Petal.ai careers

For two decades, the internet ran on search. Every brand lived or died by how Google indexed and ranked its pages. Visibility meant being clickable.

That era is ending.

Large Language Models (LLMs), ChatGPT, Gemini, Claude, Perplexity are rapidly replacing the search engine as the interface between people and information. Instead of typing keywords and choosing from ten blue links, users now ask questions and get one confident, conversational answer.

That answer no longer links to a brand’s website. It represents it.

The problem is: brands have no visibility or control over what AI systems say about them. LLMs remix information scraped from the web, press coverage, and user forums often distorting it, missing key differentiators, or inventing details entirely.

Petal.ai exists to help brands navigate this new paradigm. We measure how LLMs represent you, detect if you're brand and products are visible, hallucinations and positioning gaps, and help you actively shape the story that AI repeats. In the same way SEO became essential in the Google era, AI Engine Optimization (AEO) will define the next one.

We’re a small, focused, and fast-moving team supported by Canada’s top AI commercialization programs (Vector Institute and Durham College’s AI Hub, through the NRC IRAP). Every team member contributes directly to building the next discipline in AI visibility from prompt intelligence and scoring algorithms to interactive dashboards and applied model research.