About us

Douglas Woollam

AI & Data Consultant

I’m Douglas. My obsession with AI began during my MSc in Bioinformatics at UCC. Ever since I used AI and data science to automate the discovery of data in the human genome, I was hooked.

Since then I’ve worked as an AI and Data Specialist contractor on Apple’s EMEIA Business Process Reengineering team.

At Apple, I recovered millions of euros in revenue and automated 20 hours of work weekly by building agentic AI workflows that processed customer sales data and applied complex business rules for a global, enterprise-scale sales programme.

After thousands of hours testing AI & data tools, I created a simple framework that I now use in my own work and with clients:

AOA. It stands for Audit, Optimise, Automate. The methodology is deliberately simple: find the time or money leak, fix the process before layering on AI, then automate the new optimised process.

I also write the blog on this site and keep active on LinkedIn with current AI content. And I run AI for Business, Cork Meetup, a monthly meetup for local businesses where I share practical AI and data advice.

I’m from Mallow, Cork, and outside work you’ll find me playing football, at the gym, or reading.

Murilo Reis

AI & Automation Consultant

I’m Murilo. I build the automation and data infrastructure that sales teams actually run on — dashboards, pipelines, the unglamorous stuff that has to work quietly in the background for everything else to make sense.

I studied Analysis & Development of Systems at FIAP in São Paulo and started out as a data analyst, doing the kind of work nobody notices until it breaks: wrangling scattered spreadsheets into BigQuery, automating extraction out of legacy systems everyone had learned to work around instead of fix.

I moved to Cork in 2024 and now work on Apple’s CEMEA Sales BPR & Systems team, building browser automation, Tableau dashboards, and the forecasting scripts behind sales operations across the region.

Alongside that I build for clients directly, and the pattern rarely changes: somewhere in the business, someone is doing by hand every week a job a script should do once. Removing 80% of that manual effort is a normal result for me, not an exceptional one.

I live in Cork city.