Hi, I'm Sohun.

I write about AI, social commerce, and the gap between the data brands collect and the work they actually do with it.

I've sat on three sides of the same table. As an operator inside a brand, I lived the version of this problem where the team is too small for the data. As a partner in an agency, I lived the version where the data exists but lives in someone else's account. As the founder of a software company, I lived the version where the data is technically perfect and still nobody acts on it.

That triangulation is most of what I do now. I look at a TikTok Shop, an affiliate program, a creator pipeline, and I can usually tell you within an hour where the signal is dying.

Most of the consulting happens at Clankers. This site is the writing, and the human behind it.