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.
"No new headcount unless you can justify why the work CAN'T be done by AI Agents."
An Open Letter to Business Leaders
AI isn't like other software.
Most people's mental models of what it is, what it does, and where it fits are way off.
And that's okay—even the toolmakers don't fully understand how it works.
But that's not your concern.
What matters is how AI can be employed—yes, just like digital labour—to do work across your business.
- 24/7
- At scale
- For (basically) free
Imagine this
Delegating everything you do on a computer—to AI.
And even things you don't:
- Meeting notes
- Campaign planning
- Business strategy...
Forget the hype. The buzzwords. The idea that this is just "a fancy Google."
Ask yourself:
What would delgating to AI mean for your business, your team, your customers?
This isn't buying a new tool
To get real value, you'll need to reimagine how whole parts of your organisation work.
Because creating software systems is no longer a bottleneck:
"The new coding language isn't Python or JavaScript—it's English!"
Just describe what you want.
You can have it—instantly.
(But so can your competitors...)
Your real challenge
It's not technical. Not IT.
To build a strong AI strategy, you need:
- A clear mental model of what AI is (and isn't)
- A smart, low-risk starting point
- A plan for your people, process, and culture
AI is a generational shift
Our motorsports background taught us: structured experiments and fast iteration win.
That same mindset now applies to AI.
You won't get confidence from a slide deck.
You need to see it in action—doing real work in your business.
Tooling is easy—keeping up is hard
The hard part is:
- Staying current with the avalanche of new releases
- Knowing when to switch underlying technologies
- Balancing cost, speed, and quality
- Learning best practices from a global AI community
That’s our full-time job—because these shifts can “10x” your quality or “100x” your cost savings, seemingly every week.
We're your partner
Yes—we build tools.
Yes—we educate teams.
Yes—we redesign systems.
But our real value?
We're your trusted AI thinking partner—bringing clarity, creativity, and results without the noise.
We don't work with many clients. But if this sounds like a fit, try the AI Healthcheck.
If we believe we can help you, we’ll be in touch—it’d be a pleasure.
And even if it’s not with us, take a moment to ask yourself:
What would your business look like if no one needed a screen to get things done?
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...
" 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
How This Works
We develop strategy by building—tools, momentum, and your confidence. Start with one working project and grow from there.
Kick off with an AI Health Check or 'Talking to Robots' workshop to map out opportunities.
Pick one project and create something real. Success = a working tool that adds value and sharpens your thinking.
Each project reveals what's next. Iterate, expand, or scale—one smart step at a time.
What AI can actually do for your business today
Working examples you can launch—and learn from—this week:
AI That Thinks With You
For clearer decisions, faster insights, and sharper communication.
💬 Language & Communication
- Drafts emails, reports, presentations, and posts
- Translates across tone, language, and expertise
- Summarises meetings, documents, and articles
- Prepares talking points and personalised responses
🔍 Research & Insight
- Synthesises public and internal information
- Surfaces patterns, trends, and opportunities
- Tracks competitors and market shifts
- Reduces time-to-understanding across roles
🧠 Strategy Co-Creation
- Helps structure decisions and explore new directions
- Challenges assumptions and reframes problems
- Develops frameworks, messaging, and positioning
- Acts as a strategic thinking partner when you need one
AI That Works For You
For automation, scale, and always-on support that evolves with your business.
🧭 Agentic AI Systems
- Content creator – writes posts, emails, internal comms
- Email triage assistant – drafts replies, sorts, and tags inboxes
- Report writer – builds summaries from your live data
- Customer service agent – answers questions using company knowledge
- Sales support agent – enriches leads, follows up, tracks pipeline
- Analytics generator – turns raw data into visual insights
- Project planner – creates structured plans and timelines
- Calendar assistant – books meetings, sends reminders, follows up
📚 Knowledge-as-a-Service
- "Talk to your PDFs" and internal documents
- Internal GPTs trained on your data
- Turns SOPs and reports into searchable systems
- Onboards staff faster and improves consistency
🧱 Tool & Product Building
- Builds working apps, dashboards, and prototypes
- Writes and maintains internal tools and code
- Extends legacy systems with new interfaces
- Supports fast experimentation before dev investment
🤖 Workflow Automation
- Routes data between tools (CRM, Notion, Slack, Email, etc.)
- Triggers actions from events (e.g. lead created → email sent)
- Formats, tags, and distributes content
- Enriches records, syncs reports, updates dashboards
- Creates dependable, multi-step automations
🚀 Inspired?
Get Your Own AI Learning Lab
Start with as little as 5 hours a week. Build clarity, momentum, and capability—one working project at a time.
