Meet the Team

With over 40 years of combined experience at the cutting edge of digital and innovation, Ruth Astbury and Alex Cootes bring a rare blend of strategic vision and hands-on delivery to every project.

From launching the UK’s first e-commerce sites and pioneering VR brand campaigns to advising global brands on responsible AI adoption, they’ve each led industry firsts that shaped the way businesses use technology.

Now, as a team, they help organisations move beyond AI hype - offering practical, ethical, and business-savvy support to build real confidence in the AI era.

Ruth Astbury Founder

  • Ruth Astbury is a BSI-certified AI Management Practitioner and seasoned digital strategist with more than 20 years at the sharp end of technology, data, and marketing.

    Long before generative AI became today’s headline, Ruth was turning first-of-their-kind ideas into commercial reality, from launching one of the UK’s earliest e-commerce sites for Marks & Spencer to producing a cinematic VR brand film for Etihad Airways featuring Nicole Kidman.

    She has a track record of industry firsts.

    Ruth has held senior positions at some of the world’s most respected agencies, AKQA, Sapient Nitro, Cheil MENA, Proximity, and McCann. Managing cross-functional teams and C-suite clients in FMCG, finance, travel, sport, and health. Throughout her career, she won multiple industry awards for innovative digital work, including a D&AD Yellow Pencil

    Today her focus is driving the conversation around responsible AI, and building an AI agent that will improve women’s health outcomes.

Alex Cootes AI consultant

  • With 18 years of digital expertise, Alex has honed his skills at some of the world's leading network and independent agencies, including TBWA, SapientNitro, Isobar, and Havas CX Helia.

    His work spans the Automotive, Pharmaceutical & Healthcare, and Human Resources sectors, where he has a proven record of developing strategic partnerships and delivering innovative digital solutions for globally recognised companies.

    Passionate about helping businesses prepare for the AI-driven era, Alex acts as a trusted and ethical advisor. He welcomes an open conversation with any organisation looking to understand the strategic steps needed to thrive in the future.