About Us
I'm Antonio Raunelli
How did I get here?
I’ve spent three years working as an Account Executive for iQuoteXpress, a US SaaS company that sells B2B quoting software. And in that time I’ve realised something: if a potential client can’t find you when they search for what you sell, nothing else matters.
I see it from the inside. The same solution converts much better when the information is well structured, paired with a video specific to the sector or the integration the client is looking for. It’s not magic — it’s technical relevance at exactly the right moment. I started creating that content myself — designs showing how our integrations work, configuration videos, pages built for both technical users and procurement teams — and the results in conversion back it up.
An unconventional path
I’ve sold B2B in fuel distribution in Chile, worked in fintech, and led operations for a British charity in Peru. When the pandemic stranded me in Spain — I’d arrived on holiday — I ended up caring for donkeys for a year at a sanctuary in Asturias.
The place needed a well to give the animals water and had no funds to build it. There was a real story, people who had given everything to that place, and ex-volunteers spread across the world who knew it better than anyone. One volunteer made the video. The sanctuary manager starred in it. I took care of the rest: writing to and calling those ex-volunteers, reminding them why they’d gone, asking them to get involved and spread the word.
They had something no advertising campaign can buy — genuine credibility with their community. Together we raised over €9,000. Five years on, I’m still here. I have a family, two children aged three years and nine months, and life is good.
I discovered it from the inside. Like everyone, I started using ChatGPT — its shopping search is phenomenal for finding the best price on the web. Then Gemini. And I gradually noticed that my own searches for products and services were going through there before reaching Google.
If I was doing it, others were too.
That’s Deslumbra IA.
Technology never really appealed to me before. If something wasn’t working and I didn’t know how to fix it, I didn’t have the patience to figure it out alone. AI changed that — it lets me move in technical areas where I had no experience before. And I’m developing a taste for it.
When it comes to research, I’m a different story. I’m very particular about sources. The AI hype strikes me as overblown — like any other hype. And the technical knowledge I’ve been building is letting me find paths that AI itself doesn’t suggest — a kind of amplified vision in certain areas.
How I work
Understand first, build second
Before proposing anything I need to understand what your business actually does — not what the website says. The first conversations are about that: finding the specific thing that sets you apart, which no automated tool can discover for you.
I look for what's special
In some industries it’s easy to find. In others it’s buried. But it’s always there — and it’s exactly what AI models need to recommend you, because they don’t cite what’s already written in fifty other places.
A real user, not an outside observer
I discovered GEO as a buyer — by watching my own way of searching for products and services change. That shapes how I work: from inside the problem, not from a methodology presentation.
No endless reports
I like narratives that make sense, not documents nobody reads. Check-ins are short, concrete and focused on deciding what we do next week.
I adapt to what you already have
Working with a multinational is not the same as working with a startup, or a business in Rubielos de Mora, Teruel. Understanding the team is part of the work — and where it makes sense, we also handle website editing or content management. We complement what already exists, we don’t replace it.
I work in your language, in the right register
In English — UK or US — or in Spanish: from Spain, Peru or Chile. This isn’t translation: it’s understanding how each market speaks and building content that sounds natural in that context. Because AI also picks up when something has been written for a different audience.