Above: The Optimisers’ founder Richard Conway.

The Optimisers has launched as a new performance-driven digital agency.

The agency is founded by Richard Conway, who brings two decades of experience in search and digital marketing. It is purpose-built for a new era of discovery, where customers increasingly rely on AI-generated answers, zero-click experiences and autonomous agents to research, compare and choose brands.

Beyond traditional search

The Optimisers helps enterprise organisations, challenger brands and high-growth businesses translate AI disruption into tangible commercial outcomes, including pipeline growth, revenue impact and marketing efficiency, not just rankings or reach.

As brands in New Zealand and Australia increasingly embed AI into marketing and sales workflows, challenges remain in translating new technology into reliable demand outcomes. As discovery shifts away from traditional search results pages towards AI answers and agent-led shortlists, competition is compressing into fewer visible options. 

“We’re moving into a world where your next customer may never see a traditional search results page,” says Conway. 

“They’ll see one AI-generated answer, or an AI agent will shortlist options and act on their behalf. The Optimisers exists to make sure our clients are visible in those answers, trusted by those systems and chosen in ways that deliver clear commercial impact.”

Performance-first, AI-ready by design

The Optimisers operates through its proprietary AI Discovery Stack, a performance framework designed to help brands become discoverable, trusted and selected within AI-generated answers and agent-led discovery journeys. The framework integrates Generative Engine Optimisation (GEO), Answer Engine Optimisation (AEO) and Agentic SEO into a single operating model that connects AI-era visibility directly to commercial performance.

The agency’s programmes typically focus on:

• Winning visibility inside AI answers and summaries, not just links
• Structuring content and data so brands become the “best answer”
• Building machine-readable trust signals for AI and agent-led selection
• Measurement frameworks that link AI-era visibility to pipeline and revenue impact

“Marketing teams across ANZ are investing heavily in AI tools,” says Conway. “What’s missing is a performance framework that translates those investments into reliable demand outcomes. That’s the gap we built The Optimisers to solve.”