Make Lemonade
Maria Sze
Building brands AI can trust.
Helping premium brands build the authority, positioning and credibility that AI trusts.
Brand Authority & Commercial Strategy
Where strategy becomes authority
Maria Sze is Co-founder of Make Lemonade, leading brand strategy, commercial positioning and client partnerships. With more than two decades of experience across leading agencies, she helps luxury hospitality and travel brands define what makes them genuinely distinctive.
She ensures every AI visibility strategy starts with strong commercial foundations, connecting brand positioning, credibility and storytelling with measurable business outcomes. Because brands earn AI recommendations by first building genuine authority.
LinkedIn ProfileWhere Maria focuses her work.
01
Brand Authority
Defining what makes a brand genuinely distinctive, creating the clarity, consistency and credibility that builds long-term authority with both people and AI.
02
Commercial Strategy
Connecting brand strategy to measurable commercial outcomes, ensuring every recommendation supports growth rather than simply improving marketing metrics.
03
Brand Positioning
Helping premium brands articulate who they are, what they stand for and why they deserve to be chosen in increasingly competitive markets.
04
Luxury Hospitality & Travel
More than two decades working with luxury hospitality, travel and lifestyle brands, understanding the expectations of both discerning guests and senior marketing teams.
05
Agency Partnerships
Working alongside PR and marketing agencies to bring AI visibility into client strategies without losing sight of brand integrity or commercial priorities.
06
Client Leadership
Building trusted relationships through clear advice, commercial thinking and hands-on leadership from strategy through to delivery.
AI doesn’t replace brand strategy. It rewards it.
AI hasn’t changed the fundamentals of building a successful brand. It has simply made them more important. Brands with clear positioning, consistent messaging and genuine credibility are the ones AI understands, trusts and recommends.
Maria brings more than two decades of experience helping premium brands define what makes them distinctive. By combining commercial strategy with an understanding of how AI evaluates authority, she helps clients build brands that are recognised by both people and machines.
“The brands AI recommends are the brands that know exactly who they are.”
Articles by Maria
Thinking on brand authority, commercial strategy and AI visibility.
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From Search to Ask: Advisors and Hotels Adapt to AI Discovery
Virtuoso’s fifth annual Travel Tech Summit was held on 9 August 2026 at the Bellagio in Las Vegas. For a network built…
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How the AI Concierge Economy Is Shaping Affluent Travel Decisions
Luxury travel is entering 2026 in an unusual position: demand and spend both look resilient, but the way affluent travellers reach a…
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Nobody’s Typing. Is Your Brand Ready for What They’re Asking Instead?
The person most likely to book your property, retain your agency, or buy your product is probably not sitting at a desk…
Work with Maria
Build a brand AI can trust
Whether you’re repositioning a luxury brand, launching something new or looking to strengthen your AI visibility, Maria works with leadership teams to build clear positioning, commercial strategy and lasting brand authority.