I’m Ema Fulga, an AI search optimisation consultant and the founder of decipher., a UK and UAE-based creative agency that helps brands show up in AI searches by mixing the art of copywriting with the science behind AI search optimisation. These past eight years of freelancing have been a rollercoaster; I collaborated with Publicis on the Batman Oreo campaign, with Spirax Sarco on a heritage-focused content plan for their social media, the World Intellectual Property Organisation and the Covenant House New Jersey on web content, NTT DATA on an ambassador content plan for HSBC, as well as SMEs like Aleyolé in Spain and Rated People in the UK. Today, my work revolves around AI search optimisation, refining or creating distinct brand tones of voice, and copywriting projects in general. O...