Meet Your Practitioner
Around 10 years in New Zealand service businesses.
Joe Sutheran
Founder & AI Solutions Builder
I've spent the last two years building AI agents and teaching practitioners how to use them - including 10 months as part of a Wellington AI startup where I built production systems and ran adult training programmes. Now I do this independently, specifically for NZ businesses who want the practical outcome without the enterprise price tag.
Before AI, I spent nearly a decade inside NZ service businesses. Five years at a global adventure travel company - working through marketing, digital strategy, and brand management for an internationally recognised NZ travel operator. Next was performance marketing and conversion analytics for one of ANZ's largest tour operators, as well as process improvement and digitisation projects at a national recruitment firm. Then a stint as a Business Analyst at a Hubspot implementation agency, helping businesses migrate systems and map their processes.
I can walk into a service business and quickly see where the operational drag is - because I've spent years working inside businesses exactly like the ones I now help.
Why I only do one thing now
Over the last two years I've built all sorts of AI systems for NZ businesses. Again and again, the thing that made the biggest difference was underneath them: getting what the team knows out of people's heads and into something everyone can use.
So that's what I do now. I build living knowledge graphs for B2B service businesses, in person, with the team.
I run my own business on the same system. Every client I work with has a graph, and it's how I can switch off at the end of the day.
I work best with owners who want AI to make their people's working lives better, not only the numbers. If the goal is to need fewer people, I'm not the right fit.
Speaking on practical AI at the Seafood New Zealand 2026 Conference.
Let's talk about your team
Grab a coffee with me, no slides. Tell me how your team keeps track of what it knows, and I'll tell you honestly whether a living knowledge graph would help. If it wouldn't, I'll say so.
Book a Coffee