Strategy from someone who can also deliver it.
I'm James Selby — an AI consultant and agentic systems architect for ambitious SMEs.
The tech giants are locked in an arms race, releasing new models every week.
If your strategy relies on a specific tool, you're already obsolete. I build the infrastructure—the loom—that lets you weave any new model into your business without breaking.
How I work: strategy first, then the real thing.
01 Map it
We start with an AI Opportunity Audit — I map how your business actually runs and find the places AI genuinely pays off. You get a costed plan and a straight verdict on what to build, buy, or skip. No hype, no jargon.
02 Build it
We start with the single highest-value move and build it properly — an agent, an automation, a tool — with the right context, guardrails and testing so it holds up in the real world. Narrow first, proven before we expand.
03 Run it
I stay to run, monitor and improve it as your business changes. Whether that's a tune-up or an ongoing Fractional AI Lead retainer, you get a partner who has your back after launch, not just up to it.
What I actually do.
A tight set of ways to work together — from a fixed-price first look to a senior partner on tap.
AI Opportunity Audit
Know exactly where AI pays off in your business — before you spend a penny building anything. Start here.
Fixed price · ~£1,500–£3,000
Agentic Build
AI that doesn't just chat — it takes real work off your plate and finishes it. Built narrow first, with guardrails you can trust.
Project · from ~£6,000
Fractional AI Lead
A senior AI brain on tap — the strategy and hands-on delivery of a Head of AI, without the hire. Rolling, no lock-in.
Retainer · ~£1,500–£5,000/mo
Answer Engine Optimisation
Get found, cited and recommended by the AI that answers your customers — ChatGPT, Perplexity, Gemini and Google AI.
Audit from £1,500 · retainer £900+/mo
AI Enablement & Training
Turn your team into confident, capable AI users — not nervous dabblers. Hands-on workshops tailored to how you actually work.
Programme · ~£750–£8,000
Custom AI Tools & Apps
The bespoke tool or app you always wanted, built fast with AI baked in from day one — and built to actually be trusted.
Project · from ~£3,000
Frontier tools.
Real delivery.
Most "AI consultants" hand you a deck and disappear. I'm the opposite: a builder who consults. The strategy I sell is the strategy I can build — which is the whole point.
How I keep AI
reliable.
AI is powerful and it's also happy to be confidently wrong. The difference between a demo and something you can trust is engineering: clear guardrails, the right context, a human in the loop where it matters, and hard testing against real situations before anything touches a customer.
Let's find where AI pays off for you.
Start with a fixed-price AI Opportunity Audit — one clear plan, zero obligation to build. Or just book a relaxed, no-pressure chat and we'll see if it's a fit.