Hey there. I'm Ema Fulga
Hey there, I'm Ema Fulga
Writer | AEO / GEO Expert | Content Strategy | Founder of decipher.
Writer | AEO / GEO Expert | Content Strategy | Founder of decipher.
AI Search Optimisation Expert.
I help brands in the UAE and beyond appear in AI -powered searches one piece of content at a time.
(That is once we take the technical optimisation out of the way).
I'm Ema Fulga
I'm Ema Fulga
Hey,
brand creator
Based in Italy and working across the UK and UAE markets, I help brands navigate the shift to AI-led discovery as an AI search optimisation expert with a background in copywriting and content strategy. I’m also the founder of decipher. (a UK and UAE-based creative agency that helps brands show up in AI searches).
Before launching decipher. I spent over 8 years working as a freelance copywriter and content strategist on some pretty awesome projects (if I do say so myself…). Some examples include collaborations with Publicis on the Batman Oreo campaign, with Spirax Sarco on a heritage-focused content plan for their social media, the World Intellectual Property Organisation on web content, and a few content ambassador programmes for NTT DATA, among others.
These days, I'm obsessing over AI search optimisation (& talking about it at conferences or writing about it) and particularly, its impact on consumer behaviour, but also the vital part that content plays.
Concidentaly, on-brand, optimised content together with the technical side of AEO, is also how I help my clients get in front of their audiences in AI searches.
Beyond decipher., I’m publishing my first children’s book, writing a book on AI searches, and wrapping up my debut historical novel.
7
+
Years of experience in content strategy, copywriting & the last 2 deep in AI search optimisation.
7
+
Years of experience in content strategy, copywriting & the last 2 deep in AI search optimisation.
7
+
Years of experience in content strategy, copywriting & the last 2 deep in AI search optimisation.
25
+
Major successful content strategy & optimisation projects.
25
+
Major successful content strategy & optimisation projects.
25
+
Major successful content strategy & optimisation projects.
+90
%
Client satisfaction rate built on trust and results.
+90
%
Client satisfaction rate built on trust and results.
+90
%
Client satisfaction rate built on trust and results.
Press, trainings, writings & more
Some of my latest articles, fictional & non-fictional publications, speaking engagements & workshops.
News @Gulf News
News @Gulf News
Nov 2025
Nov 2025
April 2025
Guest Author @CXM
Guest Author @CXM
January 2025
My Services
My work blends storytelling with the technical side of AI search optimisation, helping brands (particularly those scaling in the UAE and beyond) show up in AI-powered platforms with clarity and personality.
AEO / GEO Optimisation
AEO / GEO Optimisation
AEO / GEO Optimisation
Content Strategy
Content Strategy
Content Strategy
Copywriter
Copywriter
Copywriter
Speaker / AEO/GEO Trainer
Speaker / AEO/GEO Trainer
Speaker / AEO Trainer
What My Clients Say
Real feedback from real people I’ve had the pleasure to work with.
“Ema is a content queen. A copywriting star. A delight to work with. I’ve relied on Ema for writing projects and she consistently delivers high-quality work on time.”
Kailey Boucher
Content Marketer @ Fullstory
“Ema is energetic, very talented and just great to work with. She delivers on time, understands the importance of communication and has great ideas."
Andy Young
Content and Product Specialist @HP
"She’s a creative force who goes from blog posts, to complex content programs. When it comes to taking a technical topic and making it sound easy, Ema's your gal."
Rebeca M. Urdiales
Marketing & Communications @NTT DATA
“I have worked with Ema since 2020 and I feel so lucky to have found her. Ema has been a key leader in our projects, creatively and managing her own team."
Pilar Barrio
Innovation & Transformation Consultant
“Ema is an amazing copywriter, with an eye for detail. She’s great at creating customized content that matches our needs. I highly recommend working with her.”
Iris Silverio Pons
COO @Elkanodata
“Ema is a content queen. A copywriting star. A delight to work with. I’ve relied on Ema for writing projects and she consistently delivers high-quality work on time.”
