The PPC Summit · Lisbon · 24 September 2026

What do you charge for when the work is free?

Thanks for being in the room. Here's what I promised: the slides, the map, and a brain of your own to start on.

/logout  ·  Mike Rhodes, Ads2AI
A yellow Lisbon tram on a steep cobbled street, the river behind it.
One

The slides

All 49 slides, as shown on stage, one per page. The build animations and my speaker notes aren't in it; the words and pictures are.

Download the slides (PDF, 16 MB)
Two

The map

Six levels of working with AI, with trust as the through-line. Each level is a piece of work you've handed over, not a rank for you. The talk assumed you're at level four.

The map: six ascending steps labelled Basic Tasks, Context, Skills, Systems, Runs Without You and Self-Improving, with a You Are Here marker on Systems.
  1. 1Basic tasks · your expertise, one job at a time
  2. 2Context · written down, so you stop re-explaining yourself
  3. 3Skills · repeatable tasks that run the same way every time
  4. 4Systems · wired together. This is the brain. You are here.
  5. 5Runs without you · proactive. It brings things to you before you ask.
  6. 6Self-improving · it gets better while you sleep
  7. 7Helping other humans · the bonus level. Take them on the same journey.
Download the map (PNG) PDF version
Three

Your own brain

A brain is an AI that already knows your business, because your business is written down for it. That's the thing the talk was about: the context, the skills and the system that make the work yours.

Build yours, free

Type in your website address. About a minute later you have a starter brain that has read your site and worked out what you do, who you serve and how you sound. Fix what it got wrong, then keep adding.

Build my brain

What is a brain?

The guided tour. Inputs arrive, work gets triggered and done, you approve it or send it back, and the finished work goes out. Scroll and the map is explained one piece at a time.

Take the tour
By next Friday

Three things to do

  1. Give it context & skills
  2. Wire up YOUR system
  3. Let it run, and improve itself
Don't hand it more because the technology can do more. Hand it more when you've built the thing that lets you trust it with that one job. You set the pace, not the model.
If you'd like company on the climb

Ads2AI: the membership built around the brain

Everything on this page came out of my own brain, the one that runs my business. The membership is where you build yours, with me and a few hundred owners and marketers doing the same thing. You're not starting from a blank folder: you get the skills and context I use, and they keep coming every month.

€799a year, one person. Team and Scout seat options are on the site.
Join Ads2AI See everything included