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

The brand files

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.

Editorial draft · Based on my original post

All brand stories ↗

On my mind

Ideas I keep coming back to.

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

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

Serhat Gürcü smiling, wearing glasses and a black sweater

BUILDING THINGS · FIELD NOTE

I’m not a technical founder. But I’m building.

I knew the market and the problem. Building something myself changed the conversation.

Read on LinkedIn

AI for Marketing – Issue #4: No more AI FOMO

AI FOR MARKETING · ISSUE #4

No more AI FOMO

AI is here to stay. Now it’s time to use it in ways that make marketing smarter, not louder.

How CMOs Can Stay Ahead During a Recession

AI & MARKETING · CMO GUIDE

How CMOs Can Stay Ahead During a Recession

Efficiency, budget control and an action plan for marketing leaders.

Read the article

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 · Archive preview

All essays & perspectives ↗

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 ↗