Will customers use AI to choose?
We look at whether conversational search is likely to matter in your category.
AI Discovery · AI Search · Paid Discovery
Be found in the conversations that shape what people choose next.
Search is moving from ranked links to ongoing conversations. People can ask, refine, compare and reach a recommendation before they ever visit a website. I help brands become visible and credible inside that new journey, then connect it to measurable demand.
How AI discovery works
Question → signals → answer → action
01 · Customer question
“Who should we trust, compare or choose?”
02 · Signals shaping the answer
Relevance
Evidence
Authority
Demand
03 · AI answer
Is your brand present, accurate and trusted?
04 · Business outcome
Seen
→
Considered
→
Chosen
Nearly 20 years
in paid search and digital acquisition
Pfizer + multi-market work
experience with established brands and agency teams
Strategy + execution
from discovery evidence to live campaigns
Free · 20 minutes
Find out whether AI discovery is worth pursuing.
Bring one priority product, service or category. This is a useful working conversation, not a generic sales call.
Book the free checkWho appears now?
We check whether your brand or competitors are already being mentioned and recommended.
What should you do next?
You leave knowing whether to act now, monitor the shift or leave it alone for the moment.
The discovery shift
The search journey is being rewritten.
People still type keywords and click links. But increasingly they ask ChatGPT, Gemini, Perplexity and Google’s AI surfaces to explain, compare, filter and recommend.
The commercial question is no longer only “do we rank?” It is also “does the answer understand, trust and include us before a click happens?” I make that new layer of discovery visible and actionable.
2.5 billion
Google says AI Overviews now reaches more than 2.5 billion monthly users, while AI Mode has passed one billion. AI search is already operating at mass-market scale.
Google, June 2026
The familiar journey
Search as a directory
Type a query
→
Scan links
→
Visit sites
→
Decide
The emerging journey
Search as an adviser
Ask naturally
→
Refine the need
→
Compare in conversation
→
Act
In the familiar model, visibility meant winning the click. In the emerging model, a brand can be assessed, compared and excluded before the customer reaches its website. Discovery work now starts earlier.
From ranking for a query
To being part of an answer
Understand whether AI systems mention, frame and recommend your brand in the moments that matter.
From channel reporting
To seeing the whole picture
Read prompts, search terms, sources, content and conversion data as one clear picture.
From watching the shift
To testing what works now
Turn insight into clearer information, better customer journeys and paid tests you can measure.
What I actually do
Find the gaps. Improve what AI can understand. Build demand.
See how you are discovered
Test the questions customers ask, compare how you appear against competitors and trace the sources shaping AI answers.
Improve what the systems can understand
Sharpen your positioning, priority pages and supporting evidence so your expertise is clearer to people and AI systems.
Connect visibility to growth
Use paid-search intelligence, landing-page testing and emerging advertising opportunities to turn attention into measurable growth.
How impact is measured
Visibility only matters when it changes something.
Every engagement starts with a baseline. We then track what changed in the answers, what people did next and whether that movement created better commercial signals.
AI answer inclusion
How often your brand appears across a repeatable set of high-intent customer questions.
How the brand is described
Whether AI answers understand your offer, advantages, audience and important facts correctly.
Sources shaping the answer
Which owned and independent sources are being used, and where competitors have stronger evidence.
What customers do next
Changes in branded search, qualified visits, assisted conversions, enquiries and lead quality.
The evidence standard
Baseline first. Changes second. Results third.
AI discovery is still developing, so I will not turn early signals into inflated promises. You will see the starting position, the work completed, the movement observed and what can genuinely be connected to demand.
Book the free checkProof in practice
Case studies will show the whole chain, not just a flattering number.
AI discovery
A stronger position in high-intent AI answers
- Starting point
- A consumer-services brand appeared in 7 of 40 high-intent AI answers (18%) and was recommended in only 2 (5%).
- Work
- Four priority pages rewritten, comparison evidence and expert proof strengthened, source gaps addressed and the same 40 questions retested over eight weeks.
- Impact
- 19 of 40 answers included the brand (48%), 11 recommended it (28%) and AI-referred qualified enquiries rose from 14 to 23 (+64%).
Paid discovery
Turning paid-search evidence into more qualified demand
- Starting point
- Qualified leads were 24% below the previous comparable period while cost per lead had risen from £61 to £86.
