Practical experience behind practical AI adoption.

Paul leads PJI Commercial’s work with founders, CEOs and leadership teams, helping businesses cut through AI noise and focus on what will actually improve performance.

His background is in building and leading commercial businesses, scaling teams, developing new products, creating revenue strategies and applying technology to real-world operational problems. Paul’s role is to help clients step back from the hype, assess where AI can create genuine value, and turn that into a clear plan of action.

PJI Commercial is built around that view: AI adoption should start with the business problem, not the tool.

Joel is a commercial and operational leader with more than 20 years’ experience building, scaling and transforming technology-enabled businesses.

He has held senior leadership roles across media and digital businesses, with responsibility for strategy, P&L, go-to-market planning, partnerships and revenue growth. His work focuses on helping businesses sharpen their commercial model, define market opportunity and turn ideas into propositions that customers, investors and partners can understand.

At PJI Commercial, Joel supports clients with the commercial side of AI adoption. His role is to help businesses make better decisions about where technology can create value, how it supports growth, and how to turn capability into a stronger commercial offer.

Stephen is a senior technology leader, fractional CTO and software engineer with more than 20 years’ experience building software and 15 years running a digital agency.

His work sits between technology decisions, leadership communication and the day-to-day reality of running a business. He has worked across startups, established businesses and multi-national organisations, spanning delivery, product, operations and commercial decision-making.

At PJI Commercial, Stephen brings the technical judgement needed to help businesses adopt AI sensibly. He supports founders and leadership teams with platform choices, workflow design, supplier review, technical direction, AI implementation and the translation of complex technical decisions into clear business outcomes.

Stephen’s value is not just that he can build technology. It is that he understands how technology affects people, process, delivery, customer experience and growth. That makes him central to PJI Commercial’s work helping businesses move from AI experimentation to practical adoption.

Joshua is a search marketing and growth leader with more than 14 years’ experience helping brands scale through SEO, content strategy, digital PR and performance-led marketing.

He has worked with fast-scaling challengers and established nine-figure brands across the UK, Australia and US markets, helping businesses increase visibility, traffic, revenue and profitability. His expertise spans technical SEO, content marketing, digital PR and UX, with a focus on building growth that compounds over time.

At PJI Commercial, Joshua supports clients in understanding how AI is changing search, content, customer acquisition and online visibility. His role is to help businesses avoid reactive marketing decisions and build smarter growth strategies that connect AI adoption to discoverability, demand generation and commercial performance.

Francesca is a digital PR and content marketing specialist with 10 years’ experience helping brands build authority, credibility and visibility online.

Her work combines search insight, storytelling and media outreach to create campaigns that earn attention from relevant audiences and strengthen long-term brand awareness. She has helped brands improve visibility across both traditional and AI-driven search, and has worked on campaigns featured in some of the world’s most recognised media publications.

At PJI Commercial, Francesca supports clients with the authority side of AI adoption. As search behaviour changes and AI-generated answers influence how people discover and judge businesses, brand credibility matters more than ever. Francesca helps businesses strengthen their external presence, improve trust signals and build visibility that supports growth.