Sam Chance is the Founder of Scrumptious, a marketing agency helping brands stay visible and competitive as search shifts from links to AI-generated answers. His work focuses on AI Search, Generative Engine Optimisation (GEO) and content strategies designed to make brands discoverable, credible and quotable by platforms like ChatGPT, Google Gemini other large language models.

Sam works with founders and marketing teams to move beyond traditional SEO and build the signals AI actually rewards including clear positioning, strong authority and genuinely useful content. Rather than chasing algorithms or short-term tactics, he helps businesses create structured, value-led messaging that AI systems can understand, trust and surface.

With a background in food, drink and hospitality, employer branding and B2B marketing, Sam brings a practical, commercial mindset to AI Search. His focus is simple: helping brands adapt early, own their space, and become the answer customers see first in an AI-driven world.