AI Agency
Your AI Strategy.
Built, not theorised.
You don't need to know everything about AI—just where to start.
Imagine running your business like a high-performance team—clear decisions, fast workflows, and growth without extra costs.
We're an applied strategy firm with a race-engineering mindset—building working tools (not slide decks) that help you reimagine how your organisation thinks, works, and succeeds with AI.
Trusted by world-class teams - not just for AI.
" Are you kidding me Samir, you're selling this! This ticks all the boxes. It will be a big help. Please just don't tell anyone, I need every advantage I can get! "
Jeff Braun
Race Engineer
" Wow, that Samir sure knows his stuff. And his presentation style is fantastic – his authority around the topic comes through without being condescending. "
Tom Roberts
Business Leader
" I loved the approach of focusing on the process of experimentation rather than simply giving us an answer. It's like the saying, 'teach a man to fish.' Great! "
Angus Lemon
Team Manager
Say Hello
Samir Abid, Founder
From Race Engineering to AI Strategy
My Background
Hi, I'm Samir. I've spent 20+ years solving complex problems across elite sport, engineering, and business. I've helped Olympic teams, motorsport drivers, and companies turn data into performance.
I hold an MBA from Warwick (where I teach), and I've built and sold digital products, run my own consultancy, and helped organisations make smarter decisions with technology.My AI Journey
When I first saw what AI could do, I didn't sleep for three days. As a natural sceptic, I had to see for myself—especially after spending nine months building an educational product that, if the hype was true, could be made redundant overnight.
That moment kicked off a two-year journey. In late 2024, I doubled down—delegating large parts of my motorsports academy (marketing, sales, operations) to AI.Try it for yourself
Now, as I help others "AI-ify" their businesses, I'm acutely aware of the impact this tech will have on people. You should be too. It's a superpower hiding in plain sight.
The best way to understand it? Try it. Build something. Apply it to your world—and see how it feels. And just remember: AI today is the worst it will ever be...