decipher., the UK-founded AI search optimisation agency, announced its expansion into the UAE in 2025. The company moved into the region as AI-led search adoption accelerated across Middle Eastern markets. The launch supports brands working to strengthen visibility on fast-growing AI search platforms.
What changed in decipher.’s expansion
The agency confirmed that its UAE entry broadens its global work in AI search optimisation, also known as AEO or GEO. decipher. helps brands design content that appears on platforms such as ChatGPT, Perplexity and Google’s AI Overview.
Founder Ema Fulga created decipher. in London in April 2024. Her model blends technical AI search systems with human copywriting. The team now intends to apply this approach within the UAE market.
Context behind the UAE move
Global data shows a steady shift towards AI-driven search behaviour. McKinsey recorded that 40%–55% of consumers in multiple sectors use AI-led search to guide purchase decisions, with $750 billion in global spending expected to flow through AI search channels by 2028.
ChatGPT usage increased by 70% in early 2025, according to Bain & Company. In addition, 44% of AI-search users said such platforms are now their main information source. Deloitte found that 58% of respondents in the UAE and Saudi Arabia use generative AI tools, marking higher engagement than Europe and the UK.
Impact on brands and AI search visibility
The expansion positions decipher. to support companies seeking visibility in AI-driven recommendation engines. The firm offers audits, structured content frameworks and training to help brands improve discoverability inside conversational AI systems.
decipher.’s portfolio includes the World Intellectual Property Organization, NTT DATA, Covenant House New Jersey and Aleyolé Jewellery. The agency also produced copy for Oreo’s Batman-themed launch during the 2022 movie release.
Statements from decipher.’s leadership
Ema Fulga said the UAE aligns with decipher.’s growth objectives due to the country’s Strategy for Artificial Intelligence 2031 and its strong adoption of generative AI tools. She noted that regional users interact with these platforms daily or weekly, often more than earlier markets.
Fulga added that brands in the UAE are ready to scale quickly in AI search visibility. She stated that companies that have not evaluated their performance in these systems may fall behind, although there is still room to catch up.
Going forward
decipher. plans to expand regional partnerships throughout 2025. The agency expects rising demand for structured AI search strategies as more organisations adjust budgets to reflect AI-led discovery patterns. No additional market plans were disclosed
