From Shopify stores to intelligent systems.
Where it started
I got into this world through Shopify development and digital marketing — building stores and running Meta Ads for clients, mostly across the US, UK, and Europe. It wasn't glamorous work at first: a lot of it was trial and error, figuring out why one product page converted and an almost-identical one didn't.
The real turning point was realizing that design alone doesn't sell — the store has to be built around how people actually decide to buy. Once that clicked, client results started compounding, and word of mouth did the rest.
Moving into full-stack + AI
As client requests got more ambitious — custom checkout flows, integrations Shopify couldn't handle out of the box, dashboards clients wanted to actually use — I moved into full-stack web development. That opened the door to building complete custom applications instead of working within a platform's limits.
From there, adding AI-powered features felt like a natural next step rather than a pivot — automating the repetitive parts of a business (support replies, lead qualification, reporting) so the people running it could focus on the parts that actually needed a human.
Why AI, specifically
I'm currently pursuing a Bachelor's in Artificial Intelligence. What drew me to it wasn't the hype — it was watching how much time small businesses lose to manual, repeatable work. AI isn't interesting to me as a buzzword; it's interesting as a way to give a two-person team the leverage of a ten-person team.
Studying it formally has also changed how I build — I'm less interested in wiring up a flashy demo and more interested in systems that hold up under real usage, edge cases and all.
What I actually care about
Every project I take on has to answer one question: does this make the business more money, more efficient, or both? If a feature looks impressive but doesn't move that needle, I'll say so — even if it means pushing back on the original brief.
Working with a team
I lead a small team that helps deliver full-stack and WordPress projects at scale, while I personally focus on Shopify architecture, AI automation, and the overall strategy. I stay closely involved in every project — clients work directly with me, not a rotating cast of account managers.