No. 1AI Strategy
You probably don't need an AI strategy
RealityYou need a strategy for what AI changes in the business, not a parallel AI plan that competes with the business strategy.
Berk Bayri
Independent AI Advisor · Fractional AI LeadI help leadership teams decide where AI belongs—and make it work.
Designing and building for digital environments since 1998
I start with the decision, not the technology. We test what matters, clarify who owns what, and build a way of working your team can sustain.
BRANDS I'VE WORKED WITH
Yeni RakıWebrazziPhilipsCemilzadeKempinskin11CEPTETEBBoschEfes PilsenBridgestoneDomestosMultiNetNurol HoldingLassaKoalayKWORKSMicrosoftColgateFleetcorpLuccaParibuBekoMonitera
ArçelikKolayOtoPumaNokiaBrisaProfleetJoy GameSportiveBritish American TobaccoGrundigUnileverOrkidMillerUNOWellabledPfizerSamsungVodafoneHillsideEureko SigortaIşık ÜniversitesiRadore
Current focus
AI strategy and transformation
The same work I have always done, applied to the technology that now needs it most: framing the problem, testing before scaling, and designing the operating model around the technology.
Where AI belongs
Which workflows and decisions should change, and which AI ideas are not worth pursuing.
How to test it
What a pilot has to resolve, and what evidence the next decision requires.
What changes around it
Authority, escalation, ownership and supervision once AI is part of the workflow.
How to evaluate and govern it
Models, agents and vendors judged under the conditions they will actually run in.
Ways to work together
2 weeks · fixed scope
AI Decision Review
You know AI matters, but the next move is unclear: too many ideas, a stalled pilot or a vendor decision the demo cannot settle.
Learn more →3–12 months · part-time
Fractional AI & Innovation Lead
You need senior leadership for AI and innovation work across design, technology and operations, without starting with a permanent appointment.
Learn more →Monthly
Leadership Advisory
Your team is doing the work, but leadership wants an experienced, independent view on AI decisions as they come up.
Learn more →Selected work
Start with the situation. Make the decision testable.
Every engagement starts with the decision in front of you, not with a tool. I make the problem clear enough to act on, agree in advance what evidence would change the decision, run the smallest test that produces it and set up the routines that let your team own the result. Every engagement has a defined scope and a planned end.
How an engagement runs →Career continuity
Designing and building for digital environments since 1998. I’ve worked through every major wave of digital change—building within it, shaping what came next, and now doing the same with AI.
What I’m thinking about
All essays →AI Myths
Common misconceptions about AI, tested against the evidence
Short, numbered answers to the beliefs that most often steer AI strategy, automation, agent and governance decisions, each linked to the essays that make the longer argument.
Browse all AI Myths →What are you trying to make possible?
An AI decision, a stalled pilot or a team that needs leadership? Tell me what is happening. In 30 minutes we can work out whether I can help and, if not, what I would look at first.