We Plug Into The AI Underground
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Everyone wants AI before it gets hot. But by the time it’s hot, it’s too late. That’s the problem facing most media holding companies today. By the time a generative model becomes mainstream, or a predictive tool gets its Series A buzz, the window for true advantage has already closed. What’s left are inflated valuations, crowded markets, and a sea of undifferentiated vendors trying to retrofit yesterday’s tech into your workflow. The smartest marketing teams aren’t playing that game anymore. They’re not waiting for the next AI darling to go viral. They’re going underground — or rather, they’re working with people who already live there.
Welcome to the AI underground. It’s not some secret society or velvet-rope club. It’s messier than that. It’s research forums where cutting-edge models are quietly being tested. It’s private GitHub repos where three-person teams are solving problems OpenAI hasn’t touched. It’s PhD threads debating edge-case fine-tuning techniques. It’s stealth founders shipping quietly from Lisbon, Lahore, and Lower Manhattan — before a single VC term sheet hits the table.
This is where we spend our time. Not scanning press releases, but decoding arXiv papers. Not attending vendor expos, but DM’ing founders on Discord at 2 a.m. Our job isn’t to predict the future. It’s to be there when it starts — before anyone calls it “the future” at all.
But scouting is only half the equation. Knowing what’s out there isn’t enough — you have to know what matters. And in media, that means knowing exactly which AI categories are on the verge of becoming essential.
We don’t chase trends. We track signals. We map where agency pain points intersect with emerging tech curves — before the market wakes up to them.
Ad automation, media optimization, predictive modeling, generative production, planning tools powered by real-time data… we’ve been tracking these fields not for weeks or months, but years. We don’t wait for someone else to validate them. We validate them ourselves.
That’s how we knew when to take synthetic audio startups seriously — long before they were demoing to Cannes juries. It’s how we identified the shift from probabilistic models to LLM-informed planning tools, while most of the industry was still wrapping its head around cookie deprecation. And it’s why we introduced one agency to a startup building neural attention systems for ad recall scoring — six months before their competitor tried to build the same thing internally, at five times the cost.
This isn’t prediction. It’s proximity. You can’t spot what’s coming if you’re not standing close enough to see it being built.
And once we find it, we don’t just email you a link. We sit down with your teams, translate the tech into what it means for your P&L, your pitch decks, your roadmap. We vet the startup’s architecture, team, IP. We stress-test their ability to scale. And if everything checks out, we don’t “make introductions” — we build partnerships. Quietly. Strategically. Long before your competitors know where the puck is going.
The most successful marketing people we work with don’t just want to see the future. They want to shape it.
And shaping it means showing up early. Getting your hands on the tools while they’re still raw. Partnering with the minds behind them before the market gets noisy. That’s what plugging into the AI underground looks like. No waiting. No trend-chasing. Just relentless proximity to what’s next — and the discipline to know what matters when it shows up. By the time the industry catches on, our clients are already live.