Human First AI Coaching

You don't need more AI tools. You need the right ones.

I work with you one-on-one to find what works for your business. Not the hype, not the trends. I understand your challenges first and find the AI that fits. No fluff.

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AIRTP+ Certified

AI Red-Teaming Professional

Certified in AI safety & responsible implementation

The Problem

Too many tools. Too much noise. Not enough answers.

Every week there's a new AI tool that's supposed to change everything. Your LinkedIn feed is full of people showing off what they built in five minutes. Meanwhile, you're stuck wondering: where do I even start?

If you feel like you're falling behind, you're not alone. There are thousands of tools, a new "game changer" every week, and no clear path from where you are to where you want to be.

Most people think this is about finding the perfect tool. It's not. It's about understanding what AI can do and knowing which of your problems it's good at solving. The tools are the easy part. The thinking is what matters.

That's where I come in.

The Approach

I start with you, not the technology.

AI transformation doesn't start with software. It starts with people. With understanding how you think, how you learn, what your goals are, and what's getting in the way.

In our first conversations, I get to know your learning style, your background, your industry, and what you're trying to accomplish. From there, I design workflows, prompts, and systems tailored to how you work, using tools I've tested and trust, not whatever launched last week.

Then we get to work. Not through a curriculum or a program with a set order. Through your real tasks, your real challenges, your real to-do list. When you're in a session with me, you're not just learning about AI. You're checking things off your list. You're getting work done while building the skills to keep doing it on your own.

That's the method. Show me what you need to do and we do it together. You learn by doing, not by watching demos or reading theory.

I keep myself current. I use these tools in my own business every day, so when I tell you something works, it's because I've tested it myself. You learn AI with a real human being who uses it, not from a course, not from AI-generated content, and not from someone who read about it and made a slide deck.

That's why people stay. That's why they keep coming back.

The Method

Your real tasks. Your real challenges. Your real to-do list. We work through what you need to get done, not a preset curriculum.

Tested Daily

Every recommendation comes from tools I use in my own business. When I say something works, it's because I've tested it.

Real Human

You learn AI with someone who uses it, not from a course, not from AI-generated content, and not from a slide deck.

How It Works

Three steps. No complexity.

Discovery Call

15 minutes. You tell me what you're dealing with. I'll be honest about whether I can help.

Get Started

Within a week, you'll have a clear picture of where AI fits your work, and you'll already be using it.

Keep Learning

New tools come out, your role shifts, your team grows. I stay in your corner for as long as it's useful.

AI Opportunity Assessment

$500

I map your workflow, identify where AI fits, and build a personalized report with specific recommendations and priorities. You walk away knowing where to start and why.

Recommended

Starter Bundle

$1,500

The Assessment, plus four hours of hands-on coaching. We set up your tools, build your first workflows, and get real work done together. Most clients start here.

Unlocks after Starter Bundle

Ongoing Coaching

$150/hour

Book sessions as you need them, focused on whatever challenge you're facing that week: a new tool, a stuck workflow, or a decision you're weighing.

For teams and companies: Enterprise engagements are scoped individually. Get in touch to discuss what that looks like for your organization.

Who It's For

Is this for you?

You know AI is here. Maybe you've been meaning to figure it out for months. Maybe you've tried a few things and nothing stuck. Maybe you're watching everyone around you talk about it and wondering if you're already behind.

You might be:

A consultant or freelancer looking for an edge that saves time and sharpens your work

A business owner who wants their team using AI but doesn't know where to begin

A professional buried in email, reports, or repetitive tasks that eat your day

An entrepreneur building something new and wanting AI woven in from day one

A leader who needs to understand AI well enough to make real decisions about it

A curious person who wants to understand new technologies and stay sharp for work, hobbies, or life in general

What you need is the awareness that this is happening and the willingness to try something new. The commitment is six hours: an assessment and four coaching sessions. That's enough to change how you work.

This is not for you if you want a course you can watch on your own, a one-time workshop for a large group, or someone to build custom software. I work with people directly, one-on-one or in small groups. That's where the results come from.

Results

People who started where you are.

40+ Clients coached one-on-one

500+ Hours of hands-on coaching

15+ Industries served

EntertainmentFinanceWellnessPhytofarmaceuticalsLegalTechConsumer GoodsCoachingPharmaAgriculture

I started one-on-one coaching with Santi on AI. Very quickly he became part of the team, coaching my employees individually. But it went beyond teaching them tools. He helped each person figure out how AI fits into their work, their day-to-day. That's the part I didn't expect. I brought him in for AI and got someone who made the whole team work better.

Christian Cox

CEO, BetterWay

When I hear people say they're worried about AI, I get it. It blows your mind with what it's capable of. But the more you learn to use it, the more you understand its limits, and that's when it stops being scary and starts being powerful. Santiago taught me what it's good at, what it's not good at, and how to find the sweet spot for the work I'm doing. That changed everything. It's a tool, but if you know how to use it, the sky's the limit.

Erin Robertson

Founder, BuildRise HR

Beyond someone who knows AI, I found a thought partner. Santi works with you to solve problems you don't even know you have yet. I refer him because of who he is, not just what he knows. The quality of his work and his commitment to what we're building together is why I keep coming back.

Mark Krassner

Founder, Alignment Zones

Five days after my first session, I upgraded from Claude Pro to Max. I couldn't stop using it. Santiago didn't teach me a tool. He gave me a thinking partner.

Ana Maria Moreno

Founder, The Copal

I solve business problems.
AI is how I do it.

About

Hey, I'm Santiago.

I'm an entrepreneur based in Mexico City. I ran a design studio for years doing branding and strategy, and I've spent the last 15 years working across industries: phytopharmaceuticals, finance, wellness, entertainment, tech, consumer goods, legal. Different businesses, different problems, same work every time: figure out what's broken, find what fits, and help people get where they're trying to go.

When AI became a real tool you could put to work, I approached it the way I approach everything: what problem does this solve, and for whom? I started using it in my own practice, testing tools daily, learning what works and what doesn't, building systems around real workflows.

That's how AI Sherpa started. Clients kept asking me how I was doing what I was doing, and I realized I could teach it. The thinking behind it. How to look at your work and see where AI fits. How to prompt well. How to build something that saves you real time every week.

I don't know every tool. Nobody does, and anyone who says otherwise is selling you something. What I know is how businesses work, how people learn, and how to match the right AI to the right problem. That's what I bring to every session.