About Us

friction, 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 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.

We help brands be recognized and recommended by AI models.

We also share ongoing analysis and experiments on AI-driven discovery in our Substack.