Kailey Boucher
Content Marketer @ Fullstory
“Ema is energetic, very talented and just great to work with. She delivers on time, understands the importance of communication and has great ideas."
Andy Young
Content and Product Specialist @HP
"She’s a creative force who goes from blog posts, to complex content programs. When it comes to taking a technical topic and making it sound easy, Ema's your gal."
Rebeca M. Urdiales
Marketing & Communications @NTT DATA
“I have worked with Ema since 2020 and I feel so lucky to have found her. Ema has been a key leader in our projects, creatively and managing her own team."
Pilar Barrio
Innovation & Transformation Consultant
“Ema is an amazing copywriter, with an eye for detail. She’s great at creating customized content that matches our needs. I highly recommend working with her.”
Iris Silverio Pons
COO @Elkanodata
“Ema is a content queen. A copywriting star. A delight to work with. I’ve relied on Ema for writing projects and she consistently delivers high-quality work on time.”
Kailey Boucher
Content Marketer @ Fullstory
“Ema is energetic, very talented and just great to work with. She delivers on time, understands the importance of communication and has great ideas."
Andy Young
Content and Product Specialist @HP
"She’s a creative force who goes from blog posts, to complex content programs. When it comes to taking a technical topic and making it sound easy, Ema's your gal."
Rebeca M. Urdiales
Marketing & Communications @NTT DATA
“I have worked with Ema since 2020 and I feel so lucky to have found her. Ema has been a key leader in our projects, creatively and managing her own team."
Pilar Barrio
Innovation & Transformation Consultant
“Ema is an amazing copywriter, with an eye for detail. She’s great at creating customized content that matches our needs. I highly recommend working with her.”
Iris Silverio Pons
COO @Elkanodata
“Ema is a content queen. A copywriting star. A delight to work with. I’ve relied on Ema for writing projects and she consistently delivers high-quality work on time.”
Kailey Boucher
Content Marketer @ Fullstory
“Ema is energetic, very talented and just great to work with. She delivers on time, understands the importance of communication and has great ideas."
Andy Young
Content and Product Specialist @HP
"She’s a creative force who goes from blog posts, to complex content programs. When it comes to taking a technical topic and making it sound easy, Ema's your gal."
Rebeca M. Urdiales
Marketing & Communications @NTT DATA
“I have worked with Ema since 2020 and I feel so lucky to have found her. Ema has been a key leader in our projects, creatively and managing her own team."
Pilar Barrio
Innovation & Transformation Consultant
“Ema is an amazing copywriter, with an eye for detail. She’s great at creating customized content that matches our needs. I highly recommend working with her.”
Iris Silverio Pons
COO @Elkanodata
“Ema is a content queen. A copywriting star. A delight to work with. I’ve relied on Ema for writing projects and she consistently delivers high-quality work on time.”
Kailey Boucher
Content Marketer @ Fullstory
“Ema is energetic, very talented and just great to work with. She delivers on time, understands the importance of communication and has great ideas."
Andy Young
Content and Product Specialist @HP
"She’s a creative force who goes from blog posts, to complex content programs. When it comes to taking a technical topic and making it sound easy, Ema's your gal."
Rebeca M. Urdiales
Marketing & Communications @NTT DATA
“I have worked with Ema since 2020 and I feel so lucky to have found her. Ema has been a key leader in our projects, creatively and managing her own team."
Pilar Barrio
Innovation & Transformation Consultant
“Ema is an amazing copywriter, with an eye for detail. She’s great at creating customized content that matches our needs. I highly recommend working with her.”
Iris Silverio Pons
COO @Elkanodata
“Ema is a content queen. A copywriting star. A delight to work with. I’ve relied on Ema for writing projects and she consistently delivers high-quality work on time.”
Kailey Boucher
Content Marketer @ Fullstory
“Ema is energetic, very talented and just great to work with. She delivers on time, understands the importance of communication and has great ideas."
Andy Young
Content and Product Specialist @HP
"She’s a creative force who goes from blog posts, to complex content programs. When it comes to taking a technical topic and making it sound easy, Ema's your gal."
