DTC/ecomm nerd. 🚀 || Head of Marketing @brijforbrands || prev: @fermatcommerce, @GetStayAi, @triplewhale, First Day, Superfoods Company

Austin, TX
Joined May 2017
Are you guys getting paid for all these Muse posts or are yall being fr
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Alexa Kilroy retweeted
AI is making your brand mediocre. That’s why I’m launching @TheStartersHQ: the human layer behind your business. We give you direct access to the people who have built category-defining brands so you can: ➔ Learn from their expertise ➔ Consult 1:1 with them ➔ Hire them to execute for you Because as AI makes execution cheaper... Human brilliance becomes priceless.
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Alexa Kilroy retweeted
Meta Muse is now recommending our client's product as the best option on the market, then pushing people to sign up (see image below) it's even sh*t talking their biggest competitor this is the future of AEO here's how to get there first (with 11 optimizations): 1. update your pages "accessibility tree" this is literally how Muse reads your website. do these four things: 1. add names to all icon buttons. For example, label your three line hamburger menu: aria-label="Open menu" 2. add a <label> tag with a name to every form field. Name examples: "phone," "first name," or "email" 3. add descriptive alt text to your images. Imagine you're explaining the image to a blind person. Example: "overhead view of a white horse running" 4. avoid putting important context in images. Everything must be machine readable. make it easy for Muse and other agents to read your site so they are more likely to recommend you. 2. put key product info in your page's raw HTML. GOOD: <p>light and pro plans on beehiiv take 0% of paid subscription revenue</p> BAD: <div id="price"></div> <script> document.getElementById("price").innerText = "light and pro plans on beehiiv take 0% of paid subscription revenue"; </script> If your pricing, proof, or product specs load with a <script> tag, AI crawlers can't read it. 3. add the reader's main question as the first H2 on the page it should sit right below the H1 title. Make sure it's written in plain english, as your reader would actually type it. Example: On your "[COMPETITOR] vs [COMPETITOR]" pages, put this as your first H2 subheading: "Which is better, [COMPETITOR 1] or [COMPETITOR 2]?" 4. then add an "it depends" answer in 100 words or less. Don't just say your product is the best for everything. AI crawlers love when you recommend the best products for specific use cases. Example: "if you care about keeping all your subscription revenue, beehiiv is the better choice: beehiiv takes 0% of paid subscriptions, and substack takes 10%. Substack works if you want a built-in network to get more readers, and monetizing isn't a concern." 5. replace brand slogans with clear definitions. Humans and AI crawlers are equally confused by vague slogans like: "Your inbox, reimagined." "Supercharge your CRM" "The all-in-one social growth platform" instead use clear definitions like: "AgencyMax is a CRM for SEO agencies that tracks leads, proposals, and existing clients on a single dashboard." clear definitions should answer: > What is it? > Who's it for? > What's it do? 6. add your customer testimonials as plain text, not images or JavaScript. Here's a quick test: try highlighting the text with your mouse. If you can't, AI likely can't read it. 7. update all key facts to reflect the current date with "as of" statements. Examples of key facts: - pricing - features - G2 ratings - number of users Include the date in your copy like this: "[COMPETITOR] has 13,231 active subscribers, as of 2026." 8. add this to your Robots.txt file: User-agent: meta-webindexer Allow: / this gives crawlers and bots clear instructions for what they can and can't do on your site if you don't know what this is, or want to quickly check your site's robots.txt, type this into your address bar: [DOMAIN]/Robots.txt 9. fix the broken links on your site here's how: sign up for screaming frog (no affiliation) it will run a technical audit on your site and spit out a spreadsheet with all your broken links. then update, redirect, or remove the broken ones. this sounds a bit nerdy and technical but it's important: broken links prevent AI crawlers from properly exploring your site, and even lower your website's "trust score" 10. use semantic HTML. Examples: 1. <nav> instead of <div class="nav"> 2. <header> instead of <div class="header"> 3.<button>Book now</button> instead of <div>Book now</div> AI Agents more easily understand clean, native HTML than generic div containers. Anytime you see "<div>" in your HTML for functional page elements like buttons, navigation, links, and headers, assume AI Agents will struggle to understand it. 11. keep your content fresh. AI Agents are more likely to cite your content if it's new and/or recently updated. ideally you should update your content every 30-90 days. for good measure, include both a "published [DATE] and "updated [DATE]" line at the top of your page below the byline. ----- shoot me a DM for a live demo of how your site can rank in Meta Muse (we'll do as many as we can) i hope this helps someone!
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Never expected to love the CyberCab so much. SO much room, so comfy, and the audio/entertainment system is unreal. Absolutely 0 incentive to order an Uber/Lyft over this.
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Alexa Kilroy retweeted
Claude Dashboards and Claude Motion are in beta today. Ask Claude to turn your data into live dashboards and your ideas into animated explainers.
