Question 1

What exactly is AI search?

Accepted Answer

GEO means Generative Engine Optimization. I use the plainer term AI search: reading what ChatGPT, Perplexity and Google AI Overview tell buyers a product or brand is for, then defining the path between that representation and the one the product wants.

Question 2

Do you only work on AI search?

Accepted Answer

No. I work across three practices, with equal weight: product work inside the team; building with AI inside the team; and AI search — what the engines say a product or brand is for.

Question 3

Who is this for?

Accepted Answer

Makers of connected products, products for movement and bodywork, and travel and hospitality — teams that want someone inside the team rather than a report from outside.

Question 4

How does it start?

Accepted Answer

A twenty-minute call, no prep. For AI search, bring three questions your buyers ask. For product or forward-deployed work, bring the part of the product that isn't working yet. The first piece of work is small, defined in that call, and priced on its own.

Question 5

What does the work look like from inside?

Accepted Answer

A seat in the team, in the team's codebase and rituals. Product work: a product to own and decisions made from what users do. Building with AI: agents, measurement harnesses and working code, built, instrumented and left running in the team that owns it. AI search: read the answers, name the representation the product has and the one it wants, build the path, read the answers again.

Question 6

What do you need from me?

Accepted Answer

Access to the team, the product and the people who own the code, and a decision-maker who will read what I hand back.

Question 7

Where are you based, and do you travel?

Accepted Answer

Remote across Europe, on European hours. I come on site when the work needs it — otherwise async and video, on your team's rhythm.

Question 8

How is change measured?

Accepted Answer

Before and after, under the same conditions, and I say what was not measured. I will not claim that a change will move a citation or a result, and I will not put a figure on your revenue.

Questions people actually ask.