Chirag Aggarwal
Chirag Aggarwal is the founder of Slate Agency, where he leads the firm's AI visibility work.
His focus is a question most marketing teams still cannot answer: when a buyer asks an AI for a recommendation, does your brand come up?
The Problem We're Solving
When someone asks ChatGPT, Perplexity or Google's AI features about a category, they no longer get a page of links to weigh up. They get one answer, assembled from a handful of sources, naming a handful of brands. The shortlist is settled before anyone visits a website.
Most brands have no idea whether they are on that shortlist. Their rankings look healthy, their reporting looks normal, and the buyers who used to find them are hearing a competitor's name instead.
Slate exists to close that gap: measure where a brand actually appears across AI platforms, then do the technical and off-site work that changes the answer.
Background in AI Search
Before founding Slate, Chirag spent five years in marketing and growth roles at early and growth-stage companies, two of them in founder's office positions where the brief is usually to work out why growth has stalled and then fix it.
He ran the standard playbooks. Content, technical SEO, keyword targeting, paid. They worked, until they started working less, and not for any reason the dashboards could explain.
Impressions were the highest they had ever been. Clicks had dropped by 40%. Nothing in the reporting accounted for the difference.
That pattern turned out to be the signature of AI-mediated search. The content was being found, read and summarised. The visit never happened. Ranking well and being visible had quietly stopped meaning the same thing.
The conclusion that led to Slate was narrower than it sounds: being findable and being cited are different problems, with different inputs. Search engines index you. Answer engines have to trust you enough to name you, and most of that trust is built on sources a marketing team never touches.
How We Work
Slate is built around three commitments, which shape every engagement:
- Test, then talk. This field is full of confident advice nobody has verified. Slate runs experiments across the major AI platforms and publishes what comes back, including results that argue against its own position.
- Show the working. Clients get the prompts, the raw answers and the method behind every number. Reports should be checkable rather than impressive.
- Go deep on a few things. One discipline run properly beats six listed on a website. Depth is what earns citations.
Slate publishes its experiments and findings in the AI Lab. To see where your brand currently stands, request a free AI Visibility Audit.
Articles by Chirag Aggarwal
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