Ana Madrid is an AI Customer Lead at Accenture Song, where she helps major organisations shape and deliver customer-centric AI strategies that drive meaningful, measurable value. Her career is defined by the combination of analytical rigour, creativity and a strong understanding of how people experience change.
Ana arrived in the UK straight from university with a backpack, a strong grounding in mathematics, and limited English, building her career through determination and curiosity. She began at a media agency, where she learned how statistical modelling could influence real commercial decisions, from optimising advertising and promotions to informing pricing strategies. This early exposure anchored her belief that analytics only matters when it changes outcomes.
She later moved into consulting and found her professional home at Accenture Song, where data, technology and creativity intersect. With two decades of experience in data science and AI leadership, Ana has led complex programmes spanning advanced analytics, AI, operations, technology delivery and change management. Her work focuses on translating AI ambition into execution, designing governance and operating models that allow organisations to scale responsibly and sustainably.
As a data and AI leader, which traits and skills do you think matter most, and which of those have been most influential for you in your current position?
“The best AI leaders combine two things: deep understanding of the work and deep understanding of the business. You need to have done the hands‑on modelling and delivery to empathise with teams, but you also need to know what truly drives value for the organisation.
“For me, the most influential skills have been strategic clarity, empathy, and focusing relentlessly on measurable outcomes. AI only succeeds when teams feel supported and when the impact is unmistakable.”
Reflecting on your career, what is one non-traditional piece of advice (outside of technical skills) you would give to an aspiring data or AI leader aiming for the C-suite?
“Be kind, life is short. This field moves fast, and the work can be complex. Kindness builds trust, creates psychological safety, and unlocks creativity; all things AI transformation desperately needs.”