️ ex-Monster Energy, Guess, Abercrombie
🧱 co-founded three agency companies
🧘♂️ maker of mindfulness
📝 author of The Undercurrent
🗄️ ex-Monster Energy, Guess, Abercrombie
🧱 co-founded three agency companies
🧘♂️ maker of mindfulness
It was only a matter of time.
We’re accelerating into what I call ‘fractal convergence’ within media. Search is the best example.
Google is losing dominance, and consumers are spreading out to new search mediums.
At the same time, commerce is now embedded everywhere.
Brands need to lean in.
We’re accelerating into what I call ‘fractal convergence’ within media. Search is the best example.
Google is losing dominance, and consumers are spreading out to new search mediums.
At the same time, commerce is now embedded everywhere.
Brands need to lean in.
OpenAI upgrades ChatGPT search with shopping features | TechCrunch
OpenAI is updating ChatGPT Search to give users an improved shopping experience, the company announced in a blog post.
techcrunch.com
April 30, 2025 at 3:02 PM
It was only a matter of time.
We’re accelerating into what I call ‘fractal convergence’ within media. Search is the best example.
Google is losing dominance, and consumers are spreading out to new search mediums.
At the same time, commerce is now embedded everywhere.
Brands need to lean in.
We’re accelerating into what I call ‘fractal convergence’ within media. Search is the best example.
Google is losing dominance, and consumers are spreading out to new search mediums.
At the same time, commerce is now embedded everywhere.
Brands need to lean in.
All of the AI- generated action figure images being shared prove the old adage, “speed kills.”
Just not the way you think.
AI image generation makes proof of concept lightning fast. However, the same-ness of those ideas are still just; starting points.
Speed can kill impact if we let it.
Just not the way you think.
AI image generation makes proof of concept lightning fast. However, the same-ness of those ideas are still just; starting points.
Speed can kill impact if we let it.
April 18, 2025 at 12:49 AM
All of the AI- generated action figure images being shared prove the old adage, “speed kills.”
Just not the way you think.
AI image generation makes proof of concept lightning fast. However, the same-ness of those ideas are still just; starting points.
Speed can kill impact if we let it.
Just not the way you think.
AI image generation makes proof of concept lightning fast. However, the same-ness of those ideas are still just; starting points.
Speed can kill impact if we let it.
I'm proud to present this labor of love. The boundaries between buying and belonging are dissolving. Brands need to understand the implications, trends, and opportunities in order to make the right investments. It's time to future-proof brand equity.
Interactive doc here: shorturl.at/w6o8P
Interactive doc here: shorturl.at/w6o8P
www.undercurrent-digital.com
April 8, 2025 at 7:08 PM
I'm proud to present this labor of love. The boundaries between buying and belonging are dissolving. Brands need to understand the implications, trends, and opportunities in order to make the right investments. It's time to future-proof brand equity.
Interactive doc here: shorturl.at/w6o8P
Interactive doc here: shorturl.at/w6o8P
Really, really hope it’s good. Can’t wait to see it in theaters.
April 4, 2025 at 5:01 AM
Really, really hope it’s good. Can’t wait to see it in theaters.
This particular edition is more personal than most of my writing. I hope it strikes a chord with you if you’re like me. #IYKYK
The Divided Self
Authenticity in a Fragmented Marketing Landscape
open.substack.com
April 4, 2025 at 12:52 AM
This particular edition is more personal than most of my writing. I hope it strikes a chord with you if you’re like me. #IYKYK
It will NEVER stop being funny that the Lakers were able to trade for Luka Dončić with the basketball equivalent of a bag of sand.
Never. Not. Funny.
#LakersNation
Never. Not. Funny.
#LakersNation
March 20, 2025 at 3:59 AM
It will NEVER stop being funny that the Lakers were able to trade for Luka Dončić with the basketball equivalent of a bag of sand.
Never. Not. Funny.
#LakersNation
Never. Not. Funny.
#LakersNation
Reposted by Kyle Maurer
The term health food is so backwards like nah man that's just food. That's broccoli. You been eating unhealth food.
March 17, 2025 at 9:43 PM
The term health food is so backwards like nah man that's just food. That's broccoli. You been eating unhealth food.
Reposted by Kyle Maurer
Love this from @jay.blog:
“Here’s the key to my success as a creator: I’m still doing it. Most people quit.”
This is the key: staying in the game, iterating, improving, leveling up, making connections, practicing your craft, pivoting when necessary.
“Here’s the key to my success as a creator: I’m still doing it. Most people quit.”
This is the key: staying in the game, iterating, improving, leveling up, making connections, practicing your craft, pivoting when necessary.
