AI strategy, field reports and visibility in AI search — the arocom GmbH blog. Human centered. AI first. https://www.arocom.de/en/blog en Mon, 15 Jun 2026 11:53:30 GMT The EU AI Act is here, and most mid-sized companies are far less affected than the headlines suggest. One question decides almost everything: are you a provider or a deployer of an AI system? This guide sorts out the duties, with a view to the timeline through 2027. https://www.arocom.de/en/blog/eu-ai-act-smes https://www.arocom.de/en/blog/eu-ai-act-smes Axel Roth Sat, 13 Jun 2026 00:00:00 GMT AI produces text, layouts and code in minutes today. That makes an old question more important, not less: are we even building the right thing? Empathy maps are a simple tool for aligning digital projects with real user needs before the first budget is spent. https://www.arocom.de/en/blog/empathy-maps-understand-users https://www.arocom.de/en/blog/empathy-maps-understand-users Laura Murgia Fri, 12 Jun 2026 00:00:00 GMT Third-party cookies are gone, and consent banners cost both data and trust. That is why we moved our web analytics to Umami: cookieless, self-hosted, no banner. A comparison of the common tracking tools from the perspective of a mid-sized website operator, as of 2026. https://www.arocom.de/en/blog/cookieless-tracking-umami https://www.arocom.de/en/blog/cookieless-tracking-umami Laura Murgia Wed, 10 Jun 2026 00:00:00 GMT In AI meetings, knowing the vocabulary often decides who shapes the outcome. This guide explains the ten terms you will encounter in proposals, pitches and strategy papers in 2026: what they mean, what they cost and which question you should ask about each one. https://www.arocom.de/en/blog/ai-terms-for-decision-makers https://www.arocom.de/en/blog/ai-terms-for-decision-makers Axel Roth Fri, 05 Jun 2026 00:00:00 GMT For us, "AI first" does not mean replacing people with AI. It means we check every task first to see whether AI can do it better, faster or more thoroughly. Responsibility and judgement stay with people. This article describes what that means in practice. https://www.arocom.de/en/blog/human-centered-ai-first https://www.arocom.de/en/blog/human-centered-ai-first Axel Roth Tue, 02 Jun 2026 00:00:00 GMT Web projects rarely fail because of the technology. They fail because of unclear budgets, missing decision-makers and the time after launch. Five mistakes we have seen again and again since 2012, and what has changed about them since AI entered project work. https://www.arocom.de/en/blog/why-web-projects-fail https://www.arocom.de/en/blog/why-web-projects-fail Axel Roth Thu, 28 May 2026 00:00:00 GMT Visitors coming from ChatGPT, Perplexity or Google AI Overviews show up as "Direct" in many statistics and stay invisible. Yet they are the fastest-growing source of qualified inquiries. Here is how to make AI referrals visible and read the numbers correctly. https://www.arocom.de/en/blog/measuring-ai-referrals https://www.arocom.de/en/blog/measuring-ai-referrals Laura Murgia Wed, 20 May 2026 00:00:00 GMT 2024 was for experimenting, 2025 for piloting. 2026 separates the companies that bring AI into running processes from those stuck in the demo loop. A roadmap for mid-sized companies: four steps, typical dead ends, and the role your own website plays in it. https://www.arocom.de/en/blog/ai-strategy-smes https://www.arocom.de/en/blog/ai-strategy-smes Axel Roth Tue, 12 May 2026 00:00:00 GMT Subscribe to a ready-made AI tool or have your own solution built? The question decides years of costs and dependencies. A decision guide with four criteria and the three hybrid approaches that win most often in practice. https://www.arocom.de/en/blog/make-or-buy-ai https://www.arocom.de/en/blog/make-or-buy-ai Axel Roth Tue, 28 Apr 2026 00:00:00 GMT In our projects, editorial teams spend up to a third of their time on tasks that are not editorial decisions: metadata, teaser variants, alt texts, raw translation drafts. A field report on how we delegate such tasks to AI in Drupal 11 and where the line runs. https://www.arocom.de/en/blog/drupal-ai-content-workflows https://www.arocom.de/en/blog/drupal-ai-content-workflows Axel Roth Tue, 21 Apr 2026 00:00:00 GMT An SEO audit used to mean two weeks of grunt work: crawling, building spreadsheets, typing up findings. Today a tool pipeline handles the data work in minutes. What that has really changed about our work, and what clients get out of it. A report from our workshop. https://www.arocom.de/en/blog/seo-audits-human-plus-pipeline https://www.arocom.de/en/blog/seo-audits-human-plus-pipeline Laura Murgia Wed, 15 Apr 2026 00:00:00 GMT In our consulting practice we see it more and more: buying decisions no longer start with ten blue links but with an AI answer. If you are not cited there, you do not exist, even with a number one position in the classic ranking. What changes with GEO compared to SEO, what stays the same, and where to start. https://www.arocom.de/en/blog/geo-visibility-ai-search https://www.arocom.de/en/blog/geo-visibility-ai-search Laura Murgia Mon, 30 Mar 2026 00:00:00 GMT One year of BFSG obligations for private companies: some ticked off checklists. Others understood that accessibility is a quality feature that helps all users, and AI search along the way. Learnings from our accessibility projects of the past year. https://www.arocom.de/en/blog/bfsg-accessibility-practice https://www.arocom.de/en/blog/bfsg-accessibility-practice Axel Roth Tue, 17 Feb 2026 00:00:00 GMT We advise companies on AI, so we show how we use it ourselves: in development, content work, SEO analysis and on our own website. A workshop report with numbers, failures and the things we abolished again. https://www.arocom.de/en/blog/ai-in-agency-work https://www.arocom.de/en/blog/ai-in-agency-work Axel Roth Tue, 20 Jan 2026 00:00:00 GMT