I had a fascinating conversation with Martin Bertilsson, Founder and CEO of Aimsoo, ex Google Veteran, about the future of marketing, the open web, agentic commerce, and the profound disruption AI is bringing to search, advertising, and brand discovery.

Martin has an exceptional ability to look into the future — not through hype, but through data, systems thinking, and first-principles analysis. He connects macro shifts in technology with the second and third-order effects they create across business models, revenue streams, and the way companies compete.

The reality is simple: timeframes are collapsing.

What once took a decade is now unfolding in months.

Search is changing. Commerce is changing. Marketing is changing.

And many companies are still operating as if the old model will hold.

In our conversation we explore some of the most important ideas emerging right now:

Generative Engine Optimization (GEO) - How brands need to understand how AI models represent them.

Does your brand appear?
What does the model say?
And what will sit next to that answer?

Prompt → Answer → Commercial layer.

Or Agentic commerce - A world where autonomous agents are sent into the market to search, evaluate, negotiate and purchase on behalf of humans.

Which raises a new question:

How do we sell to AI agents?

What will the interface of commerce look like when the buyer is no longer a person, but a machine acting on their behalf?

We also discuss:

• What publishers can do in a zero-click world
• The emerging commerce layer between platforms like ChatGPT and Shopify
• Agent-to-Agent (A2A) ecosystems
• The rise of AdCP and machine-mediated advertising markets
• How 350 million SMEs remain visible when discovery shifts to AI systems
• AI Native Ads

One of the things I love about talking with Martin is how he uses simple metaphors to explain complex shifts. He has a rare ability to make the future feel both understandable and inevitable.

Honestly, I could listen to him all day.

If you’re a marketer, founder, operator, strategist, or executive, this isn’t just interesting.

It’s essential.

This conversation is a knowledge upgrade.

Follow Martin

Multipole.ai https://multipole.ai/

Aimsoo https://aimsoo.ai/

LinkedIn https://www.linkedin.com/in/martin-b-1195382/

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