Diagnosis & strategy
Decide before you buy
I map where AI can create value, what can wait, and what isn't worth doing at all.
The starting point
The question isn't how much AI. It's where it belongs.
The landscape shifts every week, and it pushes companies into two equally expensive reactions: freeze, or chase every release.
My job is the judgment in between — understand the process, pick one opportunity and test it without turning the company into a permanent lab.
How I help
From intent to a system that actually works.
Process & pilots
Pilot on real work
One process, turned into a measurable pilot — with clear data, clear limits and a clear owner.
Training & adoption
Make it stick
Teams end up using AI with judgment, autonomy and rules everyone shares.
A quick test
What's happening in your company?.
Pick the line that sounds closest to where you are.
My read
Start with a shared standard.
The work here is to agree what's allowed, with which data, who signs off and how results get measured.
I'd start with an audit of current use and exposure.
“Strategy comes first. Opening the software comes last.”
How I work
Test small. Learn fast. Decide on evidence.
- Understand. The process, the people, the data and the constraints.
- Prioritize. One case: useful, measurable and small enough to move fast.
- Run it. In a contained setting, with no inflated promises.
- Hand it over. The knowledge and the ground rules stay with the team.
Consulting and training projects for companies run through Neurona Center, with a network of specialists working alongside me.
Behind the work
Business, research and judgment.
Marketing leadership, contracts, teams, talent, operations and data.
Doctoral research on the adoption, controversies and responsible use of generative systems.
Sponsored researcher at the Norman B. Leventhal Center for Advanced Urbanism.
Co-director, researching failure as a tool for better decision-making.
Frequently asked questions
Who am I?
I'm an AI strategy consultant. I trained as a lawyer, hold a PhD in Artificial Intelligence, run Neurona Center, and I'm a sponsored researcher at MIT Media Lab (LCAU) and co-director of the Museum of Failure Institute.
What does an AI strategy consultant actually do?
I help companies work out where AI is worth applying — and where it isn't. From there, I turn the priority opportunity into a measurable pilot and stay with the team until it's part of how they work. Strategy comes first; opening the software comes last.
How does a project start?
With the process, the people, the data and the constraints. Then I pick one case that's useful and small enough to test properly before anything scales.
What is learning from failure?
It treats every test as evidence. A pilot can miss its target and still pay for itself if it exposes a limitation early, avoids a larger investment and leads to a better decision.
Do I only work in Spain?
I work with companies across Spain, remotely or on site, and take part in international projects through MIT Media Lab and the Museum of Failure Institute.
How can you reach me?
Use the contact form or email me at [email protected].
Contact
Got a case in mind?.
Tell me about it. If AI can help, we'll find a way to test it. If it can't, that's worth knowing early too.
Get in touch