Working with AI before it became a boardroom cliché.
AI-related engagements since 2021, across product, customer experience and creative operations. The work has always been about what surrounds the technology: the decisions, the standards and the judgment that determine whether a model becomes an advantage or a liability.
AI has been part of my advisory, product and experience practice since 2021.
The challenge
Most organisations approached AI as a tooling question. The harder question was editorial: what should the company let a model do on its behalf, what should it refuse, and how should it explain the difference to customers.
In parallel, creative teams were being asked to industrialise output using models that had no taste and no memory of the brand. Without a standard, more production simply meant more incoherence at higher volume.
What I did
Set the principles that separated worthwhile AI use from performative AI use inside product and experience roadmaps.
Led creative direction on customer-facing AI features so the brand's voice, restraint and judgment were built into the model's behaviour.
Coached leadership on how to talk about AI publicly without borrowing someone else's vocabulary.
The result
The pattern that holds across every engagement is simple. AI does not remove the need for creative judgment. It makes weak judgment more visible, faster, at scale, in front of customers.
- 2021
- 12+
- 0
First shipped engagement with generative models
AI-touched products and experiences shipped since
AI features shipped without a clear editorial standard
My work with AI-related initiatives has focused on what matters around the technology: how it changes customer experience, product thinking, creative workflows, leadership decisions and the way companies explain new capabilities to the market.
About the company
AI initiatives since 2021
A rolling body of work across categories and organisations, from early experiments with generative models to shipped customer-facing AI features. The through line is a refusal to treat AI as a category of its own, separate from the standard the rest of the brand is held to.
- Cross-industry AI product and experience
- Advisory, creative direction, standards
- 2021 to present
- AI strategy, product and experience
“AI does not remove the need for creative judgment. It makes weak judgment more visible.”