MC Pao. Anatomy of an attention heist.
Public figures RETBA AI case studyAn heir walked away from a €2.7bn hospital empire, bought France's attention without selling a thing, and turned Booba's own weapons against him.
Read the case studyStrategic Analysis
Dispatches from the frontlines of the information war.
Doppelgänger. The day Le Monde had a double.
Counter-interference RETBA AI case studySince 2022, a Russian apparatus of industrial scale has been manufacturing perfect clones of major Western media and circulating them through advertising and networks of accounts. No documented impersonation of the press has reached this magnitude. It concerns states first; it should worry families just as much.
Read the case studyAndrew Tate. How an audience becomes an electorate.
Doctrine RETBA AI case studyA kickboxer banned from every major platform in 2022 remained, among Western teenagers, a voice better identified than their own governments’, before weighing on elections on both sides of the Atlantic. What his distribution machine teaches states and campaigns goes far beyond his case.
Read the case studyMbappé and a senator. Anatomy of a perfect response.
Public figures RETBA AI case studyAn elected official insults the captain of France in the middle of a World Cup. Seventy-two hours later, she has deleted everything, apologised in two languages and become the subject of a criminal investigation in Paris; her own country’s Senate and foreign ministry have disavowed her. He published two sentences. A study, on open sources, of a contest settled without a single error.
Read the case studyMorocco. Hostility as proof of success.
States RETBA AI case studyAfrica’s first destination, co-host of the 2030 World Cup, Morocco absorbs with every victory a wave of online hostility of rare violence in the French-speaking world. This study, built on open sources, shows why none of it slows the trajectory: the position was built before the blows, over twenty years.
Read the case studyCognitive Sovereignty is Dead: Why the Reality Kill Switch is the Only Strategy Left
Information WarfareThe belief that truth protects itself is the West's most dangerous delusion. While we build Maginot Lines of fact-checkers our adversaries are rewriting the source code of our culture. This analysis exposes the mathematical impossibility of defensive information warfare. It argues that to survive the 21st century we must stop trying to debunk lies and start engineering reality.
Read Full Analysis on SubstackThe Evolution of Cognitive Warfare
Information WarfareThe Clausewitzian era is dead. We have transitioned from kinetic warfare to pure cognitive combat where the battlefield is the human mind. This analysis explores how modern adversaries hack the OODA loop at the orientation phase to neutralize nations without firing a shot.
Read Full Analysis on SubstackAFCON Morocco 2025: Chronicle of a Foretold Information War
Strategic CommunicationsAn analysis of the narrative warfare dynamics surrounding the Africa Cup of Nations 2025 in Morocco. How sovereign nations leverage sporting events as theaters for cognitive dominance and soft power projection.
Read Full Analysis on Substack