If 2025 felt like a constant, high-pitched ringing in your ears, you aren't alone. We call it "Digital Tinnitus", the exhausting result of two years of AI hype, "pivot or die" mandates, and confident mediocrity. In this 2025 finale, let's shut off the noise. We look back at why "Fatigue" was the word of the year, and why the crash of the hype cycle is actually the best news for serious professionals. Sani breaks down why Deep Work is the only antidote to the chaos and reveals the massiv...

The ground beneath the digital marketing industry is shifting. For decades, the mantra was simple: optimize for traffic, measure clicks, and track conversions. But with the rise of Generative AI, Large Language Models (LLMs), and Answer Engines, that rulebook is obsolete. In this powerful episode, I sit down with Joe Doveton to discuss the urgent reality facing every brand that relies on web traffic. We dive into the phenomenon Joe calls the "Crocodile Mouth", the unsettling visual trend wher...

There is a new user on the internet. It doesn't have eyes, it reads code, and it has zero tolerance for bad UX. In this episode, I sit down with Jes Scholz (SEO Futurist & Marketing Consultant) to discuss the "Great Correction" coming to our industry. We talk about why a decade of obsessing over short-term metrics has "corrupted" brand marketing, and why AI is finally forcing us to fix the fundamentals we’ve ignored for too long. Jes explains why AI agents are abandoning websites with mes...

The promise is irresistible: generate anything you want, instantly, with zero effort. We’ve been told that AI is the great democratizer, but in this episode, we argue it’s actually the most catastrophic lie of the digital age. The truth is, this endless supply of cheap, fast content is fundamentally destroying value and driving the collapse of the internet as we know it. We're not seeing liberation; we're seeing an intellectual lazy river that's turning the web into a toxic digital swamp. In ...

As the world rushes to adopt AI, what if the most future-proof skill isn't mastering the machine, but mastering human connection? In this episode, Sani sits down with Brent Csutoras, a true OG of the internet who has been a core member of the Reddit community since 2006. Brent argues that the unfiltered, honest, and often chaotic conversations happening on Reddit, a platform he calls "the real world online", provide the ultimate blueprint for the future of brand building. So many brands fail ...

What do you do when you feel like you've swallowed an elephant? For Bryan Eisenberg, a pioneer of Conversion Rate Optimization (CRO), that feeling was both a personal crisis and the inspiration for his new book. In this deep and insightful conversation, Bryan takes us on a journey through his 30-year career, from the earliest days of the internet to the current age of AI. He reveals the one-word secret that has guided his success with brands like Google and Disney: Empathy. Bryan explains why...

Welcome to No Hacks, the podcast that cuts through the noise to reveal the truth about the future of work and the impact of AI. In this episode, we're taking a look into the phenomenon of "vibe coding" – the idea that you can simply describe an app to an AI and have it magically built. Is Vibe Coding the shortcut to tech success, or just another false promise? Sani argues that the hype around pure vibe coding mirrors the deceptive playbook of dropshipping gurus: selling a dream that ultimatel...

The world of work is changing faster than ever, and AI is leading the charge. What does this mean for industries like SEO, marketing, and content? And more importantly, what does it mean for your career? In this episode of No Hacks, I’m joined by Olga Andrienko, a marketing leader who transitioned from VP of Brand Marketing into AI operations. Her journey is the perfect case study for how professionals can adapt when the ground shifts under their feet. We start with Olga’s “lightning bolt mom...

In this emergency solo episode I walk you through #ChatGate, the discovery that thousands of “shared” ChatGPT conversations are now fully searchable on Google. We de-mystify the site: operator, trace the unusual timeline that puts OpenAI, Google Cloud and Microsoft on a collision course, and explain why some marketers cheer while privacy advocates panic. Most importantly, you’ll learn how to check whether your chats are exposed and what to do next. Key Takeaways Shared ChatGPT lin...

What does life look like when search engines, junior tech jobs, and even human therapists start losing ground to generative AI? In this lightning-charged round-table, host Sani sits down with experimentation legends Erin Weigel and Lukas Vermeer to test-drive a future that’s already creeping into the present. In this episode you’ll hear: “RIP Google SERPs?”. Lukas explains why he’s stopped opening SERPs and lets ChatGPT do the leg-work instead, and what that means for SEO as a profession...

