About Probably Genius

The origin

A New Company With a Long Operating History

Probably Genius was founded in late 2025. The operating history behind it began decades earlier. We built the company for a simple reason: people are starting to ask AI who to trust.

A business can have genuine expertise, strong client relationships and years of earned authority while remaining difficult for AI to understand. Much of what makes an expert worth choosing lives in conversations, client work, earlier companies, internal methods and decisions that never reached a public record.

Probably Genius helps put that authority on the record. We translate earned expertise into governed public evidence, strengthen it beyond the client's own website and measure how AI systems understand, repeat and carry it into buyer decisions.

The people

The Founders

Jacquie Baker, also known as Jax

Technical Co-Founder and CEO

Jacquie has spent more than 20 years uncovering the exact, invaluable thing a business almost forgets to mention. Her reputation as a sharp business leader was built on deep strategic marketing for Screen Australia and delivering targeted marketing presentations to YouTube’s top creators — giving her an unparalleled instinct for commercial storytelling and positioning.

With a track record of rapid AI adaptation, evolving from traditional brand strategy into machine architecture and digital systems, Jacquie knows exactly how to translate human expertise into scalable technology.

Today at Probably Genius, she owns strategy, positioning, Genius Interviews, and our machine architecture. Jacquie is the ultimate guardian of our insights — and the person most likely to stop a project mid-sentence because she remembers the gold a client dropped twelve minutes earlier.

StrategyGenius InterviewsPositioningMachine architecture

CS

Christopher Shaw

Co-Founder / Chief of Ops

Chris knows how to take complex, chaotic ideas and turn them into something coherent, beautiful, and ready to ship. His instinct for structure was forged during an award-winning career in music production — giving him a producer’s absolute intuition for what belongs, what’s just noise, and precisely when a piece of work is ready to meet its audience.

With a degree in music production and composition, evolving into years of directing creative strategy, digital production, and operations, Chris has always operated where art meets execution.

Today at Probably Genius, he owns our operations, implementation quality, and delivery systems. Chris brings the sharp visual, cultural, and structural judgment required to keep our most serious technical work clear, human, and unmistakably ours.

OperationsImplementationProduction systemsDelivery

The record

The History Behind the Company

Across their earlier companies and careers, Jacquie and Chris have:

1,000+

built more than 1,000 websites over 13 years;

100s

completed hundreds of strategy engagements;

426

trained 426 businesses through a federal digital training program, delivered by Jacquie;

6+

worked across finance, property, technology, entertainment, professional services and other high-trust industries;

INTL

managed distributed international teams and custom digital projects;

1,000s

spent thousands of hours learning, testing and building with applied AI.

That history belongs to the founders and their earlier companies. Probably Genius does not claim work performed before it existed.

It does carry the judgment earned through that work.

A new company should not have to pretend its founders arrived without a past. The relationship simply needs to be explained accurately, with the right work attached to the right people and entities.

That principle became one of the methods inside Probably Genius: Authority Transfer.

The company can be new. The authority behind it does not have to disappear.

The research

When Recognition Became an AI Problem

Jacquie and Chris moved to the Texas Hill Country during the early public rise of generative AI and treated the change as a practical research problem.

For the next several years, they tested how AI systems found businesses, interpreted claims, connected entities, selected sources and decided which names belonged in an answer.

The finding was surprisingly human.

A company could be excellent and still be difficult for AI to explain. Its expertise might be trapped in the founder's head. Its history might belong to an earlier company. Its proof might be scattered across emails, client work, reviews, directories and half-finished pages. Its website might state the right claim without giving the wider public record enough reason to support it.

That was not simply a content problem.

It was a recognition problem.

Probably Genius was built to solve it.

Clay illustration of a small business street with an AI recommendation badge

The system

Why Probably Genius Exists Now

Probably Genius exists to transfer earned authority into a public evidence system that machines can interpret and people can verify. People are not only searching for information anymore. They are asking AI to compare options, explain trade-offs and suggest who may be right for a particular situation.

Those recommendations sit where search visibility, reputation and brand equity meet. Search helps a system find the business. Evidence helps it verify the claims. Brand equity helps the right facts remain attached to the name. Probably Genius operates that environment around an expert business.

The Genius Interview helps us hear the judgment behind the work.

The Authority Record keeps approved facts, proof, stories, voice and permissions attached.

Authority Transfer connects legitimate founder, team and predecessor history to the current entity.

The Golden Thread keeps the public record coherent.

Knowledge Entries answer the questions real buyers are asking.

External validation strengthens important claims beyond the client's own website.

Monthly testing shows what the AI systems actually carried forward.

Learn how the public evidence system works →

The client remains the expert. Probably Genius is the translator, operator and record-keeper.

Proof

Current Operating Proof

7,280

Knowledge Entries published for clients

As of July 18, 2026 · Across current and tracked client work:

100% of current clients are recognized by name in branded AI queries, typically within days.

80% of tracked clients first became visible to AI within three weeks.

90% appeared in unbranded AI recommendations within 60 days.

Most current clients report AI-referred inquiries within weeks, and most have converted those opportunities into customers.

Several clients have each reported more than $1 million in sales connected to AI-referred opportunities.

These are owner-attested aggregate outcomes observed across current and tracked client work. They describe what has happened. They do not predict or guarantee what any future model, buyer or market will do.

Probably Genius builds recommendation readiness. No company controls the recommendation itself.

See more results and proof → Get Your Free Recommendation Check →

Locations

Where We Work

Probably Genius currently maintains business locations in:

Wimberley, Texas

Serving the Texas Hill Country, Austin, Cedar Park and Georgetown.

St. Petersburg, Florida

Serving St. Petersburg and the wider Tampa Bay area.

Melbourne, VIC

Serving Melbourne and clients across Australia.

The work itself is designed for expert businesses wherever the right fit exists, with current client relationships across the United States and Australia.