Simon Grice is an AI and digital product executive helping leaders build AI-native organisations. He combines board-level strategy with hands-on product work, drawing on thirty years across corporate, government and startup environments.

His experience includes NS&I, Virgin Money, HMRC, BT, Vodafone, British Airways, the Department for Education and Ordnance Survey. As Head of Product for OS Maps from August 2022 to December 2023, he led its redesign and replatforming, launched in early 2024.

Simon is CEO of Joggle and Founder and CEO of MadeByAI. He is also building Wellwild, connecting outdoor experiences with wellbeing, starting in Wales.

Based in North Wales, he specialises in outdoors, hospitality and tourism, where AI is changing how customers find, choose and book. His talks cover AI leadership, product development, and the practical work of turning strategy into delivery. He brings that operator's perspective to conversations with boards, leadership teams, founders and people building products.