About
The work splits into two things: consulting and building.
On the consulting side, I work with small service businesses across Australia to reduce admin, improve follow-up, and build AI systems that fit the way teams already work. Most AI consultancy engagements start with a free process audit and move from there.
On the building side, I develop AI products independently. That work keeps the consulting grounded: I have had to think about design, engineering, user experience, and commercial reality at the same time, which shapes how I advise businesses rather than just describe what is possible.
I work with small service businesses to find the parts of the operation that are creating avoidable work: slow follow-up, repeated admin, messy handovers, and knowledge that only lives in someone's head. From there, I map the process, design a simpler workflow, and set up AI tools or light automation where they genuinely help.
The work can include a Sydney AI consulting engagement, a one-off process review, or support turning an internal problem into a useful AI product.
My background is in building and taking products to market. Embodifi is a reflective AI storytelling platform for families. Persuade Write is an AI email analysis and rewriting platform.
Those projects are close to the consulting work because they forced the same questions small businesses run into: what should AI handle, what still needs human judgement, how should the workflow be reviewed, and what happens when real people use the system under time pressure. That is the through-line in how I work: practical first, easy to maintain, and honest about what the technology can and cannot do.
I start with the process before I recommend tools. If the workflow is unclear, AI usually makes the mess faster rather than better. The first job is to understand what happens now, where time is being lost, and what a better version of the work should look like.
I try to work inside the tools a business already uses. Most small teams do not need another platform to maintain. They need clearer handovers, better prompts, cleaner templates, and automation that supports the way people already get work done.
Everything is documented as it is built. That includes what the system does, when to use it, what to check, and what to do if something breaks. The aim is not to make the business dependent on me after handover.
I measure outcomes rather than activity. Time saved, faster response, fewer missed follow-ups, better consistency, and easier onboarding matter more than how many tools are connected.
I focus on small service businesses because they feel operational drag quickly. A missed follow-up, a messy onboarding step, or an undocumented process can take real time out of the week when there is no dedicated operations team sitting behind the business.
A good first AI project should reduce pressure without creating a system that is too expensive or fragile to keep using. That is why the useful work is usually smaller, clearer, and closer to the tools the team already pays for.
If admin, follow-up, or scattered internal knowledge is slowing the business down, start with one process. I will help map it, find the simplest useful fix, and show what is worth doing next.
A useful place to start is where small service businesses should start with AI. You can also look through practical case studies.