- ✅Strategy-led projects – Clear priorities, milestones, and shared plans
- ⚡Real, usable tools – Every build works and delivers value from day one
- 💡Learning loops – Each project sharpens strategy and sparks new ideas
- 📈Flexible scale – No long-term contracts, no overheads—just AI expertise on demand
Frequently Asked Questions
Got questions about AI adoption? We've got answers.
What does an AI strategy actually mean for my organisation?
It means knowing where AI fits, what it can realistically do for you, and how to adopt it in a way that supports your team, workflows, and goals. It’s not a 5-year plan—it’s a mindset, a map, and a structured way to start building the future.
Why focus on building tools instead of just talking about strategy?
Because clarity comes through doing. We build small, purposeful tools inside your business to test assumptions, build understanding, and identify what works. This isn’t about big-bang digital transformation. It’s about fast feedback and learning by doing.
What makes your approach different?
We bring a performance mindset from motorsport—where decisions are made under pressure, and experimentation is constant. We help your business move quickly, do more with less, and evolve its systems through deliberate, lightweight tests.
How do we deal with how fast this technology is moving?
We help you build systems that are modular and adaptable. When a better tool comes out next week (and it will), you won’t have to start over—you’ll be able to swap components in and out easily. Flexibility is designed in from day one.
What if we don’t even know where to start?
Perfect. That’s exactly what the AI Healthcheck is for. It helps you understand where you are now, where AI might fit, and how to begin without overcommitting. It’s practical, strategic, and built to remove overwhelm.
Do you offer training for our team?
Yes. We run hands-on workshops called “Talking to Robots”—designed to upskill your team using our AI Literacy Ladder and other frameworks we’ve developed to support confident, structured adoption. These are tailored for leadership, teams, or whole organisations.
Can you help us manage the impact of AI on our people and culture?
Yes. In fact, it’s critical. AI adoption often brings fear, uncertainty, and resistance. From our experience introducing data analytics into Olympic sports teams—where change was initially unwelcome—we know how to guide cultural transformation with care and clarity.
Why do you talk about AI Agents like they’re staff?
Because that’s how they behave. They arrive almost job-ready—but like any new hire, they need onboarding, training, feedback, and clear boundaries. Over time, we evolve their roles, grow your confidence, and even help these agents collaborate with each other as teams. Don’t worry—it sounds scary, but we’re here to look after you.
What kinds of businesses do you work with?
Mostly SMEs and mid-sized organisations in sectors like engineering, education, consulting, and services. What matters most is mindset: curiosity, ambition, and a willingness to experiment and learn.
Is it just you?
Pace Insights is led by me, Samir. But I work with a trusted global network of AI freelancers—the best of whom can be brought in to support your project if needed. You’ll always have a single point of contact, backed by serious expertise.
How do you handle data privacy and security?
We guide you through every choice. You stay in control of your data and tooling, and we help you select the right models, platforms, and architecture based on your needs for privacy, cost, and compliance. We don’t touch anything until you’re comfortable.
How does pricing work?
We offer a simple subscription model starting from just 5 hours a week. No long-term contracts. Scale up or down as needed. You get strategic thinking, fast experimentation, and working tools—all under one roof.
What’s your method—and why do you work this way?
Our approach is built around deliberate experimentation. Every tool or workflow we develop is designed to teach you something—not just work technically, but reveal insight. Sometimes we hit the goal first time. Sometimes we don’t. But we always learn—and learning is the real success. There’s no universal playbook for AI. Our job is to help you distil what matters, avoid the noise, and move forward with confidence.
What does success look like in this kind of work?
In the beginning, success means learning. We treat the first phase of work like a research lab—a place to experiment, explore, and build confidence in both the technology and where it fits within your organisation. From there, we help you scale what works—moving into a factory mindset where AI tools go into broader use across teams. That shift comes with more visibility, higher returns, and sometimes more risk. But by then, you’ll have the capability, culture, and clarity to handle it. And this isn’t “one and done.” Continuous improvement is built into everything we do. Our job is to make sure your business becomes smarter, more adaptable, and more efficient—not just through what we build, but through how we help you think. Whether you stay with us, grow your own internal capability, or later bring in a larger partner—that’s completely fine. We’re here to get you confidently started and set your business off in the best possible direction.
Ready to Explore What AI Can Really Do?
We don’t take on many clients at once. We prefer to work closely, collaboratively, and move fast. If that sounds like you, the best next step is to try the AI Business Healthcheck. It’s free. It’s short. And it’ll give you a much clearer idea of what’s possible.