A “Moore-ish” law for marketing

A “Moore-ish” law for marketing written by John Jantsch read more at Duct Tape Marketing

Marketing is quietly crossing a threshold. Not because we can “make more content” with AI. Because every time the cost of thinking drops, the amount of experimentation and personalization you can afford explodes. And that changes the shape of marketing from campaigns you launch to systems you operate. I’ve spent decades teaching small businesses to […]

A “Moore-ish” law for marketing written by John Jantsch read more at Duct Tape Marketing

Marketing is quietly crossing a threshold.

Not because we can “make more content” with AI.

Because every time the cost of thinking drops, the amount of experimentation and personalization you can afford explodes. And that changes the shape of marketing from campaigns you launch to systems you operate.

I’ve spent decades teaching small businesses to stop chasing shiny tactics and install a marketing system that creates clarity and consistent growth. That “system-first” mindset is exactly what this moment demands, except now the system can learn faster than your team can type.

The “Moore-ish” Law of Marketing: When the Cost of Thinking Drops, Experimentation Explodes

Table of contents

1. A “Moore-ish” law for marketing
2. Three forces changing marketing right now
3. What this means in the near term
   1. Content shifts from assets to streams
   2. Personalization shifts from segments to situations
   3. Agents start eating coordination work
4. The role shift: from makers to operators of systems
5. What to do right now: a near-term playbook
6. How this fits the Duct Tape Marketing system
7. FAQs

A “Moore-ish” law for marketing

Here’s the framing:

When the cost per marketing experiment keeps falling, the number of experiments you can afford rises dramatically.

If it gets 2x cheaper, or 2x faster, to generate, quality-check, and deploy a new variation, you do more of them. Over time, that pushes marketing from campaign-centric (big launches, big bets) to system-centric (continuous learning, continuous improvement).

The unlock is not “AI content.” It’s collapsed time-to-learning.

When time-to-learning collapses, the limiting factor shifts:

• Not “can we produce it?”
• But “can we measure what’s true and decide well?”

That is the big idea in one sentence:

Execution moves from human throughput to machine throughput, while humans move up the stack to judgment, strategy, constraints, narrative, offers, positioning, and ethics.

Three forces changing marketing right now

1) Cost per experiment is falling

The ability to create variations is no longer scarce. What is scarce is the ability to run clean tests, protect the brand, and decide.

2) Time-to-learning is collapsing

Shorter loops mean you can improve messaging, creative, and offers continuously instead of waiting for a quarterly campaign post-mortem.

3) Coordination work is becoming automatable

Most marketing teams spend more time coordinating work than creating leverage. As tools integrate into work apps, AI can draft, route, repurpose, tag, schedule, and execute multi-step wo