Theo Nsereko

I'm Theo Nsereko. I work on AI search at Petra Labs, where I help brands understand and improve how they show up inside AI answers in ChatGPT, Perplexity, Gemini, and Google's AI Overviews.

For two decades the game was ranking on a page of blue links. That page is quietly disappearing. People increasingly ask a question and read a synthesized answer, and the brands cited in that answer win the attention that links used to. I spend my days figuring out what earns a citation and how to measure it.

This site is where I think out loud about that shift, generative engine optimization, the mechanics of AI retrieval, and what it means for anyone trying to be found.

The fastest way to reach me is email, or connect on LinkedIn.