AI & data transformation · Coaching
I'm Amelia Peh. I work inside organisations to make GenAI and data transformation real, and I'm just as interested in what that asks of the humans in it.
Twelve years turning data and AI into decisions across tech, food delivery, and pharma. The pattern that holds: value comes from adoption, and adoption is human work.
I help organisations realise value from AI and data: strategy and roadmaps, Centres of Excellence, LLM and RAG delivery, and the unglamorous work of making adoption actually stick. Whether that means leading a function, advising one, or rolling up sleeves alongside it, the goal is the same: AI that earns its keep.
Full-time · Fractional · Consulting · Pro bono
Start a conversation ↓I coach people through transitions into a new role, a new identity, a new season of life. Different thresholds, same work underneath: finding your purpose, reframing your mindset, and understanding the values you carry and why they matter.
1:1 · Weekly or fortnightly · Online or in Singapore
Explore coaching →Market and competitive insights for senior leadership, including LLM-powered tooling that sharpened how the business sees its market.
Shaped a GenAI transformation roadmap and shipped the pilots that proved it, while leading a data team across three countries.
Built a regional data team from zero, and with it governance frameworks, data partnerships, and a self-service analytics product.
From process engineer to data science. Forecasting, fraud detection, a U.S. patent on model monitoring, and a global health fellowship in Seattle.
Long-form thinking on AI adoption, data, and the humans doing both.
A career break, a blank page, and the obligatory first post — on why now, what this space is for, and why the early ones will read more like notes than theses.
Read essay →Things I find myself recommending more than once.
Ethan Mollick's field notes on working with AI. Rare writing that is both early and sensible.
Anthropic's quietly practical essay on agent design. I send it to every team that says the word "agentic".
Daily AI news filtered for signal. How I keep up without doomscrolling.
Small systems beat big resolutions. The book I have gifted most often.
Vulnerability as courage, not weakness. Required reading for anyone who leads, parents, or begins anything new.
Chris Voss on negotiation as empathy: tactical listening that works as well in a boardroom as in a hostage call.
Where I'm training. The model holds people as naturally creative, resourceful and whole, which changes everything.
Michael Bungay Stanier's seven questions, which turned my managerial advice-giving into actual curiosity.
Mark Manson on choosing what to care about. Crude title, surprisingly careful thinking about values.
Steven Bartlett's long-form interviews, with business as a window into how people actually work.
Honest conversations about identity and becoming, from a founder who asks the questions that matter.
On bringing whole humans to work. The quiet shift I want more leaders to take seriously.
I turn data into decisions, and decisions into change.
Twelve years across tech and pharma, most recently leading GenAI transformation and market intelligence at Grab, have taught me the hard part was never the data. Adoption runs on trust, incentives, and whether people can see themselves in the future you're describing.
So alongside the technical work, I train as a coach (Co-Active), hold a Mental Health First-Aider certification, and spend a lot of time thinking about how organisations grow the humans inside them. The throughline, at work and outside it: helping people and systems become what they're capable of.
No forms, no funnels. Email me, tell me where you are and what you're wrestling with, and I'll reply.
Hiring, fractional, consulting, or a problem you suspect AI could solve.
Email about AI work →Growth, a change of identity, or a season that's ending. The first conversation and first session are free.
Email about coaching →Speaking, collaborations, or telling me what you'd add to the resources list.
Just say hello →I coach people through transitions into a new role, a new identity, a new season of life. The work is rarely about the plan. It's about finding your purpose, reframing the story you're telling yourself, and understanding the values you carry and why they matter.
The conversation is free, and so is your first full session. No pitch — we're both finding out whether this is a fit.
Anyone who wants to grow. You might be:
If any of that landed, that's enough to start. You don't need to have it figured out first — almost nobody does.
The Co-Active model holds people as naturally creative, resourceful and whole. I'm not here to hand you my answers. I'm here to help you hear your own, which you'll trust far longer than mine.
You're the expert on your own life; I bring the questions, the attention, and the occasional inconvenient observation. We design how we work together at the start, and redesign it the moment it stops serving you.
The agenda is yours, and it's allowed to change mid-sentence. I follow what's alive rather than a script. In my experience the thing you mention last, almost as an afterthought, is usually where we should start.
Insight that stays in the room isn't worth much. We go deep enough that something genuinely shifts in how you see it, then work out what you'll actually do about it before you leave.
Confidential, always. That includes whoever is paying, if your organisation is sponsoring the work.
Tell me where you are and what you're wrestling with. If I'm not the right person, I'll say so, and try to point you somewhere better.
Prefer to write first? theameliapeh@gmail.com
Newest first. Each one has its own link, if you'd like to pass it on.