Founder of LLM Listed, where his team has mapped more than 3m prompts to investigate a largely invisible force shaping commercial decisions: the AI feedback layer. His work shows how brands become embedded in - or excluded from - the recommendations generated by ChatGPT, Claude, Gemini and Perplexity, and how those outcomes can be changed and measured. Also founder at MeetLula.com - a digital PR agent that helps brands be cited on the sites that people and AI use to make decisions.