Designing the
decision layer
of AI.

I design AI products at the intersection of behavioural science, systems architecture, and narrative — the layers most builders skip.

Born in Mexico City, based between London and Madrid. Ten-plus years of UX strategy across enterprise and start-up. Today I run Aletheai, an AI-native real-estate intelligence platform built on the Signal Factory architecture: connectors, normalisers, entity resolution, feature store, decision engine, narrative layer.

My work sits at the seam of two convictions: that AI can make decisions legible, and that decisions are how strategy becomes reality. Everything I publish — frameworks, essays, products — is an artefact of that thesis.