I do marketing, branding and advertising, combined with AI systems.

I don't just use AI — I build the systems that make it useful.

I come from communication, marketing, commerce and advertising: I understand strategy, and I've studied how to keep a company running and grow it. Before I touch anything, I learn its situation, its needs and its goals, and I use that to build the base the AI will work on. I don't let it write the strategy or do the research for me — I find that pointless, almost foolish, and I won't have it: the moment you hand it everything, it's the one running you. You have to be at its level and work with it to stretch your own abilities and get the most out of them. From there I build large pipelines where I decide which tool comes in at each step, encode the brand once, and let the system run. When AI gets it wrong, it's almost always because you're not at its level — so I work every detail and place human checks exactly where they matter, checks that make it more autonomous over time. I keep a person on whatever has to feel human and automate the rest, with one goal: more efficiency, less wasted time.