Hema founded Iffel International in 2006 and has spent thirty years working at the point where technology meets how people actually decide, across thirty-five countries.
Her current work is on a problem most companies have not noticed yet. A large share of searches now return a machine-written answer at the top, and very few people click past it. If an AI system cannot verify who a company is, it recommends someone else, silently, and the company never sees it happen in its own analytics.
Iffel builds the underlying structure that lets those systems find, confirm and recommend a business. She is the author of The AI Translator and works with founders, executives and boards on AI strategy and marketing leadership.
For Traksjon clients, that matters at a specific moment: a European company arriving in the United States has no American search footprint, no reviews, and nothing for a machine to verify. She builds that before it costs them a deal.
Iffel International: iffelinternational.com
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