The AI Format team

20 years of Agency experience in web design and SEO… Now focused on a AI solutions for business

About AI Format… a Brisbane-based, Australian-owned AI agency.

We help businesses implement AI agents, voice systems, and AI visibility solutions that ensure they’re found, understood, and trusted across modern search and AI platforms.

AI Format is the evolution of iformat, a business we’ve grown and refined for well over a decade. Our focus has shifted as technology has changed — from websites, to SEO and content, and now to AI systems — but our standards haven’t.

We bring the same care, rigour, and strategic thinking to AI that we’ve applied to digital foundations for years.

Same people.
Same standards.
A sharper focus on AI — without shortcuts, hype, or guesswork.

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Why our approach works

We didn’t start in AI — and that’s our advantage.

Our background spans websites, SEO, content, and long-term digital growth, giving us a practical understanding of how search engines, AI systems, and customers actually interact with information.

Because of that, we don’t treat AI as a standalone tool.

We design AI systems as part of a connected ecosystem.

Our AI Ecosystem

Strong SEO, GEO, and site structure make your business easy to find
Well-structured content makes your information clear and trustworthy
Approved business knowledge keeps AI accurate and consistent
AI receptionists, voice agents, and chatbots handle real customer enquiries reliably

When these foundations are strong, AI becomes a genuine business advantage — not a risk.

AI Format Team working on SEO, AEO, GEO Strategy

April, Declan, Ana and Demi

How we work (and why clients stay)

AI Format is a boutique, Brisbane-based AI agency built on years of hands-on experience in SEO, content strategy, and digital marketing. We’ve been working with businesses since 2010, long before AI-driven search became part of everyday decision-making.

We’re a small, senior team — and that’s intentional.

You won’t be passed between account managers or handed off to people who don’t know your business. We stay close to the work and close to our clients.

We:

Work directly with you
Keep strategy in-house
Don’t outsource core thinking
Care deeply about accuracy, clarity, and outcomes

Many of our clients have been with us for years — some for over a decade — because we focus on what actually matters, not what’s fashionable.

AI Format isn’t about replacing people with AI.

It’s about using AI where it makes businesses more efficient, reliable, and visible — without losing the human touch.

When applied thoughtfully, AI becomes a support system — not a risk.

In practice, this means:

Handling repetitive and time-consuming enquiries, reducing pressure on your team and lowering operational costs
Responding to customers instantly, even outside business hours, so opportunities aren’t missed
Improving consistency and accuracy, with only approved answers shared every time
Supporting better conversion by helping customers get clear answers quickly
Keeping your business visible as search moves into AI-generated answers, summaries, and recommendations

The customer journey has changed…

How customers find you, contact you, and decide is changing —
but trust, clarity, and reliability still convert.

Content is still the answer.

Our awesome team

AI solutions for business — built by people who understand the full digital ecosystem.

We’re a senior, close-knit team with deep expertise across AI, SEO, content, and technical systems. Big enough take advantage of a pool of talented professionals specialised in their area, yet small enough to work closely with our clients and understand their businesses inside out.

Declan Reynolds

Director, AI Systems & Technical Strategy

Declan holds a degree in Graphic Design and a Post Graduate in Web Design, and oversees the technical foundations of everything we build.

As Director, Declan leads client engagement and oversees the technical delivery of AI agents and systems, ensuring platforms are efficient, reliable, and built for long-term growth.

Focus: AI Agents architecture, performance, technical SEO, system reliability

Ana Urban

Strategy, Systems, SEO & AI Visibility

Ana joined the company in 2009, bringing a degree in Business Administration (Marketing major) and extensive experience in Public Relations.

Ana leads strategy across SEO, content, and AI visibility, working closely with clients to ensure their business is understood, trusted, and represented accurately across modern search and AI systems.

Focus: strategy, client outcomes, AI-ready content and visibility

Demi Parker

Strategy, Content & Client Delivery

Demi holds a Bachelor of Media & Communications (Journalism) and has been with the business for over 13 years.

Demi works closely with clients across strategy, content, reporting, and analysis, helping ensure their business knowledge is structured clearly, represented accurately, and aligned AI search.

Focus: SEO, GEO, content strategy, reporting, client liaison, analysis

April Guevarra

Strategy, Optimisation & Client Delivery

April has a Bachelor’s Degree in Business with a focus on Marketing and has been with the business for over seven years.

