AI keeps changing the rules and many marketing teams are playing catch up. Midst all the noise, what should we actually be paying attention to? Paid media got faster, smarter, and harder to own. Part I made the case for why that matters. Part II is about what you build instead. Part II covers owned and earned media, what they are, why AI has made them more valuable, and what it actually takes to build them into durable assets. Owned: The Assets Most Teams Are Letting Decay Ow