Toni Dos Santos — AI Adoption Advisor
What I do
I help scale-ups and enterprises actually use the AI they pay for. AI adoption is my main focus; I also build products, write newsletters, run a bootcamp, and wrote a book. This site is the hub for all of it.
The portfolio
1. The Spicy Advisory — AI adoption (primary)
With co-founder Meera Sanghvi, I run The Spicy Advisory (https://www.spicyadvisory.com): AI adoption programmes for scale-ups and enterprises. Diagnose where AI pays, train teams hands-on inside their own tools, then scale pilots with champions and measurement.
2. GTM Consultancy (secondary)
A focused go-to-market practice: allbound systems where inbound and outbound work as one engine. Details: https://tonidossantos.com/gtm
3. Teach Them to Drive (the book)
My book on making AI adoption stick: why rollouts stall after the pilot, the driving-lessons framework, and the path from one team to the whole company. Available on Amazon.
4. Vibe Working (newsletter)
My newsletter on working with AI. https://vibeproductmarketing.substack.com
5. Product Buildcamp
A 2-day AI bootcamp for product teams. https://productbuildcamp.com
Also building: Buska, AI social listening (https://www.buska.io), and The Product Courier newsletter (https://theproductcourier.substack.com).
Companies I worked with
AI adoption: L'Oréal, UTMB, Essilor Luxottica, Adisseo, Bouygues, Eiffage, Société Générale, IGN, Conseil de l'IA, Zeliq, Vusion, Partnership.Net, DNG Digital Native, Olifan. Go-to-market: Giro Music, Appetia, ADS, Taiyo, La Growth Machine, Ascend Consulting, Warmlist. 50+ teams trained, average rating 9.5/10, in English and French.