What Daniel Espejo works on
Daniel Espejo works on AI search visibility, Answer Engine Optimization, product and startup building.
Daniel Espejo is the founder and CEO of Omnia, an AI visibility platform that helps marketing teams understand and improve how their brands appear in answers from ChatGPT, Perplexity and Google AI Overviews. His work combines AEO, product, market expansion and startup building. He also teaches Product Management at ISDI and advises and invests in early-stage startups.
01I work on brand visibility in AI search
My main focus is understanding how AI search engines represent brands and what teams can do to appear in the answers that matter.
Answer Engine Optimization, or AEO, is the work of making a brand appear and be represented accurately in answers generated by AI search engines. It is not enough to hold a place in a list of results. A brand needs to be a source that a system can retrieve, understand and cite for a specific question.
At Omnia, we track which brands appear, how they are described, which competitors are recommended and which sources each answer cites. In an interview with Eqvista, I explained the difference between tracking keywords and tracking prompts, answers and citations.
02I build products for changes in user behaviour
Before founding Omnia, I spent seven years at Klarna, working on payments and card products used by millions of people. That experience taught me that a company changes when the user's entry point changes.
AI search is another change of that kind. People can ask a question, request a comparison and arrive at a recommendation. That observation became the starting point for Omnia. The Eqvista interview sets out how my experience in product and distribution shaped the company.
03I have worked on market expansion and operations
At Klarna, I led the opening of the Spanish market and the Iberian operation from the beginning. That experience taught me that expansion is not just translation and that a brand has to be present where its customers already make decisions.
Coverage from EU-Startups on Omnia's pre-seed round describes that background and the origin of Omnia with Miguel Fernández.
04I teach product and advise founders
Alongside running Omnia, I teach Product Management at ISDI. I also advise boards and invest as an angel in early-stage startups.
05What I publish
- Spanish AI Startup Founders. An editorial selection of established and emerging founders.
- Daniel's articles at Omnia. Analysis of AI visibility, prompts, citations and product.
- Interview with Daniel Espejo at Eqvista. A conversation about Omnia, product and distribution.