Everyone is talking about AI.
Few know what they're doing.
Join the few.
Book a 30-minute call
The pressure is real.
You're being asked questions you don't have answers to.
"What's our AI position?"
"Can my team use this tool?"
"How are we staying competitive?"
Meanwhile, AI is changing faster than any of us can track.
New tools every week. New vocabulary every month. And everyone around you acts like they've already figured it out.
Here's what nobody says out loud:
53%
of C-Suite executives
are hiding their AI use because they're afraid of looking like they don't know what they're doing.
54%
of Leaders
report feeling like they're failing amid AI's rapid growth.
Three things are already happening
Your people are
already using AI.
Nearly half of all employees are hiding their AI use to avoid being judged - often with unapproved tools, unclear data practices, and zero guardrails.
Your competitors are
embedding it into operations.
Not perfectly. But they're learning, iterating, and compounding their advantage every quarter.
The gap between perception
and reality is widening.
C-Suite leaders believe only 4% of employees use AI regularly. The real number is much higher. You can't lead what you can't see.
This is not a tech problem.
It's a leadership challenge.
You're navigating:
  • Employees worried of being replaced, yet using AI tools without guidance
  • Overwhelmed leaders that cannot separate AI output from human output
  • The biggest opportunity for productivity boost in a generation
  • Pressure from stakeholder to deliver on AI
Most companies treat this as an IT rollout.
It's actually a workforce transformation.
How we help
An exclusive space to learn, ask hard questions, and lead with clarity
It's AI Right gives senior leaders the structure and safety to build real competence around AI.
No jargon. No judgment. No pretending you should already know this.
You get:
Clarity on what AI can and cannot do today
Language to talk credibly about AI with your board, team, and customers
Practical frameworks to guide experiments, set guardrails, and make investment decisions
Choose how you want to build AI fluency
1:1
Coaching
For professionals who need a confidential space to get up to speed—fast
Private coaching tailored to your role, industry, and responsibilities. We work through your specific use cases, the tools most relevant to your work, and how to talk credibly about AI with every stakeholder group.
You leave each session with clarity, concrete actions, and language you can use immediately.
Tailored
Workshops
For teams that need shared understanding and direction
Tailored workshops for small groups (5–8 leaders). We combine hands-on work with clear decision frameworks.
The goal: A leadership team that speaks the same language about AI and pulls in the same direction.
6-Module Leadership Programme
For organisations ready to build lasting capability
A structured journey combining group sessions, 1:1 coaching, recorded lessons, and practical exercises with real tools.
By the end, your leaders don't just understand AI. They can spot good ideas, kill bad ones, and lead adoption in a way that keeps humans at the centre.
Who is this for?
  • Senior executives and C-level leaders
  • Founders and business owners
  • Directors and heads of function who shape culture and strategy
You run teams. You make decisions that matter. You feel the gap between what you know and what you're expected to know.
You want to lead your team through this shift with confidence and integrity.
What people typically tell us after working together
After working with us, here's what clients say:
"I know what matters,
and what's just AI noise."
"You gave me a language, so I can confident
conversations with any audience about AI."
"I feel grounded instead of overwhelmed
by new releases and headlines."
"I know how to set realistic expectations for my team and board."
"I can turn scattered experiments into coherent direction."
In short: You stop reacting to AI and start leading with it.
Who we are
Matteo Bacchin-Bertling
Matteo makes complex AI ideas simple and practical. He helps leaders understand how AI actually works - and how to use it in day-to-day decision-making. His focus: real-world application, clear language, and building confidence fast.
Peter Sorgenfrei
Peter is a six-time founder and trusted advisor to CEOs globally. He helps leaders stay clear, steady, and effective when the stakes (and noise) are high. His work centres on psychology, communication, and Whole Human leadership.

Together
We bring technical understanding and human understanding into one place. You get both perspectives, so you can navigate this shift without fear, posturing, or confusion.
Your organisation is already using AI.
Make sure you're leading it.
In 30 minutes, we'll:
  • Map where you are and what your key risks are
  • Clarify what "good" looks like for you as a leader
  • Recommend the path that fits your context
Just a clear conversation about where you are and where you need to go.