About

I'm Julia — Polish, shaped by roughly ten years in the UK, and based in Amsterdam since the end of 2025. I work in AI, build a physical-product company on the side, and surf whenever the calendar and the swell cooperate.

The professional part

My day job sits in technical customer success at a high-growth AI company: helping enterprise customers move from AI experiments to adoption that actually changes how they work. In practice that means designing AI agents and automations, building adoption roadmaps, managing executive stakeholders, and doing the unglamorous translation work between what a technology can do and what an organisation will actually use. It's given me a close-up view of why AI initiatives succeed — and why most of them stall for organisational rather than technical reasons.

Alongside that, I'm co-founder of SEAR Plugs with my partner Andrea Ferrario — a specialist water-sports earplug brand with high B2C demand, 30+ UK retailers and EU expansion in progress. At SEAR I run brand and customer communication, marketing, retailer outreach, positioning and a lot of operational problem-solving. It's also where I test AI workflows in a real business with real constraints, which is what most of this site documents.

Why I publish

There's a lot of AI commentary written by people who don't operate anything with it. I wanted the opposite: a public record of what I actually build, test and learn — inside enterprise AI adoption and inside a small consumer brand — with the failures kept in. I'm documenting, not preaching. If something here saves another small team a wasted month, it did its job.

Freedom is built

The idea underneath everything on this site: freedom isn't found, granted or won in a lottery. It's the result of learning difficult skills, building assets, taking calculated risks and designing systems that create options — decisions that compound. That's why I chose a demanding career in AI anda company of my own, why I invest, and why I structure life so there's still room for the ocean. Not because I have the formula, but because I'd rather build the experiment than read about someone else's. For the longer version of this idea, read Flexibility Is Not the Same as Freedom.

Get in touch

For speaking, writing or a good conversation about AI and building things, see the contact page or find me on LinkedIn.