- 22+ yearsbuilding on the web
- Multiple venturesPlexo Logic and Lumin XR, plus StreamerShare and ExpiryDate
- Thousands of clientsacross two decades of delivery
- Course instructorLinkedIn Learning, Skillshare, Udemy
- Public sector workUK Police, NHS, Ambulance Service
Hi, I’m Diego.
I started my first business in 2003 building websites and running servers. I stayed in web and SEO for 16 years, then moved to Spain, picked up a camera and fell sideways into game development. That detour turned into teaching, and my courses on LinkedIn Learning, Skillshare and Udemy have been taken by students around the world.
Seven years ago I moved back to the UK. I am based in Yorkshire now, between Sheffield and Manchester. Over the last four or five years I have been pulling the thread on AI harder and harder, and it is the most exciting shift I have seen in my career.
Not because the technology is impressive. I have been around long enough to not get starstruck by a new toy. It is because of what it lets a small team actually do. Productivity that used to belong to enterprise budgets is now reachable by a five-person business. That is the gap I am here to close.
Four things I will defend at a dinner table.
A fair amount of AI advice you will read online is vague, safe and written to keep every reader nodding. This is what I actually think.
Most AI consultants report. I act.
Most of the industry will hand you a dashboard and a monthly PDF. That is not a strategy, it is a chart. I build action plans. Pulse finds the content gaps, competitor weaknesses and real opportunities in your market, and then we do something about them.
Search is about to flip.
Traditional search engines are already down roughly 40% in volume as users go straight to LLMs for answers. If your business is not showing up in ChatGPT, Claude, Gemini and Perplexity, you are invisible in the places buyers are actually looking. Outbidding competitors on Google Ads is a losing trend.
AI is a multiplier, not a redundancy notice.
The lazy headline is that AI replaces people. The honest version is that AI removes the repetitive work a team should not have been doing in the first place, and frees those same people to do the work that actually grows a company.
One-size AI is nonsense.
Every implementation I build is wrapped around the business I am building it for. It plugs into tools they already use, not a new platform they have to learn. Frictionless, or it does not ship.
A quick tour of 22 years.
The best work I have ever delivered has come from combining things that were not meant to go together. Here is how I got here.
- 2003 – 2019
Web, SEO and server infrastructure
I started my first business in 2003 building websites and running servers. Clients ranged from single-owner businesses to UK government bodies including the Police, NHS and Ambulance Service. Sixteen years of shipping, iterating and learning how real organisations actually use technology.
- 2019 – 2023
Spain, teaching and augmented reality
I moved to Spain, picked up a camera and fell sideways into game development. That detour turned into teaching. My courses on LinkedIn Learning, Skillshare and Udemy have been taken by students around the world, and I started building in augmented reality, which would later become Lumin XR.
- 2023 – now
AI at the centre
I moved back to the UK and now work from Yorkshire, between Sheffield and Manchester. Recent work includes senior development for a company launching a TV show on Apple, and for a large Dutch energy firm on a UK rail simulation project. I now run two companies, Plexo Logic and Lumin XR, alongside projects like StreamerShare and ExpiryDate.
The common thread is that I am a problem solver who crosses disciplines. Lumin XR, an AI voice agent living inside augmented reality, running in a browser with no app, is a direct product of that instinct.
A small, hand-picked set of businesses at any given time.
The typical client is a UK professional services firm, solicitors, marketing teams, influencers with serious operations behind them, or an SME owner who knows they need to move on AI but does not trust the noise.
We start with a Pulse Check. I look at the business, the competitors and the specific content gaps in your industry online. I come back with a plan. If we are the right fit, I stay with you to execute it, and Pulse reports on progress the whole way through.
You will also meet Lexi, the voice agent that lets you actually talk to your data instead of reading about it.
A recent client came to me after a rough run promoting their business online. Within two weeks of the new site going live and the action plan kicking in, they were already being cited in AI search, a space most of their competitors have not even noticed.
Let’s see if we are the right fit.
If you are stuck on how AI applies to your business, or you are being pitched solutions that feel generic, start with a Pulse Check. I will analyse your company, look at your competitors and hand you something you can actually act on.