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Alexa Kilroy retweeted
I'm incredibly excited to officially launch HQ. HQ is the shared AI context layer for your Humans, Agents, Dots, Bots and everything in between. Almost 1000 business run on HQ, including our own. The feedback has been phenomenal. Sign up now: hqforwork.com
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Alexa Kilroy retweeted
Thrilled to announce we’ve partnered with @meta to bring an unprecedented new performance unlock for brands. Here’s how the Catalog Accelerator works… Meta will help cover the cost of Marpipe Enterprise for new brands. We help you make the most of it, by enabling every popular feature thats proven to increase DPA performance. Meta is doing this because it’s never been more clear that an enriched product catalog (with good creative, SKU-level video, and clean data hygiene) enables brands to deploy substantially more ad spend profitably. Paid social is changing extremely fast - for many major brands, their product catalog is now the primary growth asset. This would be unthinkable just 5 years ago. Marpipe is the industry’s ‘Easy Button’ for catalog enrichment - within days, any brand can be live with better catalog creative and clean product data optimized for performance and reach. We launched a subsidy partnership with Meta back in July, but it only lasted for 30 days. It was such a hit that we’ve extended it through to the end of October. Spots are limited, first come first serve! Apply in the link below.
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the therapeutic methodology for people experiencing AI psychosis should include setting your models to mean mode. mine cooks me daily.
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THIS. AI has the power to bring your wildest ideas to life. Why use it to be lazy and make slop?!
Creatives and brands don't understand what's going on. Generative AI video is like a magic spell. 🧙 You can just type any idea you have into existence. It's an absolutely amazing time to be a creative in DTC. And yet... they are generating TikTok shop UGC dupes? That is literally the OPPOSITE of the creative diversity that meta wants... and it's a sign the whole business is bankrupt of ideas. NOW is the time to test anything your brain can cook up. It's never been easier to generate a new format or concept that unlocks a new audience in new ways. This ad we made for FabFitFun wouldn't have been possible a few months ago. Now you can have a crazy idea on Monday and a crazy ad in the account on Wednesday. My fellow creatives, now is the time to live up to your title.
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Alexa Kilroy retweeted
My conversation with @RonnieFieg, founder, CEO and creative director of Kith. At 13, Ronnie turned down an envelope of cash at his bar mitzvah and asked for a job instead. He started the next day in a sneaker stockroom and spent the next 15 years learning every part of the business before launching Kith in 2011. Today, Kith puts out more than 5,000 styles a year across apparel, footwear, kids and accessories, and has lines outside its stores from New York to Seoul. It has no outside investors, doesn’t wholesale and doesn’t license. Until recently, Ronnie was still the fit model for the product. Ronnie describes himself as a world builder, and this conversation is the best explanation I’ve heard of what that means. 0:00 You can’t work backwards from money 4:43 “Keep the envelope. I want a job.” 10:25 Why the CEO is also the fit model 18:43 The childhood shoe that launched his career 20:52 The Wall Street Journal, a line down the block and a visit from Adidas 26:48 Get rid of the crap 31:09 What luxury should actually mean 32:40 Why Kith doesn’t wholesale or license 38:24 Building the opposite of an arrogant sneaker shop 40:39 The Italian crook who registered Kith’s trademark 52:02 How a $20 deli experiment became Kith Treats 55:11 Serve your customers, don’t chase new ones 59:35 Always give people more than they pay for 1:02:41 Seeing 15 years of work laid out on the floor 1:12:00 Growing up before the algorithm 1:25:46 How a padel obsession created Kith Ivy Includes paid partnerships.
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This was a cheeky post for my pals & now the strangers are commenting YOIKES
Are you guys getting paid for all these Muse posts or are yall being fr
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I know we’re all hype about Muse but GPT’s image creation capabilities have gotten SO GOOD in the past month sheesh
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Alexa Kilroy retweeted
This is exactly why I built this tool. To keep an eye on all the changes that happen to your site over time and catch the changes that impact your users, ads, and business. (I've opened up early access to urlloveit.com to anyone who wants to try it out)
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Alexa Kilroy retweeted
I think a lot of people are making a mistake with ai and people. Hiring really good people is very hard. I meet a lot of founders now who try to avoid it. Or have ai do as much as possible etc. Have any of you ever checked the headcount for some of the fastest growing companies? They always hire a lot of people. And those people are all killer hires. Good people and good culture is massive leverage to scale. If your company is you + a ton of ai, it’s not an asset. You should be able to step away and have people better than you fill in gaps.
