In Episode 102 of the Digital Velocity Podcast, Erik Martinez and Pat Barry have a candid conversation about one of the most common challenges businesses face with AI today: buying too many tools without a clear strategy. As AI capabilities explode, teams are overwhelmed by choices, and often mistake experimentation for progress.

Pat and Erik dig into why many organizations start with the question, "what tools do we need to buy?" instead of first defining the business problems they're trying to solve. As Pat explains, "Most clients that come to me start with what tools do we need to buy? My reaction is, let's see what you already have, because you might be able to accomplish a lot with what you've already got." The discussion reframes AI adoption around workflows, outcomes, and discipline—rather than novelty.

Listeners will learn:
• Why unchecked experimentation often leads to tool sprawl and wasted budget
• How to evaluate AI tools based on real business use cases and ROI
• Why existing platforms like Google Workspace and Microsoft often cover most needs
• How to balance team-level experimentation with organizational governance
• What questions leaders should ask before approving a new AI subscription

Throughout the episode, Erik emphasizes the importance of starting with the workflow, noting, "You've got to work on the use case. Which means you also need to understand the workflows, where it's going to be used." Together, they explore how most teams can handle the majority of their needs with core LLMs like ChatGPT, Gemini, or Claude—and when specialized tools actually make sense.

For marketers, operators, agency owners, and direct-to-consumer leaders, this episode offers a grounded framework for navigating the AI tool explosion without losing focus. The takeaway is clear: AI should make work more efficient and strategic—not more chaotic. Before buying the next shiny tool, make sure it ladders up to a real business goal.

In Episode 101 of the Digital Velocity Podcast, Erik Martinez is joined by Amber Goetz, founder of The Active Media, for a practical, no-fluff conversation about how SEO is really changing in 2026. With more than a decade of hands-on SEO experience, Amber shares what she's seeing in the data, what's no longer working, and where brands should focus their time and energy as AI reshapes how people search.

Amber explains that AI is changing SEO, but not replacing it. As she puts it, "AI is not replacing SEO by any means. I think it's reshaping it though." The conversation explores how Generative Engine Optimization (GEO), AI Overviews, and large language models are influencing search results—and why strong brand authority and consistency now matter more than chasing technical checklists or plugin scores.

Listeners will learn:
• Why brand voice and consistency across channels are becoming critical ranking factors
• What SEO tactics are becoming outdated—and which fundamentals still matter
• How citations, schema, and podcasts influence AI-powered search results
• Why human-led strategy paired with AI-driven efficiency is outperforming automation alone
• How local, national, and eCommerce brands can prepare for agentic shopping and reduced website traffic

Amber also breaks down how SEO needs to evolve inside organizations. She challenges teams to move away from siloed execution and toward shared ownership across content, development, PR, and social. As she notes, "Anyone can do SEO. I don't know if they can do it well, but they can." The difference, she explains, comes from pulling real expertise out of the business and turning it into content people—and AI systems—can trust.

For marketers, founders, and direct-to-consumer leaders, this episode offers a grounded roadmap for modern SEO—one rooted in clarity, original thinking, and brand authority. Instead of chasing every new trend, Amber's advice is clear: use AI to improve efficiency, stay focused on what makes your brand different, and build visibility where both people and AI are actually paying attention.

In Episode 100 of the Digital Velocity Podcast, Erik Martinez is joined by Pat Barry, President of AI Consulting Partners, for a forward-looking conversation on where artificial intelligence is headed as we move into 2026. After several years of experimentation, this episode focuses on what it looks like when AI shifts from novelty to something embedded in everyday business operations.

Pat brings more than two decades of experience in data science and AI, having worked with organizations like Discovery Channel, Google, and Fortune 100 brands including Unilever, McDonald's, and UnitedHealthcare.

Together, Erik and Pat discuss why 2026 will be defined less by new tools and more by automation, confidence, and real operational change. As Erik notes, "I think it's going to be the year of automation," and Pat describes how advanced organizations are already managing AI as a "digital employee" supported by agents and sub-agents.

Listeners will learn:
• Why automation and AI agents are becoming practical tools for daily business use
• How organizations are applying AI to improve communication, workflows, and clarity
• Why measuring AI success may shift away from traditional ROI models
• The risks of shadow AI and the need for clear training and policies
• What agentic shopping and AI-powered search could mean for marketers and brands

Throughout the conversation, Erik and Pat stress that progress with AI starts with intention. Pat cautions businesses to avoid rushing into tools and instead recommends experimenting within existing platforms and focusing on training. They also reinforce the importance of keeping a human in the loop to maintain quality and accountability.

For marketers, operators, and executives across industries this milestone episode offers a practical look at how AI adoption is evolving heading into 2026. The takeaway is clear: focus on real problems, build confidence with the Large-Language Model tools, and prepare for a future where automation supports, not replaces, human work.