AI is everywhere right now. It’s being sold as the magic solution to help businesses grow and scale. But here’s the truth: companies are struggling to keep up and actually make it work inside their organization.

From what tools to use to prompting best practices to training and measurement, it's a rapidly evolving landscape and the confusion is keeping leaders from unlocking AI’s real potential.

You don’t need more hype. You need a playbook — a practical, step-by-step look at how to take the systems and processes you already have and infuse AI in ways that truly move the needle.

That’s what this project — The AI-Native Attempt — is all about.

Why I’m Doing This

I’m Keith Moehring, founder of L2 Digital, where we build AI-powered automations for marketing and sales teams. But this series isn’t about L2 — it’s about my side hustle, PlayThru, a live scoring system for golf events.

PlayThru has been my passion project for over five years. It’s grown steadily through word of mouth and organic traffic, but over the past year, that growth has hit a wall. Google search — once my biggest traffic driver — is drying up fast.

And since PlayThru is a one-person operation, I don’t have the time or team to give it the attention it needs. I’ve got a business to run, a wife and two kids who come first, and only so many hours in the day.

So one night, while stressing over what to do, the idea hit me:
What if I rebuilt PlayThru as an AI-native company?

What if I could automate 85% of the workload across marketing, sales, operations, development, and customer service — and turn a $30,000-a-year side hustle into a $300,000-a-year business?

That’s the mission.

A Real-Time Case Study in Building an AI-Native Business

I’m not theorizing. I’m going to do this in real time — documenting every win, loss, and face-plant along the way.

The goal is to show other small business owners what it actually looks like to build an AI-native company from the inside out.

I’ll share:

• The exact automations I build (and give you templates to use)
• The processes behind the tools
• The systems that connect it all together

My hope is that this becomes a collaborative community. I want feedback, ideas, and input from other founders figuring this out too. If we can learn from each other — what works, what breaks, what’s worth the effort — we all move faster.

The Plan: Automate Every Core Function

I’ve already built a wishlist of every recurring task I handle at PlayThru — marketing campaigns, customer support, data management, product updates, content creation, and more.

The goal isn’t to automate one or two things. It’s to build systems — or “agents” — that work together to handle the heavy lifting across five key areas:

1. Marketing
2. Sales
3. Operations
4. Development
5. Customer Service

Each automation will be documented, tested, and prioritized based on impact and readiness — meaning how big of a difference it can make and how soon it can be implemented.

Humans Still Matter (A Lot)

Let me be clear: this isn’t about replacing people. In fact, my long-term goal is the opposite.

I believe the future belongs to AI-enabled teams — humans who work alongside automations to do their best, most creative, most strategic work. Where there’s AI, there still needs to be a human in the loop.

Automate everything, and you lose the thing that makes your business stand out: personality, creativity, and connection.

A Little About Me

To level-set: I’m a technical marketer and process nerd by trade. I’ve helped dozens of companies build scalable systems that combine automation and human judgment.

I love breaking work into repeatable steps. I’m inspired by people like Alex Hormozi, who make complex growth systems simple and actionable.

I’m technology agnostic (use whatever works), cheap as hell (ask my wife), and I prefer to build before I buy.

That’s why I’m not relying on the “AI features” big software companies are cramming into their tools. I want to control the process — to see, step by step, what the AI is doing and why.

That’s how you get better quality outputs — and real business impact.

The Real Goal

The purpose of this journey isn’t just to make PlayThru more profitable (though that would be nice). It’s to demonstrate how businesses can use AI to scale sustainably — without huge budgets, large teams, or complicated tech stacks.

If PlayThru grows along the way, awesome. If other leaders learn how to apply the same playbook to their own businesses, even better.

And if it all blows up in my face? Well, at least it’ll make for good content.

Join the Experiment

If you’re a business leader, startup founder, or just someone curious about how AI can actually make a difference — follow along.

I’ll be publishing every step on YouTube and through a newsletter, plus building a community where we can share automations, feedback, and lessons learned.

I don’t know if this will work. Odds are, I’ll fail publicly more than once. But it’s going to be real, transparent, and hopefully — useful.

In the next few episodes, I’ll walk through how to build an AI automation roadmap and explain what AI-powered “agents” really are — and why they’re the future of how businesses will actually use AI.

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