GEO talk
How AI assistants choose products
Live examples of what the AI engines say about their products today, and where the team can change the answer.
I build businesses, and I help other people build theirs.
I've spent 25 years in ecommerce, from building an agency to running my own brands. Today I mentor founders and help teams at larger organisations understand ecommerce, AI and GEO through talks, webinars and training.
Running HIRO and OTO · Training teams at global brands on GEO · 25 years in ecommerce · Founder of Pod1, now BORN
See what AI says about your brand.
I'll ask ChatGPT, Gemini, Perplexity and Copilot the questions your customers ask, then send you who gets named, how you're described and which sources they trust. Free, for brands of any size.
- Up to 15 real buying questions
- 4 AI engines, side by side
- A one-page summary and a short video from me
Someone experienced to think things through with.
When you're running a business, it helps to have someone outside it who understands the decisions you're making. We meet regularly and work through what needs attention, from cash and stock to growth, fundraising and the team.
How mentoring works →Ecommerce and AI, brought into your team's world.
I deliver talks, webinars and practical training on ecommerce, AI, GEO and agentic commerce, built around your audience and category. I bring examples from the businesses I run, alongside my experience working with global brands.
Explore talks and training →What I've been working on.
GEO workshop
From discovery to decision
We asked four AI engines the questions their customers ask, then worked on what the team can influence.
Advisory
Weekly advisory
Ongoing work with founders on investor decks, stock plans, sales channels and more.
Webinar
Ecommerce Academy webinar
One hour for the global ecommerce team on where ecommerce is heading and the move to agentic checkouts.
In their words.
Fadi is quite an inspiration to fellow entrepreneurs who meet him. He is cool, calm and collected. Not one to be underestimated.
The content was absolutely spot on, seriously cutting edge on AI and agentic checkouts. High energy, super interactive, and exactly what we needed. Couldn't have asked for more.
From recommendations on LinkedIn.
What I'm learning as I go.
I still run businesses, so I write about what's happening in them: what's working with AI, and the things that went wrong.
GEO, AEO or SEO? What your team needs to know
What the acronyms mean, what the AI engines are reading about your brand, and the one exercise I'd start with.
Read the piece →
I used to own a web agency. Now I hardly hire one
Which agencies small businesses still need now AI can do the building, and where people still matter.
Read the piece →In Your Corner.
Every other week, one useful thing on ecommerce and AI: a shortcut that's working, what I'm seeing in the market, or Field Notes from an event. Free, and nothing I haven't tried myself.
Let's talk.
Tell me where you are and what's on your mind. Book a call, or email me if that's easier.
Fadi ShumanI read and reply to enquiries personally.
- You book a time or send me an email.I read and reply to enquiries personally, usually within a day.
- We talk for 30 minutes.You tell me what you're working on and what you need.
- I tell you straight whether I can help.If I can't, I'll point you to someone who can.