Why I bet the company on an infinite canvas (and not a chat box)
A short essay on graph-shaped problems, the limits of conversational UI, and the underrated act of seeing your work.
Every AI tool I've used in the last two years is a chat box. The chat box is a UI well-suited to questions, where the answer is a single thing and the conversation is the workflow.
Performance marketing is not that shape.
The work is graph-shaped.
Campaigns branch into platforms. Platforms branch into audiences. Audiences branch into creatives. Each leaf has performance metrics. The team needs to see the whole thing.
Chat compresses the graph into a thread.
The fundamental loss in chat-based AI is that you can't see the structure. You can't compare two branches side by side. You can't walk back to a prior state without scrolling.
So I bet on the canvas. I'm 18 months in. I'd bet again.
One short note when something ships, plus the occasional long essay. No clutter.