AI and media strategist, founder, author and speaker
Samraj Matharu
Making sense of AI. Putting it to work.
I work at the intersection of AI, media and human judgment. Through advisory, writing and The AI Lyceum, I help people explore what technology makes possible—and decide what is worth doing.
Experience across brands and agencies
- Diageo
- WPP / GroupM
- FARFETCH
- dentsu
- Publicis Media
Advisory
Deciding where AI is worth the effort, and designing the operating model that makes it stick.
How I helpSpeaking & teaching
Keynotes, workshops and guest lectures on responsible AI, media and human judgment.
Topics and formatsIdeas & projects
Essays, open protocols and working tools built at the edge of AI and advertising.
See what I buildSelected work
Evidence from inside the operation
FARFETCH
2021 – 2022
Rebuilding attribution around the customer journey
Connecting marketing technology, measurement and the customer journey for a global luxury marketplace.
WPP / GroupM
2022 – 2025
Custom bidding, attention and sustainable media
Building custom algorithms that optimised programmatic buying towards attention and lower-carbon inventory rather than cheap impressions.
Diageo
March – September 2026
AI inside a global media operation
Leading global media operations while defining where AI could genuinely help the people doing the work.
Founder
The AI Lyceum
Wisdom over intelligence.
The AI Lyceum is the platform I founded to ask better questions about artificial intelligence: a podcast with researchers and practitioners, publications, experiments and a community of people thinking seriously about what is worth building.
It is where the philosophical work lives. This site is where you find me.
Book
The AI Republic
The AI RepublicA dialogue
A dialogue about intelligence, wisdom and the decisions we are quietly handing to machines. It asks an old question in a new setting: who should govern, and on what grounds, when the most capable adviser in the room is not human?
An online edition is published through The AI Lyceum. Edition details for the published book are being confirmed before they appear here.
Conversations
Recent episodes I hosted
Peter Danenberg · Google DeepMind
On AI research, agents and what models actually do
Guest affiliation at time of recording
James Wang · Cerebras
Compute, scale and the hardware behind the models
Guest affiliation at time of recording
Nina Begus · UC Berkeley
AI, imagination and what machines make of stories
Guest affiliation at time of recording
Writing
Recent thinking
FutureWeek
16 October 2025
The Future of Advertising — When Optimisation Meets Ethics in the Algorithmic Age
What happens to advertising when the optimisation is automatic and the judgment is not. A guest article on where responsibility sits once algorithms make the buying decisions.
World Academy of Art and Science (EXTRA)
17 October 2025
Europe's Moral Compass for AI: From Regulation to Realisation
On the distance between writing AI regulation and making it real inside organisations — and what has to change operationally for principles to hold.
The AI Lyceum
Online edition
The AI Republic — a dialogue
A philosophical dialogue on intelligence, wisdom and the choices we delegate to machines. The online edition; see the books page for the published work.
Have a question, a project or an idea worth exploring?
I read every enquiry myself. Tell me what you are trying to decide or change, and I will tell you honestly whether I can help.