About Us
friction AI, the AI visibility platform, helps brands understand how they show up in the AI era. As consumer journeys shift from search to answer engines and AI assistants, visibility, trust and performance are increasingly shaped by models, not algorithms. Yet most brands have no insight into how these systems perceive them.
We built friction AI to change that. Our AEO platform makes AI-driven discovery measurable: how often your brand appears, how you are described, what signals shape recommendations, how your products compare and where competitors gain visibility. Clear, actionable intelligence, not guesswork.
Founded in 2025 and based in Dubai, friction AI FZ-LLC combines product strategy and AI-driven analytics to help brands measure visibility, improve messaging and compete effectively in the AI era.
Joao Da Silva & Camilla Wirth, Co-Founders of friction AI
We help brands be recognized and recommended by AI models.
Meet the founders
friction AI was co-founded by Joao Da Silva and Camilla Wirth. With backgrounds spanning engineering, product management, growth and AI-driven analytics, they built friction AI to give brands the visibility intelligence that traditional tools were never designed to provide.
Follow our ongoing analysis and experiments on AI-driven discovery on our Substack and YouTube channel.