Samantha North

emigre

Human-centric AI automated systems that help B2B service businesses save time, save money, and grow faster.

AI Strategy Advisor

Digital Émigré

Advisor

SamanthaNorth.com

Founder

University of Bath School of Management

Exploring the various drivers of tribal political behaviour on social media, including automated activity, media framing and disinformation.

PhD Candidate

Brandwatch

Content Marketer

GoCardless

Managing content creation and strategy for the UK's leading Direct Debit provider, with clients including the Guardian, Sage, TripAdvisor, the Financial Times and Thomas Cook

Content Manager

Most founders sit in the messy middle: you’ve tried ChatGPT, grabbed a few quick wins…and now everything feels stuck. 

Tools don’t talk to each other, the team isn’t sure when, or why, to use them, and the gap between “interesting experiment” and “a business that runs on AI” just keeps widening.

emigre helps you bridge that gap.

With PhD-level research skills in data science, plus the scars (and wins) of first-hand business experience, emigre partners with founder-led service businesses to future-proof their operations. 

We start by mapping how your work really happens, then designing a tight set of AI moves that clear bottlenecks, multiply your best content, and come with clear ROI numbers that often surprise.

Those same founders say they’re tired of:
• Feeling overwhelmed by half-baked AI experiments with no clear next step
• Watching their teams struggle to choose the right tool for the job
• Wondering how to measure success or where to invest after that first “wow” moment

The AI Transformation Sprint finishes with a simple playbook the team can run, plus a short list of shiny ideas to ignore so you focus only on what moves the needle. 

If you’d like hands-on help, we can also implement and manage the new workflows for you, or you can run with the playbook in-house – it's your call.

Results clients see: 40+ staff hours freed each month, articles and videos repurposed automatically across channels, and capacity that doubles without new hires. 

emigre has worked with brands like BVNK, Brandwatch, GoCardless, Paddle, and ComplyExpress, on SEO, content, and early-stage AI projects – always keeping their voice and standards intact.

Ready to move from random ChatGPT experiments to an AI-first business?

Book a free strategy call here: https://cal.com/emigre-systems/strategy-call

I published 15 YouTube videos in 60 days. Here's what matters (+ what doesn't) 👇

Everyone obsesses over editing, thumbnails, and gear. I wasted months overthinking all of it. Then I tested what actually moves the needle... 

What doesn't matter:
❌ Fancy editing and transitions
❌ Perfect lighting setups
❌ Being polished or formal
❌ Monetisation through ads (unless you have 100K+ subscribers)

What actually matters:
✅ Clear audio (invest in a decent mic, not a new camera)
✅ 4K footage (phones work great)
✅ Having a script or structure so you don't ramble
✅ Talking to the camera like you're talking to a friend

And the biggest lesson I learned?? YouTube rewards consistency over perfection.

The algorithm doesn't really "get" your audience until you've published regularly for a while. 

I almost quit at video 3. But by video 12, things started clicking.

Here's what actually accelerated my growth:

1) The right software matters more than you think

I used to burn hours in editing hell. Now I just use Tella. When editing becomes easy (and even fun), you publish more. When you publish more, you grow faster.

2) YouTube isn't about ad revenue for most of us

It's about attracting your ideal clients and building your email list. One good client from YouTube beats months of ad revenue.

3) Cross-promotion compounds everything

Every video goes to LinkedIn, my email list, even WhatsApp groups (and I spam my personal contacts with endless videos ). Your network wants to support you - so why not let them?

4) Work with someone who's done it

I've learned more from Salma Jafri in 2 months than I would have in 2 years alone (her YES community is well worth checking out if you're serious about YouTube)

5) AI is a workflow multiplier

I use it for titles, thumbnail concepts, and scripts. My favourite workflow: voice-dictate notes into my phone, ask Claude to structure them into a script, deliver to camera = video done! 

The difference between 0 and 15 videos isn't talent (luckily 😆)
It's removing friction and showing up consistently.

What's your biggest barrier to getting on video?

Samantha North, PhD

AI transformation for B2B | PhD in social data science | On a 2nd passport mission

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