Teardowns

Editorial illustration of a small five-figure team producing a wide, sweeping wave of distinct content shapes that dwarfs a much larger but slow-moving group on the opposite side

Liquid Death’s Playbook Is the Manual for AI-Native Marketing (A Teardown)

April 26, 2026

Liquid Death’s in-house creative team is five people. They’ve built a $1.4B brand and shipped an $800 AI ad that beat 75% of water-category commercials. A teardown of the playbook every lean AI-native team should be studying.

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Editorial illustration of a social media lead at a desk, with AI-powered research feeds flowing in from the sides while they write the actual content themselves by hand

How Duolingo Actually Uses AI for Social Media (A Teardown)

April 23, 2026

Duolingo’s social team uses AI — but not the way most brands assume. A teardown of what they actually automate, what they keep human, and what lean teams can steal from the pattern.

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