About Ghostart
We built Ghostart to help good businesses get found by AI.
Ghostart Ltd is a UK software company. We make Ghostart, an AI visibility platform for small and medium businesses.
When customers ask AI who to use, what to buy or where to go, some businesses appear in the answer. Others don't.
Ghostart shows you where AI finds and recommends you, where competitors appear instead and what to work on next.
But the thinking behind Ghostart started long before AI visibility became a category.
Technology made creating content easy. It didn't make it worth finding.
We've spent more than two decades working where technology, content and communication meet.
From the early web and social media to employee advocacy and generative AI, every wave has made it easier for more people to create and publish.
But easier hasn't necessarily meant better.
Businesses were producing safe, polished, forgettable content long before ChatGPT. AI has simply made it possible to produce much more of it.
We call it beige.
And we don't think the answer is simply to “be more human”. It's to uncover what a business genuinely knows — its expertise, evidence, experience and judgement — and put more of that into the world.
Then AI changed the question.
AI isn't only helping businesses create content. It's increasingly influencing which businesses customers discover.
That creates two challenges:
Be easier to find.
Understand where AI recommends you, where competitors appear instead and what's missing.
Give AI something worth finding.
Make more of your expertise, evidence and experience available in useful, specific and credible forms.
Ghostart brings those two sides together.
It finds the gaps, helps you decide what to work on, helps turn expertise into useful content and keeps measuring what's changing.
We've been working on this problem for years.
Before Ghostart, we built Togethr, one of the UK's first employee advocacy platforms.
We've worked with organisations including John Lewis & Partners, Waitrose, Post Office, Barclays, BT and Capgemini, helping people inside businesses turn what they know into content they were confident putting their name to.
That experience taught us something we've carried into Ghostart:
The useful stuff is often already inside the business.
Technology can help uncover, shape and distribute it. But it can't manufacture the experience behind it.
Logos reference clients of Togethr, our employee advocacy training and platform business.
The thinking behind Ghostart
The Beige Code
We wrote The Beige Code following the first Beyond the Beige summit, where we brought together people from neuroscience, marketing, trust, leadership, employee advocacy and technology.
It explores why intelligent people and organisations so often produce communication that's competent and polished — but completely forgettable.
And why expertise, evidence, specificity and judgement matter even more as AI makes competent content increasingly easy to produce.
Meet the founders
Andrew Seel
Co-founder
Andrew has spent more than 25 years building digital businesses, platforms and programmes.
He started in the early days of online communities before going on to build digital and social media businesses working with brands including Sony, EMI, Virgin and Häagen-Dazs.
For more than a decade, his focus has been on helping organisations and their people turn what they know into credible content and greater visibility.
At Ghostart, he focuses on turning a complicated new visibility problem into something businesses can understand and act on.
Nigel Jay Cooper
Co-founder
Nigel is a bestselling author, technologist and former Channel 4 writer and editor.
His career combines building technology with a writer’s understanding of language, ideas and what makes communication distinctive.
For more than a decade, he has worked with Andrew on social media, employee advocacy and how people build credible professional voices online.
At Ghostart, he leads much of the product development and helps shape the tools that turn business expertise into useful, specific content without flattening the people behind it.
Quick answers about Ghostart
What is Ghostart?
Ghostart is an AI visibility platform that helps businesses understand where they appear in AI answers, identify what’s holding them back and decide what to work on next.
Is Ghostart the AI art app?
No. Ghostart is a UK software company that makes an AI visibility platform. We’re not connected to the AI art generator, digital art apps or social accounts with a similar name, or to ghostart.net.
Who is Ghostart for?
Ghostart is built for businesses that want to understand and improve how they appear when customers use AI to research what to buy and who to use.
It’s designed for business owners and marketing teams, as well as the specialists inside a business whose expertise can help make it more visible.
Which AI platforms does Ghostart check?
Ghostart checks major AI platforms including ChatGPT, Claude, Gemini, Perplexity and Google’s AI experiences, with coverage depending on your plan.
Is Ghostart a GEO or AEO platform?
Yes. GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation) are terms used for work aimed at improving visibility in AI-generated and answer-based search experiences.
We generally use AI visibility because it describes the outcome more simply.
Who founded Ghostart?
Ghostart was founded by Andrew Seel and Nigel Jay Cooper, who founded The Foundry and Togethr and are also co-authors of The Beige Code.
Be the business
AI recommends.
See where your business appears when customers ask AI — and what to work on when it doesn't.
Get your free reportNo account required.