What the lab is
Its programme is twenty falsifiable experiments in four phases, on how AI systems find, describe and recommend brands, and whether that changes what a business actually earns. AIO is the visibility half of the question. AIM, AI Marketing, is the business half.
Why I started it
This started in my own work. On Botella AI, 31% of net-new organic sessions came from ChatGPT, Perplexity and Gemini referrals within eight months. That number raised more questions than it answered: which of the changes caused it, whether those visitors were worth more, and what the same work would do on another site. One project cannot answer those. Experiments can.
How one experiment works
- It names the published work it builds on, and the exact difference from it.
- It uses a matched control: a comparable page or brand that is left unchanged.
- It states in advance what a positive and a negative result look like.
- Every prompt runs repeatedly, on named engines, with the date recorded.
- Citations, traffic and leads are reported separately, never blended into one score.
- It reports the result either way.
Why solo
One owner means one standard. Every experiment is a small, decisive piece of work that isolates a single question and can be checked on its own, and every call in it is accountable to me.
More
Read about me, see the Botella AI case study, or follow the writing on Navya Xplore.