Rebeca M. Urdiales
Marketing & Communications @NTT DATA
“I have worked with Ema since 2020 and I feel so lucky to have found her. Ema has been a key leader in our projects, creatively and managing her own team."
Pilar Barrio
Innovation & Transformation Consultant
“Ema is an amazing copywriter, with an eye for detail. She’s great at creating customized content that matches our needs. I highly recommend working with her.”
Iris Silverio Pons
COO @Elkanodata
“Ema is a content queen. A copywriting star. A delight to work with. I’ve relied on Ema for writing projects and she consistently delivers high-quality work on time.”
Kailey Boucher
Content Marketer @ Fullstory
“Ema is energetic, very talented and just great to work with. She delivers on time, understands the importance of communication and has great ideas."
Andy Young
Content and Product Specialist @HP
"She’s a creative force who goes from blog posts, to complex content programs. When it comes to taking a technical topic and making it sound easy, Ema's your gal."
Rebeca M. Urdiales
Marketing & Communications @NTT DATA
“I have worked with Ema since 2020 and I feel so lucky to have found her. Ema has been a key leader in our projects, creatively and managing her own team."
Pilar Barrio
Innovation & Transformation Consultant
“Ema is an amazing copywriter, with an eye for detail. She’s great at creating customized content that matches our needs. I highly recommend working with her.”
Iris Silverio Pons
COO @Elkanodata
“Ema is a content queen. A copywriting star. A delight to work with. I’ve relied on Ema for writing projects and she consistently delivers high-quality work on time.”
Kailey Boucher
Content Marketer @ Fullstory
“Ema is energetic, very talented and just great to work with. She delivers on time, understands the importance of communication and has great ideas."
Andy Young
Content and Product Specialist @HP
"She’s a creative force who goes from blog posts, to complex content programs. When it comes to taking a technical topic and making it sound easy, Ema's your gal."
Rebeca M. Urdiales
Marketing & Communications @NTT DATA
“I have worked with Ema since 2020 and I feel so lucky to have found her. Ema has been a key leader in our projects, creatively and managing her own team."
Pilar Barrio
Innovation & Transformation Consultant
“Ema is an amazing copywriter, with an eye for detail. She’s great at creating customized content that matches our needs. I highly recommend working with her.”
Iris Silverio Pons
COO @Elkanodata
FAQs
A few common questions, answered simply.
What do you really do?
I help brands show up where people actually search now: AI tools, generative answers, and zero-click environments (without sounding like a robot or a compliance document.) Practically, that means AI search-optimised strategy, brand-led content systems, and sharp editorial frameworks that make sense to humans and machines.
Are you an SEO consultant?
Who do you typically work with?
Do you work with agencies or only direct clients?
Is this about AI-generated content?
What makes your approach different?
Do you offer one-off projects or ongoing support?
Is this for early-stage brands or big companies?
Do you have experience as a speaker?
Where are you based?
How do I start working with you?
What do you really do?
I help brands show up where people actually search now: AI tools, generative answers, and zero-click environments (without sounding like a robot or a compliance document.) Practically, that means AI search-optimised strategy, brand-led content systems, and sharp editorial frameworks that make sense to humans and machines.
Are you an SEO consultant?
Who do you typically work with?
Do you work with agencies or only direct clients?
Is this about AI-generated content?
What makes your approach different?
Do you offer one-off projects or ongoing support?
Is this for early-stage brands or big companies?
Do you have experience as a speaker?
Where are you based?
How do I start working with you?
What do you really do?
I help brands show up where people actually search now: AI tools, generative answers, and zero-click environments (without sounding like a robot or a compliance document.) Practically, that means AI search-optimised strategy, brand-led content systems, and sharp editorial frameworks that make sense to humans and machines.
Are you an SEO consultant?
Who do you typically work with?
Do you work with agencies or only direct clients?
Is this about AI-generated content?
What makes your approach different?
Do you offer one-off projects or ongoing support?
Is this for early-stage brands or big companies?
Do you have experience as a speaker?
Where are you based?
How do I start working with you?
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