Why don’t users do what they say they’ll do? Why does great UX still fail sometimes? And what do the world’s top companies know about behavior that most of us miss? In this episode, Sani sits down with Katie Dove, behavioral designer at Irrational Labs, to break down the Three B Framework, a powerful behavioral design tool used by teams at Google, YouTube, and Duolingo. They unpack how context shapes decisions, why psychological friction is often invisible, and what it really takes to drive e...

What separates email campaigns that convert from those that get ignored? It all comes down to understanding your customers, deeply. In this episode, Sani welcomes back Omar Lovert for a masterclass on customer-centric email marketing. Together, they unpack why AI can’t replace real customer insight, how to use RFM segmentation to identify your most valuable users, and the frameworks that top-performing brands use to map the customer journey and boost lifetime value. From tactical tips on opti...

Heads-up: I use some salty language. Nothing hateful, just passionate about this topic. Skip if that’s not your vibe. It’s 2 AM, your side-project just went viral, and the signup flow is on fire. Do you keep “vibe-coding” blind prompts, or step up as the conductor who actually knows the score? In this first-ever solo episode, I unpack why “anyone can code with AI” is 2025’s biggest myth and show you how to turn large language models into the ultimate co-pilot instead of a ticking time-bomb. K...

In this episode, Sani sits down with Matt Gershoff, CEO and Co-founder of Conductrics, to talk about how being intentional, not just fast, leads to better experimentation, better customer relationships, and better outcomes. Matt shares the wild story of how a machine learning summer school (and donkeys in pajamas!) helped spark Conductrics. They unpack why "just in case" data collection is broken, why data minimalism matters now more than ever, and how companies should rethink experimentation...

Is content marketing finally dead? In this no-BS conversation, I’m joined by digital strategist Jono Alderson to unpack the new reality of SEO, content, and how Google’s evolution is leaving traditional marketing behind. Jono explains why so much content is now obsolete, how search is changing with AI, and why the only real path forward is to be more human, more trustworthy, and more brand-driven than ever before. 🔥 What We Talk About: 00:00 – Is content marketing dead? Jono kicks off with a ...

In this episode of No Hacks, host Sani is joined by technical SEO strategist Anne Berlin to explore one of the most disturbing and fascinating topics on the web today: the Dead Internet Theory. Is most of what we see online actually created by bots, for bots? What happens when the web becomes a wasteland of AI-generated slop and abandoned digital ruins? Anne draws on her extensive experience analyzing crawl logs, server stats, and digital infrastructure to reveal how bot traffic is outpacing ...

Growth doesn’t have to mean being everywhere at once or chasing every shiny new tactic. In this episode of No Hacks, I talk with Ward van Gasteren — one of Europe’s first growth hackers — about how to grow smarter, not louder. Ward shares his go-to method for helping early-stage startups: the 1-1-1 Framework — one audience, one channel, one message. We dig into how founders and product teams can stop spreading themselves too thin, avoid early-stage overwhelm, and finally find traction through...

In this episode, senior experimentation specialist Sam Barber joins me to unpack what it really takes to drive change through digital experimentation. Spoiler: it’s not just about tests and tools, it’s about people. They explore how to build a solid support network inside any organization, how to win over skeptics, and why shouting (strategically) about your wins might just be your best move. Topics Covered: Why experimentation needs internal alliesHow to communicate value beyond test results...

You’ve probably heard “go-to-market” thrown around like it’s just a product launch. But it’s way more than that — and today’s guest breaks it all down with clarity, energy, and zero fluff. In this episode, I sit down with Maja Voje, an internationally recognized go-to-market strategist who’s worked with over 750 companies, including global giants like Google, Bayer, and Rocket Internet. We unpack what makes GTM actually work, why focus beats scale, how to find your earliest adopters, and how ...

Google Analytics shows you what users do — but it can’t tell you why. In this episode, Daniël Granja Baltazar explains how qualitative research reveals the story behind the numbers, helping marketers improve conversion, fix broken journeys, and build better customer experiences. With real examples from his work at Vodafone Business, Daniël shares how interviews, mini surveys, and sales-marketing collaboration uncover insights that dashboards miss. Whether you’re running experiments, building ...