Your company is already a system, even if nobody designed it

I start from one idea: a company is a system, and you can make it programmable. Programmable doesn't mean full of code. It means you can see how it works, understand why it fails and improve it without relying on one person's memory.

The system isn't just the software. It's the website, the people, the conversations, the spreadsheets and the habits. AI is one more piece. It works as well or as badly as the rest of the system you put it in.

Think about the whole journey. A customer lands on your website and writes in. Someone gets the notification and passes it to sales or support. It gets discussed in an internal chat, decided in a meeting and logged in a tool. With luck, someone gets back to the customer.

Something is lost at every hop: context, time or the whole piece of information. Nobody sees it, because each person only sees their own stretch. The customer does see the whole journey, and notices.

When the team works remotely, the company is what people write. A decision is made in a chat thread, refined in a video call and lost in an email. A month later nobody knows what was decided, where, or why.

Your team does what it can with what it has. What's missing is design: deciding where each thing lives, who owns each piece of information and how to find it later.

Put an AI assistant on top of messy information and it will sound just as sure when it's wrong as when it's right. Automate a process nobody understands and you only make it fail faster.

That's why I don't start with the tool. I start by drawing the flow: what comes in, who touches it, where it's kept and what goes out. With that map in front of you, many problems jump out.

Often what's missing isn't artificial intelligence. It's one place where information lives, one person responsible for each step or a clear rule about what gets written where. It isn't flashy, and it works.

Other times it is time to build. For example, an agent that reads what comes in and routes it, an assistant that answers from the company's own documents or an alert when something gets stuck. The difference is that you build on a flow that already makes sense. That way every decision is on record and people stop hunting for information across tools.

I've worked in agencies and large companies, across marketing, sales and product, for brands like Apple and Unilever. In London I was Global Lead, Automation & Tech at Dentsu International (Dentsu X and iProspect), one of the large media agency networks. In 2021 I co-founded Chat Ergo Bot, a conversational AI startup I led.

Since April 2026 I've been Head of AI GTM Engineering at Sesame HR, with a mandate over internal AI projects across the whole company. The title sounds like sales, but the work reaches the entire organization. I'm also a visiting lecturer at EDEM business school. All of that lets me walk into a company, understand how it works and propose the solution that fits, flashy or not.