About
The realist in the AI room.
I have spent 30 years around real systems: analysing, designing, managing and making work reliable enough for people to trust.
James Morris
Analyst, designer, manager — now helping UK businesses make AI actually useful.
Why this exists
The hard part was always deciding what to build and building it so people trust it. AI closes one gap, but it exposes another: most organisations do not have the context and governance to make it useful.
AI Strategy Rebel is for businesses who are tired of demos and want one workflow that actually gets better.
Analyst, designer and manager experience. Plain English. Evidence first.
Recognition
- Queen's Award for Innovation (2006)
- Big Data and IoT Excellence Award 2017 — Outstanding Data Management Solution
- Computing Big Data & IoT Awards 2017 — IT Team of the Year
How I work
Four working principles.
The same standards apply whether the work is done by a person, an agent, or both. That consistency is the whole point.
Plain English
If the plan cannot be explained without jargon, the plan is not understood yet.
Evidence first
Diagnosis before construction. Measurement before celebration. No theatre.
Humans in charge
AI does bounded work. People own judgement, standards and sign-off.
One workflow at a time
Small enough to prove, serious enough to matter. Then the next one.
Next step
Want to get your AI working for you?
Start with the AI Reality Check. Two weeks, clear evidence, and a decision you can stand behind.