Work with Hoi

Welcome to the no bullshit sales page. This is a place to work out whether we can actually work together: where I add value to your business by automating the work that drains your team, training your people to use AI properly, or building AI harnesses for them. Most salespeople are bullshit artists who oversell and under-deliver, because they are never the ones who have to deliver what they sold. I have sat in every role in a business, including sales. So I will not sell you bullshit, and I only offer what I can deliver as a Lead AI Engineer.

Hi, I am Hoi. I have loved taking technology apart since I was about 7, and I never really stopped. I have spent roughly 20 years building my own businesses as a serial entrepreneur (design and print, import and export, hospitality, a dance school, and a handful of smaller ventures), running concurrently with about 12 years of a corporate career, including 8 years at Canonical (the company behind Ubuntu), where I spent my days translating infrastructure realities for non-engineering people. So I have sat at both ends of the table: the owner signing the cheques and the person delivering the work. Now I am back to my own gig, at my own pace, doing the part I love most, which is being on the ground helping you get real value out of AI.

Three ways I can help, depending on what you need:

Who this is for

Owner-operators, founders, and team leads who can feel there is real value in AI but cannot get it to land consistently. If your current experience is the demo-grade kind (works in playgrounds, misses the brief in real work, hallucinates, needs babysitting), you can probably feel the gap already. You probably feel understaffed and under pressure, with things slipping through the cracks because the team is running lean.

Two routes through the door, depending on how hands-on you want to be:

  • If you want to learn AI and own the capability: a custom AI harness for your workflows, or AI Adoption Training for your team. You and your people stay in the driver’s seat.
  • If you would rather it was just handled for you: Business Automation, where I build it, hand it off with the manuals, and you drop it the day you no longer need it.

Not sure which fits? That is exactly what the discovery call is for. You make AI-spend decisions yourself and you do not need to convince a board.

What I do not do

Setting expectations up front, the do and the don’t side by side.

  • Programme management. I do not run your AI roadmap quarterly review.
  • C-level convincing. If your leadership is not already bought in, the discovery call (and, for a harness engagement, the company audit) will surface that and I will stop.
  • Frontier-lab work where the ultimate customer is another engineering team.
  • Build your cloud infrastructure or your customer-facing agentic AI itself. I am not here to spin up your AWS, Azure, or Google Cloud, or to run your production agents for you. I CAN build harnesses or automation for the tech team that does that work (so they ship faster and stay consistent), but I will not do their work for them.
  • Anything past the ongoing support scope (the harness Monthly Maintenance Package, or the optional Support phase on a Business Automation engagement): dataset construction, uptime SLAs, running your production agents day to day. Those are different engagement shapes; I can refer.
  • Politics, emotion management, or “how is everyone feeling today” steering (not too much anyways!). I am here to deliver what I said I would deliver. What I will absolutely talk about: how we do this work together, how we problem-solve through whatever surfaces, and how we keep the engagement on track.

Who I work with

Depending on the engagement, this can be a long-ish journey (audit or design, build or training, ongoing support, sometimes more than a year) and I would rather we both have fun along the way. The work itself is going to be hard and sometimes stressful. The last thing we both need is more seriousness breathing down our necks.

So: I work best with people who are down-to-earth, empathetic, real, connected, and grounded. People who treat this as a partnership rather than a vendor relationship. People who can laugh at the absurdity of a Claude session that confidently invented functions that did not exist, and then get on with fixing it.

People I have worked with label me as the “No Problems, Only Solutions” guy, and I happily live up to that. I am dead serious about the work itself (quality output, delivered on time, no shortcuts on what matters). I am NOT serious about the rest of it. There will be a sprinkle of sarcasm. I will tell you when something is genuinely funny. I will admit when I have cocked something up.

Staying calm, light-hearted, leaning into humour and sarcasm has always been my way of processing high stress and survival instinct (especially during fire-fighting situations). So if that is a problem for you or your stakeholders, then yeah, it will not work for us.

We both have to choose to work with each other and the right working environment for both of us to do our best work. Otherwise it is not going forward. If reading my genuine voice and persona on this page lands for you, we will probably have a great time and not just get shit done (anyone can do that), but get shit done PROPERLY. If it makes you cringe, I am almost certainly not the consultant for you (and that is also completely fine, I am not for everyone). If that is you, no hard feelings; we are probably not the right consultant-and-client match, and the discovery call will not change that.

I’m a firm believer that starting any relationship with the highest honesty and integrity, and continuing on that basis, is the right way. It’ll keep us all sane :)

If you are still with me, keep going. The rest of this page is not selling. It is information to set and manage your expectations: what we will do, why, how, and when.

“Are you a one-man band?”

