Biography
Hi, I’m Samantha. I work with agency owners, consultants, and SaaS marketers to design AI systems that reduce manual work and free up time, without overwhelming their teams or disrupting what already works.
My background is in data science and disinformation research. These days, I help businesses bring AI into their operations with clarity, confidence, and a sharp focus on real-world impact, whether that means streamlining repetitive workflows or improving visibility in LLM search results.
From disinformation to business systems
Before I began working with AI, I spent several years working in counter-disinformation. I worked during national elections and the pandemic, helping governments and organisations understand how information spreads and how systems shape its impact.
I hold a PhD in social data science from the University of Bath. My research focused on analysing large-scale social media datasets to map the spread and evolution of tribal political behaviours online, including how these dynamics fuel disinformation.
I developed techniques for identifying networked conversation patterns and assessing their real-world influence. My findings were published in Policy & Internet, a leading journal at the intersection of tech and public policy.
Alongside my academic work, I co-founded a relocation advisory service in 2020 as part of my personal mission to regain EU citizenship after Brexit. We helped hundreds of people navigate the process of moving to Portugal, people who, like me, were seeking freedom of movement, political stability, and a new life in Europe.
Over time, I built internal systems that allowed the business to run with minimal input, which taught me first-hand how automation can create both freedom and impact when it’s done well. This combination of research, operational experience, and entrepreneurial drive shapes how I approach AI work today.
How I work
Every AI transformation project begins with an in-depth audit. I interview your team, map your core processes, highlight friction points, and identify where AI can bring tangible improvements. Then I create a roadmap with clear priorities, timelines, and expected ROI.
We focus on high-impact opportunities first. The goal is to reduce inefficiencies and free up capacity without introducing unnecessary complexity.
I bring the perspective of a business owner. I understand the need to balance technical ambition with operational reality. My work is grounded in what will actually move the needle for your business, not just what’s technically possible.
Training is part of the process. I work closely with your team to build confidence and competence in using AI systems. This includes practical guidance on workflows, prompting, review processes, and making smart adjustments over time.
At the heart of everything I do is the belief that AI works best when it supports humans, not replaces them. The best results come from what I call the AI sandwich – humans on both sides of the workflow, guiding, reviewing, and refining the output. This approach keeps quality high and puts people back in control of their time and creative energy.
I also help clients adapt their content strategy for large language model (LLM) visibility. As search continues to evolve, it’s becoming important to make sure your content is surfaced by the tools people now use to find information.
Who I work with
I work with:
- Founders of creative or content-heavy agencies
- Consultants looking to reduce repetitive tasks
- Marketing teams buried in content production and delivery
Most of my clients are growing businesses that are running into time constraints and operational clutter. They’re ready to simplify, optimise, and make better use of their people and content.
What I believe
I believe people should have the freedom to live and work where they want. No one should feel tied to a country just because they were born there.
In my work (whether in academia, journalism, or AI) I value simplicity over complexity. I’m not interested in building things to impress. I want systems and ideas that serve a real purpose and make life easier.
I don’t have much patience for hype or buzzwords. I prefer realism, transparency, and useful results.
I also love public speaking and teaching. Whether I’m writing, giving a talk, or onboarding a team, I enjoy explaining complex topics in a clear, accessible way. That’s an approach I bring to everything I do, from disinformation research to applied AI.
A few quick facts
- PhD in Social Data Science, University of Bath
- Published in Policy & Internet on tribal political behaviours and disinformation
- Spoke about disinformation for TEDx MidAtlantic in 2020
- Media coverage in Financial Times, Business Insider, Al Jazeera
- Built AI systems and workflows for relocation firms, B2B SaaS companies, SEO agencies, and solo consultants
- LinkedIn audience of 25,000+
On a personal note
I divide my time between Lisbon, London, and Madeira Island. I enjoy strength training, long hikes, and making pizza from scratch. I’m constantly trying to improve my language skills in Portuguese and Mandarin.
On global mobility: After the UK left the EU, I made the decision to rebuild my life elsewhere. Regaining EU citizenship became a personal mission, and eventually led me to create an online business that helped others do the same. That experience has deepened my belief in self-sufficiency, mobility, and building systems that create freedom.
On AI: I believe AI should extend human capability, not erase it altogether. When we use these tools thoughtfully by embedding them into systems that keep people in the loop, we end up with better outcomes, fewer mistakes, and more meaningful work. That’s the kind of future I want to build.
Looking ahead
My work is always evolving. Right now, I’m focused on helping B2B service businesses build AI systems that feel natural, efficient, and human-led, not bloated, confusing, or disconnected from reality.
I’m also expanding my consulting into areas like LLM visibility and AI literacy, helping founders and teams understand these tools well enough to actually use them effectively.
Going forward, my goal is simple: To keep building practical AI systems that give people more freedom. More time. More clarity. And more space to think.
If that resonates with you, I’d love to talk. You can contact me here.