FOUNDER OF AI OPTIMISATION
ELAINE SUBRITZKY
I moved into AI search because human behaviour was already changing.
When ChatGPT launched in 2022, it was obvious fairly quickly this wasn't a novelty tool, it matched how people actually communicate, full questions and context, not search terms squeezed into a box. Everyone around me was saying "Google will always be king," and fair enough, it still is, but something was happening alongside it, and I went, frankly, a little feral trying to understand it. Studying the mechanics, looking at why one business got recommended and another didn't.
That became AI Optimisation, launched in 2025.
What I didn't expect was how much of the work would start before AI search even comes into it. Most of the business owners I talk to aren't really asking how to show up in ChatGPT. They're asking what they should be doing with their marketing at all, because they're putting in the time and money and it isn't landing the way it used to. So these days I start with the business and the customers you actually want, and work out from there where you need to show up and what you need to say. AI search is a big part of that picture, but it's one part of it, not the whole story.
Before this, I spent years in events and hospitality, then marketing and digital visibility. I’ve always been a data-over-opinion person, but I’ve never seen data explain everything. People still decide who to trust in messy, human ways. AI search is data trying to answer that very human question, which is why I find it so interesting.
I'm not here to work on your business, I'm here to work with the people in it, the ones who'll be posting, writing and showing up online even after we finish working together because I'd rather leave a business more capable than I found it, not more dependent on me.
Auckland-based. Still slightly obsessed. Still convinced clarity beats noise.
We look at your business the way your customers, Google and AI tools see it, work out what's making you harder to understand or choose, and give you a clear plan for what to fix first.
ABOUT AI OPTIMISATION
Make businesses clear enough that customers, Google and AI can't misunderstand them.
That's the mission, everything else is the mechanics of it.
AI Optimisation isn't SEO with a new coat of paint, and it isn't a generic "unlock the power of AI" consultancy. It sits between the two, the technically grounded read on what AI systems are actually doing, with none of the mysticism.
That doesn't mean starting from scratch, SEO fundamentals - technical health, site structure, credibility are still part of the foundation. The difference is what gets built on top of them, and what "credible" now needs to mean to a system reading your business, not just a person.
The work runs through the AI Visibility Engine™ - a five-part framework moving from entity recognition through to recommendation. It's non-linear: a business can need work at any point, not just at the start.
Explore the AI Visibility Engine™ →
In practice, that means looking at how a business is currently being interpreted online, the website, content, Google Business Profile, reviews, schema, citations, mentions and finding the gaps that stop AI systems from confidently understanding what it does. Not because any one signal is magic but because together, they're the picture AI is working from. If that picture is blurry, visibility gets messy.
AI can't recommend what it doesn't understand.
Start with an AI Visibility Plan
We start with your business and the customers you actually want, then look at how you're showing up across your website, Google and AI answers. You leave with a clear, manageable plan, so your time and money go where they'll make a difference.
Visibility today isn't just about ranking, it's about being understood and trusted at the point where someone decides what to buy or who to hire.