GeoAdsFinder
geoadsfinder.com — Google SERP checker and ad library spy. Verify search results across locations, monitor competitors. First built inside Dentsu International and adopted across the network; now a standalone product.
Ibán Ríos
Building the Next Generation of Programmable Organizations.
Organizations are systems. I make them programmable.
Head of AI GTM Engineering @ Sesame HR
The thesis gets proven first in AI GTM Engineering — revenue systems built, instrumented and operated as software.
10+ tools shipped to production
5 markets they run in
3 independent SaaS products live
€600K+ monthly paid-media budget managed
Apple · Square · Unilever · Le Creuset · HTC · Dentsu · Omnicom · Sesame HR
From thesis to practice
One chain runs under all of it: a thesis about how organizations work, the discipline where it gets proven first, and the capabilities the work is tagged with.
The chain
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Organizations are systems. I make them programmable.
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AI GTM Engineering
AI GTM Engineering is the discipline of designing, building and operating revenue systems as engineered software, augmented and increasingly run by AI, rather than as collections of manual process and headcount. It treats go-to-market the way DevOps treated infrastructure: something you build, instrument and continuously improve, not something you staff and hope.
AI GTM Engineering builds the systems that run revenue operations. RevOps configures the tools that already exist.
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AI · Systems · Automation · Revenue · Product · Education
Capabilities are a tagging layer across the work, not six separate practices.
Point of view
Companies are building software with AI at record speed, without governance. AI generates functional code, not secure code. That's going to break. The solution isn't to slow down AI — it's to orchestrate it with control. My work is building the systems that let organizations scale with AI without taking on unnecessary risk.
What I've built
Independent products
AIsWise
aiswise.com — AI chatbot platform. Turns a website into a voice-enabled chatbot: auto-training from site content, lead capture, offline mode. The evolution of Chat Ergo Bot.
ValidWise
validwise.com — Multi-compliance scanner for European websites. 70 automated checks across EAA accessibility, GDPR, security headers, the AI Act and legal requirements.
SOVEREIGN IRONCLAD
An engineering harness for AI-assisted development, and the framework this site is built with.
Inside Sesame HR the same approach runs on the employer's own systems: ten-plus tools in production across five markets, covering lead qualification and routing, competitive monitoring, conversational access to business data, multilingual content operations, ad performance monitoring and end-to-end site verification.
Journey
Oxford to London
2014–2020Turned a side interest into a career at Oxford: webmaster to manager at OISE Languages in under a year.
Then London. Paid search at PHD Media (Omnicom) on the Unilever and Upfield accounts, independent performance marketing for MOBS Shoes, and Dentsu International — Global Lead, Automation & Tech across Dentsu X and iProspect, on the Apple, Square, HTC and Le Creuset accounts.
Employee of the Month at PHD Media. Star of 2019 in the Dentsu International PPC community.
Built GeoAdsFinder there: a SERP verification tool adopted across the Dentsu network.
Founder
2021–2023Co-founded Chat Ergo Bot, a chatbot builder with conversational AI. Pre-ChatGPT. We arrived early.
Before it came #YoMeTesteoEnCasa, the first COVID-19 self-diagnosis tool in Spain (2020), built to take pressure off overwhelmed emergency phone lines. It led directly into Chat Ergo Bot.
Selected by Lanzadera in 2023. Top 75 Spanish startups, El Referente, 2022. Planeta Chatbot finalist.
Chat Ergo Bot closed in 2023 — a co-founder disagreement and the LLM market disruption, not a wrong thesis. It lives on in AIsWise.
Sesame HR
2023–nowJoined as Senior Paid Media & Marketing Operations Specialist in August 2023. Head of Paid Media & Marketing Operations thirteen months later.
MVP of 2024, company-wide across 370 employees. PPC King, Q1 2024.
Managed a monthly paid-media budget in excess of €600K across five markets. Redesigned the UTM architecture, led the Consent Mode v2 migration, and built cross-platform attribution.
Building at scale
2025–nowInterim Head of Demand Generation & Growth: a twelve-person team across five countries.
Then the first Head of AI GTM Engineering at Sesame HR, from April 2026 — a company-wide technical governance mandate over AI and innovation projects, reporting to CRO, COO and CEO.
Alongside it, three independent SaaS products live — GeoAdsFinder, AIsWise, ValidWise — and SOVEREIGN IRONCLAD, the engineering harness this site is built with.
Recognition
- MVP of 2024 — Sesame HR, company-wide across 370 employees
- PPC King, Q1 2024 — Sesame HR
- Star of 2019 — Dentsu International PPC community
- New Employee of the Year, nomination — Dentsu X, 2019
- Constructive Rebellion, nomination — Dentsu X
- Employee of the Month — PHD Media / Omnicom, March 2018
- Top Paid Media Specialist — Mayple
- Lanzadera Selection 2023 — for Chat Ergo Bot
- Top 75 Spanish Startups 2022 — El Referente, for Chat Ergo Bot
- Planeta Chatbot Finalist — for Chat Ergo Bot
FAQ
- Who is Ibán Ríos?
- Ibán Ríos is Head of AI GTM Engineering at Sesame HR, based in Valencia, Spain. He builds revenue systems as engineered software, and independent products including GeoAdsFinder, AIsWise and ValidWise. Previously Global Lead, Automation & Tech at Dentsu International in London, and paid search at PHD Media (Omnicom).
- What is AI GTM Engineering?
- AI GTM Engineering is the discipline of designing, building and operating revenue systems as engineered software, augmented and increasingly run by AI, rather than as collections of manual process and headcount. It treats go-to-market the way DevOps treated infrastructure: something you build, instrument and continuously improve, not something you staff and hope.
- How is AI GTM Engineering different from RevOps?
- AI GTM Engineering builds the systems that run revenue operations. RevOps configures the tools that already exist. The first is an engineering discipline with a codebase behind it; the second is an operating function working inside software someone else wrote.
- What does a programmable organization mean?
- Organizations are systems. A programmable organization is one whose operations are structured, instrumented and run with the same discipline as software — where a process is something you can inspect, version and improve, rather than a set of manual steps held together by headcount.
- What has Ibán Ríos built?
- GeoAdsFinder, a Google SERP checker and ad library spy. AIsWise, an AI chatbot platform. ValidWise, an EU multi-compliance scanner running 70 automated checks. SOVEREIGN IRONCLAD, an engineering harness for AI-assisted development. And #YoMeTesteoEnCasa, the first COVID-19 self-diagnosis tool in Spain.
- What is SOVEREIGN IRONCLAD?
- SOVEREIGN IRONCLAD is an engineering harness for AI-assisted development, created by Ibán Ríos and used to build this site.
- What is GeoAdsFinder?
- GeoAdsFinder (geoadsfinder.com) is a Google SERP verification tool and ad library spy. It lets paid-media practitioners check search results and ads as they appear in a given location. First built by Ibán Ríos inside Dentsu International and adopted across the network, it is now a standalone product.
- What brands has Ibán Ríos worked with?
- Apple, Square, HTC and Le Creuset through Dentsu International. Unilever and Upfield through PHD Media (Omnicom). MOBS Shoes as an independent client. Currently Sesame HR.
- Where is Ibán Ríos based?
- Valencia, Spain, working remotely. Previously Oxford and London, between 2014 and 2020. Speaks Spanish, English and French.
Current focus
Head of AI GTM Engineering at Sesame HR, building the internal systems behind demand generation across five markets.