Be the answer

The advertising infrastructure for AI answers

People no longer search, they ask. The answers they get are built on content that newsrooms produce, and they shape what people choose. We are building the infrastructure that gives that content its value back, and lets brands be present where decisions are now made: inside the answer.

The shift

One change of habit, three sides of the market

For people
900M
people use ChatGPT every week

The answer has replaced the visit

People no longer compare ten links. They read one answer, and they act on it.

For publishers
-33%
Google search traffic to publishers in one year, with a further 43% drop expected over three

The content still feeds the answer. The revenue no longer follows.

Models select among the facts newsrooms established, at cost, under a byline. The visit, and the advertising around the page, is disappearing.

For advertisers
0.62%
of the $820B digital ad market goes to generative search, from $301M in 2025 to a projected $5.1B in 2026

Being recommended is the new visibility

People ask an assistant what to buy and follow the recommendation. Paid placement inside the answer contaminates it, which is why Perplexity withdrew its sponsored answers and Anthropic runs none.

Original, reliable and verified content is the scarce input of the whole system. If it stops being funded, the answers degrade with it.

What we are building

The infrastructure between the content and the answer

For publishers

A way to give value to their original, reliable and verified content, wherever it is read

For advertisers

A way to reach their business goals in the age of recommendation, through the sources the models trust

What we stand for

Four principles we will not trade

The right answer for people

Everyone asking a question should find the solution that truly fits it, from sources they can trust

Value for original content

Reporting that is reliable and verified should earn its value where it is read, not only where it is clicked

Brands present in the answer

Advertisers should be able to exist where their customers now ask, without corrupting the answer

A dataset of original, verified content

Everything we build rests on content we can trace, source and verify

Let’s talk

For publishersYou run a newsroom and want your reporting to earn its value inside the answersWrite to us · publishers@amatsu.ai → For brandsYou are a brand and want to be part of the answer when your customers decideWrite to us · advertisers@amatsu.ai →
The teamWho we are, and why media