George Ryzhenko

I started in advertising in 1997, back when it was still offline: billboards, print, TV, radio. That is where I learned the one thing that still holds: advertising is neither creativity nor budget — it is understanding who buys and why. Everything else is tooling, and tooling changes every few years.

In 2010 Olesya and I moved online and started producing experts: psychologists, doctors, consultants, entrepreneurs — people who have the knowledge but no system to sell it. That work grew into Digital Experts. Since then we have been part of more than 350 projects with combined revenue above $20M: online schools, consulting practices, personal brands, B2B companies.

Today my work is what I call a marketing system: strategy, content, traffic, analytics and automation assembled into one machine that runs without manual steering. In recent years AI agents have become part of that machine — they write, calculate, verify and report. My job is to make sure the machine goes where the business needs it to, and to answer for every word it publishes.

In the blog I write about what I see at work: how marketing for expert businesses is built, where automation helps and where it breaks, and why there is still a human behind the agents. If a topic resonates, message me on Telegram — I read everything myself.