Simon Grice · AI & digital product executive

From AI strategy to products that work.

I help organisations work out where AI can make a real difference — then shape, build and launch the products, platforms and services to make it happen.

With 30 years in digital product development, I combine strategic thinking with practical product leadership, from board-level decisions through to delivery.

Work with me About Simon Request CV

30 yearsDigital product leadership

Board → BuildStrategy through delivery

AI-nativeCurrent, practical experience

Experience includes

Includes employers and client engagements.

Full experience

What I do

What I help organisations do.

Decide where AI matters

Understand the opportunities, risks and priorities, and make sensible decisions about where AI should be applied.

Turn ideas into products

Shape new AI-powered products, services and platforms, or rethink existing products around what AI now makes possible.

Make change happen

Work with leadership, product and delivery teams to move from strategy and prototypes into useful, working products and new ways of operating.

In practice

What that looks like in practice.

My work ranges from enterprise AI and major product transformation to new digital businesses and practical AI adoption.

Enterprise AI

Replacing established internal systems with AI-powered platforms and tools.

Products & platforms

Designing, rebuilding and launching products for customers and employees.

Customer growth

Using AI and digital products to improve discovery, booking, conversion and customer relationships.

AI adoption

Introducing AI into workflows, teams and everyday decision-making.

See selected work

Evidence

Selected experience.

OS Maps

Led the redesign and replatforming of one of the UK’s major outdoor mapping products.

Head of Product · 2022–2023

Enterprise AI

Product leadership for an AI platform replacing internal software used for more than 20 years.

MadeByAI

AI strategy and product development for organisations adopting and building with AI.

Founder & CEO · 2025–present

Explore selected work

Sector specialism

Outdoors, hospitality & tourism.

Alongside broader AI and product work, I have particular experience in sectors where discovery, location, booking and customer experience matter.

I led product for OS Maps and am now building Wellwild, exploring how AI changes the way people discover places, choose experiences and spend time outdoors.

Explore my sector experience

Thinking

Working in AI now.

I work directly with organisations adopting AI, build AI-powered products and continue to explore how AI changes organisations, products and customer behaviour.

AI-native organisations Speaking & writing

Speaking next at Big Business AI, November 2026.

2 May 2026

AI Is the Lift, Not the Engine

Breaking a UK gliding record at 179 km/h taught me more about AI strategy than any boardroom session ever could.

6 min readAI-native leadership

Work with me

Working out what AI should mean for your organisation?

I work with CEOs, boards and leadership teams on AI strategy, product development and turning ideas into working products.

Work with me