About Us
Enterprise AI since 2008
We have built enterprise AI for some of the world biggest names, including The Coca-Cola Company, PwC, and Tesco. We are one of a handful of companies that truly understand AI, and we are known as thought leaders in AI safety, ethics, and governance.
Our Mission
We want to create a future where everyone is free to live beyond themselves
We are purpose-driven and work with clients and partners to help solve some of the biggest challenges facing humanity. We’d love to optimise your resources to sustainably support human-driven innovation, today and tomorrow.
Today
Free from inefficiency
Through AI products and services, we radically improve the efficiency of our clients, reducing costs, and improving customer and employee satisfaction.
Free from ineffectiveness
We’re reinventing how organisations operate, using innovative technologies, processes and structures to make organisations and employees more effective.
Today
Free from inefficiency
Through AI products and services, we radically improve the efficiency of our clients, reducing costs, and improving customer and employee satisfaction.
Free from ineffectiveness
We’re reinventing how organisations operate, using innovative technologies, processes and structures to make organisations and employees more effective.
Our teams have deep expertise in AI and optimisation
We operate globally, with our decision-making decentralised – so our people can work on the projects most meaningful to them.

Our people have extensive experience at top-tier technology firms and leading academic institutions.
OUR PEOPLE

Dr. Daniel Hulme,
CEO and founder
Daniel has over two decades of applied AI experience, researching and implementing AI solutions. A leading expert in the field, he is also Chief AI Officer at WPP and Computer Science Entrepreneur-in-Residence at UCLHe holds a master and a doctorate in AI from UCL.
EsterX co-founders include Dr Alastair Moore, an expert in machine learning and innovation, and Professor Anthony Finkelstein, the Chief Scientific Adviser for National Security to the UK government.
Expertise
We have 20+ PhDs/MScs with rare expertise in discrete mathematics, operations research and optimisation, the decision-making component of AI.
Pedigree
Our people have experience at top-tier companies including Google, IBM, Microsoft, and PwC. They are graduates of, and some are professors at, leading academic institutions, including UCL, and Singularity University.
Experience
We have a higher standard of definition of expert, with hundreds of collective years experience across the AI stack and academia.
Full-stack
200+ knowledgeable professionals across data science, optimisation, software engineering and operations.

There never been a more exciting time to be at the forefront of AI. Every industry is being transformed by the technology.