I study how AI systems decide what to believe about organisations.
I'm Tom Mason — founder of AwarenessAI, author of How Does AI Talk About Your Brand? and an independent researcher in AI visibility. I help businesses understand and improve how large language models like ChatGPT, Gemini and Perplexity interpret, trust and recommend them.
My research centres on the signals these models rely on, and why some brands are surfaced and recommended accurately while others are misunderstood, omitted or described incorrectly. I turn those findings into practical client work, published research, writing and talks — so the way AI describes a business is earned through evidence, not left to chance.
Four threads, one question
AwarenessAI
A specialist AI visibility consultancy and platform helping organisations understand and improve how AI systems represent, rank and recommend them.
Explore AwarenessAI →Independent research
Applied research into trust signalling, entity interpretation, retrieval systems and AI recommendation pathways across multiple models.
Read the research →
Connect Lancaster
A community initiative connecting Lancaster's founders, professionals and innovators with wider national conversations in AI and technology.
Explore Connect Lancaster →
DarkInvader
Fractional leadership across digital marketing, SEO and GEO for a cybersecurity technology company, applied work in a complex B2B market.
Visit DarkInvader ↗Authority should be demonstrated, not declared.
How Do Generative AI Systems Infer Source Trust?
An observational study of trust signalling in AI-led information discovery, examining what models appear to rely on when deciding which sources to trust and surface.
How Does AI Talk About Your Brand?
A concise guide to how generative systems construct brand narratives, infer trust and decide which organisations to surface, and what businesses can do about it.
What clients say
Josh WrightBranch Manager, KH ResourcingJANUARY 2026
Richard CarrVolta ComplianceDECEMBER 2025
Paul GuinnessMednet GroupDECEMBER 2025
Peter Harrison MBAMD, Owner & Founder, FGH SecurityNOVEMBER 2025Making AI-led discovery understandable
I speak at conferences, business briefings, podcasts, webinars, panels, workshops and university sessions, translating emerging AI behaviour into language business audiences can act on.
AI visibility, GEO and working with Tom.
Who is Tom Mason?
Tom Mason is the founder of AwarenessAI, an author and independent researcher based in the United Kingdom. He specialises in AI visibility and Generative Engine Optimisation (GEO) — helping businesses understand and improve how AI systems such as ChatGPT, Gemini and Perplexity describe and recommend them. He wrote How Does AI Talk About Your Brand? and is a member of UKAI.
What is AI visibility?
AI visibility is how accurately and favourably AI systems represent an organisation when they answer questions. As people increasingly ask AI assistants for recommendations, it shapes whether a business is found, trusted and suggested — often before a customer ever visits its website.
What is Generative Engine Optimisation (GEO)?
GEO is the practice of improving how generative AI systems understand, represent and recommend an organisation. Where traditional SEO targets search-result rankings, GEO focuses on being accurately described and recommended inside the AI's answer itself.
How can a business improve how AI describes it?
By strengthening the signals models rely on: clear, consistent information across trusted sources, corroboration, an unambiguous entity and up-to-date content. Tom Mason and AwarenessAI assess how AI currently represents a business and provide a practical plan to correct and strengthen it.
Can I book Tom Mason to speak?
Yes. Tom speaks at conferences, briefings, podcasts, webinars, panels and workshops on AI visibility, GEO and AI-led discovery, in person across the UK and online. See the speaking page or get in touch to check availability.