AI is the new search.
And it's invisible.
When someone asks ChatGPT for a product recommendation, your brand might come up. Or your competitor's might. You have no way to know.
Worse: when AI sends visitors to your site, Google Analytics labels them as "direct" traffic. No referrer, no attribution, no visibility into what AI actually said about you.
I saw this problem firsthand. I'd spent 9 years working in analytics, CRM, and growth roles at various companies in Switzerland. I knew how to measure everything that mattered—except this.
How Loamly Started
In August 2025, I started noticing something strange. Traffic from ChatGPT was showing up as "direct" in my analytics. Perplexity too. Claude. There was no way to see if AI was recommending us or our competitors.
I looked for tools that could help. Nothing existed. The closest thing was manual queries—copy-paste into ChatGPT, read the response, repeat. Not scalable.
So I started building. Every night after work. Every weekend. 4-5 months of code, experimentation, and learning. I didn't quit my day job until I had something that actually worked.
I learned a lot along the way. I initially thought AI traffic detection would be simple—check the referrer. It's not. ChatGPT Operator uses cryptographic signatures (RFC 9421). Mobile apps send no referrer at all. Each AI platform has different patterns.
I made mistakes. I built features nobody wanted. I spent weeks on a prompt system that had to be completely rewritten. That's how you learn what actually matters.
What Loamly Does Now
Loamly solves two problems I couldn't solve with existing tools:
AI Visibility Monitoring
See what ChatGPT, Claude, Gemini, and Perplexity actually say when someone asks about your brand, your competitors, or your industry. Track how answers change over time.
AI Traffic Detection
Know when AI sends visitors to your site. Cryptographic verification for ChatGPT Operator. Behavioral detection for other platforms. No cookies, fully GDPR compliant.
Why No Investors
I chose to bootstrap Loamly. No VCs, no external funding, no pressure to grow at all costs.
This means I can focus on building something genuinely useful instead of optimizing for metrics that look good in investor updates. If a feature helps customers but doesn't drive ARR, I can still build it. If the right decision is slower growth with happier customers, I can make that call.
It also means I'm directly accountable. There's no board to blame, no team to point at. If something doesn't work, it's on me. That creates urgency to get things right.
Open Source Commitment
The AI traffic detection is fully open source. You can audit the code, understand exactly how detection works, and verify there's no dark pattern.
I believe analytics tools should be transparent. If you're going to trust a tool with your website data, you should be able to see how it works.
What I Believe
Privacy is non-negotiable.
No cookies, no user tracking, fully GDPR compliant. Your visitors are your business, not mine.
Transparency builds trust.
Open source detection, clear pricing, no dark patterns. You should be able to verify every claim I make.
Simplicity over features.
Analytics should tell you what to do, not overwhelm you with dashboards. I'd rather build fewer things that actually matter.
About Me
I'm Marco Di Cesare. Based in Switzerland. I spent 9 years working in analytics, CRM, and growth roles before building Loamly.
I built this because I saw a problem nobody was solving. AI is changing how people discover products, and businesses have zero visibility into this new channel.
If you try Loamly and something doesn't work or doesn't make sense, email me directly. I read everything and will personally fix it.
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