The work clients keep asking for, and the hardest of all to hire for.
Most agencies I speak to are being asked about AI by their clients. The difficulty is seldom the build itself. It is quoting for work you have never done before, and knowing whether the demo will hold up on the day.
I build AI that survives contact with real users: LLM workflows, agents, and integrations into the systems your client already runs. Underneath that sits nineteen years of web and Shopify work. That is the part that makes the rest believable.
AI integration / LLM workflows and agents / Web development / Shopify and e-commerce / Performance and accessibility / Maintenance and support
Anthropic API / Bedrock / AWS / TypeScript / Node / Nuxt / Vue / Shopify / Liquid / WordPress / WooCommerce / MongoDB / Postgres / Stripe
Send me a brief. I’ll tell you what’s actually involved.
Next time something AI-shaped lands on your desk, send it over. You’ll get back what’s genuinely involved, roughly what it should cost, and where it’s most likely to go wrong. No charge and no pitch.
If it turns into work, good. If it doesn’t, you’ve still got a straight answer to give your client.
Project
Selfe
Role
Architecture and build
Status
In build
Case study
Forty-three booking systems, one interface
Hotels, restaurants and venues run on forty-three different booking systems, and an AI agent can speak to none of them. Selfe sits across the lot without replacing any of it, turning what a venue knows into structured facts an agent can read, verify and act on.
It is the deep end of the same skill set: someone else’s data, someone else’s systems, and no room to hand-wave.
43booking systems
- Alacer
- Anytime
- Apaleo
- Beds24
- Beyonk
- Bookalet
- CampManager
- Caterbook
- Cloudbeds
- DesignMyNight
- Dojo
- Eat App
- elina
- Eveve
- eviivo
- FareHarbor
- Favourite Table
- Formitable
- freetobook
- Fusemetrix
- GlampManager
- Guestline
- InnStyle
- Journey
- LiteAPI
- LiveRes
- Lodgify
- Lovat
- Mews
- OCTO
- Planyo
- QBook
- ResDiary
- ResNexus
- resOS
- Savoy Oscar
- SevenRooms
- Spektrix
- Sugarvine
- SuperControl
- Sykes
- Tableo
- TravelgateX
Selfe
- A single interface across all of themevery booking system in the same shape
- An identity an agent can verifyeach fact signed, with its source attached
- A record written for machines to readreachable over A2A or MCP
AI agents
- Discoverthe venue turns up when an agent goes looking
- Matchlive rates, availability and the rules that apply
- Trustevery fact carries its source
- Bookthe booking completes without a human in the loop
Client work,
on deadline
Four builds from the agency years, each with a client, a budget and a date that could not move. The AI work is newer. How it gets delivered has not changed.
Katie FProject Lead“Excellent service, really helpful and communicative — I’m excited to get the next project underway!”
How I work
Under your name, or mine, as you prefer
Your PM, your tickets, your stand-ups
Your designer’s Figma, built to the pixel
NDA signed before anything starts
Fixed price or day rate
A straight answer when it isn’t my job
What I won’t do
Go direct to your client. Ever.
Bill you for account management
Rebuild what only needs fixing
Go quiet after launch
Work onsite (sorry)
Pitch you my own agency
- Availability
- Two slots, immediately
- Day rate
- From £500
- IP
- Assigned to you on payment
- Based
- UK, remote
- Contract
- Your paper or mine
Got something AI-shaped on your desk? Send it over.