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Najmeh Zeinali
Najmeh Zeinali in a meeting room, a process plant visible through the window

A smarter industry.More capable people.More effective organisations.

Backed by more than twenty years of experience across a range of industries, my team and I work alongside your organisation the whole way — from identifying where AI genuinely fits, through to designing and delivering solutions that work.

  • Analysis and discovery
  • Strategy definition
  • Delivery, rollout and improvement

10 challenges industry faces again and again

This list comes out of experience and conversations with project and operations managers across a range of industries, and shows the problems that recur most often at each phase of the project lifecycle. If several of them are familiar to your organisation, looking at them more closely can be the starting point for a worthwhile conversation.

  1. Design and engineering

    • 1

      Technical knowledge stays with individuals, not the organisation

      One of the recurring problems in engineering companies is that project knowledge is scattered. Not the design documents themselves, but the reasoning behind the choices, the assumptions, the technical considerations and the logic behind engineering decisions. Capturing lessons learned is also largely a formality in many projects, and happens only at close-out; so most of the decisions and experience gained during execution are never recorded, and when senior engineers leave, part of the organisation's engineering memory and accumulated experience goes with them.

    • 2

      Document review and reconciliation: slow and manual

      Checking hundreds of documents for deviations from standards and from the rest of the project record is a slow, highly detailed process that can run for weeks. The accuracy of that review depends on the concentration and experience of the engineers doing it. As the volume of documents grows, so does the likelihood that a significant deviation is missed.

  2. Procurement

    • 3

      Technical evaluation of contractor bids is not consistent

      Comparing several technical proposals depends in practice on the experience, memory and judgement of whoever is doing the evaluation. The result, seen time and again, is that items are missed during tendering — items that go on to affect the contract and to cost the organisation twice over.

    • 4

      Supplier performance history is never recorded

      In many organisations, a bad experience with a supplier on one project repeats itself on the next project in the same organisation, because nowhere in the system was it recorded in a citable form, with the detail that would make it useful.

  3. Construction and commissioning

    • 5

      Progress reports that miss the real situation

      Contractor data usually arrives late and in inconsistent formats. Consolidating, reconciling and correcting it takes time, and delays the final report. By the time the reports are ready, they do not necessarily give an accurate picture of where the project currently stands.

    • 6

      Execution deviations identified too late

      A significant share of deviations only comes to light once a project has reached installation, construction or commissioning. At that point, correcting a deviation can mean rework, replacing equipment, or delaying the project schedule. The cost and time to put it right are therefore usually far greater than they would have been had the same deviation been caught at design stage.

  4. Operations

    • 7

      The gap between data and operating decisions

      Control systems have been recording a considerable volume of operating data for years. It is usually summarised in periodic reports, but much of its analytical value goes unused. The data that already exists rarely turns into practical insight or better operating decisions.

    • 8

      A reactive approach still dominates maintenance

      Repairs usually begin after a failure has occurred, even though the early signs of it may have been visible in the equipment's own data weeks or months beforehand. Without continuous analysis of that data, the chance to catch it early is lost. What follows is an unplanned shutdown, a higher repair bill, and disruption to operations.

  5. Shared challenges across every stage

    • 9

      Organisational resistance to adopting AI

      One of the main obstacles to bringing AI into industrial companies is organisational resistance to change — resistance that comes from doubt about the value and reliability of AI, and from concern about people being replaced. That outlook reduces internal engagement and means part of the organisation's time, energy and resources goes into overcoming internal resistance rather than into improving productivity and creating value. Building shared understanding across the organisation is therefore one of the basic preconditions for digital transformation.

    • 10

      The gap between industry expertise and data and AI expertise

      The distance between industry expertise and data and AI expertise is one of the significant obstacles to defining solutions that work. The data specialist may not understand the process and its operating constraints well enough, and the process engineer may not be familiar with what AI models can and cannot do. In many cases the result of that gap is a solution designed around a minor or incorrect problem rather than the organisation's real one.

The collaboration path

Work with an organisation follows a structured path of three phases, turning the potential of artificial intelligence into solutions that are practical, valuable and durable. Each phase has its own distinct outputs, and the decision to continue is taken at the end of each phase, on the basis of the results and the organisation's own judgement.

  • Phase 1

    Analysis and discovery

    Objective

    Understanding the current state and the organisation's capacity, and establishing priority AI opportunities.

    • Organisational readiness assessmentA review of processes, data, infrastructure and organisational capacity.
    • Workforce assessmentIdentifying capabilities and skills gaps relevant to AI.
    • Leadership alignmentBuilding a shared understanding of AI objectives, opportunities and requirements.
    • Opportunity identificationEstablishing which applications create value and can realistically be delivered.
    • PrioritisationRanking opportunities by value, feasibility and organisational readiness.

    Outcome

    A readiness assessment, a set of AI priorities, and a framework for management alignment.

  • Phase 2

    Strategy definition

    Objective

    Turning the assessment findings into a working roadmap, and building the organisational foundation AI adoption requires.

    • AI roadmapSetting priorities, projects and stages of delivery.
    • Governance model designDefining structure, roles, responsibilities and oversight of AI outputs.
    • AI team formationDefining its structure, its roles, and how it works with the rest of the organisation.
    • Policies and guidelinesSetting the framework for safe and effective use of AI.
    • Training and enablementTraining staff according to their role and the organisation's needs.
    • Evaluation metricsDefining how performance and value creation will be measured.

