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.
Before this, I'd spent time in marketing and digital visibility and years before that in events and hospitality, where you learn fast that data and human behaviour aren't opposites, they're the same job. A booking sheet is data, a guest deciding whether to trust you isn't. I've always been a data-over-opinion person, it tells you what's actually happening, not what you're hoping is happening. Search has never only been about data, people ask messy questions and want to know who they can trust. AI search sits right in that gap between the machine and the human, which is exactly why it's the thing I ended up obsessed with.
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 long after I'm gone 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 across your marketing through the lens of AI visibility, identify what is strengthening or weakening the way your business is understood, and build the strategy that connects those pieces.
ABOUT AI OPTIMISATION
Make businesses clear enough that 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 Analysis
Understand how AI systems currently interpret your business.
Our AI Visibility Analysis examines how your website, content, and authority signals are interpreted by AI systems and identifies the gaps preventing your business from appearing in AI answers.
See what may be stopping your business from appearing in AI answers, and get clear recommendations you can act on immediately.
01. How AI systems currently understand your business
02. The gaps preventing your site from appearing in AI answers
03. Clear recommendations to strengthen your AI visibility