Meet the Team

Nick is a well-known face in the digital space, primarily as a leadership coach and learning designer where his company Coteam specializes in the human side of transformation.

Nick overwhelmingly believes that the best AI implementations won’t replace people with machines but instead use the limitless potential of AI to uplift our own creativity, productivity and skillsets.

It’s this passion and curiosity for the power of human-led change that led Nick to create Edifai as a brand within the larger Coteam group.

Niall McKinney’s contributions to the fields of Artificial Intelligence (AI) and Digital Marketing have earned him recognition as a thought leader and expert in the industries.

Niall's expertise in AI and digital marketing led him to be the Chief Growth Officer at Black Crow AI, which uses AI to help advertisers optimise their digital media buying. 

When he’s not at Black Crow, Neil can found speaking at AI and digital marketing conferences around the world, sharing his insights on the future of the industry and the role of AI in shaping it.

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Louis manages all aspects of client deliveries and success for Edifai. As well as his experience in both business development and account management, he’s always looking for ways to use AI to automate and augment existing workflows. 

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He believes happy clients are repeat clients, and shares a deep passion for integrating learning and development into companies of all shapes and sizes.

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Katie is a Senior Client Success leader specialising in growth and scale-up in B2B Enterprise business, with extensive executive experience in digital transformation for senior leadership and management. Focused on profitable revenue acceleration, she has delivered annual revenue growth across multiple companies and led high-performing teams across diverse global markets to achieve goals. She has worked across a range of high-profile clients, specifically focused on large-scale global corporates, (including Google, Twitter, LBG and Estee Lauder) delivering specialist education in digital transformation for senior leadership and management, and has most recently delved into the world of AI, working as Head of Delivery at Edifai, delivering specialist programs to help businesses with their AI transformation.

Fredrika is an experienced mind-body coach, accomplished DJ and entrepreneur. Today's world is a massive source of technological input, speed, and dreaming of something "else." Fredrika blends her experience of helping people achieve their full potential with astute attention to detail to help build and deliver transformative experiences, whilst also being grounded in reality.

Anita is a strategic and creative marketing professional, using her decade of experience in the B2B and travel sectors to manage all things marketing here at Edifai. Working behind the scenes to develop and execute plans that drive brand awareness, her ultimate goal is to get the Edifai name in front of the people who need us the most.

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Beyond the world of AI and marketing, Anita is a bookworm, foodie and a busy mom to two highly-energetic boys.

Cate has managed and led editorial teams for some of the world’s largest media and tech companies, including Google and Microsoft, and was a founding member of BuzzFeed UK. Her writing has appeared in The Independent, iNews, The Big Issue, Insider and Grazia Magazine. Her first book, How To Work Without Losing Your Mind was published by Penguin Business and the paperback is available now.

Edmond has led immersive boot camps at General Assembly drawing on 10+ years’ in digital product delivery and data science experience to help over 250 students start in their data science/ analyst careers. Edmond now adapts the same skills to teach LLMs.

Eleanor ‘Nell’ Watson, a pioneering ethics and machine intelligence researcher, has been a driving force behind some of the most crucial AI ethics standardisation and certification initiatives from organisations such as the IEEE. She advises leaders all over the world on ethical and effective management of world-changing organizations.

Venkata Maddisetti is a finance professional who focuses on helping finance teams to leverage AI for financial modeling and risk management. He has academic projects that involve the use of machine learning algorithms for portfolio optimization and valuation.

Was Rahman is an interdisciplinary researcher and consultant in Ethical AI in business. At Coventry University, he investigates fairness in AI business decision-making, especially in the HR function. At Bonn University, Was is working on “next generation” AI Ethics, and how they will affect the wider world. Outside academia, he advises business leaders on ethical, responsible AI, having spent 30 years in senior leadership roles at global technology firms such as Accenture and Infosys.

Daniel leads transformational education programmes that help organizations thrive in a digital age. Daniel has over 20 years’ experience in advertising and marketing. Most recently, Daniel headed up the Google Digital Academy team that designed and delivered ground-breaking education programmes and workshops for advertisers, agencies and Googlers across EMEA. Daniel has a passion for the more human aspects of digital transformation, and now works with C-suite and senior management to help them lead the changes in culture, company and customer-centricity, enabling them and their teams to adapt and grow in an ever-evolving, VUCA, digital world.

Jeremiah is a software developer who specialises in productivity applications to reduce the friction between tech and productivity. Jeremiah’s also known for writing articles on how AI can be incorporated into industries such as law, finance, and real estate.