    Outcome

    A roadmap, a governance model, an AI team, policies and guidelines, and an enablement programme.

  • Phase 3

    Delivery, rollout and improvement

    Objective

    Deploying AI solutions, enabling the people who use them, and improving continuously on the basis of performance and feedback.

    • Deployment and deliveryImplementing AI solutions and putting them into operation.
    • Support and trainingSupporting and training staff as they use the solutions.
    • Monitoring and debuggingIdentifying and resolving errors and performance problems.
    • FeedbackCollecting and analysing feedback from users.
    • Effectiveness assessmentMeasuring performance and the value created.
    • OptimisationRefining and improving the solutions in light of results and feedback.

    Outcome

    Working solutions, capable users, and a cycle of continuous improvement.

About

Najmeh Zeinali

AI Strategy Advisor for Industry

I am a mechanical engineer with more than twenty years of professional experience in the oil, gas, petrochemical and power generation industries. Most of that career was built in engineering, design and the delivery of industrial projects. A degree in business administration (MBA), alongside that engineering knowledge and experience, has strengthened the management and commercial perspective I bring to my work.

Alongside that background, I have completed specialist professional training in AI consulting — training focused on AI strategy, business applications, and how artificial intelligence is put to practical use inside organisations.

My focus today is the strategy and application of AI in industry and in industrial organisations — a field I approach as a continuation of my engineering experience and of what I have come to understand about how industry actually works.

I believe the value of AI in industry is not limited to adopting new tools and technologies. What matters is identifying the right opportunities, understanding an organisation's constraints, examining its existing processes and data, and selecting the cases where AI can produce a clear and dependable result.

Extensive industry experience is the foundation of how I approach AI. Understanding engineering processes, projects, organisational structures and delivery requirements makes it possible to assess AI applications against an organisation's real needs and real problems — with the focus on creating operational and commercial value, not simply on using a new technology.

I do not regard AI as a replacement for people; I regard it as a means of making people more capable and organisations more effective. Used well, AI can improve specialists' access to information and analysis, shorten the time decisions take, and make better use of the knowledge and experience an organisation already holds.

My aim is to build an effective connection between industrial knowledge and experience, human skills and the capacity of AI — a connection that leads to better decisions, more effective performance and more capable organisations.

Education and professional training

  • BSc and MSc in Mechanical Engineering — Amirkabir University of Technology
  • MBA programme — University of Tehran
  • Comprehensive AI Consultant programme — Careerpreneur Academy, CanadaCPD accredited
LinkedIn profile

What people usually ask before we start

How do we know whether our problem needs AI or a process change?
The real question is who makes each decision in the organisation, and on what basis. If the data needed is not being recorded, the problem lies in measurement and data capture infrastructure; and if it is recorded but does not reach the decision-maker in time, the problem goes back to process and reporting. AI becomes meaningful when the data exists and is accessible, but its volume, speed or complexity exceeds what a person can review. In many cases, drawing that distinction shows that a simpler, cheaper and faster process change can solve the problem.
Why do off-the-shelf solutions not work on our plant data?
The data from any process unit reflects that unit's own operating conditions, design constraints and history of modifications, and it cannot simply be substituted with data from a comparable unit. Even similar equipment or units can behave differently after a few years in service, so a model trained on data from another environment does not necessarily grasp those differences. Data quality is decisive too: mislabelled tags, poorly calibrated sensors or gaps in the record can undermine the validity of a model's output without ever being visible in routine reports. That is why every project has to start with a precise understanding of the unit itself and the quality of its data, not with choosing a model.
Do we need complete data infrastructure before we start?
Few organisations have a fully prepared data infrastructure at the outset. Part of the assessment is establishing what can be done with the data that already exists, and which applications need an initial investment in data collection, quality or accessibility. In some cases the assessment concludes that the organisation is not yet ready to deliver an AI solution — and reaching that conclusion is itself part of a sound, low-risk decision.
How are you different from software companies and technology contractors?
Technology companies generally develop and sell a particular solution; the role of an independent advisor is not to sell a product or a technology. The focus is on defining the problem precisely, assessing the options, selecting the right contractor and measuring whether the solution works. Independence from vendors also keeps the decision anchored to the organisation's real need and to measurable value, rather than to any one technology or supplier.
Do you work with our internal team or replace it?
The work is built around your internal team, and its aim is not to create a long-term dependency on an advisor. Knowledge transfer, capability building and involving your team along the way are part of every phase. By the end of the engagement, the organisation is able to carry the work forward on its own capacity.
What happens to our confidential information?
Before any review begins, a confidentiality framework and a non-disclosure agreement (NDA) are agreed between the parties. All of an organisation's data, documents and information are treated as confidential and are not published or shared without written permission. That covers the organisation's name, the details of the project, and any reference to the engagement on this website or through any other channel.
What if our organisation is not yet sure it needs this?
The initial consultation is designed for exactly that question. It looks at the problem, the priorities and how ready the organisation is, in order to establish whether moving into AI is the right decision at this point. If the conclusion is that the organisation's priority currently lies elsewhere, reaching it early saves spending time and resources on a path that would deliver little.

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