Guilherme Hortinha

About Guilherme

Guilherme Hortinha is Co-Founder of Lua Rank, where he leads growth, go-to-market strategy, and research. His work sits at the intersection of AI search, brand discoverability, and execution systems, with a focus on helping businesses become visible, cited, and recommended across platforms such as ChatGPT, Gemini, Perplexity, and Google AI Overviews.

From agency work to product

Before building Lua Rank, Guilherme co-founded IndexLab, an AI visibility agency created to help brands move from being invisible in AI-generated answers to becoming consistently visible and recommended sources.

Through that work, he saw firsthand how quickly AI was becoming part of both consumer and B2B decision-making, influencing how people discover products, evaluate companies, and make purchasing decisions.

Why AI visibility matters

As AI became more embedded in discovery and buying journeys, Guilherme saw a major gap in the market. The work required to give a business a real chance of long-term AI visibility was often too broad, too technical, and too expensive for many companies to execute effectively.

While larger businesses could afford agencies or internal teams, smaller businesses were at risk of being left behind at the exact moment AI visibility was becoming essential.

The idea behind Lua Rank

That gap became the foundation for Lua Rank.

What began as an internal effort to make AI visibility work more efficient, repeatable, and scalable inside IndexLab evolved into a platform designed to give more businesses access to enterprise-grade AI visibility capabilities, regardless of budget or in-house expertise.

What Guilherme writes about

Guilherme writes about AI visibility, AI search behavior, and the practical systems businesses need to stay discoverable as AI becomes an increasingly important layer in how decisions are made.

Areas of focus

• AI visibility strategy

• AI search behavior

• Brand discoverability in LLMs

• Scalable execution systems for AI visibility

• Practical frameworks for businesses adapting to AI-driven discovery

How he developed his framework

Guilherme developed his framework for AI visibility through hands-on work across dozens of client engagements, combining strategy, execution, and continuous testing.

By working directly on optimizations and delivery systems inside IndexLab, he built a practical understanding of what helps brands become more discoverable and more frequently recommended across AI platforms.

Previous experience

Guilherme has spent nearly a decade working in technology and business growth roles. He began his career at Amazon Web Services in the UK, where he worked as an Account Manager and developed a strong understanding of how technology can help businesses grow and compete more effectively.

He later worked in strategy and operations at Relay Technologies, where he helped support the scaling of the company’s network operations.

Background

Guilherme’s background combines commercial thinking, operational problem-solving, and a long-standing interest in how technology reshapes markets.

Over the course of his career, he has focused on understanding how businesses gain advantage when new platforms change how discovery, trust, and purchasing decisions happen. That perspective now informs his work in AI visibility, where he focuses not only on strategy, but also on building practical systems that help businesses adapt to how AI is changing the path from discovery to decision.

Career at a glance

Career at a glance

• Co-Founder, Lua Rank

• Co-Founder, IndexLab

• Strategy & Operations, Relay Technologies

• Account Manager, Amazon Web Services