Yes and I won’t be changing this! I had businesses where I managed large teams (which is its own full-time job, and a different one to actually doing the work). With AI assistants doing the heavy lifting now, I genuinely do not need that overhead any more. The AI is the team working for me. So now I can focus on what I’m passionate about: being out there helping you on the ground, sharing my expertise!

“Why is a managed service offer on a blog site?”

Fair question. Because I could spin up a fancy “AI consultancy” website in a day (templated trust signals, stock photography, an “Our Process” section in a sans-serif font, you’ve seen it). Gold foil wrapping and the full sales pitch from a true salesman who talks big but isn’t the one delivering it. You do not want any of that. You want someone genuinely good at the actual work, who delivers on time, at high quality, and goes above and beyond when the work surfaces something you did not expect.

So that is what I am offering, on my actual blog where you can read who I am, what I am, what I am not, what I think about, what I build, what I cock up, what I learn. Reading me here is easier than reading a pitch deck someone else wrote for me.

As a bonus you get my bubbly, fun, no-bullshit (maybe a sprinkle of sarcasm) personality. We will figure out on a 20-minute discovery call whether working together is going to be a wonderful and pleasurable experience for both of us, well before any money or SOW (Statement of Work; the legal contract that locks the scope, deliverables, fees, and terms of a phase) lands on the table.

No slide deck, no sales pitch on that call. I am more interested in listening to your problems and helping you solve them.

And while we are on this. The bigger problem with AI right now is people spending too much time making things LOOK nice that do not actually WORK. The pretty UI on top of the broken bit. The demo that landed on camera after take 17 (and the previous 16 takes you never saw). The “I built a full platform in 1 day with AI” that looks super fancy on a Youtube video (you’ve seen the genre).

I am not running that play. It’s like trying to wrap shit in gold, but end of the day it is still shit. That’s basically what AI slop is and I’m sure you know all about it and trying to solve it since you’re on my page reading this. I would rather spend my hours building the thing that works (the actual audit, build, training, and support work) because right now, this is what matters. Yes, I will automate the bits of my own marketing where automation makes genuine sense, and yes this page will keep getting a little nicer over time. But the value is not in covering up problems. The value is focussing on something that works reliably, now AND in 12 months, with the minimum maintenance burden possible. That is the actual problem to solve.

That is what I am building for you. Not a pretty thing. A working thing.

Why me

I built my own multi-agent harness and run it on every repo I own (linked on the blog post about it). Solo workflow, three-tier review loop, subagent swarm pattern, governance hooks. I dogfood it daily.

Ralph Review Trio, one of the skills from that harness, ships as a public Claude Code plugin. It has caught real bugs in its own shipping and in the private codebases it reviews.

I shipped ebay-seller-tool, an MCP server I use on my own businesses. Commercial use, not a toy.

I run a live automated pullback swing trading platform on real capital. I designed it, Claude implemented, I babysit it daily. Nine thousand commits and counting. Eleven thousand strategy evaluations.

The harness I install in your business is not a theoretical pattern. It is the one that survives contact with my own code (which is the one harness anyone honestly should be selling).

And keep reading me on this blog as I build and deliver more AI-related work (non-confidential, obviously). Tech & AI posts.

Working with me from outside the UK

I am UK-based. Most clients land within the UK and pay in GBP, no fuss. International clients are welcome too: if scope needs me on-site somewhere outside the UK, happy to fly, but you cover travel, accommodation, food, and any other reasonable on-site expenses at cost (no markup). Remote-only engagements work the same regardless of geography.

For UK clients specifically: I run an outside-IR35 working-practice posture by design (right of substitution, no mutuality of obligation between SOW phases, phase-gated invoicing, multiple-clients diversification, IR35 contract review on the SOW). If you are inside-UK and AI-spend approval has procurement implications, ask on the discovery call.

What you need to get started

The honest pre-flight, whichever service fits. None of it is exotic.

  • A real problem worth solving. The discovery call is where we work out whether AI is even the right tool for it.
  • Willingness to let your team be part of it. Whether I am building for you, with you, or training them, the work lands better when the people who do the job are in the room.
  • For harness and automation work, somewhere for the work to live (a GitHub organisation, or willingness to set one up) and machines that can run the AI tool. For training, mostly just your team and their real work.
  • A Claude Max subscription per active user for ongoing AI use (your direct subscription with Anthropic), separate from anything I bill you for.

If any of these is a blocker, raise it on the discovery call and we work the path forward together.

Ready when you are.

Book a 20-min discovery call

HOIBOY AI LTD, registered in England and Wales (Companies House 17211412). VAT registration: pending HMRC issuance. Contact: [email protected].