About Probably Genius

Built by real people
who have done the work

Probably Genius is led by Jacquie Baker and Christopher Shaw, partners with 20 years of experience in brand, tech, and execution.

Together we've shipped 1,100+ projects, helped clients secure $65M+ in funding, run 400+ government digital enterprise sessions, and built global teams across three continents.

We've positioned companies for exits, built prelaunch strategies for film productions, and shipped a book that sold 2 million copies through Walmart.

Now we do this for AI search.

Why we started this

We've always helped experts become visible

For 20 years, we've helped people who are genuinely great at what they do get found by the right people at the right time.

Not through advertising. Through positioning, infrastructure, and trust.

We've always believed: if you're the best at what you do, the world should know it. But the world doesn't find you by accident. You need the systems in place that make it inevitable.

That used to mean referral networks, brand equity, and showing up where it mattered.

Now it means something else.

The Shift

Solving the Visibility Gap

When someone asks ChatGPT "who's the best attorney for my situation" or "which architect understands heritage approvals," the AI has to recommend someone.

It can't say "I don't know." It has to give an answer.

And right now, most experts, the people who actually are the best, aren't being recommended. Because AI can't see their reputation. It's locked in handshakes, referrals, and 20 years of relationships that machines can't read.

We saw this happening and realised: the same work we've always done for humans, building trust, establishing authority, creating the conditions for referral, needs to happen for machines too.

Except machines are actually better at spotting inconsistencies, red flags, and who's operating with integrity. They're pattern matchers. They see everything.

So the businesses that are genuinely great, consistent, trustworthy, with real expertise, have an advantage. If they build the infrastructure for AI to see it.

That's what Probably Genius does.

We help established experts transition from being "invisible authorities" to becoming the name AI recommends.

What we believe

Integrity is visible

AI systems are pattern matchers. They see consistency, quality, and trustworthiness across every touchpoint. If you're operating with integrity, we make sure machines can see it. If you're not, we're probably not the right fit.

Expertise should be rewarded

We work with trust-based industries. Industries where getting the recommendation wrong has real consequences. If you've spent 20 years becoming genuinely great at what you do, you deserve to be found.

Transparency builds trust

We share what we know. We explain how this works. We don't hide behind jargon or gatekeep methodology. The more you understand, the better decisions you make.

Infrastructure beats tactics

We don't sell content volume or quick fixes. We build the underlying architecture, entity identity, knowledge graphs, structured data, that makes AI trust you as a primary source. This is foundation work, not decoration.

The Team

Founders who still show up

Jacquie Baker

CEO & Co-Founder

Jacquie has spent 20 years building distribution systems for businesses that don't want to market themselves. They want to be found by the right people at the right time.

That started with moving 180 apartments a year in New Zealand on pure referral. No advertising, just relationship leverage and pattern recognition. Then Sureshot, an email platform built before Mailchimp existed, solving compliance and distribution problems through infrastructure.

From there: Silverlane and Ghost Flower Creative, agencies that positioned companies for exits and raises, not lead gen. The strategic work that helped clients secure $65M+ in funding. Along the way, 400+ Digital Enterprise sessions for the Australian Federal Government, consulting to Screen Australia productions, and speaking at YouTube Sydney on prelaunch strategy.

The through-line: every platform shift creates a new distribution channel. The businesses that understand this early win.

Jacquie handles strategy, technical architecture, and the systems that make AI understand who you are.

Christopher Shaw

Co-Founder & Chief of Operations

Christopher makes sure it ships, and that it resonates when it lands.

Before he was the operational backbone of 1,100+ projects, he was an award-winning music producer in New Zealand. Working with artists like Scribe and Katchafire, running the Red Bull Studio, producing for Coca-Cola's Rhythm Nation, and creating MACRODUBPLATES, an underground mashup series that hit 5 million downloads.

What he brought from music production, precision, patience, knowing when something is actually finished, became the foundation for everything that followed. The book that sold 2 million copies. The sell-out events with Lil Wayne headlining.

Christopher handles creative direction, project delivery, and the calm presence that makes working with us easy. Nothing's ever a problem.

Why "Probably Genius"

When someone asks AI who to hire, and the AI says your name, that's not luck. That's architecture.

And if you've built your reputation through years of real expertise, real results, and real client relationships... you probably are a genius at what you do.

We just make sure the machines agree.

See where you stand

Wondering if AI knows who you are?

 

Our 109-point visibility audit shows exactly how you're showing up, or not, when people ask AI for recommendations.

30 minutes. No fluff. You'll leave knowing whether you have a gap, and what to do about it. Send us your details using the form below for your FREE report!