March 15, 2025 at 9:11 PM
Love this from @jay.blog:
“Here’s the key to my success as a creator: I’m still doing it. Most people quit.”
This is the key: staying in the game, iterating, improving, leveling up, making connections, practicing your craft, pivoting when necessary.
“Here’s the key to my success as a creator: I’m still doing it. Most people quit.”
This is the key: staying in the game, iterating, improving, leveling up, making connections, practicing your craft, pivoting when necessary.
I’m no expert, but I think this miiiight be going a bit too far….
Trump's threatened 200 percent tariffs on European booze are his least sensible trade move yet
President Donald Trump's trade war is spilling across the Atlantic, and his latest tariff threats might be the least defensible yet. In a Thursday morning
reason.com
March 14, 2025 at 3:27 AM
I’m no expert, but I think this miiiight be going a bit too far….
This one was deeply personal. Give it a read and share for folks to subscribe if you’re feeling it.
The Imposter in the Mirror
Confronting self-doubt in an era when AI makes everything *seem* automatic...
open.substack.com
March 8, 2025 at 4:34 PM
This one was deeply personal. Give it a read and share for folks to subscribe if you’re feeling it.
Nowadays there's too much focus on the former, and too little on the latter.
The day ROI subsumes the quest for consumer trust is the day a brand dies. Maybe not completely and totally in that moment, but the die is cast unless a change in course takes place.
The day ROI subsumes the quest for consumer trust is the day a brand dies. Maybe not completely and totally in that moment, but the die is cast unless a change in course takes place.
March 5, 2025 at 3:30 PM
Nowadays there's too much focus on the former, and too little on the latter.
The day ROI subsumes the quest for consumer trust is the day a brand dies. Maybe not completely and totally in that moment, but the die is cast unless a change in course takes place.
The day ROI subsumes the quest for consumer trust is the day a brand dies. Maybe not completely and totally in that moment, but the die is cast unless a change in course takes place.
Short videos, big results—sometimes less really is more.
Today’s viewers want content in snackable bites. Focus on delivering memorable moments that resonate long after the quick scroll.
#VideoMarketing #DigitalGrowth
Today’s viewers want content in snackable bites. Focus on delivering memorable moments that resonate long after the quick scroll.
#VideoMarketing #DigitalGrowth
March 3, 2025 at 8:00 AM
Short videos, big results—sometimes less really is more.
Today’s viewers want content in snackable bites. Focus on delivering memorable moments that resonate long after the quick scroll.
#VideoMarketing #DigitalGrowth
Today’s viewers want content in snackable bites. Focus on delivering memorable moments that resonate long after the quick scroll.
#VideoMarketing #DigitalGrowth
AI can draft the story, but your polish is paramount..
Think of generative AI as your creative sidekick, not your replacement. Instead of fearing AI, turn it into a brand asset that scales content creation while keeping your unique voice front and center. Science and art blended together.
💥🔥💥
Think of generative AI as your creative sidekick, not your replacement. Instead of fearing AI, turn it into a brand asset that scales content creation while keeping your unique voice front and center. Science and art blended together.
💥🔥💥
February 24, 2025 at 4:01 PM
AI can draft the story, but your polish is paramount..
Think of generative AI as your creative sidekick, not your replacement. Instead of fearing AI, turn it into a brand asset that scales content creation while keeping your unique voice front and center. Science and art blended together.
💥🔥💥
Think of generative AI as your creative sidekick, not your replacement. Instead of fearing AI, turn it into a brand asset that scales content creation while keeping your unique voice front and center. Science and art blended together.
💥🔥💥
Well look at that... still think we need $40B for these things?
Researchers trained an OpenAI rival in half an hour for less than $50
Doing a DeepSeek.
buff.ly
February 21, 2025 at 7:38 AM
Well look at that... still think we need $40B for these things?
Yes, the robots can write. No, they can’t replace your brand’s soul.
AI is a powerful tool for content creation, but the real magic happens when we add a dash of human insight. You have to strike the perfect balance between automation and authenticity.
🤖❤️
#AIContent #MarketingStrategy
AI is a powerful tool for content creation, but the real magic happens when we add a dash of human insight. You have to strike the perfect balance between automation and authenticity.
🤖❤️
#AIContent #MarketingStrategy
February 18, 2025 at 4:00 PM
Yes, the robots can write. No, they can’t replace your brand’s soul.
AI is a powerful tool for content creation, but the real magic happens when we add a dash of human insight. You have to strike the perfect balance between automation and authenticity.
🤖❤️
#AIContent #MarketingStrategy
AI is a powerful tool for content creation, but the real magic happens when we add a dash of human insight. You have to strike the perfect balance between automation and authenticity.
🤖❤️
#AIContent #MarketingStrategy
What are we doing?
