-Overheard in our team chat yesterday. If you’re anything like us, you’re figuring out new stuff you can do with AI every single day. And one particularly cool thing marketers can do that most could never dream of a year ago? Write code. Vibecoding has been a complete gamechanger for small business owners, agencies, and anyone who has an idea and a few hours. If you haven’t dipped your toes in yet, now is the perfect time to do so. But before you overhaul your entire website with Claude, read this first.

- Charlotte Ellis, Editor ♡

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We have to address it. The Timothee / opera / ballet situation. Because one way to tank your own brand sentiment is to sh*t on the forefathers of the industry that came before you. An artist, an actor, like Chalamet saying "no one cares" about two of the oldest performing art forms in history is… a choice.

People are asking, has he been hit with the urban legend of the "Kardashian Kurse"? Or did he simply just get too big for his boots? I’d be pretty cocky if I was as young, successful, and had that hot of a girlfriend too. Not that cocky though. Timothee went from "white boy of the year" to "who does this kid think he is?" in 0.5 seconds, proof that no one’s personal brand is safe in the secular age.

More disappointment awaits us; X removed their dark mode feature, and I’m big mad about it. I literally use dark mode for everything. Not just because it looks better, but also because I don’t need the bright white gates of hell obliterating my eyeballs every time I open my phone.

But, what do you expect from a platform that's been systematically dismantling every feature people actually like? Elon's decided it's gone, at least for now, with no real explanation beyond vague claims about "streamlining the experience.” Which makes no sense from a user perspective but probably ties into some larger plan to push people toward paid tiers or force engagement with features no one asked for. X continues to prove that user complaints don't actually influence decisions. They'll do whatever they want. People will complain. Some will leave. Most will stay. And the platform will continue its slow decline into whatever Elon wants it to be.

And Reddit continues to prove that it’s the only place left online where the real discourse happens. And right now, it’s all about laundry, specifically, a man who calls himself Kismai and his cult following around lipase. He’s singlehandedly changing the way people do laundry, and the reason the word “lipase” has become a topic of conversation across elder millennial group chats.

It started with a simple question: how do you get cheeseburger grease out of cotton? The answer, apparently, is lipase, which breaks down the fat molecules in oils and body secretions so they can actually dissolve in water instead of just getting redistributed around your clothes. The science isn't new. Enzymes have been used in detergent since 1913. But most people have no idea what's in their detergent or why it works. Now there's a whole movement of people hunting down lipase-based detergents, following Kismai's instructions, and posting before-and-after photos of clothes they thought were ruined. Peak Reddit shenanigans. 

-Sophie Randell, Writer

He recently rebuilt our entire website using AI vibecoding.

I’m talking: full rebrand, new site, done in a fraction of the time traditional development would take. And, according to Adweek, many major agencies are doing the same thing - building bespoke GEO tools, client platforms, even entire products using AI coding assistants.

One VP built their agency's first GEO monitoring platform in a single evening. An upgrade that layered in audience personas? Two hours.

This is absolutely wild.

Efficient? Yes. But my first question was: is it good? So, I wanted to break down what actually works about this and where the risks live. Because I’m sure there’s a few.

Vibecoding means using AI-powered coding assistants to build software without being a developer yourself. You describe what you need in natural language, the AI generates the code, and you refine through prompts until you get what you want.

Tools like Claude Code, Cursor, Lovable, and Replit are making this possible. You can literally build anything: landing pages, tools, entire platforms by essentially vibing with an AI about what you want until it materialises. No traditional coding required.

Speed is the obvious advantage.

What used to take weeks or months now happens in hours or days. Broadhead's VP built a competitive intelligence feature in two hours that would have required weeks of traditional development and multiple team members.

Control matters too.

Agencies building in-house rather than using off-the-shelf tools can tailor features for specific client needs. So, you're building exactly what you need for how your team works, instead of adapting to someone else’s platform.

Cost efficiency is real.

Havas has avoided signing enterprise agreements that can run into multiple millions annually by building their own tools. Smaller teams can compete with bigger budgets because AI handles the heavy lifting.

Iteration becomes natural.

When changes take two hours instead of two weeks, you can experiment way more. Test features, kill your darlings, evolve based on actual usage rather than being locked into whatever you built six months ago.

