Our Approach
We're not AI evangelists or technology vendors.
We're business consultants who happen to specialise in AI implementation.
Our job is to make AI work for your business, not to make your business work for AI.
What Makes Us Different
Implementation-focused: We don't stop at strategy—we see projects through to adoption
Business outcomes first: Every recommendation ties to measurable business results
Change management expertise: We help your team embrace new ways of working
Vendor-agnostic: We recommend the best tools for your needs, not the ones we're partnered with
Our Leadership Team
Mel MacDonald
Over 20 years of high-impact business transformation, including being the youngest member of the senior executive team at the world's largest pharmaceutical company.
Mel scaled a vocational education provider from under 100 to over 3,000 students, boosting revenue to $10 million while reducing admin overhead by over 70%.
She also founded a company that earned recognition in the BRW Fast 100 list before selling to a publicly listed company.
CEO
Hayley MacDonald
With a 20+ year legal background and deep expertise in compliance, governance, and organisational change, Hayley now helps businesses confidently adopt AI and automation.
She has a practical, systems-based approach to ensure AI implementation is efficient, compliant, and embraced by teams.
Hayley is especially skilled at guiding HR, legal, and operational leaders through AI-enabled transformation with clarity and confidence.
AI Systems and Risk Advisor
John Hubbard
Two decades with Fortune 500 brands (Nike, Ford, BHP), John has tested 500+ AI tools and created AI-powered systems that deliver immediate ROI.
He champions human-centered, systems-agnostic AI frameworks that build strategic alignment across complex organisations.
AI Marketing & Systems Specialist
Grant MacDonald
25+ years leading brand and digital strategy for clients ranging from government departments to global tech companies.
As founder of Creative Dept, Grant leverages AI-enhanced creative workflows to dramatically improve speed, quality, and impact of brand communications and internal capability-building resources.
Creative & Brand Strategy Architect
Why We Exist
Most organisations want to leverage AI, but don’t know where to start. That’s where we come in. Our team brings together business strategy, compliance expertise, and practical AI knowledge to help you turn curiosity into capability.
Start your team’s AI journey today.
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