Dom Carter

Agency founder, AI builder and a two-time Ironman.

I spent 5 years building an agency working with luxury fashion and sports brands, before it was acquired by Embryo, where I now sit on the board and oversee strategy, AI and innovation. I write here about AI, marketing, and what’s changing in fashion and sport relevant to my work.

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Brands I have worked with

Latest

Marketing30 October 20263 min read

Google just admitted its AI answers are costing clicks

Sport30 October 20263 min read

Hyrox has joined triathlon, and I'm not sure triathlon needed it

AI29 October 20263 min read

IKEA retrained the people AI replaced, and they became a €1.25bn sales channel

AI28 October 20262 min read

AI gets you most of the way. The last part is still yours

Marketing28 October 20262 min read

Instagram's 90-minute videos are about ad space, not creators

AI27 October 20262 min read

Cheaper isn't a reason to switch AI models

Off the desk

Riding through snow at the Col de Vars — Col de Vars

At the helm in the Ionian — Ionian

Out for a run in Denver — Denver

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Get in touch

Talk AI or sport: dom@domcarter.com
Work with me and the team: d.carter@embryo.com