Democratisation of development means marketing teams aren't bottlenecked waiting for dev resources. If you can articulate what you need, you can potentially build it yourself.

Well, firstly, quality control becomes a real concern when non-developers are shipping code.

AI-generated code works, but does it work well? Is it secure? Is it maintainable? Will it scale? These questions obviously require developer expertise to answer.

Also, technical debt accumulates fast when you're moving at vibecoding speed.

Quick iterations mean you might be building on shaky foundations. Something that works fine for 100 users might collapse at 10,000. And security vulnerabilities you didn't know to look for might be sitting in your code.

The limitation of AI capabilities matters.

Vibecoding works great for standard use cases and common patterns. When you need something truly custom or complex, AI assistance hits walls. You end up needing actual developers anyway.

Brand consistency and design quality can also suffer when speed is prioritised over craft.

This is not the case for our rebrand. But I can’t help but wonder for others rebuilding company websites: does it feel as considered and cohesive as something a designer and developer collaborated on over weeks? Sometimes yes, sometimes... questionable.

Building internal tools, prototyping features, creating simple platforms - these are all viable use cases where speed and iteration matter more than perfection.

Agencies are proving this at scale. Havas rolled out their Brand Insights AI globally across 100 countries and 60+ languages. Supergood is using AI to deliver more software than documents. This isn't theoretical - it's happening and working for specific applications.

Developer oversight for security and quality. Proper testing before shipping to clients. Understanding that vibecoding is a tool for execution, but strategy and creative direction still require human expertise.

The future Supergood's founder predicts is probably right: everyone's making software now. In two years, agencies will deliver more software than documents. And Vibecoding is enabling that shift.

Maybe.

I know that’s not super helpful.

If you need something built quickly, have clear requirements, and can live with iterating as you go, vibecoding can work. If you're building internal tools or prototypes where speed matters more than polish, abso-freaking-lutely.

But if you're creating something customer-facing that represents your brand, represents months of strategy work, needs to scale, or requires deep technical complexity, I would proceed with caution. At minimum, get developer review of what AI generates. The agencies succeeding with this aren't just vibing blindly.

Yeah, it’s powerful. But like any tool, it works best when you know both its capabilities and its limits. Best you brush up x

-Sophie Randell, Writer

Whether you were the one panicking or the one causing the panic, no judgment. (Okay, maybe a little judgment.)

The audio comes from The Black Phone trailer, where The Grabber; played by THE Ethan Hawke, screams "HANG UP THE PHONE. NOW!" with a level of aggression that is, frankly, unmatched. Funnily enough, the scene didn't even make it into the actual movie. But the internet found it anyway and ran with it like their life depended on it.

People are using it for moments where they overhear something on a phone call that sends them into full emergency mode. Like hearing your grandma casually reading out her credit card number, or you in 20 years if you hear your daughter talking otp saying "I wish you lived closer", or even when the fast food place you prank called starts reading your number back to you.

Use the audio. Film yourself reacting to something you "overheard" on a call, and let that inner demon come out SCREAMING "Hang up the phone! NOW!" Put the context in your on-screen text.

A few ideas to get you started:

-abdel khalil, brand & marketing exec

😲WTF: Nepal elect a rapper
✨Daily inspo: Take that risk
🎧Soooo tingly: ASMR Galore
🍝What you should make for dinner tonight: Garlic Fried Rice with Glazed Peppery Steak Bites

Hey Priya,

You don't have to be the face of it at all. Plenty of brands have built massive audiences without a single founder on camera, and if it's genuinely not for you, you can put someone else in front of the lens. Another option is to have your team feature in your content. You can even use a character (just look at Duolingo).

That said, if the hesitation is more about nerves or insecurity than a genuine strategic reason, it might be worth pushing through. Founder-led content tends to build trust faster because people connect with people. But there's no rule that says it has to be you. It can be anyone, as long as the person showing up does so consistently and brings some kind of personality to your brand.

- Charlotte Ellis, Editor ♡

We get it. Creating content that does numbers is harder than it looks. But doing those big numbers is the fastest way to grow your brand. So if you’re tired of throwing sh*t at the wall and seeing what sticks, you’re in luck. Because making our clients go viral is kinda what we do every single day.