Most companies are now paying for AI. Very few can tell you what it gave back.
I work out where AI actually pays in a business, build that part, and then run it. Sometimes that is teaching a team to use the tools properly. Sometimes it is a system that finds and researches your next customers. It starts with finding out where the money is going.
Pedro Borrero
- 12%
of UK firms using AI report revenue they can attribute to it
DSIT AI Adoption Research, 2026
- 40%
of agentic AI projects are expected to be cancelled by 2027, on unclear business value
Gartner, 2026
Selected work
Your CRM knows your deals. It does not know your business.
The CRM held the deals. Everything that mattered sat somewhere else: call recordings, old proposals, email threads, and a few people's heads.
- ~£900k
- of pipeline surfaced from one question
- 1 day
- from their data to a working demo
- Next day
- the deal closed
Find where it pays
Start with what is actually costing the business time or deals, not with a tool somebody wants to buy. Most AI spend fails here, before anything is built.
Build the part that matters
That might be training the team to use Claude properly. It might be somewhere to keep what the company knows. It might be the admin nobody should be doing by hand.
Run it, and show the numbers
Built systems rot if nobody owns them. I run it and report monthly in your numbers, so you can decide whether it is worth keeping.
About
Fifteen years selling software. Now I build the systems instead.
Enterprise sales at Canto, Freshworks, SAP, Samsung and BlackBerry. I know what a sales team actually does all day, which is mostly not selling. That is the part worth automating, and it is why this work gets judged on pipeline rather than on the tooling.
hello@borre.ro