At the edge of AI, society and data ethics, Josefin brings a desire to help shaping a desirable, more responsible future. Josefin has worked with digital & emerging technology transformation and learning programmes spanning across all business functions. She has guest lectured at MIT, Columbia Business School and IT University of Copenhagen and has acted in several roles as a catalyst for change and driving factor for implementation.She brings 13 years of experience from working with leading retailers, manufacturers and consumer brands worldwide.

Martin is a dynamic professional with extensive experience in Process Improvement, Human Resources Management, and business transformation consulting across diverse industries. With a Master’s (MSc) in Human Resource Management and certifications in Business Analysis, Martin brings a wealth of knowledge and expertise. His career highlights include supporting the implementation of new HR technologies, mapping core processes for clients, and providing comprehensive training to improve user experience and efficiency.

Pilar Barrio is a digital transformation consultant and a facilitator, who has been at the forefront of emerging technology and its application to business, media and customer experience since 2006.

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Pilar has trained thousands of people in areas of digital strategy, innovation and creativity through her work with the Google Digital Academy, ISDI Digital MBA, General Assembly, Emeritus and IESE business school among others. She has a huge interest in applying generative AI into business processes to free up strategic and creative minds to use their talent in more rewarding and efficient ways.

Elizabeth is a strategic marketing trainer and consultant with over 25 years of global experience across corporate, SME, and entrepreneurial sectors. She has worked with major brands including Warner Bros., Universal Pictures, and Google, and now specializes in equipping businesses with the skills to navigate the evolving intersection of marketing and AI. Elizabeth has trained thousands of business owners, founders, and professionals in practical, no-fluff marketing strategies, both face-to-face and online. She leads workshops and corporate training programs across Asia, helping organisations demystify AI, sharpen their marketing, and drive sustainable growth. Her work focuses on helping teams use emerging technologies to work smarter, create standout customer experiences, and achieve measurable impact.

Gina is a strategic digital marketing and digital transformation consultant with over 17 years’ global experience across a range of B2B and B2C industries. Her clients include Google, Shell, GSK and Emirates Airlines. Gina has facilitated learning sessions for over 15,000 people face-to-face and online. She is currently leading Google’s Executive Leadership Transformation Summit enabling meaningful conversations around the application of AI in businesses exploring how teams can organise themselves to leverage AI to work more effectively and create space for innovation, creativity and experimentation.

Kathryn has spent over 8 years innovating at the crossroads of technology and marketing. For the past 6 years, she has been delivering AI applications, specializing in chatbots and generative experiences. Her portfolio includes work for Usher, Nike, Fender and many more. In recent times, Kathryn's roles within WPP's CTO team have focused on designing platforms and initiatives that empower agencies and designers through AI-driven tools. She has also led efforts on AI education, training, and strategy to ensure WPP’s large network was prepared for an AI-driven future.

Richard started his career as a Creative, exploring the space where creativity meets technology. He then joined Google, leading Design Sprints and shaping digital strategy and brand innovation. After that, he moved to Bacardi where he launched Bacardi X and built a global learning and development programme to help teams adapt to change. In 2024, he founded Woolf & Hale to support marketers – across brands and agencies – as they explore how AI is reshaping the way ideas are made, shared, and scaled. His work is focused on keeping technology useful, human, and creatively powerful.

Robert Gillespie is a marketing veteran who specializes in delivering AI-driven marketing strategies. He has experience in using machine learning algorithms to help marketing teams to optimise their customer segmentation and personalised marketing campaigns.

Sam has been working in the field of innovation and digital transformation for almost 20 years, firstly with the consultancy ?What If! (now part of Accenture) and latterly at Google where he is currently Head of Digital Transformation in the Google Digital Academy. Most of his time is spent with senior teams from Google’s largest Customers in the Ads and Cloud spaces who want to imagine a more ambitious future for their business then take practical steps to make it happen.

With over 25 years of experience in the telecommunications and automotive industries, Alex is a leading expert in AI-driven transformations across marketing, sales, and customer experience. Focused on practical AI implementations, he ensures businesses in Mexico and LATAM optimize operations and achieve sustainable, data-driven growth. Known for his hands-on approach and his commitment to inspiring young generations by teaching applied AI to university students, Alex strikes the right balance between strategy and execution, empowering companies to leverage AI for high-performance teams and exceed market expectations.

With over 30 years' experience in marketing, content creation, publishing, fan engagement and digital transformation, Katie has worked with high-profiles brands across multiple sectors, from education, charity and not-for-profit to retail, telecommunications, book publishing, sports and entertainment. She is also a trainer and facilitator for the Google Digital Academy, helping businesses to maintain best practice in all aspects of marketing, attribution and business operation. 

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She is now working closely with clients in all sectors to explore the possibilities and challenges of AI, from creative innovation, content creation and audience targeting to transformational automation and IP protection.