Serhat Gürcü — A personal journal

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A PERSONAL JOURNALBRANDS, AI & A FEW OTHER THINGSSAY HELLO ↗

My Istanbul coffee cup in the garden on a sunny morning — 01 A moment away from the screen.Photography: Serhat Gürcü

A LITTLE NOTE FROM ME

Hello.
I’m Serhat.

Serhat Gürcü smiling, wearing glasses and a black sweater

I live in London, with Istanbul still close to my heart. Born in Eskişehir and raised in Karşıyaka, İzmir, I moved to Istanbul after university to build an agency. No resources, no network, no experience.

That was the start. Twenty years of building later, I’m focused on Adin.AI and Brand Memory—with my family, friends, Hank the cat and Reçel the dog along for the journey.

A little more about me ↗

GOOD TO HAVE YOU HERE.Serhat.

FEATURED ARTICLE · AI IN MARKETING

Brand Memory: AI Knows the World. Does It Know Your Brand?

Without memory, your brand starts every day from zero. And it will never be ready for AI.

Read the article ↗4 September 2026

Perspectives

Ideas I keep coming back to.

BRAND MEMORY · ESSAY

AI knows the world. Does it know your brand?

What a brand remembers, what it loses, and why that matters for AI.

Read the article

AI is changing marketing in a significant way. How can CMOs play an active role in this process?

AI & MARKETING · ESSAY

AI is changing marketing in a significant way. How can CMOs play an active role in this process?

AI is reshaping the CMO role through informed decision-making, personalized marketing, operational efficiency and intelligent media planning.

Read the article

Will Ad agencies die ❓

AGENCIES · ESSAY

Will agencies die?

Agencies will not die but transform: smaller teams, a shift toward principal media, the rise of in-house marketing, and agencies that sell systems rather than campaigns.

Read the article

Enterprise AI & Marketing

ENTERPRISE AI · ESSAY

Enterprise AI & Marketing

MIT’s State of AI in Business 2025 report: 40% of enterprises have adopted AI, and marketing and sales teams receive over half of all AI investment.

Read the article

AI for Marketing #2: What’s coming to marketing in the next 2 years

AI FOR MARKETING · ISSUE #2

What’s coming to marketing in the next 2 years

AI for Marketing, Issue #2: where marketing is headed in the next two years, what AI agents really are, and how to boost a personal brand with AI.

Read the article

From Campaigns to Business Value: How AI Will Transform Marketing?

What does AI change for the business?

A reading of BCG’s research through a brand leader’s lens.

Read the article

Read all essays & perspectives ↗

Brand stories

AI, in practice. People, in the picture.

Brand imagery · Vodafone, 2020

VODAFONE HOME INTERNET

Lower costs. Stronger engagement.

How AI-led media optimization helped Vodafone reduce CPM and CPV while improving video engagement.

41.3% lower CPM & CPV

Read the case on ADIN.AI

Brand imagery · Gigi Hadid for Superfluff, 2025

MAYBELLINE NEW YORK

Making brand awareness go further.

For its Superlock Brow Glue campaign, Maybelline reduced cost per ad recall by 71% compared with the company’s average.

71% lower cost per ad recall

Read the case on ADIN.AI

L’ORÉAL TÜRKİYE

Looking beyond the next campaign.

How L’Oréal Türkiye made AI part of a bigger vision.

Short reflection · Based on my original post

All brand stories ↗

C

The notebook

A little room
for the longer thought.

People with PauseAI and Pull the Plug banners at an AI protest in London — London, 28 February 2026.
Photo: organisers’ press archive, PauseAI UK / Pull the Plug.

WEEKEND READING · IN TURKISH

AI yarışı:
Kıyamet mi, bolluk mu?

Bir cumartesi sabahı, yapay zekâ ve önümüzdeki hayat üzerine birkaç not.

Yazıya göz at ↗12 September 2026 · The notebook · Türkçe

KEEP IN TOUCH

Always up for a good conversation.

Brands, AI or a simple hello ↗Speaking & interviews ↗For the work we do at Adin.AI ↗