When a company announces today that it is focusing on AI, it often sounds like it has decided to start anew. A new direction. A new identity. A new story. At ui42, we see it differently.
In 29 years, we have gone through dozens of technological changes. From the first websites, through SEO, e-commerce, and performance marketing to today's generation of artificial intelligence. Each of them changed the way we work. However, none of them changed why we exist.
Helping clients make better decisions, achieve better results, and grow in the long term. That is our role, and that is why we are building FLUIDUM today. Not because we want to replace what works. Quite the opposite.
FLUIDUM did not emerge despite 29 years of experience. It emerged precisely because of them. It was born from thousands of projects, hundreds of clients, and experiences we have gathered in marketing, analytics, development, UX, and e-commerce over nearly three decades.
Today, we are transforming the best of this know-how into AI agents. Not to replace our people. But so that our people can deliver even better results to clients.
What doesn't change
Client service remains. We continue to build complex B2C and B2B e-shops. We continue to manage marketing campaigns. We continue to develop BUXUS. We continue to help brands grow.
We are not moving away from what we have been doing so far. Quite the opposite. We believe that AI allows us to do these things better than ever before. Not because people are suddenly less important. But because the digital world is too complex today to be effectively managed by human capacity alone.
Why FLUIDUM was created
For the past two years, we have been hearing the same request in conversations with clients: "We want to grow more efficiently." And today, it's not enough to know how much a company spent on Google Ads and how much it earned. We need to understand complex relationships in such volume and frequency that the human brain cannot effectively evaluate. What customers came. Whether they return. What is their long-term value. What percentage of orders are returned. Whether marketing builds the brand or just delivers short-term results.
That's why we are developing FLUIDUM.
A system of specialized AI agents that connect marketing, analytical, and business data into one whole.
Today, they can work with data from Google Analytics 4, Google Ads, Search Console, and other systems. They look for connections, identify problems, and highlight opportunities that might go unnoticed in regular work.
In one of the first deployments, for example, the agent identified a growing problem in the client's checkout process. The total number of orders was growing, so the problem was not immediately visible. However, the agent revealed a significant increase in users leaving the purchase process at the step of selecting shipping and payment, identified the breaking point, and quantified the potential impact on revenue.
Such situations are precisely why we see AI as an additional layer of quality over the services we provide to clients.
AI as an additional layer of quality
Many companies today communicate AI through efficiency. We see it a little differently. The biggest problem with digital is not speed. It is complexity.
With the growing number of data, systems, campaigns, and decisions, the likelihood that something important will go unnoticed also increases. That's why we started building our own AI agents. Not as a replacement for experts. But as another pair of eyes that is never tired and can constantly check things that a person simply does not have the capacity for. This philosophy has been part of our view of AI from the beginning - technology should enhance the quality of decisions, not replace human judgment.
A completely new department was created at ui42
When we were deciding where ui42 would head in the coming years, it was clear to us that AI would not just be another technological topic. It would be one of the most important.
That's why Viktor Doletina is moving from the position of COO to the role of Head of AI after five years. During his tenure, he helped set up the company's operations, processes, pricing, and management style on which ui42 stands today. Now he is focusing his attention on the next chapter.
On building AI agents, AI transformation of clients, and the development of FLUIDUM. It is also a clear signal of how seriously we take this topic.
"The pace of technological changes today cannot be stopped by anyone. You can resist it, or you can adapt to it. We decided to change the agency from within, and FLUIDUM is the first tangible result. Not a marketing promise, but a product that already helps clients make better decisions."
Viktor Doletina, Head of AI ui42
"ui42 understands code, marketing, creativity, and performance. For years, we have been building products and campaigns with our clients and can clearly see where they are losing money. We have put all this know-how into FLUIDUM and are opening it to the first 30 companies. We are excited to be making this transformation together with clients, not instead of them, and that Viktor is at the forefront of the new era."
Andrej Kajan, CEO ui42
We want to preserve the good. We want to improve the rest.
We believe the future does not belong to companies that replace people with technology. It belongs to those who can combine the best of human experience with the best of artificial intelligence.
And that is why ui42 is embarking on the next chapter of its story after 29 years.
