I spent a decade measuring consequences before I advised on AI.
Most AI advice comes from people fluent in the technology and little else. I come at it from the perspective of how do we create the best outcomes for people and planet.
Where transformation happens.
Real change doesn't happen in the open ocean: all dreams, no footing. Nor does it happen on solid ground: safe but static. It happens in the space between. The place where ambition meets action. Where the future you want starts pressing against the present you have.
That's where I work. The tidal zone. A frontier where two worlds meet and something new takes shape.
This frontier is a dynamic and challenging space. I bring clarity to complexity, build momentum, and help people see what's possible so we can make it real.
I work with organizations navigating one of the most significant forces reshaping how we work: artificial intelligence. The question I keep coming back to isn't “how do we adopt AI?” It's “how do we do it thoughtfully, in a way that creates real value, and accounts for its social and environmental impacts?”
That question runs through everything I do. The tools change. The orientation doesn't: clear-eyed, deliberate, and always in service of meaningful impact.
Our work won't always be comfortable. But it's where we actually make a difference. I'm here to help you navigate it.
It started with sustainability, not software.
For over a decade I worked as a climate and sustainability strategist. I helped evaluate hundreds of carbon-removal startups, separating the credible from the hopeful, and built sustainability strategies for communities across four continents, places like Aspen, Queenstown, and British Columbia.
That work demanded rigour, systems thinking, and an honest account of consequences, intended and otherwise. You do not get to wave away the second-order effects of a decision when the decision is about the climate.
I bring that same orientation to AI. The goal is not to automate everything that can be automated. It is to help your team do better work and build something that holds up ethically and operationally over time. A harder problem than picking the right tool, and a more interesting one.
Four principles I do not bend.
An honest account of cost
Including the social and environmental kind. Most AI advice ignores the footprint of the tools it recommends. Given where I come from, I cannot.
Good for your people
AI that helps your team do better work, not a pile of tools to babysit. Technology serves the people, not the other way around.
Built to hold up under scrutiny
Adoption that survives a hard question from a client, a regulator, or your own team. Defensible, documented, and understood by the people using it.
Tell you what to skip
Not just what to buy. The goal is not to automate everything that can be automated. Naming what is not worth doing is part of the work.
For the short version of how I think about responsible AI adoption, the costs, the principles, and where to start, see responsible AI adoption in brief.
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