One curiosity, pointed at many subjects — how search engines think, how markets breathe, how machines learn, how families build. Husband. Father. Investor. SVP of Search at Razorfish.
Most people pick a lane.
I picked a method — and ran it through every lane that mattered.
Nineteen-plus years building search strategy for major brands — from the first paid-search auctions to answer engines that buy on your behalf.
Price action over prediction. I study how markets move from low to low, manage my family's capital, and wait for the declines everyone else runs from.
I build with AI daily — research pipelines, analysis engines, agentic systems. Not as a spectator of the technology, but as a heavy operator of it.
Husband and father first. The real portfolio is the next generation — and they're being taught everything on this page.
As SVP of Search at Razorfish, I lead national search strategy for major brands and write publicly about where AI is taking the discipline — agentic shopping, zero-click answers, and visibility inside the engines themselves.
Google search revenue grew 19% with query volume at all-time highs. AI isn't replacing search — consumers are layering new discovery on top of it.
Essay Razorfish Perspectives · Mar 2026Winning in AI answers takes more than GEO — it takes a coherent brand narrative across owned and third-party ecosystems that AI systems can trust.
Guide Razorfish PerspectivesAI agents can now search, compare, and buy from a single prompt. Agents reward clarity, reliability, and relevance — brands built for them will win.
Essay Razorfish PerspectivesAI agents now select brands upstream, before the consumer ever sees a result — the attribution gap modern marketers have to solve.
Essay Razorfish PerspectivesTraffic is down and AI Overviews are taking over — but high-value intent is getting sharper. Brands that own the answers will win.
Series Razorfish PerspectivesAI search visibility as a leading indicator — where a brand is strong in AI answers, and where the gaps are, predicts performance everywhere else.
Playbook Razorfish PerspectivesHow Google is rebuilding the advertiser toolkit for an AI-first ecosystem — more real-time insight and control at every stage of the funnel.
Analysis Razorfish PerspectivesHow large language models and AI-powered engines reshaped the search landscape for brands — written as it began.
EssayThe through-line: I joined search when it was a spreadsheet discipline and stayed for its reinvention as an AI one. Same auction theory, same intent data — new machines reading it.
Off the clock I'm an investor and student of price. I manage my family's capital with a cycles framework — measuring markets from low to low, across timeframes, with the patience to act only when the structure confirms.
A cycle is measured from one major low to the next: advance, peak, decline, low. Knowing where you are in that sequence matters more than any forecast.
Daily, weekly, and multi-year cycles are read together. A daily signal means one thing inside a rising yearly cycle and the opposite inside a failing one — context decides.
A low isn't a low until price proves it. I act on confirmation, not anticipation — strict structural rules that take the ego out of the trade.
The best entries in market history were moments of maximum discomfort. The framework exists to make meaningful selloffs buyable — with sizing and stops decided in advance.
The macro layer: cycles set the timing; the world sets the weather. I keep a running read on rates, liquidity, and the geopolitical tape — because the same low behaves differently depending on the regime it forms in. Essays on both are coming to this site.
This site is the canonical home for my writing. Pieces appear here first, then travel to LinkedIn and elsewhere. Alongside the search essays, I'm bringing my market letters — the cycles methodology and the gold and silver studies — home to this site.
I'm Amos Ductan — a husband and father in New York, a Milken Scholar (Class of 2002), and a Yale graduate (B.A. Psychology, 2006). The psychology degree turned out to be the most practical thing I ever studied: search is human intent at scale, markets are human emotion at scale, and AI is now a mirror held up to both.
Professionally I've spent nearly two decades at Razorfish, where I serve as SVP of Search — long enough to have watched the discipline reinvent itself three times, and to be genuinely useful in the current reinvention, the AI one.
Personally, the same analytical habit runs through everything: the markets I study nightly, the systems I build with AI, and the slow, deliberate project of teaching my family how capital works. I speak English, Spanish, and Haitian Creole — and I believe range is something you practice, not something you claim.