After more than 20 years leading strategy and transformation at PwC, Deloitte, and GE across multiple industries in the UK and GCC, I kept running into the same problems.

Enterprises were paying a massive premium for transformation because the only way to be confident in the work was to go to one of the established brands, even if it meant hiring two separate firms just to combine strategy with technology. At the same time, consulting firms were missing major opportunities because they lacked the capacity to deliver, while fees came under relentless pressure.

AI brings tremendous potential to transform how businesses operate, deliver, and maximise impact, but it must be developed and delivered responsibly. It is about more than just building software; it is about changing how daily work itself gets done. But technology alone is not the answer. The real transformation happens when advanced AI is combined with human expertise and global connectivity, creating a genuine force multiplier.

That is why I built Perform by AI.

We bring the right strategy, technology, and expertise together into one firm to eliminate the friction between strategy and deployment—delivering maximum speed, capability, and value.