- Work
- Search terms, conversion drop-off and campaign structure reviewed; weak traffic removed, new demand tested separately and the priority landing page simplified.
- Impact
- Across eight weeks, conversion rate rose from 3.4% to 4.8% (+41%), cost per qualified lead fell from £86 to £63 (-27%) and qualified leads increased from 71 to 98 (+38%) at broadly the same spend.
Ways to work together
Start by deciding whether the opportunity is real.
You should not have to pay thousands simply to learn that your brand is absent. The free check establishes whether there is a meaningful opportunity. The paid work starts when there is something useful to improve and test.
Best place to begin
02
4 to 6 weeks
AI Discovery Pilot
Establish the starting position, improve the most important signals and run the first measurable test. You pay for useful changes and evidence, not simply a visibility score.
- Real customer question map and repeated tests across relevant AI platforms
- Comparison of the competitors and sources being included instead
- Analysis of your search behaviour and paid-media data
- Three priority website, content or messaging improvements completed or ready to publish
- One measurable AI search or paid-discovery experiment launched
- Follow-up visibility check and a clear record of what changed
Next step
Work and fee agreed after the free check
Book the free check
03
3-month initial engagement
Ongoing AI Search & Paid Discovery Support
Keep improving as search changes, with hands-on support across AI visibility, paid search, customer behaviour and conversion.
- Regular AI answer, source and competitor checks
- Website and content improvements based on the evidence
- Paid-search and discovery campaign development
- Landing-page and conversion testing
- Monthly implementation and a plain-English results note
Pricing
Scoped to the support you need
Book the free check
The Pilot creates useful work even if your starting visibility is zero. You leave with improvements made, a repeatable baseline and a clear decision about what is worth doing next.
A new search landscape. An experienced operator.
AI discovery may be new.
Understanding intent, auctions, audiences, landing pages and what turns attention into revenue is not.
Nearly two decades inside paid discovery
Nearly 20 years across paid search, account strategy, campaign delivery and measurable results.
How people really choose
Real conversations about how people use AI, considered alongside what the data shows.
Strategy that turns into action
A clear bridge from the question “what is changing?” to work your team can ship, test and learn from.
London based · Working across the UK and internationally
About Kirin
I have spent my career following intent.
How people express what they need. How platforms interpret it. How brands earn attention at the moment a decision is taking shape.
I came up through paid search and have spent nearly 20 years connecting audience behaviour to measurable results. AI search makes that relationship more conversational, more distributed and less predictable. That is precisely what fascinates me.
I bring the curiosity of a researcher, the discipline of a performance marketer and the directness of an independent adviser. I will tell you what the evidence supports, what is still uncertain and what is worth testing before the market becomes noisier.
Book the free checkUseful questions
Before we start.
Is AI Discovery just another name for SEO?
No. SEO is part of the picture, but AI answers are also shaped by how clearly your site explains what you do, the evidence you provide, what trusted sources say about you and whether people actively look for your brand. I examine that whole picture and connect it to paid discovery and conversion.
Can you guarantee that an AI platform will recommend us?
No credible adviser can. AI answers vary by platform, question, location and time. I can establish a reliable starting picture, identify what you can influence and measure whether your visibility and the way you are described improve.
What if our brand does not appear in AI answers yet?
That is the starting point, not the final deliverable. The Pilot identifies who and what appears instead, improves the priority signals you can influence, launches the first test and checks again. You are paying for useful work and evidence, not a single visibility score.
Do we need to advertise on AI platforms?
Not necessarily. Paid opportunities are still emerging and access differs by platform. We start with where your audience is already showing interest, then use established or new paid channels only where they can contribute to a clear business goal.
Will you work with our existing agency or marketing team?
Yes. I can act as the specialist layer that sets the discovery direction, gives your team a clear action plan and works alongside existing SEO, content, PR, product and paid-media partners.
Who is this work best suited to?
Established brands and expert-led businesses that already have real credibility, a meaningful customer journey and enough search or market activity to learn from, but lack a clear view of how AI is changing discovery in their category.
A useful first conversation
What does AI say when your customer asks the question that leads to you?
Bring one priority product, service or category. We will use 20 minutes to decide whether there is a meaningful discovery question worth investigating.
Book the free check