About ASAD
Aggregated across active client engagements that have given written permission to publish portfolio-level metrics. Per-client analytics, prompt aggregator (Otterly & Profound), Ahrefs and SEMrush as the underlying sources. We do not publish per-client numbers without that client's named approval. See our editorial policy for how we handle stats.
Several of Tenet’s growth clients have been asking a version of the same question recently. They are ranking on Google but not being mentioned when their buyer asks ChatGPT. A competitor they have never seen in traditional search results is suddenly the first brand quoted in Perplexity. The Arabic AI Overview answer for their category is being assembled from sources they do not own. The answers are structural. The work to win citations inside AI answers is not the same as the work to rank a blue link on Google. It uses different signals, different content patterns, different measurement, and different distribution — much of which does not surface in any analytics platform a marketing director has access to today. A senior marketer should not have to choose between running the team they have and learning a whole new search layer they have never had to think about. ASAD is the team you bring in for the new layer, while the old work keeps doing its job.
ASAD is the product Tenet built to do that work as a focused offering. It runs on the Tenet team and Tenet methodology, with a separate brand so clients buying AI search work know exactly what they are getting, and the team running it has clear scope.
Purpose & direction
When an ASAD engagement needs a design system, a new site build, or research support, the rest of Tenet’s team is on call. You do not have to manage three vendor relationships.
The founder
Tenet was founded in Dubai by Shantanu Pandey. Over the years, Tenet has worked with brands across healthcare, B2B SaaS, FMCG, cybersecurity, the public sector, and consumer categories, in the UAE and the wider Gulf.
ASAD is the product Shantanu and the Tenet growth team built after they kept seeing the same problem on client retainers: brands ranking on Google but disappearing from the AI answers their buyers actually read. Public profile, interviews, and Tenet’s broader work are on the parent site.
i.Guarantee AI Overview placement. Citation engines are non-deterministic. Anyone guaranteeing a specific position is selling you a story.
ii.White-label for another agency. For creative or brand agencies that do not run SEO themselves, yes, on a case-by-case basis. For SEO agencies, no — because we will not be the AI search team another SEO agency takes credit for.
iii.Run social, paid, or PPC alongside. We do one thing: AI search visibility. We refer clients to people we trust for the rest.
iv.Ship AI-only content drafts. The engines do not cite AI slop. Using it on client work would defeat the entire programme. Our editorial policy is public.
v.Lock you into a 12-month contract. Three-month minimum on retainers. After that, you can leave with 60 days notice. The work has to keep earning the relationship.
vi.Take on the cheapest brief in Dubai. We are mid-market and honest about it. If your budget is far below our scope, we will say so on the first call and refer you to people we trust at that tier.
Start with a free 48-hour audit. We send you a clear report of where your brand stands across the engines that matter, with a roadmap of what we would do first.
