Hey there, I'm Ema Fulga
AI Search Content Strategist & Optimisation Expert.
(with a soft side for the content side of AEO / GEO)
I help brands in the UK, UAE, and beyond to appear in AI-powered searches, one piece of content at a time.
(That is, once we take the technical optimisation out of the way).
Hey,
brand creator
If you're starting to notice that new customers are finding your brand when they "talk" with AI assistants like ChatGPT or Gemini, you're already ahead of the curve. That's great!
But if you're not appearing in those recommendations, now is the time to act. AI search optimisation is where SEO was a million years ago; still achievable without months and years of effort.
I'm Ema, and I help brands navigate this shift you're noticing: more and more people are asking ChatGPT for recommendations rather than Googling.
I can help either as an independent AI search optimisation consultant, as well as through decipher., the GEO agency I founded at the beginning of 2024, which is based in the UK and the UAE.
Before launching decipher. I spent over 8 years working as a freelance copywriter and content strategist on some pretty awesome projects (if I do say so myself…). Some of my favourite ones were working 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 on a microsite, or with NTT DATA on content ambassador programmes for NTT DATA, to name a few.
These days, I'm obsessing over AI search optimisation (& talking about it at conferences or writing about it) and particularly, its impact on consumer behaviour, but also the vital part that content plays.
Beyond decipher., I’m publishing my first children’s book, writing a book on AI searches, and wrapping up my debut historical novel.
8
+
Years of experience in content strategy, copywriting & the last 2 deep in AI search optimisation.
25
+
Major successful content strategy & optimisation projects.
+97
%
Client satisfaction rate built on trust and results.
Press, trainings, writings & more
Some of my latest articles, fictional & non-fictional publications, speaking engagements & workshops.
April 2025
January 2025
My Services
My work blends storytelling with the technical side of AI search optimisation, helping brands (particularly those scaling in the UAE and beyond) show up in AI-powered platforms with clarity and personality.
What My Clients Say
Real feedback from real people I’ve had the pleasure to work with.
FAQ
A few common questions, answered simply.
What do you really do?
I help brands show up where people actually search now: AI tools, generative answers, and zero-click environments (without sounding like a robot or a compliance document.) Practically, that means AI search-optimised strategy, brand-led content systems, and sharp editorial frameworks that make sense to humans and machines.
Are you an SEO consultant?
Who do you typically work with?
Do you work with agencies or only direct clients?
Is this about AI-generated content?
What makes your approach different?
Do you offer one-off projects or ongoing support?
Is this for early-stage brands or big companies?
Do you have experience as a speaker?
Where are you based?
How do I start working with you?
Looking for an AI search expert…
for a project?
a conference?
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