Insights
Field notes from the work.
Pragmatic dispatches on AI, software engineering, and the unglamorous work that turns ads and leads into customers.
Who should own your ad accounts
An ad account holds years of spend, tracking and audiences. It belongs in the client's name, with the agency invited in, not the other way round.
Faiz HashmiOct 17, 2026
More writing.
The first hour of a lead
A lead is worth the most the moment it arrives. The research has been public since 2011, and most businesses still answer too late.
Faiz HashmiOct 17, 2026
Tell the ad platforms who became a customer
Google and Meta learn from whatever you report as a result. If all they ever hear about is form fills, they will find you more form fills.
Faiz HashmiOct 17, 2026
An AI employee that asks first
Autonomy is easy to demo and dangerous to run. The design decision that matters most in an AI employee is where it stops and asks.
Faiz HashmiOct 2, 2026
Boring on purpose
Most software does not fail at launch. It fails in the second year, when the interesting people have left and the unglamorous stack has to be run by everyone else.
Faiz HashmiSep 25, 2026
Your data, kept apart
Multi-tenancy is not a feature you can add later. It is a property of the database, and either it is true where the query runs or it is not true at all.
Faiz HashmiSep 18, 2026
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