About
I have spent 20 years in the space between the boardroom and the IT room.
Stine Smith is the founder of DistilAI. She spent two decades optimising business processes for large financial institutions across Europe, then leading business transformation across the Middle East, before change management work in New Zealand brought her to the question that defines her work: not how do we design a better system, but how do we get people to actually use one. She is the co-founder of Good Change, the two-person business where every DistilAI method is tested first. Today she applies that process lens to AI: get the process right first, then let AI run it.
The route here
Process, transformation, then people.
Europe
Copenhagen, London, Paris
Twenty years of business process optimisation for large financial institutions. Working in the space between the people who design better processes and the IT teams who have to build them, from CEO level down to the ground.
The Middle East
Dubai, Abu Dhabi, Bahrain, Saudi Arabia, Kuwait
Business transformation across the region, training staff directly as part of consulting engagements. Not handing over a document and leaving. Standing in the room until people could run the new way of working themselves.
New Zealand
Fonterra
A job offer brought her to New Zealand and into change management: making sure people actually implement new systems rather than simply receiving them. This included designing staff training plans for IT projects.
Now
Good Change and DistilAI
Co-founder of Good Change, an eco cleaning brand run by two people and a roster of AI systems. DistilAI brings the same method to other small businesses: best-in-class processes, documented, with AI running them.
What 20 years taught me
AI doesn't fail because of the tech. It fails because nobody rewrote the SOPs or trained the team.
I watched it happen for two decades before AI existed. A company buys the better system. The system is genuinely better. Eighteen months later everyone is back on the spreadsheet, because nobody rewrote the way the work actually gets done, and nobody taught the people whose jobs changed.
That's why every DistilAI build ships with new Standard Operating Procedures and a training plan for each staff member whose role is affected. It's the least exciting part of the work and the only reason it lasts.
Why me
Most AI education is built by people who have never fixed a broken process.
There are two kinds of people selling AI to small businesses right now. Consultants who understand technology but have never run a business, and creators who have never fixed an operational process in their lives.
I run an FMCG business. Good Change is a real company with real customers, real inventory, and two people. Everything DistilAI teaches was built there first, timed before and after, and only taught once it worked.
I teach what I actually use. The credibility is lived, not performed.
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