Person wearing a light gray jacket and matching trousers standing in front of a satin gray fabric backdrop.
Comparison of commands and conversations: Commands are indicated with a no-entry symbol and an arrow pointing to a checkmark, while conversations are shown with a green checkmark and bidirectional arrows between speech bubbles.

Good Artificial Intelligence

Practical and diverse experience with designing and building AI systems

WhatsApp chat conversation about a beige camel coat, with a photo of a person wearing the coat, pants, and shoes.
Grid of black and white images related to energy and sustainability, including industrial pipes, a spherical sculpture in an urban setting, and a building with flags.

MRM ✕ Acxiom ✕ Salesforce

Jan – May 2025

E-Commerce Proof of Concept for Agentforce

Partnered with Acxiom and Salesforce to create a working demo of Agentforce AI tailored to e-commerce – the first of its kind. While Agentforce had seen multiple releases (and high-profile campaigns), no functional demo existed for its shopping applications. I led the experience definition and end-to-end design, working with a developer to create a live prototype using the Vince product catalogue. This included prompt engineering, content design, data enrichment, and presentation.

  • Developed a scalable GenAI workflow using Midjourney to generate hundreds of fabric textures from moodboards and structured prompts.

  • Enriched product data with AI-generated attribute scoring to improve product search relevance and discovery

BIMA AI Council

Feb 2024 – Present

Council Member and Co-Author of AI Standards

Applied and selected to join BIMA’s AI council, a group of AI experts and think tank who aim to support the growth of the UK creative industry through ethical practices.

  • Co-authored the Alpha and Beta launch of AI Standards, a set of guiding principles and as an education tool for best practice to be applied by creatives across the industry.

  • Participated in BIMA awards by judging the ‘Best use of AI’ category in 2024.

MRM Projects

Various 2024 - 2025

Vibe coding: Pitch assistants

Using Vercel’s V0 and OpenAI’s Assistant API, I designed, developed and launched a series of interactive messaging experiences that were used to demonstrate functionality and supplement pitch materials by providing custom interactive Q&A tools.

Custom AI / GPT Tooling

Leveraging OpenAI’s custom GPT models, I have develop multiple UX tools to support day-to-day UX processes including thematic analysis, and identification of component alignment to WCAG success criteria, and structure documentation.

AI Experience Accelerator

Developed MRM’s methodology to support organisations in understanding how best to apply AI and conducting a validation sprint to develop functional proof of concept builds, leading to the development of business cases for further expansion.

Proactive pitches

Various 2024 - 2025

GenAI custom brand images for A&O Shearman

Prototyped and validated and an approach for branded asset generation leveraging early image generation models in scalable workflows. This approach enabled complex topics and abstract concepts to be visualised in a meaningful way without stock photography.

AI trip planning for Ireland.com

Developed a proposal for how to leverage existing research and personalisation features and combining with new AI tools to enhance the planning experience on Ireland.com

Thought Leadership

Why Prompting is a UX Dead End

Our Paradoxical Trust in AI