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Day 2 · Interview 05 of 2211:28 AM · Moscone West

Charles Nicholls

Founder, SimplicityDX

Getting brands recommended by AI search with the video they already have.

The full conversation

11:31 · every question and answer, tightened. Tap a line to jump to it.

The short version

4:00 · Charles's answers, condensed.

Clips

6 short clips, captioned, in vertical and widescreen. Free to download and repost.

Brands get found. 90% get ignored

“SimplicityDX is a new product which basically helps brands to get recommended by AI search. And obviously, as AI has come along and changed the way that people are looking and buying products, brands need to be found. We…”

0:40
Download 1080p: 9:16 23 MB · 16:9 20 MB

He sold print to his school

“So going back to your first company, what was that moment before building your first company? Be like, I am built for this. I need to build a company rather than working a nine-to-five job. Oh, I don't know. It's always …”

0:30
Download 1080p: 9:16 14 MB · 16:9 14 MB

We walked away from Mastercard

“It was probably one main pivot. We built a platform and then pivoted to actually building an application, you know, which ran on the platform, but we built this massive power and then actually went and did one little nar…”

0:47
Download 1080p: 9:16 28 MB · 16:9 27 MB

Upside is a much easier sale

“We were torn in two areas because one area was really around risk and risk prevention and it's almost like selling insurance right in fraud solutions and the other was much more about helping companies make more money an…”

0:42
Download 1080p: 9:16 26 MB · 16:9 24 MB

One treatment, 27% more carbon

“So it's an environmental charity called the Carbon Community. And the simple idea is if you're going to put a tree in the ground, how can we, using nature-based approaches, make that tree more efficient? How can it absor…”

0:50
Download 1080p: 9:16 29 MB · 16:9 27 MB

78% of a tree's carbon is underground

“The bit of the tree that you can see is actually only 22 percent of the carbon 78 percent of the carbon is actually stored in the roots in the soil and it's at the cutting edge of environmental science really to to under…”

0:35
Download 1080p: 9:16 21 MB · 16:9 19 MB

At the booth

Team photos from the expo floor.

SimplicityDX team at TechCrunch Disrupt 2026SimplicityDX team at TechCrunch Disrupt 2026SimplicityDX team at TechCrunch Disrupt 2026SimplicityDX team at TechCrunch Disrupt 2026SimplicityDX team at TechCrunch Disrupt 2026