James is a seasoned Commercial Growth Leader and Human-Centered AI Advisor with over 25 years in professional education and certification industries, including the past eight focused on AI and emerging technologies.

A board member of ICF Credentials & Standards and Strategic Advisor to the AI in Coaching Coalition, he is also a Fellow and Ambassador of the Learning and Performance Institute, he combines decades of experience growing international businesses with his experience in the evolution of Learning & Development and into the era of AI.

Known for cutting through AI hype, James helps professionals and organizations at the beginning of their AI journey adopt this powerful technology intelligently, ethically, and effectively. He is also the creator of the RAT-FEET™ Framework for Context Engineering, a practical model that empowers users to build more purposeful and human-aligned AI interactions.

His approach is deeply human-centered. He see's the intersection of AI's ability and human creativity as a powerful combination whilst advocating for safe and ethical use of AI.

He is comfortable with large and small audiences and brings an engaging and fun experience to groups of people as well as creating personal connection in 1-1 engagements, which creates motivation and inspiration to apply the practical guidance and advise James provides.