About

Now

I’m Director of Gen AI at Euromonitor International, based in Singapore. I lead the work that brings Gen AI into Passport, Euromonitor’s research platform. Passport AI launched in 2024 and answers client questions from Euromonitor’s own research rather than the open web, so every answer can be traced to its source. Since then we’ve added plain-English questions over Passport’s statistics and brought Passport into Microsoft 365 Copilot.

From 2024 to 2026 I also ran Euromonitor’s Singapore office, the company’s hub for Southeast Asia: around seventy people from more than twenty countries.

How I got here

I grew up in London, studied economics at SOAS, and in 2005 moved to Beijing. I spent four years there as an analyst, an economics lecturer and a consultant helping companies enter the Chinese market, and picked up Mandarin along the way.

I joined Euromonitor in 2009 and have been there ever since. I started in retail research, then led packaged food research, advising the world’s largest food companies and speaking at industry events. From 2017 I ran research technology alongside food and nutrition, which is where research, data and technology first came together for me. In 2021 I moved to Singapore to lead transformation, and in 2024 I took on Gen AI.

What I believe

Technology doesn’t replace expertise; it amplifies it. Most of what I write is about the gap between an AI answer that looks right and one that is right, and how to close it with trusted data, consistent methods and honest testing. I try to be as open about AI’s limits as about its successes, because that’s how trust is built.

What I’m building

Outside work I’m running a small, AI-native games studio. Its first game, The Moth House, is an eerie point-and-click puzzle game in the spirit of Rusty Lake. It’s deliberately a trial run: AI agents triage feedback, build and test from a work board, and I review and sign off each week. A second game, an office satire, is in design.

The studio is how I learn, first-hand, where AI genuinely helps and where taste still has to come from a person. It’s the same question I work on every day, with lower stakes.

Away from the desk

I’m a Londoner with Algerian roots, living in Singapore with my family. I race the occasional sprint triathlon, play correspondence chess, volunteer with Food from the Heart, and have a soft spot for surrealist art.