Everything you need to write about Stine Smith.

Stine Smith is the founder of DistilAI, which builds best-in-class, documented business processes for small business owners and founders, then puts AI to work running them under written rules. Every build ships with new Standard Operating Procedures and a training plan for the staff whose roles change.

Before DistilAI, Stine spent 20 years in the space between the boardroom and the IT room. She began at IBM in marketing and then sales, moved into business process optimisation for large financial institutions in Copenhagen, London and Paris, then led business transformation across the Middle East, in Dubai, Abu Dhabi, Bahrain, Saudi Arabia and Kuwait. A job offer from Fonterra brought her to New Zealand and into change management: making sure people actually use the systems they are given, from the executive floor to the warehouse.

In 2019 she co-founded Good Change with Kristy Hunter, a sustainable homecare brand sold through Woolworths Australia, Foodstuffs and around 900 retail stockists across New Zealand and Australia. When Australian logistics squeezed the business, the two founders rebuilt it on AI. A named AI team now runs the marketing, the inbox, the reporting and the first draft of every customer reply, with a human reading everything that goes out. A full email campaign that took two days now takes an hour and a half. The story ran as a full page in The Post, The Press and the Waikato Times in September 2026.

Stine is Danish, born and raised in Copenhagen, and lives on an avocado orchard in Tauranga, New Zealand, with her husband and three boys.

Stine Smith is the founder of DistilAI, which builds documented, best-in-class processes for small business owners and puts AI to work running them, with new SOPs and a staff training plan in every build. She spent 20 years in process optimisation and change management, for financial institutions in Copenhagen, London and Paris, across the Middle East, and at Fonterra in New Zealand, before co-founding Good Change, a sustainable homecare brand sold across New Zealand and Australia. Good Change now runs on two people and a named AI team, a story told in a full page in The Post, The Press and the Waikato Times. Stine is Danish and lives in Tauranga, New Zealand.

Stine Smith is the founder of DistilAI, helping small business owners write their processes down and put AI to work running them, with SOPs and staff training in every build. After 20 years in process optimisation and change management across Europe, the Middle East and New Zealand, she co-founded Good Change, which now runs across two countries on two people and an AI team.

Stine Smith is the founder of DistilAI and co-founder of Good Change. She helps small business owners put AI to work on written processes, after 20 years in process optimisation and change management. distilai.ai and @stinesmith.nz on Instagram.

I started in IBM sales and consulting, specialising in process optimisation and change management across Central Europe, the Middle East and New Zealand. Then NZ changed everything: the mountains, the pace, the perspective. Now I'm building DistilAI, an educational platform helping small business owners and founders use AI to work smarter and better, so we get time back for real human connection. I love connecting with people who build boldly and lift each other up. My happy place is trekking the mountains (and my hometown, Copenhagen). There's always a better way, and I like finding it.