Working in AI

You probably know me as The Hospitality Hero, or from the hotels and projects I’ve poured my heart into.

That world is my home.

But for the last 2 years I’ve also been peering over the fence into something that feels totally foreign to me: AI. That is Clue Labs to be exact. https://cluelabs.co.uk/

I didn’t arrive with a computer science degree or a grand plan. I arrived with curiosity, a slight interest and a very healthy dose of imposter syndrome.

I met Inge (Founder of Clue Labs) a little over two years ago and fell in love with her passion and the product she was building. It wasn’t trying to be flashy or clever for the sake of it. It was practical. The idea was simple: most teams don’t need more content, they need a plan.

They need a way to decide what to say next week, why they’re saying it, and how they’ll know if it worked. That thinking became Clue, and I became an investor not because I wanted to “get into AI,” but because I believe in what Inge is building and the power it has to help business owners like myself.

Here’s the honest bit: the AI industry is daunting.

Every week there’s a new model, a new promise, another “game-changer.” It can feel like standing on a moving walkway that keeps speeding up.

I still couldn’t diagram how any of it works under the bonnet, and I’m okay with that. What I do understand is operations.

I just want to back something that actually helps businesses, especially hospitality because most managers and owners don’t have the time, budget, or headspace for another complicated tool. They need a simple plan they can act on today.

That’s why I back Clue. It’s a planner. It turns “we should post more” into “here are six posts for next week, with the idea, what to film, and the call to action.” Then it checks the results and asks: what worked, what didn’t, and what should we change next week?

Does the industry feel cut-throat? Absolutely. There’s always something new, and there’s plenty of noise. But that’s also why I like where Clue sits. It doesn’t try to out-clever the latest release; it tries to keep you honest about the work.

Plan, publish, learn, repeat.

AI’s not a side project anymore. In 2024, 78% of organisations used it (up from 55% in 2023), which basically says it’s becoming standard kit. I just want to be involved enough to make sure it’s useful for real operators, especially in hospitality. That’s why I’m leaning in with Clue: simple plans, clear actions, and a better shot at turning posts into bookings.

So yes, I’ve dabbled in a fair few investments, and Clue is one I’m proud of. It shows up with a plan when the calendar is empty, it insists on a goal when we’re tempted to post for the sake of it, and it turns last week’s results into next week’s improvements.

If that’s what “doing AI” looks like, I’m in.