The average teen with a smartphone spends nearly a quarter of the school day texting, streaming, or scrolling through social media (ages 13 to 18 who owned a smartphone for the study).
www.axios.com/2025/02/04/t...
www.axios.com/2025/02/04/t...
Teens spent a quarter of the school day on their phones: study
Study finds teens spent an average of 1.5 hours on their smartphones during a 6.5-hour school day.
www.axios.com
February 7, 2025 at 6:18 AM
What are we doing?
Reposted by Kyle Maurer
Yup, @jamellebouie.net has this exactly right. What these guys are celebrating/pursuing/yearning for is not masculine energy, it's *adolescent* energy. Drinking Red Bull, crushing Call of Duty, refusing to clean your room. It is indescribably pathetic. www.nytimes.com/2025/01/18/o...
January 18, 2025 at 9:41 PM
Yup, @jamellebouie.net has this exactly right. What these guys are celebrating/pursuing/yearning for is not masculine energy, it's *adolescent* energy. Drinking Red Bull, crushing Call of Duty, refusing to clean your room. It is indescribably pathetic. www.nytimes.com/2025/01/18/o...
I think there will be big opportunities for small indies who use AI to augment their effort.
For example, my son wantS to make indie games.
Video games is a brutal industry! But AI assistance could help him compete (as a minor player), keep costs down, and actually give them a chance.
For example, my son wantS to make indie games.
Video games is a brutal industry! But AI assistance could help him compete (as a minor player), keep costs down, and actually give them a chance.
January 19, 2025 at 12:50 AM
Nah. It’s someone who’s not a true believer.
"A pessimist is a well-informed optimist."
– old proverb
– old proverb
January 19, 2025 at 12:44 AM
Nah. It’s someone who’s not a true believer.
I still don’t think TikTok will be banned, but if it is - fret not. There are plenty of good social platforms to mine. Maybe rediscover Snap!?
YouTube Shorts is one I find grossly overlooked; especially considering Google’s push to connect everything in its suite via Gemini.
YouTube Shorts is one I find grossly overlooked; especially considering Google’s push to connect everything in its suite via Gemini.
As TikTok faces a US shutdown, here are some alternative apps to check out | TechCrunch
TikTok has warned of a looming shutdown in just six days, as the Supreme Court is currently weighing the law that would ban the app.
techcrunch.com
January 14, 2025 at 6:59 AM
I still don’t think TikTok will be banned, but if it is - fret not. There are plenty of good social platforms to mine. Maybe rediscover Snap!?
YouTube Shorts is one I find grossly overlooked; especially considering Google’s push to connect everything in its suite via Gemini.
YouTube Shorts is one I find grossly overlooked; especially considering Google’s push to connect everything in its suite via Gemini.
Kicking off 2025 with two thoughts rattling around upstairs with respect to marketing:
1. Decentralized media is going to continue to accelerate.
2. Brands need a plan (and most don’t understand).
That’s where my Creators Guide comes in. $500 for tens of thousands in ROI. Whatcha waiting for?
1. Decentralized media is going to continue to accelerate.
2. Brands need a plan (and most don’t understand).
That’s where my Creators Guide comes in. $500 for tens of thousands in ROI. Whatcha waiting for?
Creators Programming Guide — The Undercurrent
This guide will help you design and implement programming with creators and influencers that generate impact for your business. Included is a bundle of document templates to help you get started. Ever...
www.undercurrent.cc
January 3, 2025 at 11:21 PM
Kicking off 2025 with two thoughts rattling around upstairs with respect to marketing:
1. Decentralized media is going to continue to accelerate.
2. Brands need a plan (and most don’t understand).
That’s where my Creators Guide comes in. $500 for tens of thousands in ROI. Whatcha waiting for?
1. Decentralized media is going to continue to accelerate.
2. Brands need a plan (and most don’t understand).
That’s where my Creators Guide comes in. $500 for tens of thousands in ROI. Whatcha waiting for?
Jimmy Carter is a role model. RIP, sir.
December 31, 2024 at 12:17 AM
Jimmy Carter is a role model. RIP, sir.
Alright 2024, you can go now.
2025, you’re up. LFG.
2025, you’re up. LFG.
December 31, 2024 at 12:16 AM
Alright 2024, you can go now.
2025, you’re up. LFG.
2025, you’re up. LFG.
I can’t end the year without sharing the music that motivated me through it. Enjoy!
The Hype Cycle, Vol. 11
Capping 2024 with my favorite tunes.
undercurrentsy.substack.com
December 19, 2024 at 3:29 PM
I can’t end the year without sharing the music that motivated me through it. Enjoy!
😂
December 17, 2024 at 7:31 PM
😂