About Us
Enterprise AI since 2008
We've built enterprise AI for some of the world's biggest names, including The Coca-Cola Company, PwC, and Tesco. We are one of a handful of companies that truly understand AI, and we’re known as thought leaders in AI safety, ethics, and governance.
We want to create a future where everyone is free to live beyond themselves
We are purpose-driven and work with clients and partners to help solve some of the biggest challenges facing humanity. We’d love to optimise your resources to sustainably support human-driven innovation, today and tomorrow.
Today
Free from inefficiency
Through AI products and services, we radically improve the efficiency of our clients, reducing costs, and improving customer and employee satisfaction.
Free from ineffectiveness
We’re reinventing how organisations operate, using innovative technologies, processes and structures to make organisations and employees more effective.
Tomorrow
Free to consume
Through efficient automation, we aspire to make goods and services so accessible that they eventually become free to consume.
Free to contribute
We aspire to build social and economic structures that enable everyone to live beyond themselves and contribute to what is meaningful to them.
Our teams have deep expertise in AI and optimisation
We operate globally, with our decision-making decentralised – so our people can work on the projects most meaningful to them.
Our people have extensive experience at top-tier technology firms and leading academic institutions.
Dr. Daniel Hulme, CEO and founder
Daniel has over two decades of applied AI experience, researching and implementing AI solutions. A leading expert in the field, he is also Chief AI Officer at WPP and Computer Science Entrepreneur-in-Residence at UCL. He holds a master’s and a doctorate in AI from UCL.
Satalia’s co-founders include Dr Alastair Moore, an expert in machine learning and innovation, and Professor Anthony Finkelstein, the Chief Scientific Adviser for National Security to the UK government.
Expertise
We have 20+ PhDs/MScs with rare expertise in discrete mathematics, operations research and optimisation, the decision-making component of AI.
Pedigree
Our people have experience at top-tier companies including Google, IBM, Microsoft, and PwC. They are graduates of, and some are professors at, leading academic institutions, including UCL, and Singularity University.
Experience
We have a higher standard of definition of “expert”, with hundreds of collective years’ experience across the AI stack and academia.
Full-stack
200+ knowledgeable professionals across data science, optimisation, software engineering and operations.
“There's never been a more exciting time to be at the forefront of AI. Every day we're solving important problems for clients.”
Our journey
- 2008 — Satalia was founded as a spin-off from UCL Computer Science and London Business School.
- 2015 — Tesco became our highest-paying client. We built what they claim to be the very best last-mile delivery system in the world, and it’s still optimising 100,000 deliveries per day.
- 2016 — We started work with PwC, who chose us to build a workforce optimisation system, assigning 4,200 people to 6,600 client engagements. It’s also still running and delivering great results.
- 2018 — We reached £5 million in organic revenue, acquired a world-class software engineering firm, and reached 100 employees. We invested heavily in product development and won contracts with DFS, Openreach and Woolworths Australia.
- 2020 — We invested in the scalability and performance of our products and focused on sales.
- 2021 — We were acquired by WPP, becoming their AI experts. We then developed AI for marketing and launched the Brand, Performance, Channel and Audience Brains™.
- 2023 — We continue to provide cutting-edge AI innovation to clients, combining the latest thinking and technologies to deliver efficiency, revenue and growth.
- 2025 — Satalia Honoured as a Winner in the 2025 Artificial Intelligence Excellence Awards.