Florian Michael Fischer
AI in marketing, Agentic Commerce, performance marketing. From practice.
An Evolution of Performance Marketing
What performance marketing really looked like in 2008, and what it has to do with craft.
Smart Bidding, Performance Max, and the question nobody actually asked.
Why the ROAS drop in week 12 is not an AI problem, and what that reveals about Agentic AI.
Cavafy, AGI timelines and three questions that belong on the table now.
Guest Commentaries
Before you buy another AI tool, name the work that should leave your desk for good.
Who sets the goals when the machine does the work.
When everyone has the same AI, who is left to stand out? Raja Rajamannar calls it a “massive Sea of Sameness”. The data shows where the value is…
Suleyman says: in 18 months AI will do most white-collar jobs. Bloomberg says: that is marketing rhetoric. Both are measuring the wrong thing, Bloomberg in a way…
The EU AI Act, Agentic Commerce and why performance agencies hold a structural advantage they often underestimate.
“Agentic AI” is the most-used buzzword in performance marketing in 2026, and it is mostly used wrongly. That is not a difference in meaning. It…
On new buying processes and Agentic Commerce: a guest commentary in medianet.
Guest commentary in horizont.at on the reality of being a Chief AI Officer beyond conferences and theory.
Since February 2016 Google has stopped showing ads in the right-hand column. What that means for SEA and SEO in concrete terms, and why keeping calm is the…
We don’t stop at clicks. We build for agents.
We don’t chase attention. We earn recommendation.
We don’t sell products. We enable decisions.
— Florian Michael Fischer · The Agentic Manifest