About Groundbreaking — Groundbreaking

The customer-back AI transformation advisory

Groundbreaking makes AI transformation easy for complex mid-market businesses.

Our customer-back approach enables you to grow, streamline and differentiate through AI without spending a fortune — which means you can compete with the biggest players and stay ahead of the AI natives.

Meet the Brain Trust

We’re building a network of AI transformation pros who share the values of human-first and outcome-led. We’re all passionate about breaking the silos that hold back success.

Jen Rice is a 30-year veteran of customer-centric strategy and transformation. She excels at uniting business and tech around customer value —making forward momentum easier, faster, and more profitable. Jen formerly served as the B2B Sector Lead and CX Principal at Forrester.
Jen’s a global citizen usually found in London or the Red Sea coast.

Jawad brings 20+ years leading large-scale AI, analytics, and data platform transformations in regulated enterprises. He’s led strategic AI and digital transformation initiatives at Meezan Bank, Bank Alfalah, Barclays Capital and RBS. Jawad is based in Doha, Qatar.

A multi-award-winning ethnographer, Alessia leads the Human-AI Decision Lab — a multi-disciplinary team helping organizations identify, design and embed AI that people trust, adopt, and love. She’s also the co-founder of London-based research firm Trybes.

John is service design leader and facilitator who helps enterprises turn strategic ambition into lived reality. He’s brought in when there's real pressure to move—new growth priorities, transformation agendas, complex cross-functional challenges—but the organisation hasn't yet figured out what that actually looks like for customers and teams.
John is based in Glasgow, Scotland.

Alain is one of the leading experts in human-centric transformation.The author of The Transformation Code, Alain blends common sense, science, art, systems thinking and technology to help people build the world they want, not just put up with the one they have.
Alain is Belgium-based.

Yury brings deep operational expertise in business process reengineering, Agile and Lean methodologies to AI transformation. He designs and deploys AI systems that turn complex manual processes into structured, reproducible workflows, starting with how work actually moves, where decisions get made, what data exists and in what form. Yury is based in the Netherlands.