Turn AI speed into market advantage.

I work with enterprise product and technology leaders on product and experience transformation—turning AI investment into products customers choose and aligning organizations to deliver them.

As AI makes digital capabilities easier to create, the harder question is why customers will choose yours. Market advantage depends on understanding what they value and delivering an experience that stands apart.

Let’s talk
Allan Zelsman — watch his introduction

Turn AI investment into profitable growth.

AI investment comes with expectations: launch sooner, win customers, and strengthen margins. But faster development won’t resolve uncertainty about what customers need, where the product can stand apart, or which opportunities deserve investment.

  • Choose the opportunity. Align customer needs with business priorities to identify where the product can stand apart.
  • Test the experience. Learn what customers value and what makes the experience worth choosing before assumptions become expensive commitments.
  • Align delivery. Give product, design, and engineering a shared basis for building and evaluating the product, with less effort lost to rework.

Bring me in when you need to establish where your product can compete—and align the organization to act on that direction. I work across product, design, and engineering to resolve competing priorities and establish accountable decisions, involving teams in shaping how they work and use AI. The responsibility can begin with establishing product and experience direction, aligning a priority initiative, or shaping the practices that carry decisions into delivery.

Leadership in practice

Allan directs a team completing an unfinished passenger jet while it is already flying AI-enabled product transformation Established shared product direction and decision practices across five delivery pods, keeping AI-assisted work connected to the intended product. Allan studies a map from behind while competing customer journeys point in many directions and converge toward one path Enterprise product strategy Brought teams around one customer journey. American Family ranked highest for digital shopping in J.D. Power’s 2023 study during my tenure. Allan examines layers of interconnected legacy machinery operating beneath an institutional archive Enterprise modernization Directed modernization around operational continuity and customer needs, with usability studies showing greater independence for less-experienced associates. Santa launches over the North Pole village in his sleigh, trailing an explosive ribbon of manga-inspired snow AI venture development Shaped the customer promise, behavioral boundaries, commercial model, and market presence of a launched character-led AI service.