Ema Fulga is a copywriter, AI search optimisation consultant, and the founder of decipher., a UK and UAE-based agency that helps brands appear in AI searches by mixing the art of copywriting with the science behind AI search optimisation (commonly known as AEO or GEO). Ema is also an advisor for the AI brand visibility platform Spotlight.
After finishing her masters in Barcelona, Ema worked in digital marketing for several years, before transitioning into a successful freelance career in copywriting and content strategy. From the start, she has been fascinated by what drives consumers and shapes their perceptions of brands, which made AI search optimisation the natural next step.
Ema founded decipher. in London, UK, in April 2024 and established the UAE branch in November 2025. Clients include renowned brands like Oreo, organisations such as Publicis, Spirax Sarco, the World Intellectual Property Organization, Covenant House New Jersey, NTT DATA, as well as SMEs such as Aleyolé in Spain and Rated People in the UK.