April works across SEO, GEO, structured content, and optimisation, partnering closely with clients to deliver consistent improvements in visibility, clarity, and performance.

Focus: SEO, GEO, optimisation, content structure, ongoing strategy

Angel Gumamit

Operations, SEO & Client Delivery

Angel joined the team in early 2025 and holds a Bachelor of Administration, majoring in Finance.

Angel brings a strong foundation in marketing and administration, with a practical, detail-focused approach that helps keep projects organised whilst also supports operations and growing expertise in SEO & GEO.

Focus: AI visibility, Systems and, ongoing strategy

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Our story

The iformat Story is one of steady evolution — not sudden reinvention.

Since 2006, we’ve grown alongside the digital landscape, building deep expertise in websites, search, content, and now AI. Each step has sharpened our ability to help businesses stay visible, competitive, and relevant as technology changes.

Our Journey Through Time

2006

Founded iformat

Declan started iformat as a web design agency based in Melbourne.

2007

Started using Adobe Business Catalyst

Our first CMS we started using the Australian start-up CMS called Business Catalyst which was later bought by Adobe.

2008

Declan spoke at the Business Catalyst Partner Conference

Declan was asked to speak at the first Australian Adobe Business Catalyst conference in Sydney.

2009

SEO, content & strategy

Ana joins iformat, bringing SEO, content strategy, and marketing expertise to shift focus from simple websites to delivering visibility, sales and growth.

2011

Growth period

iformat grows to include Henry and Kim and a team of 5 people in Australia and 4 overseas.

2011

Top Business Catalyst developer

iformat was recognised as being the top Business Catalyst Developer in Australia with more than 300 websites developed on the platform.

2011 (August)

iformat acquires another Agency

iformat bought an Agency in Queensland and took on an office with 7 people in the Philippines to offer better service as an outsourcing web development agency.

2013

A team of 21

Demi joins, strengthening content and delivery. We had grown to 21 people, including 11 full-time web developers, 3 full-time SEOs and 3 project managers.

2014

Serving 40 agencies worldwide

In 2014 we hit a peak of serving more than 40 agencies worldwide with web development outsourcing services.

2015

SEO becomes a key driver

Huge success in SEO results for client sees us train more staff in our SEO systems and dominates revenue for the first time.

2015

Shut down web development arm

In late 2015 we made the not at all difficult decision to close down the web development arm in the Philippines. The growth in outsourcing websites such as UpWork and Fiverr meant we couldn’t compete with new outsource rates, and ongoing difficulties and inefficiencies in managing the Philippines exacerbated these challenges. We finally made the decision to focus solely on SEO and a smaller agile team that delivered results.

2016

Focused SEO growth

After intentionally scaling back custom development, the focus on SEO, content, and long-term performance paid off with outstanding results for clients, serviced by a lightweight, efficient team of SEO experts.

2021

Move to Queensland

With Melbourne winters beginning to take their toll and SEO ticking along nicely, we Ana and Declan decided to move to Queensland.

2022

A Google Algorithm change affects clients for the first time.

After years of never… NEVER… EVER… experiencing a client’s website being adversely hit by an Algorithm change, some of our client’s websites were affected and we had to adjusted our strategies to ensure client ranking success.

2024

Preparing for AI-driven search

We begin working closely with AI-assisted SEO and search tools as visibility moves beyond rankings.

2025

GEO, AEO & AI systems in practice

We deepen our expertise in GEO and AEO, become a GoHighLevel Partner, and successfully deploy AI agents, voice agents, and automations across client sites.

2026

AI Format rebrand – after 20 years

We rebrand to AI Format, reflecting our focus on AI agents, AI visibility, and intelligent systems — built on nearly two decades of digital experience.

While years may have flown by since we first opened our doors, we haven’t fundamentally changed from the motivated, results-oriented and approachable team we were in the beginning. We’re still…

Focused on delivering real value and meaningful outcomes
100% Australian-owned and locally accountable
Hands-on, responsive, and willing to go the extra mile
Committed to helping businesses grow in practical, sustainable ways

Let’s see if we’re a good fit!

We don’t try to be the right agency for everyone. We work with businesses that value strong foundations, clear thinking, and AI solutions designed to support real growth.

If you’re looking for a thoughtful, experienced partner to help you navigate AI, search, and visibility — we’d love to hear about your business.

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