Decipher. Expands to the UAE: Meeting the AI Search Demand
Decipher., the UK-based agency specializing in AI search optimization, has made its debut in the UAE. This strategic move comes amid a significant uptick in consumer reliance on AI-driven search capabilities globally, with even more accelerated growth observed in the Middle East.
Shifting Consumer Behaviors
Recent trends indicate a dramatic transformation in how consumers discover brands and make purchasing decisions. According to a report by McKinsey, between 40% and 55% of consumers across various industries now turn to AI-powered search tools when making buying choices. The firm also forecasts that by the year 2028, approximately $750 billion of global consumer spending will be influenced by AI search.
Further insights from Bain & Company reveal that ChatGPT queries surged by 70% in the first half of 2025, with 44% of users declaring it their primary source of information. This shift highlights the growing importance of AI in everyday decision-making.
A Timely Expansion into the UAE Market
In light of these trends, Decipher.’s expansion positions it at the forefront of one of the fastest-growing markets for AI technology adoption worldwide. Founded in London in April 2024 by Ema Fulga, a copywriting and AI search optimization expert, the agency merges the artistry of human writing with the technicality of AI search optimization.
Ema Fulga’s Insights on Consumer Decision-Making
Fulga shared her insights: “Since my early days in digital marketing, I’ve been captivated by what influences consumer decision-making. When I started Decipher. in the UK, AI search optimization was a relatively new concept, with minimal use of tools like ChatGPT for research just two years ago. However, the landscape has rapidly evolved. As AI tools have become more accessible, brands are beginning to understand the impact of AI search on consumer behavior. The reality is, if you’re not evaluating how AI search is shaping the way potential customers find your brand, you may already be falling behind—but there is still time to adapt.”
She further stated, “When I considered expanding into new markets, the UAE quickly stood out. The country’s Strategy for Artificial Intelligence 2031, coupled with remarkably high adoption rates of generative AI tools, makes it one of the most innovative regions globally. Deloitte’s recent Digital Consumer Trends report indicates that 58% of respondents from the UAE and Saudi Arabia utilize tools such as ChatGPT or Gemini—a higher rate than seen in the UK or Europe—with 55% engaging with these tools either weekly or daily.”
“Therefore, businesses in this region are poised for rapid growth. Our expansion seeks to align with this momentum, enabling brands to become more discoverable in the spaces where consumers are increasingly searching.”
Services Tailored for Enhanced Discoverability
Decipher. is dedicated to assisting international clients in building long-term visibility within AI search landscapes. Their offerings include tailored content strategies, training sessions, comprehensive frameworks, and audit packages, all designed to enhance discoverability efficiently.
An illustrative case involved the collaboration between the confectionery brand Oreo and the iconic superhero Batman, leading to the launch of the Oreo Batman edition for the 2022 film. Ema and her team crafted captivating copy that perfectly encapsulated a dark yet delicious theme. Other notable clients include the World Intellectual Property Organization, Covenant House New Jersey, NTT DATA, and Aleyolé Jewellery, showcasing Decipher.’s versatility in catering to diverse brand needs.
