The lab that
deconstructs AI
A boutique consulting firm for AI transformation. Small on purpose, senior by policy, independent by principle.
Why Deconstruct Lab exists
Deconstruct Lab was founded on a simple observation: most AI initiatives don't fail on technology — they fail on clarity. Strategies chase hype, vendors oversell, and organisations end up with pilots that never reach production.
We started DCL to do the opposite. We deconstruct the noise into concrete decisions — what to build, what to buy, what to ignore — and we stay until it works in practice. No juniors learning on your budget, no vendors paying us commissions, no decks that gather dust.
Three principles, no exceptions
Every engagement, whatever its size, runs on the same three commitments.
Senior-only
Every consultant on your engagement has led AI work before. The people you meet are the people who deliver.
Vendor-independent
We take no commissions and hold no partnerships to protect. Our only interest is what works for you.
Deconstruct, then rebuild
We break problems down to first principles before recommending anything — then help you build what actually fits.
Who you'll work with
A small, senior team. Placeholder profiles — replace with real people.
Jordan Dray
Founding Partner — Strategy
Fifteen years in data and AI strategy. Leads roadmapping engagements and executive advisory.
Amina Kerr
Partner — Engineering
Former ML platform lead. Heads generative AI implementation and technical due diligence.
Robin Sato
Principal — Governance & Adoption
Background in risk and organisational change. Owns governance frameworks and enablement programmes.
Sound like your kind of lab?
Tell us where you are with AI. The first conversation is free — and genuinely useful, whatever you decide.
Sound like your kind of lab?
Tell us where you are with AI. The first conversation is free — and genuinely useful, whatever you decide.