Sami is the CEO at Petra Labs, an NYC-based startup that offers a suite of software and service solutions to help brands improve their position in AI Search. Sami has served as a personal AEO advisor to companies like Zapier, Rippling, and more. He spends a large portion of his time leading the research efforts at Petra Labs where the team seeks to better understand how LLMs retrieve and rank information in the real world.

Ramie is the COO at Petra Labs. Ramie has served as a personal AEO advisor to companies like Four Seasons, Novig, and more. He also leads Petra’s own organic and inorganic growth strategy, helping scale the company into the 95th percentile for growth among companies of its size. Outside of Petra Labs, you can find Ramie losing money playing chess at Washington Sq. Park.

Ross is the founder of Siege Media, an agency he launched in 2012 that has made the Inc. 5000 six times and been named one of Inc’s Best Workplaces. His new book, Generative Engine Optimization: The Definitive Guide to AI SEO, publishes with Wiley in Q4 2026. Previously, Ross worked as an SEO specialist in the insurance and mortgage space, building websites from launch to #1 rankings. Outside of work, he is an active angel investor in tech startups and lives in Austin with his wife and two children.