Search is no longer just about keywords and blue links. It is about conversations, recommendations, and trust built across platforms. Few people understand this shift as deeply as Ema Fulga, the founder of decipher., an AI search optimisation agency helping brands stay visible in a world increasingly shaped by tools like ChatGPT, Perplexity, and AI Overviews.
Ema’s journey into AI powered search was not accidental. After completing her master’s degree in Barcelona, she spent several years in digital marketing before moving into copywriting and content strategy. What fascinated her most was not just what brands said, but how audiences discovered and trusted them. That curiosity naturally led her to the evolving world of AI search, where discovery is driven by context, authority, and consistent narratives rather than just rankings.
In April 2024, Ema founded decipher. in London with a clear mission. To help businesses appear where decisions are now being made, inside AI powered platforms. The agency blends human led copywriting with the science of AI search optimisation, often referred to as AEO or GEO. In November 2025, decipher. expanded to the UAE, reflecting the global nature of AI search and the growing demand for this expertise across markets.
Today, decipher. works with international clients across sectors, from global organisations like the World Intellectual Property Organization and NTT DATA to iconic brands like Oreo, as well as purpose driven businesses and luxury labels. Whether it is crafting a dark, playful campaign for a pop culture launch or building long term visibility strategies for complex organisations, Ema’s work focuses on one thing. Making sure brands are understood, trusted, and recommended by AI systems.
What sets Ema apart is her belief that AI search is not about gaming algorithms. It is about clarity. AI assistants pull from multiple sources, comparing narratives across websites, media, social platforms, and knowledge bases. Brands that show up consistently, with authority and intent, win. Through decipher., Ema also provides audits, frameworks, and training programs that help teams manage AI search optimisation in house, making the process sustainable rather than reactive.
Beyond her agency work, Ema is an advisor to AI brand visibility platforms, is preparing to publish a book on AI searches, and is also working on her first children’s book and a historical novel. Based between Milan and the UAE, and fluent in multiple languages, she brings a global and cultural sensitivity to how brands communicate and are discovered.
As AI reshapes how people search, choose, and trust, Ema Fulga is helping brands move from being searchable to being truly discoverable.
Ema’s 5 Quick Tips to Help Your Brand Stand Out in AI Powered Searches
First, audit your current visibility across both traditional search engines and AI assistants to understand your brand authority.
Second, build a strong SEO and AI search foundation with fast loading pages, clear structure, and proper schema and structured data.
Third, create high intent landing pages that directly answer the prompts your audience is using.
Fourth, include comparison content and FAQs across key pages and reinforce one consistent brand narrative everywhere.
Finally, publish beyond your website. AI tools look at media, LinkedIn, and other trusted platforms to decide who to recommend.
