I’m Edd Baldry.

I build AI systems for situations where being wrong is expensive.

I’ve been working with technology and human machine interaction since the early 00s. At Dyson I led the team behind how people interact with physical products (screens, audio, haptics and sensing). We were working with vision models on hardware before anyone called it edge AI.

Today I run Make Sense Of It. It’s an applied AI agency where we work out what “AI” should mean for the problem. There are still plenty of problems that are better solved by word2vec, spaCy or a few hundred lines of rules. But many of the most interesting problems need large language models. LLMs need pipelines, evals and architecture to keep them honest.

I’m in north-west Italy but originally from London and have stopped off in Paris and Philly during my career. Much of what I do stems from the DIY punk scene: build what’s needed, share what you’ve got, ask interesting questions.