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37 mistakes companies make with AI transformation: 1) Not investing in your data foundation/not having a data “clean-up” strategy. Often people expect that with tools, everything gets solved. 2) Starting with “we need AI” instead of a real problem (this is true for every tech cycle ever). 3) Underresourced AI center of excellence that serves every part of the organization. Backlog builds up, employees get disenfranchised, shadow AI explodes. 4) Trying to automate the same workflow vs rethinking from scratch. Building AI add-ons to existing processes rather than rethinking processes from the ground up. 5) Thinking too big and flashy. Not considering the implications day-to-day and the value of quick, unsexy wins. 6) Over-engineering. Sometimes you dont need a full agentic system and traditional software works just fine. 7) Obsessing over cost before proving feasibility of a use case (i.e using a smaller model first before validating technical feasibility with larger models). 8) Encouraging/pushing employees to use AI without real depth. Widespread rollout with limited education/lack of training for employees. 9) Telling your people that AI won’t impact jobs. 10) Overprotecting data + spend to the point of limited experimentation from your workforce. IT/Security blocking this or slow rolling it out (which is fair but bad for the speed in which this is moving). Culture doesn’t encourage AI use. 11) Not having places to go to ask questions / knowledge share. Whether that be a skills library, shared repo, or internal AI office hours. 12) Failing to solve the last mile. Everyone’s so focused on models, but successful applied AI is a complex last mile problem: governance, data, observability, context management, people, process, etc. 13) Shipping it and call it done. Lack of discipline to go beyond the shiny demo and ensure sustained adoption that meaningfully empowers teams. 14) Slop is tolerated. 15) No governed way to build for non-technical people. No Citizen SDLC to empower SMEs to build and share production apps. 16) Assuming AI transformation is the responsibility of one person within the org. 17) Run like an IT project. No senior exec actually owns injecting AI across the business, therefore initiatives stall and leave no lasting impact. There is no clear owner. 18) CEO is not a driving force. Leadership enforcement without the leaders actually knowing how or what to enforce. 19) Not getting the buy in of the “bad guys.” Bring Legal, Finance, and IT along for the ride early. 20) Not investing in / underestimating change management. Easy to get the folks who are excited on board, but it's a long process to make others feel comfortable. 21) Not measuring baselines before any adoption. What are the metrics pre-AI tool to post AI tool? No baseline = no roi story, and thinking that all AI usage is positive ROI without measuring usage/tying it to real outcomes fails the same way. 22) Inventing new KPIs for AI instead of focusing on having AI accelerate existing functional KPIs. 23) Reducing AI to headcount and being overly stringent on ROI too early into programs. 24) Being driven by FOMO and not having the patience to treat AI transformation as the multi-year migration it actually is. 25) Being married to past purchasing mistakes and not choosing the best technology at the moment. 26) Not anticipating the complexity of getting systems to work nicely together (a kind of scope creep as the reality blows up work required). 27) Not being agile enough to change course when the landscape changes drastically. 28) Locking in to a single provider ecosystem. 29) Not providing employees access to the underlying systems needed to make AI useful to take action, not just chat. 30) Underestimating how much of an impact AI can actually have. It is both a cooler and scarier time than ever before to be an incumbent. 31) Outsourcing thinking to AI - everyone can prompt, the differentiation is how you wield the tool to multiply the work you're doing. If you have good judgement you can do a lot more. If you don't, you end up wasting a lot of tokens spinning your wheels. 32) One functional department thinking they should own AI transformation. It treats AI as a vertical solution vs. horizontal capability that’s more than just technology. 33) Executing on AI initiatives before anchoring your work in a clear strategy that’s tied to business goals, a map of key processes, understanding of your technology and data reality, and clarity around how to meet your people where they are. 34) Not solving data permissioning and RBAC considerations before rolling out agentic tools firmwide. 35) Not giving people dedicated time to experiment or carving out time in their roles for it. 36) Not understanding how a business function ACTUALLY works before trying to apply AI. In someone’s head, the process for generating some end state dashboard is simple: systems generate the data, it gets consistently transformed and warehoused, then read into the dashboard that the VP sees. In reality, it’s a complete mess. 37) Neglecting internal evals to constantly test and evaluate how new models/harnesses perform company tasks on a $ per successful task basis. What's missing?
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Alexa Kilroy retweeted
We have 630 brands collectively spending $1.7M on ChatGPT Ads right now. Here's what the data from these early adopters tells us about the future of ChatGPT Ads (and what you need to do to be successful): [Bookmark this] 🧵
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Lactose free cheese is the actual password to unlocking my lizard brain
I am a cheese influencer now
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My mother inlaw asked me if I’d heard of Muse because I “work with Facebook.” Then she started telling me how cute and amazing it is and all the things it can do for her 😂 If Meta can turn my mother in law into an AI power user, the rest of Silicon Valley is absolutely fucked.
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Alexa Kilroy retweeted
When you attend, look to the floor at the start of each brand. There's a QR code for a Kith App Icon commemorating each brand partnership.
Kith's massive 1,849 pair archive will be on display from 9/25-27, and it's open to the public 👀 Full exhibit details >> buff.ly/qv9XHTs
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How long until Elmo starts posting about Muse
ELMO HAS AN IMPORTANT MESSAGE FOR EVERYBODY!!! 🎃 🍎 👻 🍂 FALL 🕯 IS 🍫 HERE!!! 🐈‍⬛ 🕸️ 🍭 🕷️
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