About James
The Anti-Hype AI Strategist for established UK business owners who've built something worth protecting.
My Story
I'm a founding engineer at Yuzu Labs, a YC-backed AI video automation platform, where I built their entire rendering system and designed a modular TypeScript monorepo from the ground up. Before that, I was Product Lead at Officely, where I built their Microsoft Teams meeting rooms product.
I've also founded my own AI products: HeySabio, an AI-powered iOS app, and Symplex, an AI command platform for customer acquisition with integrations into Meta, TikTok, and Google advertising platforms.
My career actually started at Mace Group on the £9Bn Battersea Power Station development, where I managed commercial work packages. I was offered a graduate position and turned it down to pursue software engineering full time. I studied Quantity Surveying at the University of Reading and Computer Science at Henley College.
I left the startup world because the businesses that need AI most are the ones nobody's building it for.
My Approach
I don't believe in AI for AI's sake. I believe in solving specific problems that cost you time, money, or opportunities. If AI isn't the right solution, I'll tell you what is.
Every project starts with understanding your business first, then identifying the 2-3 automations that will have the biggest impact. We build practical systems that integrate with your existing tools and processes, not replace them.
My goal is simple: help you work smarter so you can focus on what you do best. Protect what you've built.
Why Anti-Hype?
The AI industry is full of hype. Every week there's a new "revolutionary" tool that claims to transform your business overnight. Most of it is nonsense designed to separate you from your money.
I've seen what actually works and what doesn't. I've built AI systems that handle millions of video renders and customer interactions. The reality is that AI is a powerful tool, but it's not magic.
You don't need transformation. You need protection. Protection of your time, your profit margins, and the business you've spent years building. That's what practical AI delivers.
Why a Solo Consultant, Not an Agency?
Direct Access
You work directly with me. Not a sales team, not a junior consultant, not an account manager.
Personal Attention
I take on a limited number of clients so I can give each one proper attention. Quality over quantity.
Skin in the Game
My reputation is on the line with every project. That's how I like it. No hiding behind corporate structures.
What We Do
Honest Assessment
We map your workflows to find the biggest time drains and missed opportunities. If AI isn't right for your problem, I'll tell you.
Practical Build
We create custom AI systems that integrate seamlessly with your existing tools. No rip-and-replace.
Ongoing Partnership
We monitor, optimise, and expand your automation as your business grows. Long-term thinking.
Focus Sectors
How We Work
Plain English, No Jargon
No technical complexity. We explain everything in terms that make sense for your business.
Results-Focused
Every project has clear success metrics. We measure time saved, revenue recovered, and problems solved.
No Lock-in Contracts
You own your systems. If you want to work with someone else tomorrow, everything transfers cleanly.
GDPR Compliant
All systems built to UK data protection standards. Your data stays yours.
Ready to Work Smarter?
Every conversation starts with understanding your business. Book a free 30-minute discovery call to discuss what's possible.